Today, due to lack of channel integration, campaigns provide audiences with redundant and conflicting messages, even if they use behavioral targeting and personalization tactics. New technology platforms now allow companies to integrate their customer interaction data from separate databases in order to deliver "dynamic, highly personalized marketing campaigns that leverage the most effective channels to achieve desired response rates."

The article provides an example of a retailer who wanted to launch an e-mail campaign targeted at boosting repeat business from past purchases. To do that, they integrated their loyalty and POS databases in order know what their customers had previously purchased. This resulted in a 150% uplift in e-mail marketing ROI from that one campaign. The data also helped them better understand customer behavior. By delivering only the most relevant promotion campaigns to subscribers, their Web traffic increased 40% within 60 days.