Data Warehouse and Single View

Private companies (such as Amazon, Tesco) have led the way in using customer data to shape their business and improve the customer experience. Amazon have rooted their business model in a ?single view? of the customer ? which describes joining up every piece of information the company holds on a customer?s interactions, using this profile to determine which products a customer will be most interested in, and which marketing methods they will be most receptive to. This type of data processing is not restricted to th...