IN NO OTHER MEDIUM has there ever been as much data available about users, prospects, or customers as there is on the Internet, and all of it is available to marketers in real time. That can be a good thing or a bad thing. High-traffic websites can easily generate gigabytes of data every day, but no one can possibly use all of it, and, frankly, most people wouldn’t want to anyway. The big issue, then, is to decide what data to collect and what not to. Once you’ve figured that out, you’ll need to make sure that the data you do collect is the kind that will let you engage your customers in a lasting dialogue.
Gaining access to and integrating data from a variety of databases in your organization will be ...
