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Journal of Marketing
Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this strategic path is mired with obstacles. This article investigates three challenges in realizing the full potential of omnichannel marketing: 1) data access and integration; 2) marketing attribution; and 3) protecting consumer privacy. While these challenges predate omnichannel marketing, they are exacerbated in a digital omnichannel environment. This article argues that advances in machine learning (ML) anddoi:10.1177/0022242920968810 fatcat:ojmhqmmpkzgs3pxkge7pt2k7ri