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For Marketing Leadership Professionals

Upgrading Your Interactive Measurement Strategy

Why You Should Make Multichannel Measurement A Priority

December 06, 2010

By Joanna O'Connell with Emily Riley, Kate van Geldern, Jennifer Wise

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Why Read This Report

Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers today, will be table stakes in just a few years as its value in driving tangible benefits to the bottom line becomes increasingly clear. Marketers can achieve these benefits today by diving into cross-channel measurement full on: creating an analytics center of excellence, working with an agency on a cross-channel measurement strategy, or investing in a technology solution from companies like ClearSaleing or MarketShare Partners.
Tags: Brand Tactics, Customer Analytics, Customer Intelligence Strategy and Process, Interactive Marketing Strategy and Process, Marketing Automation, Marketing Measurement, Marketing Organization & Culture, Marketing ROI, Media Mix, Online Marketing Technology
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TABLE OF CONTENTS

  • Marketers Fall Short When It Comes To Measuring Business Objectives

  • RECOMMENDATIONS

    Make An Investment In Analytics To Improve Efficiency And Sales
  • Supplemental Material
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