What new retail benchmarks say about the way we shop now

National Retail Federation’s take on omnichannel commerce trends. Another story demonstrating the need to develop strong marketing perspective on what is required to track a customer journey and what that data is worth today. The more complex this journey gets, the higher the analytics investment will be needed to see the whole story until technologies evolve to make this easier.

In the meantime, if you haven’t already, check out Segment as a tool to help bridge this gap as much as possible today.