Multichannel marketing means being able to deploy not only campaigns but content across channels in an integrated fashion.
It is recognized that to communicate effectively across channels, customer information must be also shared effectively within the organization.
Data sharing was the a topic at Econsultancy.com’s recent Big Data Roundtable in London in February. What is less well-known and understood is how to get to a shared data repository as an organization.
This blog post discusses my research results on data sharing. For more on the topic, Econsultancy has a great report on how to achieve shared data in a corporation.