DMA: Data and Marketing Association
Consumer Help

Strategic Planning for Omnichannel Success


To create a compelling end-to-end customer experience, you need to understand the ideal journey and each step along the way. In this session, you’ll learn how to put a process in place to help evaluate the customer experience holistically and to best uncover and use insights to inform strategy, tactics and content at every touch point to improve results. We’ll demonstrate how to assess current strategies such as audience identification, content, tactic mix and timing to identify gaps and opportunities for improvement at each stage of the buy cycle. You’ll see real-world examples from B2B and B2C companies who have found success through increases in performance, optimization, innovation and cost savings across the enterprise.


Ed Tracy

Director, Experience Planning

Alan Lin

Senior Communications Planner

What You'll Learn

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