Less than 10% of companies successfully achieve an accurate 360-degree customer view, according to Gartner. Even fewer—just 5%—can effectively leverage this data to drive business growth. Yet, having a unified customer view is foundational to marketing, personalization, analytics, and customer experience strategies.
At Snowplow, we help businesses achieve a truly unified and centralized customer data foundation by combining first-party tracking, third-party webhooks, and APIs—ensuring every data point is collected and structured for real-time use.
What is a Unified Customer View?
Each user leaves a digital footprint when interacting with your brand—across web, mobile apps, CRM, email, payments, and third-party tools. But without data unification, these touchpoints remain fragmented across different platforms.
A Unified Customer View (UCV) (also known as a Single Customer View (SCV)) consolidates all customer interactions, across all channels and devices, into a single, user-level profile.
To achieve this, businesses need to:
Track first-party behavioral data using Snowplow’s SDKs and trackers.
Ingest third-party data via webhooks, APIs, and external sources.
Unify customer identities across devices and sessions.
Store and model data in a structured format for analytics, AI, and decision-making.
Example:
Before modeling → Raw, siloed event data from web, mobile, and CRM.
After modeling → A structured, session-based customer profile.
Why a Unified Customer View Matters
A Unified Customer View is the foundation for advanced analytics and hyper-personalization. With fully integrated, centralized customer data, businesses can:
Optimize marketing attribution – Understand which campaigns drive engagement and revenue.
Deliver hyper-personalization – Serve real-time, tailored content based on customer behavior.
Enhance customer service analytics – Provide proactive support with a 360-degree customer profile.
Improve AI and predictive analytics – Power AI models with complete, structured customer insights.
The Business Impact
A fully unified customer data strategy reduces inefficiencies, accelerates decision-making, and enhances customer lifetime value—ultimately driving revenue growth.
Challenges in Building a Unified Customer View
Despite its benefits, many companies struggle to build a Single Customer View due to:
1. Tracking & Consent Restrictions
- Apple’s ITP, browser cookie blockers, and GDPR regulations restrict long-term tracking.
- Solution: Snowplow’s first-party, server-side tracking overcomes these limitations, providing visibility for 400+ days.
2. Identity Resolution Across Touchpoints
- Users switch between web, mobile, offline, and third-party platforms, making identity stitching difficult.
- Solution: Snowplow unifies users with custom user identifiers, probabilistic matching, and deterministic tracking.
3. Siloed Data & Poor Data Quality
- Disconnected data sources require extensive cleansing and transformation, consuming 65+ days per year for data teams (source: 2023 data report).
- Solution: Snowplow validates data before it enters your system, ensuring structured, high-quality datasets.
How Snowplow Enables a Single Customer View
First-Party & Third-Party Data Collection
- Snowplow SDKs and Trackers capture real-time, first-party customer interactions.
- Webhooks & APIs integrate third-party sources (e.g., CRM, payments, adtech platforms).
Cross-Device Identity Resolution
- Snowplow stitches users across browsers, mobile apps, tablets, and IoT devices.
- Unifies anonymous first-touch interactions with logged-in user sessions.
Event-Driven, Real-Time Data Infrastructure
- Sub-second data pipelines stream behavioral events into your data warehouse or lake.
- Enables automated actions, real-time personalization, and AI-driven recommendations.
Full Data Ownership & Compliance
- Unlike traditional CDPs, Snowplow never stores your data—it remains in your cloud environment.
- Ensures privacy compliance (GDPR, CCPA) and zero data vendor lock-in.
Highly Customizable & Scalable
- Define custom event tracking, enrich data dynamically, and adapt tracking to business needs.
- Supports experimentation, A/B testing, and AI-based insights.
Customer Spotlight
“Now we turn to Snowplow for about 90% of our use cases—it’s a core part of our feature development.”
Or Levi, Team Lead, Product Analytics at Bizzabo
Get Started with Snowplow
Building a Unified Customer View is no longer optional—it’s a competitive necessity.
Snowplow’s AI-ready, event-driven data infrastructure helps companies unify first-party and third-party data for a fully centralized customer data strategy.