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Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations by Judah Phillips

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12. Converging Omnichannels and Integrating Data for Understanding Customers, Audiences, and Media

The title of this chapter sounds buzz-wordy, and it well may be, yet it accurately expresses a goal of many different companies that seek to understand customers and people across more than one digital channel, such as a mobile application and a website. In deconstructing the chapter title:

Converging means bringing together into one. See the idea of “convergence analytics” postulated by Andrew Edwards.

Omnichannels are, as your requirements dictate, the digital channels from which you want to bring together data for business purposes. Omnichannel data is from more than two sources online and offline. For example, you may want to bring together ...

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