Many companies are realigning their marketing strategies to accommodate more sophisticated and discerning customer profiles. But as marketers use data mart technology to track and analyze detailed customer information, they are recognizing that they can use this information to guide more proactive communication with customers.

Recognizing that customers are a company's greatest asset, convergent marketing provides a methodology for businesses to integrate the customer into the overall fabric of the organization. By adding the convergent marketing methodology to its data mart technology, a company can realize the full potential not only of its database marketing programs but also of the company's overall strategic planning efforts.

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