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 the private sector. Central government has for some time been working on ?big data? projects, designed to join up disparate data sets (e.g. DWP linking benefits with PAYE data in ?real time? to combat fraud; and the partial replacement of the Census in 2021 with joined-up administrative data).

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