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Marie Rouilly
The average brand today manages upwards of five social media accounts, four internal customer systems, multiple transaction platforms for ecommerce, point-of-sale and mobile app purchases and a marketing technology stack that is only growing in complexity. On top of this, businesses have a wealth of customer feedback in the form of product reviews, customer surveys and social posts. The output from this massive technology infrastructure is a tsunami of data that can be convoluted if it isn t reigned in and managed effectively. 
As the variety of customer channels expand across in-store, ecommerce, mobile, social and beyond, the volume, variety, velocity and veracity of big customer data is increasing at an exponential rate. Now add in the complexity and unknown variables driven by COVID limitations, and preserving the relationships between a brand and its established customers has never been more critical or more complicated. ....

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