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Integration, Information and Insights
Integration, Information and Insights: A Contextual Perspective on Customer Interactions
Marketing executives and managers are increasingly utilizing data to understand customer behaviour and foster one-to-one customer relationships. As the reliance on data increases, so does the demand for marketers to apply insights and develop strategies in multifaceted and complex context.
Today, data about customer interactions are managed by multiple systems and applications, such as point of sale, operational CRM, business intelligence tools and online marketing functional applications. Each application uses different metrics within the context of the application but not necessarily aligned with the overall marketing strategy context, such as acquisition, retention or cross-sell.
How can marketing organizations best integrate data about customer interactions to provide a full contextual view? Igor and Steve will present how SIRIUS Satellite Radio uses contextual data integration utilizing a unified customer interactive event model to create more effective multi-channel interactions with customers and prospects. For more information on concurrent sessions at the convention, click here. 
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