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enterprises are awash with data , but it ’ s fragmented from all manner of sources and siloed in disparate systems which are not integrated , nor were designed to be . Marketers have no way of seeing the customer in a unified , single view , which is necessary to fully understand each customer and provide them with a truly-personalized experience . The opportunity to wow the customer is lost forever .”

Explaining some of the benefits of this approach , Gladwin says , “ having a centralised , single source of truth of the customer serves as a complete , up-todate record and empowers marketers to build lasting and more meaningful relationships with customers through accurate , timely , and trustworthy data . The closer marketers can get to the

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