ABSTRACT
Cross-Channel Integration is a journey toward Omnichannel Implementation. As one of central ideas in Digital Marketing, Omnichannel will enable a unified, seamless and contextual customer experience, irrespective of channel, device and system of engagement. This study aimed to provide an insight into the impact of Cross-Channel Integration (as a milestone toward Omnichannel Implementation) to a customer's purchase behaviors at one of Indonesian mobile operators. The study applied descriptive and predictive analytics on customer purchase data across different sales channels to validate the change on the customer purchase behavior (i.e., channel shifting) due to channel integration, which enables the ease of purchase and unified sales campaign/promotion irrespective of the channel used by the customer. The campaign was based on a predictive model: Next Best Offer recommendation which optimized cross-selling opportunity. Finally, this study provided insight about the change on customer purchase behavior due to Cross-channel Integration and how to stimulate customer spending across channels for further monetization.
