Buyers seem to channel surf between marketing and sales channels as easily as they change their TV programs or Internet sites. Yet most firms still organize marketing data in channel-specific silos. We all agree that "multi-channel marketing" is the future, but buzzwords alone do not solve problems. Few firms have turned multi-channel hype into practical reality. This session will focus on how Charter Communications, a leading cable provider, designed and implemented a true multi-channel marketing database, campaign management , response attribution, and reporting environment.

You will learn:
• Why multi-channel database marketing is critical to database marketing
• Challenges and benefits of implementing multi-channel database marketing
• Practical advice on implementing integrated multi-channel marketing