Cross-Channel Marketing

In an age where our customers’ needs and perceptions have dramatically changed the level with which we interact with them, not to mention the multiple technologies used, how do we determine what medium to use and what message to communicate?

Cross-Channel Marketing refers to the use of different messages that are strung together throughout the different channels of communication, to try to achieve operational and behavioural synergies  that customers maybe acting upon during their decision making process.

Why Marketing Analytics Matters

Web analytics provides the technical performance of your website however; marketers require much richer data to fully understand the performance of their marketing efforts. Unfortunately this cannot be solely provided through web analytics, marketing analytics is required.

Marketing Analytics refers to the measurement of business metrics such as traffic, leads and sales.  It includes the use of data from your website; email; social media and offline events. The unit of focus is normally a prospect; lead or customer in other words it is people- centric.

4 key business areas depending on accurate address data

Accurate contact data is an organization’s most valuable asset.  Without question cell numbers and email addresses are very important for “instant” communication and email is cheaper and perhaps more reliable than “snail mail”.

The physical (residential) address is significantly undervalued in today’s “digital” communications age.  It is often only seen as a logical requirement for billing and tracing purposes or as a compliance requirement for FICA or RICA.   However, the lack of accurate data leads to poor campaign outcomes and unnecessary internal cost that are not only affecting marketers but have spread to analytics, operations, fraud and data quality.