The Record - Issue 21: Summer 2021

F E ATUR E “Our highly connected world has seen the rise of ‘omnishopping’, which is researching or experiencing the product in one channel but converting to sales in another. As a result, the interplay of both online and offline advertising is becoming increasingly complex and more difficult to manage. To truly understand this omnishopping world, business leaders need to think, plan and measure holistically. They need to ask how do in-store experiences influence online shopping? What macro factors have impacted and will continue to impact these online/ offline relationships? Most importantly, how can leaders adapt and evolve strategies in this changing world to thrive? Analytic Partners is working with omnichannel brands to answer those questions through holistic Commercial Mix Analytics measurement programmes driven by our GPS Enterprise technology that deliver speed to insights at scale. Holistic, multidimensional measurement and technology allows for a winning retail strategy that is forward looking and adaptive in the face of disruption.” Barry Padgett Chief Operating Officer of Amperity Mike Menkes Senior Vice President at Analytic Partners 148 www. t e c h n o l o g y r e c o r d . c om “Old patterns of consumer behaviour no longer hold true in the current retail landscape, and retailers need to adjust, survive and set themselves up for long-term success. Amperity and Microsoft are dedicated to bringing customer data solutions to enterprise consumer brands that provide unmatched personalisation, flexibility and speed. For retailers, understanding their customers and being able to personalise the experience to them enhances customer satisfaction, deepens loyalty and increases revenue by delivering the right message to the right customer over the right channel at the right time. We share a commitment to helping retailers transform siloed customer data into useable and valuable assets for every team. Working with brands such as Patagonia, Crocs, Kroger, Michaels, Home Depot and DICK’s Sporting Goods, we look forward to seeing continued success as we usher in a new era in customer data for brands globally.”