Increased consumer demand for more personalized and relevant brand experiences has made customer segmentation and targeting an imperative for companies.According to a November 2011 survey from Acxiom and DIGIDAY, though the majority of US advertisers and agencies were able to identify and segment their customer base, few were capable of doing so in a way that delivers a personalized experience in real time and across multiple channels.More than half 58% of advertisers and 39% of agencies said they were able to track and segment their best customers. However, agencies were more than twice as likely 12% to be able to incorporate both online and offline data into the segmentation process, compared to just 5% of advertisers capable of this more advanced approach.

via The Challenges of Cross-Channel Data Integration – eMarketer.