Cracking the Multichannel Code: Analysis Across Channels
Posted by Universal Ad at Thursday, June 21, 2007 3:46 AM and is filed under multi-channel,Retail,Marketing 
An interesting article over at Multichannel Merchant discusses the complex issues of channel integration, access and reach.
"It's one of the great mysteries of modern multi-channel marketing: Where are the customers and orders really coming from? If we as multichannel merchants knew the answer, we could build optimal contact strategies, spend our budgets in the most-efficient ways, produce the greatest returns with the perfect marketing mix, and eliminate wasted efforts in the face of ever-rising costs. But we don't know the answer. We think we know, but every day more and more complexities muddy up the waters."
You can continue reading the article on the Multichannel Merchant site - Analysis Across Channels
"It's one of the great mysteries of modern multi-channel marketing: Where are the customers and orders really coming from? If we as multichannel merchants knew the answer, we could build optimal contact strategies, spend our budgets in the most-efficient ways, produce the greatest returns with the perfect marketing mix, and eliminate wasted efforts in the face of ever-rising costs. But we don't know the answer. We think we know, but every day more and more complexities muddy up the waters."
You can continue reading the article on the Multichannel Merchant site - Analysis Across Channels
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