Bottom Line: How Multichannel Analytics Improves Marketing Effectiveness

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Multichannel analytics is a tool that helps you see marketing as a whole and distribute resources with maximum efficiency. It takes into account all customer interactions with the brand, allows you to optimize advertising costs and increase profits. As a result, companies receive not only more conversions, but also a more loyal audience.Segmentation. Divides the audience into groups based on different criteria (e.g. age, interests, geography) for more precise campaign customization.
Budget optimization. Based on data about each channel, it allows you to direct funds to those that show the best results in terms of conversions.
multi-channel analytics
Basic attribution models in multi-channel analytics
Attribution is one of the most important aspects of multi-channel analytics. Let's look at several popular models that help distribute the contribution of channels:
Last Click: Gives all credit for the conversion to the last channel the customer interacted with. Suitable for short-term campaigns where the last action matters.
First click. Conversion is counted for the first touch. Suitable if the goal is to attract a new audience.
Linear model. Distributes credit evenly across all list of portugal whatsapp phone numbers channels. Works well for long, complex funnels.
Time-Decay. The closer a touch is to conversion, the more weight it is assigned. Useful for analyzing sales with a long decision-making cycle.
Positional model. The first and last touches receive most of the importance, the rest are distributed evenly. It is used if both the first contact and the closing of the deal are important.
multi-channel analytics
How to set up multi-channel analytics
To set up multi-channel analytics you will need:
Analytics tools. Platforms such as Google Analytics, Yandex.Metrica and others allow you to track the entire customer journey through the funnel.
Defining goals and KPIs. Clearly formulate which metrics are important to you: conversions, customer acquisition cost (CAC), average check.
Selecting an attribution model: Based on your goals and product type, choose the best attribution model.
Integrate data from different channels. Set up the system to automatically receive data from all channels.
Constant monitoring and adjustment of strategy. Multichannel analytics is not a one-time setup, but a process that requires regular checks and adjustments.
multi-channel analytics
Examples of using multi-channel analytics