Anecdotes from the omnichannel

Omnichannel was thrust back into the limelight at the tail-end of a crazy year. Why? Because digital is becoming the world's de facto medium for working, socializing, shopping—and engaging with both local businesses and national brands. But what is omnichannel? What *isn't* omnichannel? And have we finally found a topic that Dan finds exciting rather than frustrating? Listen in as Jenna takes the wheel for a whistle-stop tour through: - Omnichannel vs. multichannel - Omnichannel =/= attribution analysis - Dan's delightful bathroom reno - Step one: Organizational change - Who owns the customer record? - "Teach them to yearn for the vast and endless sea" - Last, best experiences LINKS: DAC: "Google's Local Omnichannel Takeover and What it Means for Your Paid Ads" https://www.dacgroup.com/blog/googles-local-omnichannel-takeover-and-what-it-means-for-your-paid-ads/?utm_medium=social&utm_source=podcastdescription&utm_campaign=insidethefunnel&utm_content=episode-004&utm_term=podcast | ATTRIBUTIONS: "radio band.wav" by Paper Jam of Freesound.org