Trends & Innovation

Multichannel Customer Intelligence

By Morag Cuddeford-Jones,

In association with Station10


This Econsultancy Multichannel Customer Intelligence report, produced in partnership with data strategy and analytics consultancy Station10, looks at how brands across the maturity spectrum have tackled the issue of integrating data into their organisations and how they manage that data across multiple channels to improve their business performance. The report also includes recommendations for businesses seeking to improve their capabilities in this area.

Based on interviews with key executives at business across different business sectors, the research demonstrates the importance of moving data out of silos and the need to train staff at all levels to deal with heightened customer expectations in a multichannel or ‘omnichannel’ environment.

Topics covered in the report include:

  • The mature management of data and analytics
  • Best practice in data acquisition and customer experience
  • Managing data
  • Matching data to business needs
  • Owning data and decision-making


Our thanks go to:

  • Steve Curzon, Associate Marketing Director, Gressingham Duck
  • Mark Evans, Marketing Director, Direct Line
  • Ed Kamm, Chief Customer Officer, First Utility
  • David Langridge, Group Marketing Director, Fitness First
  • Brian Linnington, Commercial Director, Topps Tiles
  • Stuart McMillan, Deputy Head of Ecommerce, Schuh
  • David Paice, Group Ecommerce and Admissions Director, Merlin Entertainments
  • Celia Pronto, Marketing and Ecommerce Director, TrustFord
  • Paul Say, Director of Marketing, UK&I, Sage
  • Steve Sweeney, General Manager Marketing Operations,
  • Roderick Taylor, MD, Cox and Cox
  • Andrew Warner, VP Marketing,
  • Matt Wilkinson, Senior Ecommerce Manager, Gatwick Airport

Contributing Authors


Morag Cuddeford-Jones

More reports from Morag Cuddeford-Jones

Morag is an experienced business and marketing journalist with more than 10 years in the field. She covers a range of sectors including technology, retail banking, social media, pharma, public health and motoring.

Morag writes for a variety of well-known national publications as well as contributing to broadcast media and industry-specific reports. She also consults for brand and marketing providers on content and brand management. Morag, who has previously been an associate editor of Brand Strategy magazine, always aims to create copy that is exciting to write, engaging to read and profitable for all concerned.

Table of contents

1. Executive Summary

  • Methodology
  • About Econsultancy
  • About the author

2. Foreword by Station10

3. Defining Multichannel Analytics

4. Macro vs Micro Behaviours

5. Who Owns Multichannel Insights in the Organisation?

6. Stages to Maturity

7. Conclusion

8. Recommendations

9. Appendix – Defining ‘Multichannel’


  • Pdf SAMPLE: Multichannel Customer Intelligence (609 KB PDF)
  • Pdf Disabled Multichannel Customer Intelligence (1.16 MB PDF)

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