Tips for Managing Attribution in an Omnichannel World, Part 2

The first pillar of effective omnichannel attribution is a technology platform that enables the following capabilities:

• Data integration: The platform must be able to integrate data from diverse sources such as POS, web analytics, ESP, direct mail and media execution partners with the underlying CRM database in order to gain a comprehensive view of customer behavior both in-store and online.
• Identity management: Identity management capabilities enable retailers to consolidate data from diverse data sources into a complete picture of the customer's engagement across all channels. This results in a retailer's ability to understand "event streams" for each customer.
• Analytics: The value of attribution comes when credit is accurately assigned to customer touchpoints. This is only possible with the use of predictive analytics techniques (as opposed to traditional last-touch or rules-based attribution approaches) and statistically sound approaches to testing and measurement.

The required technology infrastructure can be rolled out in phases. For example, a retailer may start with building out the required data integration and in parallel doing some preliminary analytics around effectiveness of specific touchpoints. At a subsequent stage, identity management can be layered in with more advanced attribution models.