Keeping up with cross-channel consumers

Consumers check their multitude of devices (everything from PCs to mobile) around 150 times a day, making decisions at each interaction. As a result, it can be hard to determine exactly where in the purchase funnel they are at any given moment. Current technology just can’t keep up. The old model, creating a siloed team to deal with each channel or platform, makes integrating marketing data across channels a nightmare. Attempts to bring in partner data are even more daunting.

At last month’s Digiday Retail Summit, BrightTag’s Jonathan Ricard discussed a new platform that helps track customer cross-channel engagements, making them relevant in real-time. “This is about understanding what your brand needs and putting the right technology in place to do that,” said Ricard.