Many companies ask me how to effectively integrate, analyze and act upon online data in an efficient manner given its massive size – where to start, what solutions are viable and what skills are needed? The skills needed are typically tied to the solution of choice. Many times, current skills may drive the solution set choice, but in this case, do not let that constrain your organization. You need to be nimble and evolve quickly in an online environment.

Online data is powerful. It contains customer and prospect behaviors and interests that may be used to increase communication relevance within all channels. Unfortunately, most online data environments are extremely large and not well integrated with the other data sources. In this article, I focus on the environment options to tackle three steps for enabling true online analytics. First, the online data must be integrated. Second, it must be analyzed; and finally, the insights must be made actionable within all channels.

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