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Organizations are wrestling with digital transformations of all types, from omni-channel selling programs to integrated digital marketing initiatives. All of these transformations are based on a deeper understanding of customers, their needs, and the best way to anticipate and meet those needs.  Enterprises need a 360-degree view of their customers—an understanding of the entire customer lifecycle—and ways to translate that understanding into revenue and market share.

To use their understanding to market in various channels, organizations need to develop merchandizing strategies that match insights with customer 
journeys, and apply context to both traditional interactions and those driven by machine learning and artificial intelligence.  

Applying customer and journey context means serving up the right products, services or solutions with supporting data and content to meet needs on a moment-to-moment basis.  Therefore, customer data models, product data models, content models, and knowledge architecture all have to follow harmonized information structures–in other words, they have to be tied together by a unified attribute model or framework in order to achieve unified commerce.