Industry point of view
Personalization ROI goes to whoever's data is ready — not whoever's budget is biggest.
Retail AI spend is about to multiply, and the fastest-proven returns are in personalization and customer experience. But personalization runs on unified customer and channel data — and most mid-market retailers are still arguing with three dashboards about what actually sold yesterday.
What we see across the industry
Channel fragmentation is the defining pain: storefront platforms, marketplaces, POS, and wholesale each report differently, so there's no single view of true profitability per SKU or per channel. Inventory data lags across warehouses, 3PLs, and stores — producing stockouts and dead stock simultaneously.
Marketing attribution broke with the cookie, and ad spend decisions increasingly run on gut feel. Customer data scattered across email, loyalty, and commerce platforms blocks exactly the personalization that's proving the fastest AI ROI in the industry.
The next wave raises the stakes: agentic commerce — AI shopping agents — rewards retailers whose product and inventory data is clean and structured. Machines don't browse; they read your data.
The research
The spend shift is already scheduled
Our experience here
Work we've already done in retail & e-commerce
OBIS configured the full marketing-measurement stack for Yamaha's UK online e-commerce operation — analytics architecture, tagging, and marketing reporting end to end. For PartsVu, we built the e-commerce analytics their operations team runs on: funnels, bottlenecks, and channel economics in one view. And for consumer brands, we've unified storefront, marketplace, and email data into single views of true channel profitability.
“OBIS has a firm command of the analytics and KPIs businesses need to visualize performance, quickly assess what's working, and identify areas where new approaches are required. We are happy to be building a long-term relationship with OBIS.”
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Led by Jacqueline DeStefano-Tangorra, CPA, CFE, CDMP
Founder & CEO, Omni Business Intelligence Solutions
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