Integrating TV, Digital and In-Store Data: The Pursuit of a True Omnichannel Audience - eMarketer
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eMarketer Report

Integrating TV, Digital and In-Store Data: The Pursuit of a True Omnichannel Audience

Preview from eMarketer PRO

Executive Summary

Marketers are all pushing for an omnichannel, holistic view of their audiences, but that vision requires integrating audience insights from three core areas: TV, digital and in-store. Integrating these three channels, however, poses substantial challenges.

  • The integration of disparate data sets, systems, vendors and technologies poses obvious challenges. At many companies, the need for organizational overhaul is less obvious, yet also vital.
  • Companies moving in the right direction are deliberate in choosing the first-, second- and third-party data assets best-suited to offer insight into digital, TV and in-store actions. They are also investing in tools aimed at helping to map their audiences’ identities across all of these channels, as well as their digital devices.
  • The arrival of addressable TV has led to an explosion in the number of data providers and vendors offering marketers insight, but limited access to that data—and ongoing issues with scaling it—reduce integration practices. On the offline front, access to both transactional and location-based data is on the rise, and so too is the number of providers marketers must choose from.
  • In spite of these challenges, marketers are moving ahead with combining TV and in-store data with their existing digital audience insights.

"Demand for true cross-channel integration is high, but today few marketers are capable of such endeavors. A September 2016 poll conducted by omnichannel solutions provider BlueVenn found just 28.2% of US and UK marketers were able to connect channels for a true omnichannel view using customer data."

Integrating TV, Digital and In-Store Data: Where Things Stand

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Integration Obstacles

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Pursuing Integration: Substantial Assembly Required

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Editorial and Production Contributors

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11 charts are included in the full report:

Integrating TV, Digital and In-Store Data: The Pursuit of a True Omnichannel Audience

Integrating TV, Digital and In-Store Data: Where Things Stand

Tactics that Occupied vs. Will Occupy Their Time/Resources According to US Digital Marketing/Media Practitioners, 2015-2017 (% of respondents)

Digital Marketing Trends that Will Be Most Challenging to Their Company in 2017 According to US Marketers (% of respondents)

Implementation of Select Marketing Strategies Using Customer Data According to UK/US Marketers, Sep 2016 (% of respondents)

Timeline for When Their Agency Will Be Able to Deliver Customer Journey Services to Clients According to Ad Agencies in Europe and the US, Nov 2016 (% of respondents)

Cross-Channel Marketing Methods to Be Implemented in 2017 According to Retail Marketers Worldwide (% of respondents)

Integration Obstacles

High* Barriers to Their Company's Use of Digital Technologies According to Business Professionals Worldwide, Q2 2016 (% of respondents)

Primary Way in Which Their Finance and Marketing Teams Collaborate on Goals According to US Finance and Marketing Decision-Makers, Sep 2016 (% of respondents)

Technology Requirements

Most Significant Barriers to Achieving Marketing Technology Goals According to Marketers Worldwide, Oct 2016 (% of respondents)

Pursuing Integration: Substantial Assembly Required

Usage* of Cross-Device ID Solutions According to US Marketing Professionals, Oct 2016 (% of respondents)

Important Factors Driving Data-Driven Marketing and Media Initiatives According to US Digital Marketing/Media Practitioners, 2016 & 2017 (% of respondents)

Interviews included in the full report:

How Marketers Are Effectively Integrating TV, Digital and In-Store Data

Interview conducted on April 7, 2017

Why TV, Digital and In-Store Data Integration Is Still Largely Experimental

Interview conducted on May 8, 2017

Cross-Device Attribution Is a Journey, Not a Destination

Interview conducted on April 3, 2017

B2B and B2C Data Integration Is a Priority for Staples

Interviewed conducted on April 6, 2017

The Single Customer View Is Challenging—but No Longer Unattainable—for Pernod Ricard

Interview conducted on April 3, 2017

Marketers Must Question Location Data Before They Use It for Attribution

Interview conducted on March 27, 2017

Interview conducted on April 5, 2017

Interview conducted on April 4, 2017

Interview conducted on May 9, 2017

Interview conducted on April 3, 2017

Interview conducted on May 9, 2017

Interview conducted on April 11, 2017

Interview conducted on April 10, 2017

Interview conducted on March 31, 2017

Interview conducted on March 20, 2017

Interview conducted on May 9, 2017

Interview conducted on March 30, 2017

Interview conducted on March 31, 2017

Interview conducted on May 8, 2017

Interview conducted on March 22, 2017

Interview conducted on March 28, 2017

Interview conducted on March 30, 2017

Interview conducted on March 22, 2017

Interview conducted on May 12, 2017

Interview conducted on April 5, 2017

Interview conducted on April 3, 2017

Interview conducted on April 6, 2017

Interview conducted on April 20, 2017

Joel Rubinson President and Partner

Rubinson Partners, Inc.

Interview conducted on April 24, 2017