We are entering an era of marketing where effectiveness will depend on creating highly personalized experiences at every touch point. To do this, marketers must have both the processes and tools needed to operationalize coherent views of prospects and customers. The tools are becoming better every day but marketers are lagging in utilizing those capabilities..

http://www.forbes.com/sites/johnellett/2014/09/01/new-approaches-to-customer-data-can-improve-the-effectiveness-of-marketing/?utm_campaign=forbestwittersf&utm_source=twitter&utm_medium=social