Multi-Channel Analytics
Multi-channel analytics deals
with taking various sets of data from different
sources and linking them together. The idea is to analyze these data
sets side by side in hopes of creating valuable results that can help business
leaders make quick and better informed business decisions.
In today’s business world
businesses and customers are connected via multiple mediums of communication.
Whether is mobile, television, internet, etc…., each medium provides a
potential valuable source of data. By analyzing these multiple channels, businesses
can better understand their customers.
Understanding Multi-channel Analytics
Online analytics tells businesses how well online customers
respond to online marketing but it fails
to tell you anything about how online marketing affects offline purchase
behavior and how offline marketing affects online behavior. Multichannel
analytics is a process where all marketing channels are analyzed to develop a
more complete view of visitor behavior.
Multi-Channel
Management Services
There are many different services that companies can use to help integrate
multiple data streams so that they can be analyzed. Omniture and Webtrends are
two popular services that offer multi-channel analytics. These services help
manage the combined data in real-time. Visiting the Webtrends site gives the
following description of how they help business manage and analyze multiple
channels and data.
With consumers active in your mobile, social and online
properties, it’s easy to feel overwhelmed by data. You can stay focused with
Webtrends Multi-Channel Measurement, which includes a unified analytics
dashboard that shows you customer activity across every digital channel. A team
of Webtrends experts will help you interpret your results and transform them
into a measurement strategy that’s right for you. This is more than analytics.
It’s an all-in-one solution that helps you understand consumer behaviors so you
can create relevant experiences for all of your customers.
Multi-Channel Analytics Is A Must
With the world becoming more and more connected every
day, it is increasingly important for business both large and small to
implement a multi-channel analytic strategy. Companies that do will make better
decisions and make them quicker, giving them a heads up on the competition and
will benefit from increased revenue. Conversely, failure to do so will create disconnect
with customers and disappearance from the market.
References
I would be interested to learn more about how sources are measured in terms of where web traffic is coming from. Apps, and mobile sites, are pretty clear. But what about more traditional channels like TV/radio? What methhods are used to determine, whether someone saw your commercial and then went to your website?
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