Dan Affeldt

As consumers begin to move more fluidly from channel to channel for research, purchase and customer service activities, direct marketers are increasingly hard-pressed to keep up. According to The State of Retailing Online 7.0, a 2004 study conducted by Forrester Research on behalf of Shop.org, 74 percent of respondents listed the ability to integrate data across channels and understanding their customers' behavior as their greatest challenges. To gain insight on the importance of developing a database to support multichannel marketing initiatives—as well as to discuss the pitfalls to avoid in such an undertaking—Inside Direct Mail Editor in Chief Hallie Mummert talked to Dan

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