More often non-marketing information is being included in databases to enrich the level of analytical information about a customer that can be used to better understand the whole relationship. This new information can help drive communications that have nothing to do with marketing. Smart marketers realize all customers’ interactions with a company, including service delivery, are part of the whole customer engagement and can be used to nurture relationships. This session addresses expanding data infrastructure to include non-marketing data, how to use it, and why it’s so important to the customer – and enterprise