For a long time, integrating online and offline marketing has been a concern and often a pitfall. One of the reasons is that CRM is Datawarehouse centric while online marketing is interaction centric.
Interoperability protocoles and approaches like those developed by Datvantage allow marketers:
- To connect offline and online data and channels,
- To reconcile datawarehouse centric CRM data with interaction centric online data
This interoperability creates new and huge opportunities for marketers, it allows :
- To focus media efforts on most valuable prospects or clients,
- To leverage offline segmentation in online media to target valuable audiences,
- To combine offline with online data, and increase performance of marketing campaigns,
- To integrate CRM platforms with Online Media, and develop proprietary targeting solutions with leading publishers and ad networks
