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HOW TO: Manage online and offline date

Six ways to manage your online and offline B2B data

Integrated marketing is well established. Even so, many marketers are preoccupied by the means of communication, whether online or offline, and don't put enough emphasis on the value of the data and its use in improving customer experience.

“Knowing whether customers have visited a website after receiving a piece of offline communication and the sales achieved as a result is a real data challenge,” says Kirsty McKinney, brand manager at Market Location. “It requires a focus on data that many companies lack.” Read on for six golden rules of how to integrate online and offline data.