For Customer Experience Professionals

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October 27, 2004 Web Site Analytics Go Cross-Channel Applying Clickstream Analytics To Multichannel Scenarios by Bob Chatham with Bruce D. Temkin, Elizabeth Backer

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Executive Summary

Nearly two-thirds of North American consumers cross channels when they shop, researching online then purchasing offline in a store or over the phone. Most firms struggle to track these customers, but a few leaders are making headway by realizing that their Web site analytics tools hold the key to understanding when and how these customers accomplish their goals via the Web, email, the phone, and at retail stores and kiosks.

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