When your customers browse online, they choose how they want to interact with your brand. A phone call, online chat, and filling out contact forms are all commonplace. Today’s business climate is consumer-centric, but what does this do to the data? Typically, different silos are created for Web, phone, Salesforce, and other data. Then, an employee will try to extract real business insights from the babble. We’ve been there before: running SQL queries out of a homegrown CRM database, parsing phone call records, and matching timestamps from an analytics solution to the website’s database of user sessions. Now, we’re here to tell you there’s a much better way.