Summary
eBusiness and channel strategy professionals have a lot on their plates these days: Consumers are moving across channels for sales and service, spanning digital touchpoints like Twitter and public websites as well as offline ones like stores and branches. In order to draw market insights, demonstrate the value of digital initiatives, and justify additional resources for digital efforts, eBusiness leaders must gauge the extent and nature of cross-channel interactions with customers. Forrester sees two paths to success for eBusiness: one for teams at firms with companywide measurement systems, and another for teams that must drive cross-channel measurement efforts.
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