Today the business environment is ever-changing, and the use of digital marketing is leaving traditional marketing in its wake, for good reason.  Business operations today are more complex. Companies are challenged to understand and utilize a myriad of channels while attempting to retain existing customers and also connect with potential new customers every single day. 

If you're not using an integrated marketing strategy, then you might want to rethink your approach.  Executing an integrated marketing campaign is really all about identifying the channels that work best for your company or organization and leveraging them to make the most impact.  But to ensure success, it's important to understand and expand upon past success.  Gathering critical information and marketing intelligence is an important part of any integrated marketing strategy.  Understanding and using the right analytics to track and measure success is not only important for the success of a current campaign but for future campaigns as well.