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Introduction

The most effective engagement strategies are those that incorporate online and offline elements into a cohesive package that elicits a desired behavior from the consumer.

Highlights

  • As consumers’ expectations continue to increase, it’s more critical than ever to ensure that customer engagement, marketing, and messaging are consistent and relevant across all channels, regardless if the channel they interact in exists in the digital or traditional realm.
  • Enterprises must therefore capture, integrate, analyze, and act on the data assets available to them to further enhance their omnichannel journeys.

Features and Benefits

  • Assesses how to tightly integrate all channels used to interact with customers.
  • Fleshes out requirements for configuring a data harmonization strategy.
  • Offers tips on prompting enterprisewide action on the integrated data.

Key questions answered

  • How can an enterprise make sense of the overwhelming amount of unstructured data from all channels?
  • How can you get key players in the organization to focus on newly integrated data streams?
  • What are the essential elements for a data integration strategy?
  • What comprises an insights-driven culture?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

Appendix

  • Methodology
  • Further reading
  • Author

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