The COVID era accelerated the growth of e-commerce, including new media tactics, digital channels and measurement programs to meet consumer expectations of a consistent and connected experience. These digital-focused metrics are valuable within their respective silos, but they can be misleading – resulting in poor investment decisions on online and offline engagement programs.
It’s time for commercial decision-makers to evolve their thinking and drive impact with a holistic, consumer-centric, omnichannel approach.
In this ROI Genome Report, we dive deeper into the world of omnichannel marketing and measurement, and how brands can best balance their online and offline presence.
