You can’t deliver true personalization without a Single Customer View, and the cost of pretending you can is your ROI.
Disconnected data is messy and unreliable. It breaks the link between insight and action, leaving teams to make decisions without the full picture. That fragmentation weakens personalization, blurring the customer experience across every channel.
When systems can’t connect, data gets trapped where it’s stored instead of flowing where it’s needed. The result is less accurate targeting, missed opportunities, and campaigns that lose momentum before they land. What starts as a data problem eventually becomes a growth problem.
The answer to this is a connected Customer 360 — a system that unifies every interaction into a single, reliable view of your customer. It turns scattered data into decisions you can trust and actions you can scale.
Brands that integrate their systems to build a unified Single Customer View see the payoff clearly — those with faster growth rates get 40% more of their revenue from personalization than slower-growing competitors. It’s proof that integration is competitive advantage.
The sections that follow show what disconnection costs — and how integration restores clarity and drives growth.
Where disconnected data drains profit
Those same numbers tell another story too — the cost of fragmentation. When your data is disconnected, your money moves but your visibility doesn’t. The gap between what you spend and what you know keeps widening.
According to Gartner, poor data quality costs organizations at least $12.9 million every year on average, largely because data lives in silos with overlaps, gaps, and inconsistencies. That’s profit leaking quietly through the cracks of disconnected systems.
When your systems connect, the data sharpens and spend becomes accountable. Integration gives you control over ROI, and confidence in every decision that drives it.
How fragmentation slows teams and stalls growth
You can measure wasted spend, but not the confidence that disappears with it.
Consistency is the silent advantage that holds trust together. Fragmented data breaks that rhythm. One system treats a loyal customer as a stranger, while another pushes offers that no longer apply.
Each disjointed moment weakens the connection between your brand and the person behind the purchase.
McKinsey research shows that 76% of consumers feel frustrated when experiences aren’t tailored to them. And when your systems can’t agree on who the customer is, every interaction becomes a reminder that the brand doesn’t really know them.
The same disconnection that erodes customer trust also slows the teams serving them. Disconnected workflows turn quick decisions into drawn-out cycles, and work slows to the pace of its least connected system.
We’ve seen this play out first-hand for major brands, and the transformation that follows when connection is restored. We expand on this more below.
AI takes that transformation one step further
By structuring and analyzing massive volumes of disconnected data, AI closes the gaps between insight and action, turning confusion into clarity and effort into efficiency.
It does in seconds what teams once spent hours chasing, revealing what drives returns and where performance breaks down.
Building a Single Customer View: The ITG approach
A Single Customer View, or Customer 360, connects every behavioral, transactional, and contextual data point into one foundation for personalization.
When data flows through a single framework, marketing gains the visibility to act early and with intent.
ITG’s Integrate capability was built to deliver exactly that
By unifying data, platforms, AI, and content operations through the Halo content model and Storyteq, brands gain visibility across every channel, transforming personalization from a campaign-by-campaign effort into an always-on capability.
For Wickes, that connection unlocked measurable growth. ITG helped consolidate fragmented data into a connected personalization engine that increased conversions by 40% and generated £7 million in incremental revenue within six months.
These results show what a unified customer view truly delivers — smarter targeting, faster activation, and measurable growth that only strengthens over time.
Turning connected systems into connected teams
Once the systems connect, the challenge becomes keeping the people connected. Behind every dashboard is a team trying to translate information into ideas. When that information lives in silos, collaboration slows, and confidence fades.
A shared customer view changes that dynamic. It gives teams one truth to build from and one direction to move toward.
Here’s what happens when every team works from the same source of truth:
- Everyone sees and works from the same insight
- Decisions are made with confidence
- Momentum builds naturally because people trust the process
Technology without connection still leaves teams lacking clarity they can act on. When technologies like AI are properly integrated into teams, you get faster collaboration, better content, and long-term growth.
Turning automation into acceleration with Operational AI
Operational AI helps teams automate the flow of data across systems, turning complexity into clear, real-time insight that supports better decisions.
When insight moves automatically, campaigns respond faster and creative work becomes more focused and effective.
In practice, that transformation looks like this:
- Data analysis and reporting run automatically, freeing up human focus
- Campaigns adjust in real time as new insights surface
- Strategy and creativity take priority over process
Operational AI gives marketing the clarity and alignment that make a Single Customer View work in practice, helping brands automate intelligence and scale performance.
Why integration is the real growth multiplier
Fragmentation costs more than time and money — it costs clarity.
The longer data, teams, and systems stay disconnected, the harder it becomes to deliver marketing that truly works. Every inefficiency, every inconsistent experience, every delay traces back to the same source — a lack of connection.
A Single Customer View creates one unified truth where insight flows, decisions align, and personalization scales across every channel. It gives marketers visibility of what’s working, the confidence to act faster, and the structure to keep creativity moving at the speed of opportunity.
That’s what ITG’s Integrate pillar was built for — uniting data, platforms, AI, and people into one connected operation that drives measurable ROI.
Is disconnected data, teams, and tech costing you ROI? If so, we have the solution. Fill in the form here and one of our team will be in touch.