In the past two decades or so, a lot of marketers talked about gaining a 360-degree view of their customers. I'm not exactly sure what this means, so I looked it up. Apparently, for most marketers, it means having a comprehensive record of every touch point a customer has had with a company. Originally, it was the promise of CRM vendors, where anyone in an organization, at any time, can pull up a complete customer history. So far, so good. But like many phrases, it's been appropriated by marketers and its meaning has become blurred.