The Power of Unified Data in a Chaotic Marketing World

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In this insightful session, School Specialty (SSL) addresses the challenge of creating a single, comprehensive customer data source despite difficulties arising from institutional data management, acquisitions, and diverse B2B and B2C interactions. Through collaboration with Anteriad and significant advancements in data quality and integration, SSL aims to develop a 'Golden Record' for enhanced individual customer understanding. This initiative promises improved customer experiences, marketing strategies, and stakeholder collaboration by consolidating data across multiple roles and buying behaviors. The session explores SSL's journey, methodologies, and future prospects for leveraging unified data in marketing.