Unified commerce platforms break down barriers between sales, marketing, and customer experience data from various sources to provide a single view of the customer. This involves collecting, cleansing, normalizing, and analyzing data from point of sale, e-commerce, mobile payments, in-app activity, and more to generate insights and influence behaviors through ongoing segmentation, transaction analytics, and digital campaign ROI analytics. The goal is to simplify and automate the use of previously siloed data to optimize personalization now and preserve context for the future.