Information integration where are you?

The following chart presented by eMarketer shows the answers made by  the Forrester Conference attendees. The question was “What is the best source for generating data on their customers”, the answers are not a surprise at all. They answer as each source provides enough information itself about their customers, but they don’t! Web analytics just tells you what your customers are doing but how are you gonna make a decision when you don’t know why?

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