There has been great rumors about how to customize Oracle and SAP systems to being able to create customer centric digital marketing materials. The solution is not trivial and there certainly are many pitfalls which one should avoid, but after all, there are solutions out there that can help you.

Customer Profile Management  – Integrating your Knowledge about the Customer:
A universal profile management system is simple. It has the ability to capture and store both known customer attributes like past purchase history and behavioral attributes like click path and keyword search activity. A universal profile management system lives in the same software that executes multi-channel marketing communications. It is not designed to replace Web analytics. Rather, its purpose is to better use the existing data to fluidly communicate in a relevant way with customers and prospects through multiple channels.
Most marketers think in terms of lists, not profiles. As a result, some difficulties arise in how best to approach the customer. For example, if one customer is on five separate lists, it is difficult to find the common traits and coordinate the marketing messages. Therefore, one customer can easily receive five different messages from the same company. Communications may be superficially relevant to the recipient from the marketer’s perspective, but the lack of coordination ultimately undermines those efforts. (source)
With good CRM information newsletters can be delivered with the most relevant story first, a simple step that could make the difference between a potential consumer dismissing, or reading, what has been sent.  (source)
You already know how to use existing data to measure each channel individually, and understand that a more complete analysis means looking across different channels. But up until now, many marketers have felt that the technology needed to consolidate and integrate data wasn’t mature enough to deliver the value they were looking for. (source)

What to know about eMail Marketing:
eMail needs data integration. eMail is personal. eMail is immediate. eMail is extremely flexible. eMail (still) represents the future in corporate communication though many people might tell you otherwise, especially in the context of social networks.
If that were so, ask yourself one question: How many emails do you receive daily that are business related and how often do you do business in SN? Yes, SN are a good tool for marketing, but we’re all still not quite there yet.
(source)

Offering Your Customer Value:
We all know that one should offer something of value to potential customers. Well .. but do we do that? Yes, we thrive to achieve this goal, but honestly, most of us fail due to too many technical restrictions. To put it bluntly, we just don’t have the necessary tool support to get the data we have out to the customer in the way we want. At least that is what we think. (source)

Maybe it is time to set yourself a goal: become an expert on not only your business niche but also on your customers.