Measuring Your MultiChannel Marketing Strategy
Measuring the returns of your marketing campaign across channels is one of the most difficult parts of marketing – but also one of the most rewarding. Read on for an overview of popular multichannel marketing analytics and how they can help you.
Multichannel Marketing Analytics Overview
The difference between traditional web analytics and multichannel marketing analytics is that you are not simply comparing the “first click” or “last click” of a visitor on your website, or even where they come from. Instead, you’re aiming to look at the interactions of consumers across all of your channels to determine where they cross paths, which channels appear to be outliers, what works, and where you should funnel your time or refine your strategy. This involves a complex process, and will determine your marketing decisions on both macro and micro levels.
The Best Use of Multichannel Marketing Metrics
Aim to look at the interactions of consumers across all of your channels to determine where they cross paths, which channels appear to be outliers, what works, and where you should funnel your time or refine your strategy.
It is strongly suggested that you seek a technology solution that will help you track your multichannel marketing analytics. For example, Google provides an excellent multichannel analytics system called Multichannel Funnels. This is a series of five integrated reports that will show you which channels individual customers interacted with during the 30 days before making a purchase. This is helpful because traditional analytics may not show that Facebook, for example, is driving traffic to your site; but the Multichannel Funnel may show that Facebook was, in fact, an integral way in which your customer interacted with your brand. This will give you a much better, much less obtuse view of your marketing efforts than Google Analytics alone.
Creating an Informed Multichannel Marketing Strategy
Once you notice which channels your customers interact with prior to purchasing your product or service, use it to drive your decisions moving forward. Your video may have hundreds of views on YouTube, but did any of that traffic convert in the last few months? Your multichannel marketing metrics will tell you; and if that traffic didn’t convert, maybe those views aren’t worth the time of making videos. Speak to our marketing consultants today and make the most informed decisions possible with a big-picture view of your marketing efforts.
Find out more about Clarity VenturesSee our Enterprise Web Portfolio