Measuring the Impact of Multichannel Marketing
According to a Multichannel Merchant article marketers must integrate Web metrics data with their other channels. You need to "consolidate prospect and customer data, combine all the operational, attitudinal and transactional data they hold, and link it up with related campaign history," in order to determine what message to send, who to send it, when to send it and on what channels. Then you need to figure out how much to invest across the different channels in order to optimize your spending and reach your goals.
So much to do, so much data, so little time. Where do you start? How do you avoid 'analysis paralysis'? How do you separate the signal from the noise? Here are some key facts you need to remember before you start:
The best returns come from integrating the use of traditional and digital channels, "in the same way that customers do, switching between them as appropriate."
You need to determine what kind of response rate and ROI you should be achieving across all channels by benchmarking your campaigns.
Never look your online metrics in isolation as you need to determine whether an online customer is a new one or one that just switched over from shopping over the phone or through your catalog.
Carve your data into meaningful chunks - "the Web page is the basic unit of measurement, and customer behavior is analyzed by department, product or product category."
- Use online analytics to enhance, enrich and verify the data you already have from other channels by asking voluntary questions when users log in.
Looking at this question from a different angle, a SearchEngineWatch article discusses how the impact and effectiveness of offline marketing campaigns can be measured with online analytics tools. Some ideas from the article - localize the campaign and then check for local traffic spikes, focus on a particular product and watch for sales/search spikes, measure the blog buzz and search queries, leverage microsites for easy measurement, use unique response codes/pharases, and allow customers to provide direct feedback.
Posted by Universal Ad
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