There's no question that marketing has become infinitely more complex for retailers over the past several years. The number of potential customer touchpoints has exploded, as consumers shift how they spend their time from nondigital (TV, print) to digital channels (web, mobile, social). The upside to this complexity is that retailers have a huge opportunity to engage with customers on a much richer and more personalized basis. The downside is that it's become even more complex for retailers to measure marketing effectiveness.
In part one of this two-part series, I described the concept of omnichannel attribution, some of its associated challenges, and reasons why it's critical for retailers to get this right. Given its importance, what must retailers do to be successful? Effective omnichannel attribution will ultimately require the right technology platform, the right data to tie online and in-store behavior together, and the right level of organizational readiness.