Executive Summary (This is a document excerpt)

Firms are slowly appreciating the strategic value of the customer database. But those that see the database as a marketing panacea are in for a rude awakening. The good news: Much of the value to be gained from customer insight is still unclaimed. Low-hanging fruit abounds, including untapped Web behavioral data and multichannel testing. Companies that successfully socialize customer data across their business — like Amazon.com, CVS, and Harrah's — will reap rich rewards.

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