Supporting a Cross-Channel View of Customers
The focus of innovation in e-commerce platforms is moving toward analytics and data gathering. New analytic capabilities provide behavioral and cross-channel tracking insight into consumers, while new data-gathering capabilities reveal information about their location, social graphs, telephony, clicks, and purchase history.
These capabilities enable the creation of an unified customer profile that provides improved customer insight for use in developing more-effective marketing campaigns. Access to a single, integrated view of your customers and your campaigns enables you to determine which channels are best for which customers and prospects in terms of time and cost for the type of product or service being promoted. This view also allows you and your team to plan new interfaces and approaches to embrace mobile users and increase in-store digital capabilities in a seamless and intuitive fashion.
To do all this, however, you need a single platform to manage and deploy your information assets across multiple channels including the Web, e-mail, mobile devices, and print.
Selection considerations
When selecting an e-commerce platform that provides a media-rich, community-oriented customer experience
