Marketingsherpa Blog
January 24, 2012

Marketing Analytics: What the heck is 'cross-channel management?'

Technology and language have a strange relationship. Technology pushes the limits of what we can do. Language lags behind, trying to explain what we’ve done.

For example, take “cross-channel management.” Or is it called database integration? Or multi-channel management? Or a unified customer database?

All these phrases strive to describe a similar technology — one in which a company centralizes all its customer data and makes it actionable. The vendors appear to differentiate themselves in their language and their features.

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