“Omni-Channel” Retail Insights and the Consumer’s Path-to-Purchase: How Digital Has Transformed the Way People Make Purchasing Decisions
Gian M. Fulgoni
comScore, Inc.
INTRODUCTION
The Need for Insights in an Omni-Channel World
Marketers always have relied on consumer insights as the basis for their sales and marketing strategies. This becomes an especially critical issue in times of rapid change when the assumptions of yesterday are called into question. The challenge to marketers intensifies each year as the advent of digital technologies has created a fast-growing e-commerce channel, while also making it much easier for consumers...