Scott McClary

By Lisa Yorgey Lester When consumers make a purchase from your Web site or retail store, they are shopping your brand, not your channel. Indeed, close to 80 percent of consumers shop physical stores, online and catalogs interchangeably, according to a March 2005 report released by Adjoined Research. So, you want to be able to recognize customers across your channels and report on those interactions. Imagine a customer's frustration when she purchases an item from your catalog and isn't able to exchange it at your local retail store. By integrating disparate data silos into a single repository, you can achieve a single view

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