It's also still difficult to identify the multiple relationships you might have with a customer. Few companies are able to confirm that customers who respond to marketing online and customers who physically buy products through retail outlets might be the same people, for example. Not many companies know that Joe who visited the company Web site is the same Joe who visited the store and bought goods at point-of-sale, ... For the tools to be really effective, companies need to look at customer data from all perspectives.
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