With the extensive usage of the internet by consumers, integration of the internet channel with the other touch points has become a priority for most marketers. Thanks or due to Internet, multichannel is now a reality. As an illustration, on the US and European continents, web-influenced retail store sales are 4 to 5 times more important in value than retail ecommerce sales.
Retailers, and more generally advertisers, need to develop new data driven platforms that allow them:
- To measure the influence of online on their offlline sales,
- To reconcile the 360° view of their customers across channels,
- To insure a consistent experience across channels in real time,
- To develop segmentation and profiling techniques that integrate the new multichannel behavior of the consumer.
The new multichannel behavior of the consumer has made data unavoidable.
