Customers Can Handle More Than One Channel, so Why Can't You?: an Interview on CustomerThink

Bob Thompson, CRM guru and founder of CustomerThink, has been very kind to interview me on the subject of the Multichannel Marketing book. Among Bob’s seven short questions my favorite was:

“Who should own multichannel marketing and why?”

We know how important organizational commitment to measuring marketing ROI is. Without it, few analytics programs have ever succeeded.

That is certainly true in individual marketing disciplines, e.g. online marketing optimized by web analytics and direct marketing sharpened by predictive analytics.

But who should be committed to the success of multichannel marketing given that it spans many marketing departments and discplines? I proposed an answer in the interview.