Marketers haven't quite fulfilled the promise of "one-to-one marketing" and it's only getting harder as buyers become more empowered and unpredictable, Bizo CEO Russell Glass writes. But the rise of data-driven automation centered around customer-relationship management solutions signals the beginning of a battle for supremacy among Salesforce.com, IBM, Oracle, SAP, Microsoft, Google and Adobe. Salesforce has an early edge, but competitors are busily developing proprietary audience-data strategies despite issues with cross-platform integration and looming privacy concerns, Glass writes.

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