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In 2004, two-thirds of consumers researched a product online only to buy it offline. This increased from a mere one third of consumers in 2003. As lines between channels continue to blur, the need to measure, understand, and optimize cross-channel purchasing behavior is a critical business requirement. Whether your customers are shopping at stores, ordering from catalogs, or visiting your Web site, you need to meet their desires by presenting a unified front, giving them the same functionality in each channel and recognizing how much their business means to you.

The value and loyalty of a multichannel customer increases exponentially as they interact with your company through various means. In this paper, we’ll discuss solutions for measuring and optimizing cross-channel activity, how you can improve multichannel marketing ROI, and how to measure overall customer lifetime value.

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