Single-channel marketers struggle to find true customer engagement and understand real customer journeys, according to Nancy Shaver, Principal Consultant, Experian Marketing Services.
“Single-channel folks really are challenged to gain more intimate relationships with customers and have a very hard time on the customer value end of the spectrum,” Shaver told Loyalty360. “They tend to gravitate to and spend more of their budget in the channel of their heritage, regardless of its contribution to overall....