Data is central and plays a great role in multichannel marketing in that in these digital times it is very easy to convey data and so much to a wide spectrum of users. Besides data can be relayed in so many different formats so as to reach each user in a way or format best for his or her use. Many companies can interprete results very clearly based on the data analysis

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Why the effective use of data is central to multichannel marketing – Econsultancy (blog)