The Data Silo Effect
What you need to know about making decisions to optimize Internet marketing ROI
Peter AdamsPrimary KnowledgeQuestion: are you a 'silo' marketer or a 'customer-centric' marketer?
The knee-jerk response to this question is 'Of course, I'm a customer-centric marketer. It says right in our mission statement that the customer always comes first.'
But this question has nothing to do with your intentions; rather, it refers to your ability to aggregate all of your customer data such as marketing campaigns, Web site visits, and purchases into one place, in order to have a holistic...