The chances are you will have had contact with a consumer at some point. But when? In order to maximise your efficiency of message you need to understand who is a genuine new customer or an existing one that you are looking to up-sell or cross-sell. All the tools exist, but how do you integrate your systems to ensure you understand the data and interpret it in the right way through your CRM system? How do you focus your measurement and messaging across the whole customer journey to ensure each touch point is optimised?