Vendors are now able to track users across channels, however this is still at the high level,

Or maybe a combination of all three that actually generates business value? That last one is surprisingly tricky. Most Global 2,000 enterprises lack the ability to leverage business data strategically via techniques like consolidation, analytical abstraction, and placing machine-learning systems on top of their data. Machine learning involves building applications that eliminate the need for human intervention by sifting through your data and making smart decisions for your business. Examples include systems that automatically replenish inventory based on weather patterns and historical trends, or that optimize truck routes using Google API data on traffic.