CRM and social media tools are hard to integrate, marketers say


Marketers love the idea of bringing together their customer-relationship-management databases and their social media followings, but fusing the two is proving to be difficult. While the technology exists to integrate CRM and social data, navigating social networks’ privacy rules and developing a scalable system is too much for most brands. “Everybody says they understand, but nobody really knows,” says Syncapse chief Michael Scissons.  Advertising Age (tiered subscription model) 

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