Wharton Customer Analytics
How to Optimize Your Omnichannel Marketing Strategy
Omnichannel marketing seems like a simple enough concept. Consumers like to shop online, offline, and across different channels, so firms need to meet them wherever they are. But coming up with an omnichannel marketing strategy is a lot more complicated than just collecting cookies and tracking purchases. A new study that appears in a special issue of the Journal of Marketing in collaboration with the Marketing Science Institute explains why omnichannel is not a panacea.