4 keys to measure the performance of all channels

As marketers brave the new world of increasingly complex targeting, cookie-less attribution and analytics strategies, the need for a comprehensive measurement method becomes increasingly apparent.

This is where Multi-channel measurement comes in

Unlike traditional measurement methods that offer visibility into only one marketing channel at a time, omnichannel measurement provides a simultaneous view of an organization’s entire marketing strategy. Modern marketers can make more accurate and informed decisions about not only their next marketing tactic, but their entire marketing strategy with granular prescriptive insights.

The growing use of multichannel measurement and challenges moving forward

last january 90% of users. The interviewee asked for an omni-channel experience from the organizations they buy from. This is good news and bad news for forward-thinking marketers aiming to create a cutting-edge marketing strategy.

On the one hand, this metric reflects the growing popularity of holistic brand experiences that span not only platforms, but also channels and devices.

On the other hand, it signals an era when it is no longer acceptable to analyze and measure the results of each marketing campaign by channel. In short, multichannel measurement is no longer a trendy “optional” technique—it’s a strategy that’s quickly becoming indispensable for all organizations.

This creates its own set of challenges, as any marketer already using a multi-channel measurement strategy knows. While an effective analytics strategy can be relatively simple to create with the right omnichannel marketing tools, the question of effectiveness remains. Many marketers feel overwhelmed when sifting through their data and unsure of how to effectively use the information it provides. Others struggle to consolidate analytics results from multiple sources due to inefficient omnichannel measurement platforms. We explore some of the most important keys to effectively measuring omnichannel performance, discovering how the right measurement platform can solve all of these challenges and more before they even arise.

4 critical keys to measuring all-channel performance

Every comprehensive measurement strategy should start off on the right foot by using a few basic techniques. The 4 keys we discuss below not only optimize the effectiveness of each step of the marketing funnel, but also ensure that data from all channels is accurately collected, measured, and analyzed.

1. Conduct test measurement experiments

Don’t just guess which marketing tactics will work best for you – experiment with them painlessly and risk-free.

One of the key techniques marketers can use to make sure their entire marketing strategy is working cohesively and performing optimally. Test marketing using scenarios Marketing evolution scenario planner. This innovative approach allows marketers to glimpse the possible future of their marketing tactics and select the best ones to integrate into a holistic marketing strategy.

2. Observe Attribution Models

While all marketers are aware of the critical role accurate attribution plays in developing an effective marketing strategy, many still use outdated approaches such as last-touch attribution. Also, the emphasis is on “attribution” when in fact “contribution” considers the dampening effect that ad exposure has on consumer choice.

By examining the organization’s attribution models and developing more effective methods, marketers can help ensure the accuracy of their marketing data by recognizing the role each customer interaction plays in conversion.

3. Add Omnichannel Metrics to routine analytics reporting

Don’t let all that valuable omnichannel data go to waste! When you build your Analytics Reporting Metrics Be sure to include the specific KPIs you’re tracking in your omnichannel measurement strategy. It may sound like a no-brainer, but a simple inconsistency in labeling or definitions when measuring marketing data can create an apples-to-oranges scenario in which vital information is lost, which has the opposite effect. Multi-channel strategy to have

4. Overall performance analysis using aggregate data

This may be the most important overarching measurement key: using aggregate data to analyze aggregate performance at the individual level with AI/machine learning-based techniques.

There is no comprehensive measurement scenario in which each marketing channel must be analyzed independently. Instead, every step of the funnel and every customer interaction should be aggregated and analyzed together.

Only by ensuring that all data points are effectively combined at the end of the all-channel measurement process can a truly holistic view of the marketing strategy be formed.

Proven advances in AI/machine learning for marketing are available to provide a holistic understanding of the synergistic effects of ad exposure across media channels on consumer and consumer choice.

9 KPIs used to measure the performance of all channels

While each industry requires its own unique set of data points to create a holistic, comprehensive measurement strategy, there are some unifying data points that all optimized marketing plans include.

Effective analysis of these 9 KPIs will ensure your Marketing strategy Optimally effective from the first touch to the final conversion.

1. Membership registration
2. Social media engagement
3. Website engagement
4. Content page engagement
5. Customer conversion
6. New user registration
7. Customer Satisfaction Score (CSAT)
8. Net Promoter Score (NPS)
9. Purchase Review

How to measure the performance of all channels

Now that you know what to measure and how to analyze the data you collect, how do you get started?

One of the most important things to remember when starting or running an effective omnichannel performance measurement strategy is Breaking down silos around data channels. This means bringing channel managers and department heads together to gather all relevant information in one place before analysis or decision making begins.

Without this key step, marketers are likely to find themselves with an incomplete and inaccurate picture of their marketing strategy. But when done right, eliminating silos creates a holistic and actionable view of an organization’s marketing landscape, creating a foundation from which to build successful future marketing campaigns with more conversions at a lower cost.

How the evolution of marketing can help measure omni-channel performance

A great multi-channel performance measurement strategy starts with a great measurement and analysis tool. When your data is accurate, relevant and aggregated across all your marketing channels, you can be confident that every marketing decision you make is not only prioritized, but also perfectly timed.

Marketing Evolution has a solution. From the aggregate data that powers your Cookie Marketing From strategy to comprehensive measurement solutions to attribution models, Marketing Evolution has your back. Check a Free demo Our flagship solution, Mevo, and discover how simple and effective comprehensive measurement can be today.