For Customer Intelligence Professionals

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	June 19, 2008 Creating A Multichannel View Of Your Customer Expanding Online Visibility Is Key To Improving Marketing's Effectiveness by Suresh Vittal with Cliff Condon, Sarah Glass	Average: 6  (4 ratings)

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Executive Summary

A comprehensive view of the customer helps marketers deliver productive customer experiences, support marketing measurement, and drive new business opportunities. However, despite longstanding efforts, today's customer databases lack the information to support productive conversations across channels. Why? Marketers tell us that organizational as well as data- and technology-related issues prevent them from stitching together a comprehensive view of the customer. To help solve this conundrum, Forrester has identified four steps that marketers must adopt to improve their chances for success.

TABLE OF CONTENTS

• Unifying Customer Data Is A Strategic Imperative
• Four Steps To Ensure Data Integration Success

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