Statistics don't lie, but for customer strategy they may be hard to come by. More than 60 percent of all the executives that responded to a recent 1to1 Magazine/TechTarget survey say that tracking the results of any business decision is either "very important" or "important." Here's the problem: When it comes to customer-based initiatives, 18 percent of the respondents said that the lack of accurate and reliable data was their biggest challenge in measuring ROI.