Omnichannel can be a daunting model for many organizations to achieve due to its complexity, need for integration and dependence on unstructured data. The following presentation demystifying omnichannel was delivered to 60+ C-suite executives as the Chief Analytics Officer Summit in San Francisco on May 16, 2018.

1. Data & Analytics at Heart of Omnichannel
May 16, 2018

2. About Me: 5(ish) Things to Know
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
20

3. Omnichannel: So Many Questions
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
18,100 searches/month
+ 22% in April
170,000 searches/month
+ 24% in April
228,000 searches/month
+ 23% in April

4. Defining Omnichannel: A Textbook Definition
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
OmnichannelMultichannel
vs.

5. Defining Omnichannel: The “Real” Definition
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
“Real omnichannel requires making the customer the
focus, no matter what the channel is.”
- Forbes

6. Omnichannel: The Benefits
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
Holistic View Personalize/Predict Increase Margins

7. Omnichannel: Top Challenges
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
So Many Silos Data Velocity Unstructured Data

8. Jeff Bodzewski | @Bodzewski | CAO Spring 2018
“Build me an omnichannel strategy with
meaningful insights.”
- Your Hypothetical Boss

9. The Foundation of it All: The Consumer Journey
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
1. Design
2. Implement
3. Rinse
4. Repeat

10. The Foundation of it All: Unique (and Competing) Needs
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
Customer Care
Chief Data Officer/Chief Analytics Officer
Chief Technology Officer
Marketing Merchandising Risk
Sales Stores Supply Chain

11. 2 + 2 = 1 + 1 + 1 +1
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
Female
18-34
HHI $75,000
Single
Female
18-34
HHI $75,000
Single

12. From Demographics to Tribes
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
Foodie Power Broker Family-Focused Entrepreneur
Fitness Oriented Fashionista Beauty Explorer

13. Going Off Channel for Insights
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
“Traditional methods of data analysis cannot efficiently
derive value from this unstructured data.”
- SAS

14. Going Off Channel for Insights
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
Search Behavior Customer Care Social Media Location
• Triggers
• Competitors
• Obstacles
• Experience
• Risks
• Gaps
• Perceptions
• Heat Moments
• Affinities
• Journey Updates
• Validation
• External Influences

15. Well, maybe not…
“Marketers’ current obsession with creating an omnichannel
customer experience will fade as AI platforms become a
powerful marketing medium, sales and distribution channel,
and fulfillment and service center – all rolled into one.”
- HBR April 2018
Jeff Bodzewski | @Bodzewski | CAO Spring 2018

16. Let’s Continue the
Discussion
Jeff Bodzewski | @Bodzewski | CAO Spring 2018
Jeff Bodzewski
@bodzewski