Until the internet, in the old days of offline marketing, data was hosted – we could say “jailed” – in physical layers. The famous central data repository or consolidated customer datawarehouse. In the world of traditional CRM, refreshing consumer data in real time and making it available for the next real time interaction with the consumer has always been a challenge.
Internet offers a new and blessed era for Data. On the internet, data is hosted in the network layer. Internet has made the targeting data portable and linkable. Qualification can be collected and data can be created in one place of the network. And the same data can instantly be used in any other place of the network: Data is in the cloud. And targeting data is now actionable in real time at any time and from any place.
