Omnichannel is equally compelling to chief marketing officers as it is confounding because it promises the Holy Grail of marketing: the ability to seamlessly connect with consumers in real time across all available marketing channels with a consistent and relevant message. At its core, omnichannel is about customer data and a CMO's ability to collect and connect it. The appeal of this is obvious. It's also intimidating. The challenge for most brands is how to effectively capture, monitor and combine all this information in a holistic way that provides consumers with the unique shopping experiences that omnichannel promises.