The Potential for Omnichannel Analytics is Real

Different metrics in different systems being viewed by different people. They're all looking at the same set of customers, but they're doing it through different lenses and taking different actions based on what they see. This approach flies in the face of the basic idea of an omnichannel strategy, where the customer is a single human being who apprehends your brand through different channels. So why would you treat them like different people based on whether they choose to use their phone, PC or feet?