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