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7 Multi channel Marketing

Multi channel marketing, also commonly referred to as cross channel marketing, is the science of determining the role different marketing channels had in driving your KPIs.

Typically driving your main KPIs involves marketing activity that is not under the same cookie pool, across different devices and potentially even both offline and online. And if this is not complicated enough, there are views or impressions versus clicks or visits to consider as dimensions by which one attempts to measure the customer journey.

Duplication between marketing channels

Let us start with an example. A typical customer journey faced by a cycling web shop that involves four different online channels (or platforms), followed by an online conversion (all on the same device).

Interactions with your marketing activity for this specific customer journey start through a DoubleClick (Bid Manager) interest category campaign (that was clicked on). The cycle enthusiast visits your site, scrolls through the latest racing cycles on offer, and decide she needs to do some more thinking about the purchase. She is not heavy internet users but she sees the same ad in her Facebook timeline through your Facebook interest category campaign a week later.

You (the web shop) start retargeting this prospect after the first visit, reminding her that the offer for extra discount lasts until the end of the month.

Our cycling enthusiast has decided on a racing model but is unsure about the brand and performs several searches to find out information about Cannondale and Dolce racing cycles. In this process you pull her back to your site twice through Google Search.

Your Criteo retargeting campaign, using a dynamic feed to show our cycling enthusiast several racing cycles, gets seen a few times over the next five days. Eventually, our travel enthusiast get her paycheck in and decides she can afford to buy the racing cycle. She does a search for my web shop (Michel Racing Cycles), clicks on the Google Search ad, and purchases the racing cycle.

Here is a visual of that customer journey:

Multi Channel Marketing

There are four different platforms here:

  1. Facebook and Criteo will each take 100% of the credit for this sale. Both independently of whether our cycling enthusiast clicked on the ad or not.
  2. Google will take 100% of the credit for this sale (only after a click on the ad).
  3. The DoubleClick interaction and the Google Search interactions can be measured through the same interface in DoubleClick. So this platform would be able to show you a customer journey of four touch points, and you could choose how you would want to allocate between these four interactions. One caveat, if you would use DoubleClick Search, you would be able to see a DoubleClick visit but not an impression.

Michel’s Cycling Shop is a sophisticated advertiser using DoubleClick, Facebook and Criteo. It ends up with a sale attributed fully to each platform.

How should one go about trying to create order in this attribution nightmare?

Adoption of more unified measurement approach

There are different ways in which one can track this multi channel marketing activity. The most common option is Google Analytics. The vast majority of businesses out there use it for this purpose and it would track all click activity. You could add a custom channel groupings to label marketing channels in a way that would make sense for your business. For the customer journey above you would be able to see all clicks (with a standard setup) but none of the impressions. And since all these interactions happen on the same device, we can map this journey quiet well using Google Analytics.

Multi Channel Tracking Tools

Alternatively, you could use DoubleClick click trackers to get the Criteo and FaceBook ads in the tool. This would allow you to record all the clicks of activity that you can’t measure through the DoubleClick platform. The big advantage is the cross device element of DoubleClick, allowing you to tie devices back to users and connect customer journeys as consumers move from one device to another.

Alternatively one can use alternative web analytics packages such as Adobe, IMB Digital Analytics or Mixpanel to record and analyse the way prospects find your site. These products would have similar capabilities to Google Analytics.

Or you could take it one step further and involve a specialist player. The main multi channel marketing tools in the United Kingdom are, in order of market share, Visual IQ, Attribution 360 (formerly known as Adometry) and Convertro.

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