As VP Industry Strategies for Retail & Consumer Products at Epsilon, Jack Leary is responsible for developing innovative marketing and business strategies derived from the target customer’s perspective. With over 25 years of sales and marketing experience, he focuses on helping clients develop and translate information into well-grounded marketing and business strategies that are actionable, mitigate risk and improve return on investment. Here, he talks about how marketers can achieve effective data integration and why the path-to-purchase is so crucial when it comes to engaging consumers– effectively.
Bringing offline data into the online space is a challenge I continue to hear being discussed in the retail marketplace. While most companies understand the need, it seems few have figured it out and many remain stuck in the data migration process.
Technology resources and infrastructure are common hurdles to data integration. As retailers strive to meet customers’ growing demands, these are hurdles that must be overcome in order to understand customer behavior as well as channel and purchase preferences.
To achieve effective data integration, marketers must:
It’s no longer enough to only capture customer data at point-of-sale. Retailers today need to understand how customers travel the path-to-purchase in an omnichannel environment in order to seamlessly engage customers and create valuable experiences. And that takes actionable data.