Last week our head of product marketing, Kohki Yamaguchi, authored an article on Marketingland regarding steps to get started with cross-channel analysis.
Cross-channel analysis is viewed as difficult by some, but it can be as simple or as complex as you make it. The full article goes into a lot more detail, but here is a summary of the three steps to get started:
1. Decide on which cross-channel metric(s) to use
In choosing the common metric, there are three criteria to consider:
- Meaningful as a performance indicator
- Occurs with some frequency across all media/channels
- Not strongly biased for or against a media/channel
2. Be aware of affinities for each channel on metrics
Metrics may have affinity for certain channels vs. another. Three examples illustrated are:
- Tracked conversions being biased towards search over display or social due to position in funnel
- Paid traffic having an advantage in ease of access over organic traffic depending on website design
- Similar metrics across social media occurring with different relative frequencies
3. Weigh results appropriately
- A solution to the problem above is to put weighting on metrics to counterbalance the bias.
- Calculating the appropriate weighting may take effort, but once determined it should be valid for some time.
We have written before on the variety of different metrics and types of data in digital marketing today. Without breaking down these data silos, cross-channel analysis will forever be limited to a high, strategic level, with little visibility into how channels are affecting or performing against one another.
At Origami Logic, our mission is to resolve this problem by bringing all the data in one place, allowing for unified reporting and analytics across marketing channels.
Want to spend your time driving marketing performance, rather than gathering data?
Let us show you what we are up to.