Everything but the Kitchen ... Sync!

1. Establish the business goals for data integration. Before going out and creating anything, think about what data is most important to integrate — and where to store it. We recommend creating experience-based use cases for what data is needed, how frequently and where, as well as determining what the results yield in terms of tangible outcomes. For example, what online activity data do you want to use for offline segmentation or customization of messaging? Conversely, what information from your offline database of record do you need to sync with your online database to customize e-mail messaging (ask string, interest areas, etc.)?