Marketing is one of the most successful business functions to date within the modern digital enterprise. Much of the success comes from significant advances in data management, software automation, and customer analytics at unprecedented scale that enable a single view of the customer. Success also comes from new sophisticated practices in omnichannel marketing, which leverages the single customer view and related technical practices to market to customers and prospects in a holistic and coordinated fashion.
This Checklist Report drills into the data requirements of modern digital marketing, with a focus on the single customer view and omnichannel marketing. The goal of the report is to accelerate user understanding of evolving data and marketing best practices and tools so user organizations are better equipped to initiate or extend omnichannel marketing programs.