How To Uncover Customer Insights In Cross-Channel Marketing
In an ideal marketing world, traditional and e-commerce retailers would always know how and when to interact with their target audience to engage them in the best possible way. If there was only one communication channel, it would be a breeze to identify customers, track their activities, and address them in the most appropriate way. But the reality is different: consumers now not only use a wide variety of devices for surfing and online shopping, but also regularly switch between channels such as Facebook, e-mail, and customer apps. The challenge is, therefore, to identify customers across devices and channels in order to gain profound insights about them through data analysis. The new insights gained from this analysis allow a one-to-one customer approach that is appropriate for each channel. The need for such data analyses is enormous. According to a recent Gartner study, companies are already investing between 6.3 and 8.6…