Multichannel analytics is the process where multiple data sets from different sources (i.e. TV, Online, Mobile, Social, etc.) are linked together and then analyzed to provide a more robust customer and marketing insight – thereby guiding effective and successful decision making. Possibilities include:
- Audience profiling for single (TV) and cross-platform (TV, Online & Mobile)
- Single and cross-platform media effectiveness determining convergence rates for TV, Online and Mobile media of target audience
- Response Effect determining the influence of digital sites and social media events on delivering and influencing media audience and impact on audience behavior
- Extensive experience producing advanced media & advertiser analytics using Fusion and single source data and panels.
- Target audience modeling using regression, multi-variance and analysis of covariant to profile target audience and measure the ROI of targeting.
- Designed and executed Cross-platform promotional and advertising campaign analyses for program distributors, agencies, and digital companies.
Why Multichannel Analytics?
Multichannel Marketing is the practice of interacting with customers using a combination of indirect and direct communication channels – websites, retail stores, mail order catalogs, direct mail, email, mobile, etc. – allowing customers to use the channel of their choice when engaging with a product, service or content.
“Multichannel customers spend three to four times more than single channel customers do.”
However, despite the increase in multichannel marketing activity executives are still forced to make decisions based mostly on data from individual channels – failing to take into account the entire marketing picture. Marketing Analytics, by contrast, considers all marketing efforts across all channels over a span of time and extracts analytical results that provide invaluable assistance in driving your marketing efforts forward.
What Can You Do with Multichannel Analytics?
- Highly choreographed and orchestrated touch points and micro-campaigns that span multiple channels fluidly, in a way that the customer finds meaningful and trustworthy.
- Marketing response attribution – Knowing which touch point triggered a qualified conversion or sale response would enable marketers to assess whether or nor not their marketing efforts were getting the best results.
“Delivering the right message to the right audience isn’t enough. Not only must your customers receive your message, but they also must be attentive, receptive and willing to act – regardless of the channel”
- Targeted messaging. Thanks to the plethora of channels and choices facing customers, delivering the right message to the right audience isn’t enough. Not only must your customers receive your message, but they also must be attentive, receptive and willing to act – regardless of the channel