Systems Integration & Strategy Consulting for VP of e-Commerce/e-Business
- A tremendous amount of customer/prospect activity happens on our corporate website, but the results of that activity don’t integrate with the isolated databases used by the more traditional marketing functions.
- We haven’t yet successfully enabled our website for marketing purposes, so that it can conduct or participate in campaigns a’ la the other channels.
The principal problem here is that this marketing department has evolved with a number of application-specific “silo” databases that do not communicate with each other. It also appears that the website may need additional back-end functionality that will make it more of a participant in Marketing’s endeavors.
This company needs to migrate its stovepiped databases to a unified data repository where all customer-related information resides. In addition, the department will probably benefit by deploying a single leading-edge application that drives marketing actions/campaigns for all channels ...with the website being just another one of those.
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