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For many, the term "omnichannel" causes more confusion than clarity. As marketers, we understand the need to reach consumers across multiple touchpoints, but it can be challenging to uncover which channel (or combination of channels) is most successfully driving conversions. According to PebblePost CEO Lewis Gersh, the best data comes from regression analysis — and this is the direction all retail marketers should be heading.

Read more in Lewis' full Martech column here.

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