#omnichannel-experience

#omnichannel-experience

At some point, the industry stopped arguing about whether content drives commerce and started living in the reality where the two are indistinguishable. "Content, commerce and technology are really coming forward in a special way and recognition that there aren't disparate separate systems any longer," says Cara Pratt, president of global retail and media at Circana. "There really is one connected, cohesive, intelligent ecosystem that is fueling discovery, fueling conversion and purchase."

UAT verifies that end users experience the platform as intended: that messaging appears at the right time, place and channel. Both are indispensable to effective martech operations.