Multichannel marketing data makes the difference between scattered campaigns and seamless customer experiences. Smart marketers know that successful holiday campaigns don’t happen by accident. They’re built on a foundation of consistent, unified multichannel marketing data that works across every channel. 

The proof is in the numbers. Companies with strong omnichannel strategies see a 9.5% increase in annual revenue, while campaigns using three or more channels achieve 287% higher purchase rates. Yet only 23% of marketers describe their multichannel marketing strategy as very successful. 

The difference between success and struggle? Multichannel marketing data that creates a single source of truth across every touchpoint. This multichannel marketing data foundation becomes critical during holiday season when customers interact with brands across multiple channels before making purchase decisions. 

Holiday shopping is inherently multichannel. Customers discover products on social media. They research on websites. They compare prices on mobile apps. They often purchase in-store or through different digital channels. 

Without proper multichannel marketing data, your holiday campaigns become disconnected experiences. This confuses customers and wastes budget. 

The Holiday Shopping Reality: 

• More than 60% of consumers participate in omnichannel shopping 

• Customers make at least 6 touchpoints before purchasing from a brand 

• Brands see a 30% higher lifetime value from customers who use more than one channel 

During holiday season, these touchpoints compress into weeks instead of months. Your multichannel marketing data needs to support rapid, consistent messaging. Every interaction matters more when customers are ready to buy. 

Let’s walk through what happens when multichannel marketing data isn’t unified. Here’s a typical holiday shopping journey that goes wrong: 

• Customer Sarah gets a “25% off” promotion via email 

• Your email system shows her as interested in home décor (based on old data) 

• She clicks through but sees tech accessories instead 

• Wrong targeting due to inconsistent data 

• Facebook shows Sarah ads for home décor at full price 

• Your social media data doesn’t know about her email interaction 

• She’s confused by inconsistent messaging and pricing 

• Different systems don’t talk to each other 

• Sarah receives a printed catalog featuring products she already bought elsewhere 

• Your direct mail system has outdated purchase history 

• You’ve wasted money and damaged the customer relationship 

• No system tracked her complete journey 

The Result: Lost revenue. Wasted ad spend. Confused customers. Damaged brand trust. All because multichannel marketing data wasn’t properly unified 

Successful holiday campaigns start with multichannel marketing data that creates a single, accurate view of each customer. This foundation enables consistent experiences across every touchpoint. 

• Contact Information: Valid emails, phone numbers, and addresses that work across all channels 

• Purchase History: Complete transaction records that inform every channel’s messaging 

• Engagement Data: How customers interact with emails, ads, websites, and stores 

• Preference Data: Product interests, communication preferences, and timing insights 

• Behavioral Data: Shopping patterns, device usage, and channel preferences 

When this multichannel marketing data is unified, every system works from the same customer intelligence. Email knows what social media ads promoted. Direct mail reflects online browsing behavior. Digital ads align with email campaigns. 

This is where Alesco Data makes the difference. We don’t just provide data – we provide unified multichannel marketing data that works consistently across every system and campaign. 

Here’s how the same customer journey succeeds with Alesco’s unified multichannel marketing data: 

• Sarah receives personalized email based on her complete profile 

• Alesco’s multichannel marketing data shows her recent website browsing and purchase history 

• Email features relevant products with appropriate messaging 

• All data comes from one unified source 

• Facebook ads reflect her email engagement and website behavior 

• Alesco’s unified multichannel marketing data ensures consistent pricing and messaging 

• She sees complementary products that make sense with her interests 

• Same data foundation drives every channel 

• Catalog excludes items she already purchased (tracked across all channels) 

• Features gift suggestions based on her complete shopping behavior 

• Timing aligns with her typical purchase patterns 

• Alesco’s data prevents waste and maximizes relevance 

The Result: Sarah feels understood and valued. She makes multiple purchases because the experience is seamless and relevant. Your campaign ROI increases while customer satisfaction grows. 

Email Marketing Unified multichannel marketing data enables sophisticated segmentation based on complete customer behavior, not just email interactions. Send Black Friday promotions to customers who browsed but didn’t buy, while offering loyalty rewards to frequent purchasers identified across all channels. 

Digital Display & Social Media: Multichannel marketing data creates accurate lookalike audiences and enables precise retargeting. When your display ads know what customers received in email and direct mail, you avoid message fatigue while reinforcing key campaigns. 

Connected TV (CTV): Household-level multichannel marketing data enables CTV targeting that complements other channels. Reach cord-cutters with holiday promotions that align with their email engagement and website behavior, creating a cohesive brand experience. 

Direct Mail: Multichannel marketing data eliminates waste by ensuring mail pieces complement digital efforts. Send catalogs to customers who engage online but haven’t purchased, while suppressing recent buyers to avoid redundancy. 

80% of businesses using omnichannel marketing report revenue increases, but success requires high-quality multichannel marketing data. Poor data quality undermines every channel’s effectiveness. 

Common problems include: 

• Inconsistent customer records across different systems 

• Outdated contact information that breaks channel connections 

• Incomplete purchase history that prevents accurate segmentation 

• Missing behavioral data that limits personalization opportunities 

63% of marketers believe real-time data is essential to reach desired ROI, yet 38% struggle with real-time decision making. The solution is multichannel marketing data that updates continuously across all systems. 

At Alesco Data, we understand that multichannel marketing data isn’t just about having information in multiple places. It’s about creating a unified foundation that supports consistent, effective campaigns across every channel. 

Our multichannel marketing data services add missing information to your database and verify existing data. We standardize and validate your current dataset, then append missing contact information and enhance records with more than 1,000 available data attributes. This includes postal, demographic, financial, buyer propensity information, plus phones, emails, and social media handles to enhance your omnichannel marketing efforts.

Multichannel marketing data stays accurate through our comprehensive data hygiene services. We offer CASS, NCOA/PCOA, deceased suppression, Do-Not-Call, Do-Not-Mail, and other suppression services to ensure your holiday campaigns reach real, valid contacts across all channels.

Our Address Assist service improves customer address quality using over 40 years of historical name and address data. This overcomes NCOA limitations and can identify and update upwards of 85% of records, ensuring your direct mail coordinates effectively with digital campaigns.

Our data processing capabilities include Merge/Purge, Suppression, Geo Coding, Drive Time, and Radius Processing to ensure your multichannel marketing data works seamlessly across email platforms, direct mail systems, and digital advertising campaigns.

Proper multichannel marketing data enables measurement that reveals true campaign effectiveness: 

Unified Attribution Track customer journeys across all channels to understand which touchpoints drive conversions. Conservative estimates show $80,000 annual savings from more accurate campaign data. 

Cross-Channel ROI Measure how email campaigns influence social media performance, or how direct mail affects online conversions. Multichannel marketing data reveals these connections that single-channel reporting misses. 

Customer Lifetime Value Understand complete customer relationships, not just channel-specific interactions. Multichannel marketing data shows the full impact of holiday acquisition campaigns on long-term revenue. 

42% of retail executives allocate up to half their marketing budget to omnichannel initiatives. Don’t let poor multichannel marketing data undermine that investment. 

Your holiday success depends on creating seamless experiences that guide customers from initial awareness to purchase and beyond. This requires multichannel marketing data that works consistently across every touchpoint. 

The brands that win this holiday season will be those that solve the data foundation challenge first. While competitors struggle with disconnected systems and inconsistent messaging, you can deliver the unified experiences customers expect. 

Start with your data foundation. Everything else follows. 

Don’t let disconnected data undermine your holiday campaigns. Contact Alesco Data today to discover how our data enhancement, hygiene, and enrichment services can improve your Black Friday, Cyber Monday, and holiday marketing performance across all channels. 

Our data experts can help you standardize, validate, and enrich your customer database with the information you need for effective multichannel marketing data strategies. 

Contact Alesco Data to learn more about our data enhancement and hygiene services. Let us show you how clean, enriched customer data can support coordinated campaigns across email, direct mail, and digital channels this holiday season. 

Visit alescodata.com or call us to discover how our multichannel marketing data solutions can improve your holiday marketing performance. 

Ready to Unify Your Multichannel Marketing Data?

Schedule a Free Holiday Data Quality Assessment

Our experts will show you how identity resolution marketing and holiday data enrichment can transform raw records into revenue-generating customer profiles.

Alesco Data delivers the clean, connected data foundation you need to coordinate email, social, direct mail, and every channel this holiday season.