How’s this for a sobering statistic: only 14 percent of marketers have achieved a 360-degree view of the customer, according to a Gartner research survey. Nor does achieving full customer data integration necessarily result in value creation, the research shows. Enter the digital twin of the customer (DToC), a virtual representation of a customer that can simulate behavior and learn to anticipate it. Read how this fledgling technology could be a potential alternative to that illusive 360-degree customer view, according to a Gartner opinion piece in AdExchanger.

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