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If there's one thing that comes through very clearly in this edition of Digital Strategy, it's that a siloed approach to media channels is no longer tenable.
This has been apparent in digital marketing for some time, and though many organisations have yet to recognise it, things are gradually changing. This is shown by our email survey on page 49, with over half the respondents saying they measure the effect of email campaigns on their overall marketing, and 62% saying they share data from their email campaigns with the rest of the marketing department. Both numbers are up from last year's survey.
The driving force behind the breaking down of digital silos is the desire to better understand the impact of advertising throughout the customer journey. As Quantcast's Phil Macauley says...