Better understanding customer interactions across channels is a vital need for marketing agencies. The recent study by Forrester and commissioned by ExactTarget (called The Key to Successful Cross-Channel Marketing).
Within the Forrester and ExactTarget report, a total of 43% of respondents named this a top-3 challenge. Among the respondents 8% rated this need as their biggest challenge. Another big obstacle: Managing campaign execution across multiple marketing technologies, chosen by 45% as a top-3 challenge.