It looks as if someone has managed to create a single platform for analysing both on- and off-line customer activity, and then turning that data into effective media-neutral marketing activity. Huge step forward. It's no accident, they've been working on it for two years. Will be fascinating to see how it develops.
One of the early challenges is going to be how to describe it to a client or prospect. You can't call it CRM because that's become meaningless now; it's a lot more than 'web analytics' or 'modelling'; 'campaign management' also sells it short. Here's a suggestion - Integrated Customer View Marketing (or ICVM).
For a bit more detail, take a look at http://www.talkingnumbersmagellan.com/index.html
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