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Data Integration Is key

But what about the data, you might ask? Isn’t it true that most companies don’t have accurate data or enough data about clients? This has been one reason for the slow uptake in variable data volumes.

But, according to 1to1 media, a division of Peppers & Rogers Group, this situation is changing rapidly. In a recent 1to1 in Action white paper, “Panning for Gold,” the firm reports: “Crafting fact-based marketing, sales and service strategies using insight gleaned from customer data is one way companies are gaining a competitive advantage today…Fortunately, as the number and quality of the -avenues for tracking and collecting data increase, so do the technologies needed to make sense of all of the customer information available to companies today.”