The panel agreed that data integration and cross-channel marketing is becoming an increasingly mainstream activity for businesses. “Integration is not just an elite pursuit,” Lovett said. “It’s really a business imperative…to get complete perspective on your business.” Gassman said integration of data across organizations is nothing new. What’s different today is automation amount of data.

Even if they aren’t yet merging their data sources, Novo said organizations need to begin getting people in different departments thinking about how they will use integrated data. “People get all fired up talking about getting all their data married up, and then sit around and say `What are we going to do?’” He suggested data managers from throughout an organization report to an independent person, such as the CEO or COO, to help ensure data transparency.

Batra said businesses can’t lose sight of potential privacy issues as they begin to track and integrate more consumer data. Although younger consumers are generally willing to share personal information online, Gassman predicted backlash from some segments of the public when they begin to realize the amount f cross-channel tracking that is occurring. Warren said people will agree to provide data and tracking if they receive value in exchange.

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