Cross-Channel Campaign Study Confirms Integrated Data Required For Success (MediaPost)

Poor data integration sabotages cross-channel campaigns and few companies have made the necessary steps in data collection and measurement to gain a common view of consumers within their organization, per a Forrester Consulting study commissioned by IgnitionOne. While 95% report they have formed a collaborative relationship with IT counterparts, most fail because they lack an integrated view of customer data, the study reveals…