Integrating Your Data to Drive ROI
At this point, you have actionable information. A customer who hasn't purchased in 38 months visits a certain merchandise page but doesn't purchase. An email marketing campaign can be crafted for customers with this type of behavior, in hopes of reactivating the customer.
Or look at your catalog marketing activities. Who would you rather mail a catalog to: a customer who hasn't purchased in 38 months, or a customer who hasn't purchased in 38 months but visited your website last week?
Data integration is a hot topic and for good reason. Balance the need to have all data stored perfectly in your database with the opportunity to summarize a few key data points — data points that are highly actionable.