For Customer Intelligence Professionals

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	February 19, 2009 What's Your Web Data Integration Strategy? Marketing Data Reveals Better Insight With Integration by John Lovett with David Daniels, Suresh Vittal, Lauren Jesuitus, Emily Murphy

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Executive Summary

Customer data is perpetually amassing for marketers with each new campaign, Web site visit, and email delivered, thus creating unprecedented stores of Web data. This information is often siloed within disparate applications providing shallow customer insight, but nearly 80% of Web site decision-makers are unlocking value by integrating Web traffic data, customer profiles, email, and survey data using various tools. However, profuse challenges such as infrastructure constraints, staffing woes, and corporate governance quell many integration initiatives. Despite numerous impediments, 50% of Web site operators stated that they improved the quality of online marketing by integrating Web data. Marketers who heed Forrester's recommendations for integrating Web data for actionable outcomes stand to benefit from increased Web site effectiveness and elevated online customer experiences.

TABLE OF CONTENTS

• Effective Marketing Requires Continuity Through Integration
• Integration Benefits Culminate At The Customer Experience

RECOMMENDATIONS

• Integrate Web Data With An Action Plan In Mind
• Related Research Documents

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