Integrated Payments and Why Apple Pay Isn't the Be-All and End-All

2. Capture. We're talking, of course, about data capture. For a payments system to be truly integrated, all the information needs to be analyzed in one spot — data from the transaction, data from social peer-to-peer and customer-to-merchant relationships, and social media feeds. That would mean focusing on a customer's online experience and the brand, understanding what the customer's interests are rather than what the brand is trying to be, and accessing those preferences and groups.