Summary
With consumers regularly migrating across channels when researching and purchasing products, eBusiness professionals are tasked with the challenge of quantifying that cross-channel behavior. Companies with multichannel programs in consumer-facing industries should look at four key metrics: the total number of hybrid customers, the distribution and spend levels of those hybrid customers, cross-channel conversion, and customer spend with competitors by channel. Why? When captured at regular intervals, these metrics can be extremely effective in bolstering the business case for increased investments in multichannel, and particularly Web, programs.
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