The digital customer journey: Harnessing the power of multi-channel analytics

This article advises businesses on how to utilise multi-channel analytics for personalising and managing the customer's brand experience.
  • Brands need to break down the task of optimising multi-channel analytics into discrete and manageable chunks.
  • They need to review and understand current practices, then ensure all systems capture and record data correctly before using that understanding to build up a reporting and visualisation structure.
  • When the data has been rationalised, the online properties should be optimised and the offsite information integrated.
  • The intelligence can be used to inform paid audience segment creation, and help deliver a successful programmatic platform....

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