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Integration of multichannel data remains a challenge

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Chicago—Integrating customer data is the greatest challenge for marketers, according to a survey of marketing industry executives by Alterian. The enterprise marketing software company conducted the survey at its Annual Summit last month.

More than half of the 160 respondents acknowledged gaps between data collection and use, and 60% attributed that to organizational inefficiencies.

Twenty-nine percent said marketing to and tracking multiple channels is their greatest source of concern; 24% said their biggest hurdle is “closing the loop on campaigns by merging response and transactional data.”

On the bright side, 43% of respondents said their e-mail marketing channel is integrated with offline channels such as direct mail. A third (33%) said e-mail is a standalone channel for them.

Alterian surveyed 160 executives, including about 60 brand marketers, marketing service providers, systems integrators and agencies, in real time at the event, using an audience response system.

—Carol Krol

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