The Challenges of Reaching an Omnichannel Audience

eMarketer Reaching an Omnichannel Audience

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.”

A January 2017 poll of US digital marketing and media practitioners conducted by the Interactive Advertising Bureau (IAB) and the Winterberry Group found the greatest portion of respondents planned to devote time and attention to cross-channel measurement and attribution in 2017. 

As most marketers have found, successful integration of TV, digital and in-store data is only partially about combining all the necessary pieces. Navigating organizational and technology-driven obstacles is also a must.

“Integrating data sets is about a marketing organization’s decision to invest in a data link of their own—a data infrastructure that pulls together the requisite data from all pieces of finance and marketing to different channels that are being managed across TV, digital, etc.,” said Michael Cohen, head of data and analytics at Convertro, an attribution firm owned by AOL. “That one piece of an investment can take a couple of years for an organization to achieve. But then there’s other work to be done, in terms of designing an organization that aligns with the underlying decision to support technology.”