Cross channel analytics is important and leverages the strongest means of communication today, when you want to reach out to your audience from various arenas.
With the web offering so many platforms for people to connect explore and benefit from, on the internet, it only makes sense to have a cross channel analytics and marketing plan so that you can optimize on your investments, improve your ROI and get a better figure on the conversion chart.
What Is The Basis Of Cross Channel Analytics?
Cross channel analytics is a little more complicated that it seems.
In simple words, it means understanding customer behavior and what leads him to a conversion.
For instance, does a person looking for a search query end up making a conversion on the internet? Or, suppose a person sees a link on his social networking profile and lead to a conversion? Or, reading a post on a blog triggers a search and consequent online purchase?
Like in the study on consumer behavior even in regular marketing and advertising studies, on the web, it’s about analyzing the path to a conversion.
Cross channel analytics is all about three main aspects:
- Investigating the various factors that lead to conversion;
- Understanding those factors that influence conversion and finally;
- Implementing the knowledge to optimize results
The Benefits And Tips – On How To Use Cross Channel Analytics For Your E-Commerce Business
The core benefit of such an analytics is the fact that you understand your customer and his buying behavior better. By this, you can improve your CPC and PPC campaign to leverage performance.
For instance, information like people viewing your ad on Facebook, from a particular zone, post working hours, tend to search for your product and make online purchases from the ads displayed on the search results. The percentage of such conversions is something close to 7%. This is a good deal for your e-business and hence, such a cross channel connect is beneficial for you.
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Knowing this, you can pick up facebook ads for that particular zone, for the evening hours and consequently target Google ad words for that particular search and speceifc keywords. A marked increase in conversions, if noted, indicates an improvement due to the research.
As seen in the image, concentrating your efforts in the direction that is yielding better results is beneficial for your business, and this can be evaluated through cross channel analytics.
Tips to Improve Online Marketing:
1. Common Objective Of All Your Online Activities
Be it SEO activities, pay per click campaigns or facebook ads; the end Goal should all be the same. For a proper analysis, all these source or avenues should lead the prospective customer in the same direction. For instance, they should lead to your landing page.
2. Common Or Similar Copy
Now, along with a common goal, the copy and creative Content should also be well connected. This way, we can understand the platforms that which are able to leverage the communication and which platforms are lagging behind; pretty much the crux of cross channel analytics.
3. Target The Right Target Audience
Each product or service has a target audience and it should be prime importance that you target these audiences after through research and understanding. Also, the right audiences should be targeted on all the platforms so that analytics is closer to reality and can be leveraged to the maximum possible extent.
About Author: Divya is an expert author writer for inetzeal.com on topics like SEO and SEM. She works with a leading SEO agency and is also a popular blogger in her area of work.