The document discusses the challenges of multi-channel strategies and how to create customer value. It addresses the rise of digital media consumption across multiple devices, and how this has changed consumer purchasing behavior, with many customers now researching online but purchasing offline. It also discusses the need for companies to integrate customer data from various silos and channels to develop a 360-degree view of each customer in order to improve marketing strategies. A case study of the company Nextag is presented, which uses customer data and analytics to personalize marketing campaigns at scale.