The company wanted to improve the way they collected end data of the customer journey but faced a challenge because they lacked a unified view of online and offline customer data. Their existing system captured customer data from multiple sources and presented a rather confusing picture. The company wanted to understand customer behavior and journeys across channels to maximize Customer Lifetime Value (CLTV).
The company's customers could sign up as community members and have multiple identities online in the company's systems. Members often inadvertently use different identity information when interacting with the company's services, such as their physical stores, online shopping, and other touchpoints. Having multiple identities for each member complicated the company's ability to understand the effectiveness of their marketing efforts and hampered their understanding of customer behavior.
In brief, the company was looking for a:
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