Marketers are all pushing for an omnichannel, holistic view of their audiences, but that vision requires integrating audience insights from three core areas: TV, digital and in-store. And that poses substantial challenges.
“The integration of disparate data sets, systems, vendors and technologies poses obvious challenges. At many companies, the need for organizational overhaul is less obvious, yet also vital,” said Lauren Fisher, principal analyst at eMarketer and author of the new report “Integrating TV, Digital and In-Store Data: The Pursuit of a True Omnichannel Audience.”
