Time to Get Personal —Sherburne

These systems are maturing, and the quality of data is improving, allowing for more effective marketing campaigns.

But there is still what some are calling a “missing link”—the ability to manage those campaigns across a variety of channels, with two-way data exchange between the campaign activity and the enterprise systems. In essence, then, your ability to provide the management of integrated, multichannel marketing campaigns, and to track and report on their results, provides the missing link that marketers are seeking. Pellow pointed out that as marketers attack these issues, they have lots of questions. She said: