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1 
Omnichannel Marketing 
What It Means + How To Accomplish It. 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
September 2014
2 
Electronic Dance Music (EDM) Producer & DJ 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Age: 26 
Brought in a mighty $16m in 2013 
Instagram followers: 1.5 million Soundcloud followers: 4.5 million 
Twitter followers: 3.79 million YouTube subscribers: 8.58 million 
Facebook fans: 18.5 million #icebucketchallenge: 796,000 
First album downloaded 41,000 times in its first week and 6,000 
hard copies were sold.
3 
Good Afternoon 
Chris Paradysz 
co-founder, co-ceo 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Michael McVeigh 
VP, Advisory Services
4 
The World Has Changed 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
5 
Is Anyone Doing It Right? 
My Macy’s: Stores Are Also Fulfillment Centers 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Sales Associates Think Omnichannel: 
Products From Stores Or 
Online Direct To Consumer 
Apps: Out Of Stocks Ship 
Advertising Budgets: Omnichannel 
New Concepts: Test Online
6 
What’s The Role Of Content? 
It’s Redefining The Market…What A Summer 
At the end of the day, it’s the consumers’ world, and control has shifted. How far, we’ll have to 
watch for, but I’m betting that those that create and innovate and the people who crave it will be 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
doing the driving. 
Netflix paying $2M per episode for James Spader’s ‘BlackList’ 
and $1.75M for new show, ‘Gotham’ 
Mr. Murdoch’s almost-deal for cable domination with its $80B 
rejected offer for TW Cable.
7 
What’s The Role Of Content? 
It’s Redefining The Market…What A Summer 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
The most popular YouTuber on planet Earth, gamer / 
commentator , Pewdiepie with 30 million subscribers, pulls in 
nearly $1.6 million a month. 
Kim Kardashian 
The infamous socialite has 23.5 million Twitter followers and 
18 million Instagram followers. She released the game “Kim 
Kardashian: Hollywood “ which generated $1.6 million during its first 
five days, and is projected to earn Glu Mobile $200 million by the 
end of the year.
8 
What’s Changed? 
The “Asks”… 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
“Omni means “all.” “Channel,” in this context is a “means of communication.”* 
9 
Fights fragmentation to achieve 
customer-centric foundations 
 Builds campaigns from the point of 
view of the customer 
 Drives content by unique 
customer behaviors and histories 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
 Operating in multiple channels or 
simply measuring all channels 
 Driven from the perspective of the 
brand 
 Specific to “shopping” 
What Does It Mean? 
There’s Still Some Confusion 
What It Is What It Is Not 
*Source: Winterberry Group, Taking Cues From the Customer, June 2013
10 
Is It Necessary? 
Yes. Take A Look At How Customers Engage 
Time on Mobile Devices 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Source: Google 
5 hrs & 46mins / day 
vs. 2.5 4 yrs ago 
50% of users are shopping 
on mobile devices 
90% of users reference 
multiple devices 
Information Sources 
Shoppers search on avg 6x 
before conversion 
2013 avg # of sources 
consulted in a purchase: 12 
vs. 
2010, avg number of 
sources consulted in a 
purchase: 5 
Seamlessness 
32% of Conversions 
BEGIN with a mobile 
device 
67% more likely to convert 
on a mobile optimized site 
Using 
More Devices 
Consulting 
More Sources 
Demanding 
Seamless Experience
11 
Are My Competitor’s Doing It? 
Yes. Marketers Are Investing 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
*Source: Winterberry Group, Taking Cues From the Customer, June 2013
12 
Is it Hard? 
The Challenges 
 Fear of the strategic overhaul that Omnichannel implies 
 Common practice to separate digital and offline groups 
 Fractured & isolated capabilities contradict everything 
Transparency 
The key to successfully leveraging data across all touch points to 
create a comprehensive view of how customers behave from channel to 
channel to understand (and optimize) the experience. 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
13 
So…What Do You Do? 
Start With Your Audience 
To set the stage for long-term success, 
the conversation must be driven by your Audience 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Who are they? 
What do they care 
about? 
What are their 
preferences? 
KNOW YOUR CUSTOMER 
EXPERIENCE 
Understand 
customer profiles 
to develop a 
marketing recipe 
strategy that will 
drive engagement.
14 
So…What Do You Do? 
Build The Right Recipe 
Contact & Engage Across the Right Channels… 
Segment 1 
Segment 2 
Segment 3 
Segment 4 
Marketing 
Platform 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Contact Strategy A 
Contact Strategy B 
Contact Strategy C 
Data and Behavioral 
Driven Segmentation 
Active 
Lapsed 
Prospect 
Personalized Contact 
Recipe 
Test Strategies 
Creative and Copy 
Personalization 
Landing Pages 
Frequency 
Offers 
Segmentation Based on 
Attributes & Activity 
Existing 
Contact Strategy D 
TV 
Print 
Radio 
CC 
DM 
Email 
Display Search 
Social 
Mobile 
Site 
Retail 
CRM 
Database
15 
Quick Start Guide to Omnichannel Data 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
16 
All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By 
Dashboards that Navigate 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
17 
All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By 
Dashboards that Navigate ‘…---…’Boards 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
18 
All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By 
Dashboards that Navigate ‘…---…’ 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Boards 
 Spreadsheets with 30,000 foot view but 
no way to peer deeper -- OR – provide 
granular level detail with no way to view 
from a higher perspective 
 To view a different time period or 
segment, you’ll need a different report 
 Show only ‘what happened’, not ‘what 
happened versus plan’ 
Scale up to executive level and 
drill down to campaign, channel 
and customer segmentation 
 Interactive by time period with 
filters to answer questions as 
they occur to you 
 Displays Key Performance 
Indicators (KPIs) versus goal and 
budget
19 
You May Need A New Dashboard, IF…. 
Weekly report attachments take up 
over 90% of your inbox storage… 
…and also amount to more than 90% of your 
unread messages. 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
20 
You May Need A New Dashboard, IF…. 
Weekly report attachments take up 
over 90% of your inbox storage… 
…and also amount to more than 90% of your 
unread messages. 
The Fortune Cookie Test: Are your dashboards 
more insightful than a fortune cookie and more 
likely to be opened? 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
21 
The Good Ole Days: Benchmarking Against Competitors 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Visits Share
22 
An Omnichannel World Means Competitors Can Grow Quick 
18 Month Leader / Lagger Report 
Email Traffic to Shopping – Sports Websites 
Decline Growth 
Consistent (-) Fluctuating Consistent (+) 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
23 
Fast Movers Often Leverage New Media Better 
Email Traffic 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
- What tactics do my 
digital competitors 
use to grow, 
engage and retain 
customers more 
effectively in this 
channel? 
- What should I 
emulate?
24 
Be Vigilant Across Channels 
Search 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Social
25 
Multichannel Attribution – Who’s Adopting It? 
As of November 2013, only 18% of marketers were practicing sophisticated cross-channel 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
attribution. 
As of September 2013, only 2% of marketers use a combined attribution strategy 
to achieve omnichannel success. 
Source: eMarketer, The Omnichannel Challenge, February 2014 
Multichannel = Attribution “Pure Play” Vendors
26 
Pure Play Vendor Pixels Observed 
Automotive 
Biz/Finance 
Corporate Presence 
CPG 
Education 
Health/Beauty 
Manufacturer 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Media Retail Services 
Travel
27 
Maybe Not All, But Certainly All Kinds 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
$ $$$ 
Not Transactional Highly Transactional
28 
Omnichannel Data – Takeaways 
Cross-Channel & Cross-Device Attribution is Real and Someone You 
Compete with Is Using It 
 Someone You Don’t Compete with Is Competing With You, and 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Gaining 
 If Your Omnichannel Dashboard Reporting Does Not Pass The 
Fortune Cookie Test – Time to Call for Help
29 
The Fortune Is In Your Hands 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. 
Thank You.
30 
THANK YOU! 
Copyright © 2014 Paradysz and PM Digital. All rights reserved. 
This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.

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Omnichannel Marketing: What it means and how to accomplish it

  • 1. 1 Omnichannel Marketing What It Means + How To Accomplish It. Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. September 2014
  • 2. 2 Electronic Dance Music (EDM) Producer & DJ Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Age: 26 Brought in a mighty $16m in 2013 Instagram followers: 1.5 million Soundcloud followers: 4.5 million Twitter followers: 3.79 million YouTube subscribers: 8.58 million Facebook fans: 18.5 million #icebucketchallenge: 796,000 First album downloaded 41,000 times in its first week and 6,000 hard copies were sold.
  • 3. 3 Good Afternoon Chris Paradysz co-founder, co-ceo Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Michael McVeigh VP, Advisory Services
  • 4. 4 The World Has Changed Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 5. 5 Is Anyone Doing It Right? My Macy’s: Stores Are Also Fulfillment Centers Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Sales Associates Think Omnichannel: Products From Stores Or Online Direct To Consumer Apps: Out Of Stocks Ship Advertising Budgets: Omnichannel New Concepts: Test Online
  • 6. 6 What’s The Role Of Content? It’s Redefining The Market…What A Summer At the end of the day, it’s the consumers’ world, and control has shifted. How far, we’ll have to watch for, but I’m betting that those that create and innovate and the people who crave it will be Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. doing the driving. Netflix paying $2M per episode for James Spader’s ‘BlackList’ and $1.75M for new show, ‘Gotham’ Mr. Murdoch’s almost-deal for cable domination with its $80B rejected offer for TW Cable.
  • 7. 7 What’s The Role Of Content? It’s Redefining The Market…What A Summer Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. The most popular YouTuber on planet Earth, gamer / commentator , Pewdiepie with 30 million subscribers, pulls in nearly $1.6 million a month. Kim Kardashian The infamous socialite has 23.5 million Twitter followers and 18 million Instagram followers. She released the game “Kim Kardashian: Hollywood “ which generated $1.6 million during its first five days, and is projected to earn Glu Mobile $200 million by the end of the year.
  • 8. 8 What’s Changed? The “Asks”… Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 9. “Omni means “all.” “Channel,” in this context is a “means of communication.”* 9 Fights fragmentation to achieve customer-centric foundations  Builds campaigns from the point of view of the customer  Drives content by unique customer behaviors and histories Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.  Operating in multiple channels or simply measuring all channels  Driven from the perspective of the brand  Specific to “shopping” What Does It Mean? There’s Still Some Confusion What It Is What It Is Not *Source: Winterberry Group, Taking Cues From the Customer, June 2013
  • 10. 10 Is It Necessary? Yes. Take A Look At How Customers Engage Time on Mobile Devices Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Source: Google 5 hrs & 46mins / day vs. 2.5 4 yrs ago 50% of users are shopping on mobile devices 90% of users reference multiple devices Information Sources Shoppers search on avg 6x before conversion 2013 avg # of sources consulted in a purchase: 12 vs. 2010, avg number of sources consulted in a purchase: 5 Seamlessness 32% of Conversions BEGIN with a mobile device 67% more likely to convert on a mobile optimized site Using More Devices Consulting More Sources Demanding Seamless Experience
  • 11. 11 Are My Competitor’s Doing It? Yes. Marketers Are Investing Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. *Source: Winterberry Group, Taking Cues From the Customer, June 2013
  • 12. 12 Is it Hard? The Challenges  Fear of the strategic overhaul that Omnichannel implies  Common practice to separate digital and offline groups  Fractured & isolated capabilities contradict everything Transparency The key to successfully leveraging data across all touch points to create a comprehensive view of how customers behave from channel to channel to understand (and optimize) the experience. Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 13. 13 So…What Do You Do? Start With Your Audience To set the stage for long-term success, the conversation must be driven by your Audience Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Who are they? What do they care about? What are their preferences? KNOW YOUR CUSTOMER EXPERIENCE Understand customer profiles to develop a marketing recipe strategy that will drive engagement.
  • 14. 14 So…What Do You Do? Build The Right Recipe Contact & Engage Across the Right Channels… Segment 1 Segment 2 Segment 3 Segment 4 Marketing Platform Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Contact Strategy A Contact Strategy B Contact Strategy C Data and Behavioral Driven Segmentation Active Lapsed Prospect Personalized Contact Recipe Test Strategies Creative and Copy Personalization Landing Pages Frequency Offers Segmentation Based on Attributes & Activity Existing Contact Strategy D TV Print Radio CC DM Email Display Search Social Mobile Site Retail CRM Database
  • 15. 15 Quick Start Guide to Omnichannel Data Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 16. 16 All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By Dashboards that Navigate Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 17. 17 All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By Dashboards that Navigate ‘…---…’Boards Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 18. 18 All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By Dashboards that Navigate ‘…---…’ Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Boards  Spreadsheets with 30,000 foot view but no way to peer deeper -- OR – provide granular level detail with no way to view from a higher perspective  To view a different time period or segment, you’ll need a different report  Show only ‘what happened’, not ‘what happened versus plan’ Scale up to executive level and drill down to campaign, channel and customer segmentation  Interactive by time period with filters to answer questions as they occur to you  Displays Key Performance Indicators (KPIs) versus goal and budget
  • 19. 19 You May Need A New Dashboard, IF…. Weekly report attachments take up over 90% of your inbox storage… …and also amount to more than 90% of your unread messages. Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 20. 20 You May Need A New Dashboard, IF…. Weekly report attachments take up over 90% of your inbox storage… …and also amount to more than 90% of your unread messages. The Fortune Cookie Test: Are your dashboards more insightful than a fortune cookie and more likely to be opened? Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 21. 21 The Good Ole Days: Benchmarking Against Competitors Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Visits Share
  • 22. 22 An Omnichannel World Means Competitors Can Grow Quick 18 Month Leader / Lagger Report Email Traffic to Shopping – Sports Websites Decline Growth Consistent (-) Fluctuating Consistent (+) Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
  • 23. 23 Fast Movers Often Leverage New Media Better Email Traffic Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. - What tactics do my digital competitors use to grow, engage and retain customers more effectively in this channel? - What should I emulate?
  • 24. 24 Be Vigilant Across Channels Search Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Social
  • 25. 25 Multichannel Attribution – Who’s Adopting It? As of November 2013, only 18% of marketers were practicing sophisticated cross-channel Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. attribution. As of September 2013, only 2% of marketers use a combined attribution strategy to achieve omnichannel success. Source: eMarketer, The Omnichannel Challenge, February 2014 Multichannel = Attribution “Pure Play” Vendors
  • 26. 26 Pure Play Vendor Pixels Observed Automotive Biz/Finance Corporate Presence CPG Education Health/Beauty Manufacturer Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Media Retail Services Travel
  • 27. 27 Maybe Not All, But Certainly All Kinds Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. $ $$$ Not Transactional Highly Transactional
  • 28. 28 Omnichannel Data – Takeaways Cross-Channel & Cross-Device Attribution is Real and Someone You Compete with Is Using It  Someone You Don’t Compete with Is Competing With You, and Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Gaining  If Your Omnichannel Dashboard Reporting Does Not Pass The Fortune Cookie Test – Time to Call for Help
  • 29. 29 The Fortune Is In Your Hands Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Thank You.
  • 30. 30 THANK YOU! Copyright © 2014 Paradysz and PM Digital. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.

Notas do Editor

  1. Fights fragmentation to achieve customer-centric foundations Place customers at the forefront- campaigns are built from their point of view to facilitate seamless transitions across channel experiences Content is driven by unique customer behaviors and histories: if a customer has a history of purchasing on a brand’s site, these past behaviors will drive the content going forward
  2. Most marketers can pinpoint the engagement advantages that omnichannel strategies provide, however, many marketers still fear the strategic overhaul that omnichannel implies As digital marketing developed, it was common practice for brands and agencies alike to separate on and offline divisions, and furthermore, silo individual practices within those divisions Fractured units and isolated capabilities are in direct contradiction of everything omnichannel stands for – the first step toward becoming omnichannel is breaking down these fortified structures and initiating a horizontal, transparent approach to each channel’s responsibilities and capabilities Transparency is the key to successful leveraging data from in stores, in app and on brand sites to create a complete birds-eye view of how the customer behaved from channel to channel and how seamless the transition was