Struggling to integrate customer and prospect social media data across the enterprise and data analytics across channels? You are not alone. A new study by the Direct Marketing Association (highlighted in a recent eMarketer article) finds that companies are falling short in doing it well. The study looked at a broad spectrum of integration issues, but data management remains a particularly high priority. Interestingly, "in spite of corporate and departmental barriers, the majority of companies are still integrating elements of their marketing programs, even if they consider their efforts ineffective." That suggests companies are pursuing integration strategies without clear remedies on how to improve them. … [Read more...]
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