The Emergence Of Cross-Channel Marketing & Why It’s Breaking Analytics

Successful marketers are nearly 35 times more likely to use cross-channel marketing. In our ever-connected technological world, you have to cultivate a presence across a wide range of channels on a variety of devices in order to make an impact. A single business page or ad just doesn’t cut it! That’s why cross-channel marketing empowers businesses to increase visibility and reach their customers in new ways.
Google, for instance, found that “the average mobile shopping experience includes at least six visits to an app or mobile site and the use of at least three categories like search, shopping or social.” If you’re connected over email and present in ads, but lacking on social media, you may miss out on that shopping cart conversion. It’s becoming more and more critical to be wherever your consumers are. Cross-channel marketing campaigns provide you with the ability to stay top-of-mind throughout the digital journey.  

Cross-channel campaigns & bad data  
While there are many positive aspects of cross-channel marketing, analytics typically isn’t one of those. In fact, bad data is a big problem! As digital marketing continues to advance and new opportunities arise, companies are left trying to figure out how to connect it all. And unfortunately, due to reasons such as department siloes and too many different tools, it doesn’t always mesh.  
Cross-channel marketing campaigns can be difficult to measure because there’s often a disconnect between analytics, business intelligence (BI) tools and the numerous marketing point solutions used to launch campaigns. It was recently reported, for example, that a medium-sized B2C company uses an average of 19 tools in its marketing organization. And larger enterprises may use more than 90 marketing cloud services. This clearly creates problems when you need to combine it all for campaign results and future planning and budget purposes.
When cross-channel campaigns are inaccurately tracked, or result in poor performance, companies are left distrusting data and making uninformed decisions. Without a streamlined way to govern your data, you’ll never know the true outcome of your campaigns. You won’t be able to answer basic analytic questions, like “How much revenue did this campaign bring in?” or “Who is my ideal customer?”
If your data is unclear and inconsistent from the beginning, you’ll never be able to track it accurately in future campaigns. And that impacts not only your marketing efforts, but the cohesiveness of enterprise-wide campaigns. There has to be a better way to manage campaign data.

Integrating campaign data for accuracy
82% of CMOs say that they can’t implement an effective cross-channel marketing strategy because they have no way to measure it. Clearly, the complexities of analytics are affecting the way we do business. So, how can you integrate the data from all of your different campaign and marketing efforts to ensure accuracy and reliable results?
By putting the power to govern data across multiple channels into the hands of marketers. With the right tools and resources, you can set up tracking systems and standardize metadata throughout your enterprise to eliminate the hassle of sorting thousands of randomly generated tracking codes and cleaning up inconsistent data. Then, once you’ve unified tracking codes and implemented a better way to measure campaign success, you can focus on new campaign creation and marketing efforts.
With Claravine, you can launch campaigns and feel confident that you’ll receive clear and actionable results. You can drive campaign success with better data. Dozens of Fortune 500 companies use Claravine to improve the outcomes of their campaigns and generate trusted analytics. What are you waiting for? Contact us with any questions, or sign up for a complimentary demo today.

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