E-Commerce Marketing in 2020

2. Connecting tools. Centralized data hubs are emerging that connect databases and marketing tools together so teams can power consistent campaigns that reflect a broader range of data.

"I have all these fancy tools to personalize email, personalize on-site, but I'm not doing anything smart with any of them," said the vice president of customer retention for a major omnichannel retail brand. "I need my tools to talk to each other and actually get smart."