Everything but the Kitchen ... Sync!

As frequent readers of this column know, we’ve spent a fair bit of time profiling organizations that are making multichannel campaigns work — Oceana and using telemarketing to convert online activists to donors, data (segmentation strategy and clusters) to target messaging, etc.

Well, that is all fine and well — you might say — but since most of your data isn’t actually synced, how on earth are you supposed to launch a multichannel campaign (let alone report on it)?