EXPRESS: Informational Challenges in Omnichannel Marketing: Remedies and Future Research

Tony Haitao Cui, Anindya Ghose, Hanna Halaburda, Raghuram Iyengar, Koen Pauwels, S. Sriram, Catherine Tucker, Sriraman Venkataraman
2020 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) and
more » ... lockchain offer some promising solutions. In turn, these technologies present new challenges and opportunities for firms, which warrant future academic research. We identify both recent developments in practice and promising avenues for future research.
doi:10.1177/0022242920968810 fatcat:ojmhqmmpkzgs3pxkge7pt2k7ri