Communication Trumps All in Database Marketing
Yes, multichannel customers are the best customers. But those best customers are also responsible for an awful lot of undesirable behavior, so this fact might be completely irrelevant.
Business leaders must be willing to ask questions that invite open-ended responses. If you ask an analyst to query a database and calculate the mean number of orders placed by customers buying from one channel vs. customers buying from multiple channels, for example, you'll get exactly one answer — and it'll be without context. If you ask an analyst to profile the behavior of multichannel customers, explaining the behaviors that lead to high levels of profitability, you'll get an entirely different level of analytical support from the analyst.
Outstanding communication between business leaders and analysts leads to improved business intelligence and, ultimately, better decisions. Therefore, I believe that communication is more important than using highly advanced database marketing techniques.