{"id":114729,"date":"2015-12-01T13:11:00","date_gmt":"2015-12-01T18:11:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/bringing-multi-channel-analytics-into-the-marketing-mix\/"},"modified":"2024-12-23T00:36:58","modified_gmt":"2024-12-23T05:36:58","slug":"bringing-multi-channel-analytics-into-the-marketing-mix","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/bringing-multi-channel-analytics-into-the-marketing-mix\/","title":{"rendered":"Bringing multi-channel analytics into the marketing mix"},"content":{"rendered":"

We have recently discussed how important it is to have an overview and analyse the whole sequence of marketing channels leading to leads and transactions.<\/p>\n

For example, if a channel mostly performs as the initiator of communication with potential customers, the use of hard calls-to-action asking a person to buy now might not work as effective as softer calls-to-action encouraging them to learn more about the products.<\/p>\n

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Different channels, different roles<\/strong><\/h5>\n

Understanding which channels perform better as initiators<\/em>, holders<\/em>, or closers<\/em> is essential for effective marketing strategy.\"Channel<\/a><\/p>\n

For example, landing pages for initiator<\/em> channels should primarily focus on engagement activities, while holder<\/em> channels would help to retain potential customers during their research stage.<\/p>\n

Also, while the efficiency of closer channels is usually measured with a high-level quantitative KPI, such as the number of leads and their cost per action (CPA), the effectiveness of initiators<\/em> and closers<\/em> is measured with more granular qualitative KPI such as the intensity of engagement and the potential value of a lead.<\/p>\n

Thus, if you have an understanding of which marketing channel more typically and effectively fulfils each role you could improve your overall digital marketing outcome with:<\/p>\n