Abstract
Understanding the customer is a key component to enabling marketers with multichannel attribution analysis to better target marketing campaigns and use personalization engines for delivering focused messaging to online audience segments. With the promise of big data and systems that integrate, process, and allow querying of online and offline data, marketers can aspire to the ideal 360-degree view of the customer. Making this vision a reality, however, will be challenging for organizations that have historically separated Web and digital initiatives from legacy IT and marketing initiatives. Little incentive has existed for collaboration or cooperation due to divergent business performance goals. Successful organizations are transforming processes, governance, and working relationships to fully maximize their ability to use digital data to their marketing advantage.
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