While new technologies and the data that underpins them have the potential to create an omnichannel customer experience, many marketers’ methodologies are still forcing everything through the same outdated, siloed processes.
This Econsultancy report, produced in association with IBM Watson Marketing, explores the challenges marketers face in the three battlefields of data, customer experience and business outcomes, and offers key takeaways for success. Topics include:
- Data: Selecting best sources, tapping mobile and integrating offline information
- Customer Journey: Understanding the buying process and putting data into practice
- Removing Channel Vision: Building a multichannel view and breaking down silos
- Business Impact: Retention vs. acquisition, better budgeting and easy wins
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