Getting Your Wires Crossed

It’s what Craver calls “the database problem” that results from a silo
mentality, which still exists in a lot of organizations where the left hand doesn’t know what the right hand’s doing. As a result, organizations fail to connect or integrate their databases.

“Matters of the Web and Internet, mistakenly thought to be ‘technical’ in nature, are set off in silos guarded by Webmasters, IT personnel and sometimes communications departments who have little or no understanding of metrics — investment, performance, return on investment — and all the other tools needed to implement and measure an effective multi-channel campaign,” Craver adds.