Effective cross-channel marketing requires data. You need data to respond more quickly to changes in demand patterns, to reduce out-of-stocks, to match product offerings to the right customer, and to improve customer service. Aggregating and integrating all this information, however, is complex and even risky. The numerous data breaches of the past several years have demonstrated the risk and economic cost associated with collecting greater amounts of electronic data.
The complexity results from both state and federal laws. If information is obtained from the issuer of a retailer
