For marketeers it is a daily struggle. Where are my customers, what do they like, how can I reach them? Building a single view of the customer requires knowing a fair bit about them.
Ideally you want to know more then the data points your organisation is able to collect like address, order history and phone number (and please let those be accurate). What would really help effective marketing is to know your customer’s contact preferences, social demographics, financial health, social network, employment, daily commute, etc. etc.
Keeping your data accurate with people moving, dying and changing jobs all the time is difficult enough as it is. Keeping abreast of your customers social data seems virually impossible. Has anyone experimented with collecting social network data to do this?