- The paper suggests that there is no 'one size fits all' policy, and that using data calls on users to rigorously map the roles and contributions of various potentially interconnected platforms.
- Looking to the future, marketers say the still-unrealized potential of cross-channel integration – "programmatic everywhere" – is likely to define their highest-priority use cases.
- Users see integrated tools as providing seamlessness in data management, oversight and governance, as well as meaningful deployment efficiencies.
- Finally, it will be the people and processes governing the tools that will be critical to long-term success....
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