E-Commerce Marketing in 2020

1. Eliminating data silos. Databases need to be flexible and able to organize, cleanse and store huge amounts of data centered around individuals rather than channels.

"The goal is to have a single definition of the customer and a 360-degree view of all of our interactions with her," said a vice president of customer marketing systems for a major omnichannel retail brand. "This includes her responses to our marketing efforts across the entire company, whether it's direct mail, email, telemarketing, clienteling, customer surveys, loyalty offers or through any of our other customer communication points and media channels."