360 degree campaign measurement

Marketing campaigns have evolved into complex beasts. No longer executed in a single channel, a campaign can engage a customer across multiple channels – from mobile to print, call centres to web.

Further, the campaign may be promoted through secondary devices such as point of sale or online advertising; and supported by ongoing brand advertising.

Indeed, any company that doesn’t use cross channel marketing is likely to fall behind in the race to win customers.

Yet with all these elements thrown into the mix, how do you effectively measure a campaign’s success?

We’re talking about 360 degree measurement. Already possible in discrete direct response campaigns, 360 degree measurement offers insight into the end to end customer journey.

It tracks the customer from their initial touch point – regardless of the channel and/or platform – and accounts for the first and subsequent interactions, making sense of behaviours along the way.

A multi-channel world

Customers often travel between channels for various reasons. During a campaign, they may first check out a web landing page for details of the promotion, then call a toll free number to speak to a customer service representative about how that promotion applies to them. They might subscribe to a newsletter that also contains details of the promo.

In other words, any number of channels may touch the customers at different points along the decision-to-buy pathway.

Given the broad range of customer touch points, and the many permutations in the way a customer may access them, it is imperative that the customer has a consistent experience.

This consistency is the key – across message, offers and experience. How do you achieve this?

Most importantly, a reference system is needed. CRM is the ideal candidate as it is accessible by all channels.

Think about it. A huge range of platforms can feed into the CRM for 360 degree view of customers, as shown in figure 1.

Figure 1: Bienalto’s End-to-End Online Marketing Framework

Examples of points of integration include:

• Campaign responses such as email and surveys
• Subscriptions and purchases
• Offers targeted to customer or segment
• Web forms
• Online behavioural data
• Offline demographics

By integrating this information, you begin to see the big picture and are on your way to 360 degree measurement and meaningful analysis.

If you’ve already got a CRM solution in place, there’s an immediate opportunity to integrate the online channel and start leveraging the benefits of best practice marketing platform integration.

Of course, every company has different strategies and priorities, and it’s not as simple as plugging everything into the CRM and pressing ‘play’. You’ve got to assess your requirements, set metrics, develop response strategies, and review the system on an ongoing basis.

Bienalto can help you devise a practical strategy based on your specific business requirements, and assist with implementation.

Interested? Contact us today.

Learn more about Bienalto’s web analytics and marketing services.