As a marketer, you understand that your customers and prospects are interacting with your brand in entirely new ways, through new and varied channels with greater expectations than before. Depending on the type of business, customers can buy or interact with your organization by mail, email, internet, phone, in store, through a sales rep, or most likely through some combination. At the same time postage rates are increasing while response rates are declining, we’re entering economically uncertain times and are increasingly facing budget constraints all the while consumers are being bombarded with messages. With all of these factors at play, it is imperative to compile as much intelligence about each customer as possible. To achieve this, you must integrate disparate silos of customer data and create a central marketing repository that provides a single view of each customer. With a reliable view of each customer - one that links an individual to transaction history and demographics - you can truly begin to understand and anticipate the needs of current and potential customers and deliver on them. The result: Greater profits through enhanced loyalty and conversion, and decreased waste.