The multichannel marketing include email, web, mobile, social, tele and offline. Most companies typically approach multichannel marketing in a standalone silo manner. In each channel, creating campaigns, execution, analysis, refinement and then repeat all them again. The marketing data is massive and various, requiring sifting to pinpoint exactly where opportunities lie.
Here is an example: a customer looking for vacation package from a tour company.
|Actions and Behavior||Channel|
|Call the travel agent to quote a vacation package||Tele – tour company call center|
|Visit a travel agency to inquire a package price||Offline – travel agency|
|Request “Email Me Quote” during online search||Online – website|
|Click a vacation package to view detail||Online – website|
|Signs up for newsletter||Mobile – email and mobile app|
|Follow a vacation promotion on Facebook||Social – social media|
Juggling multiple single-channel campaigns simultaneously and correlating and cross-referencing results between them, it’s frustrated and impossible to communicate effectively in a customer-centric fashion when taking a siloed view of campaigns and customer behaviour.
Peter Fader, a Wharton Business School professor who argues that “too many companies are customer friendly, but not customer centric. In other words, they treat each customer the same, missing an opportunity to discover who their best customers are. Without that data, they cannot make their most valuable customers even more profitable to the firm.”
Thus, finding the path to profit in the digital marketing landscape is part science, part art. Finding more revenues, superior customer knowledge, and measurable return on investment (ROI) requires a better toolset and algorithm.
So how to make customer centricity a reality and what’s the best way to measure customer behaviours cross channels? Yes: Engagement Analytics.
Every action represents a decision that a customer makes about whether to do business with the company, also called “moment of truth”. These actions do not conduct equal commitments. They will inherently vary across channels, but the levels of commitment—from high to low—can remain the same. When analyzed in-depth, high-value interactions will provide greater insights into what customers want, and help marketers to better predict behaviors and outcomes. This is an extremely important feature of engagement analytics; marketers can use engagement levels as a means to easily orchestrate cross channel customer conversations.
|Actions and Behavior||Channel||Engagement Value|
|Call the travel agent after received a broche||Mail – tour company call center||40|
|Visit a travel agency to inquire a package price||Offline – travel agency||50|
|Request “Email Me Quote” during online search||Online – website||30|
|Click a vacation package to view detail||Online – website||10|
|Signs up for newsletter||Mobile – email and mobile app||20|
|Follow a vacation promotion on Facebook||Social – social media||20|
For example, if a customer phone call center agent to quote a vacation package price, the conversation can be continued with an offer email to that customer, with a link to website page personalized special offer.
As Sitecore quoted Engagement is the new gold standard
- Engagement doesn’t measure just what customers have done. It helps to tell marketers what customers will do Compared with traditional analytics, engagement is the closest in proximity to, and strongest predictor of, revenue generation.
- Engagement is a single essential analytic that can be applied to every communication channel, on and offline. It is the common thread that weaves through the highly personal, and often circuitous, journeys that individual customers take.
- Measuring engagement can point to how deeply customers, collectively and individually, are engaged with a company or brand. This gives marketers laser-like insight into what the next step of the conversation should be, and through which channel it should occur.