Browse Definitions :
Definition

cross-channel analytics

Contributor(s): Laura Fitzgibbons

Cross-channel analytics is a strategy used by marketing professionals to study the methods by which customers are influenced to buy a product or service, especially when those methods are combined. By analyzing different channels that carry marketing messages, and the ways those channels influence customers, companies can target potential audiences as part of a holistic marketing strategy.

Some channels companies use to carry their marketing message might include the following:

  • Billboard advertising - This is done by placing advertisements on large signs on the sides of roads and highways.
  • Cold calls or directed marketing calls - Calling a potential customer by phone.
  • Email marketing - Contacting a potential customer by mass or directed email.
  • Guerrilla advertising - Incorporating advertisements into public spaces so that they blend into a person’s experience. Some methods could include slipping objects into spaces where a lot of people visit, hiring actors to interact with target markets in public spaces or incorporating street art into urban settings.
  • Online advertisements - Website banners, pop-ups or other internet content directed at specific customers.
  • Point of sale displays - In stores, specific items might be grouped together in the same place to suggest a purchase that might persuade a customer. This could include creating a display that encourages a purchase because of the location, for instance, right near a register.
  • Print advertisements - These include advertisements that may be purchased in newspapers, magazines, newsletters or other print media.
  • Product placement - Marketing teams pay to have characters in movies and TV shows who popular with their target base use their products and influence potential customers.
  • Smartphone app advertising - Choosing apps that a company’s potential customers might use allows marketers to reach their target market.
  • Social media marketing - Ads targeted at specific social media feeds based on a potential customer's interests and other information gathered about them through data mining. In addition, popular figures on social media sites like Instagram and twitter might be paid large amounts of money to use certain items or talk about them in their posts.
  • Television advertisements - Advertisements are usually aimed at the viewers of certain shows that share an audience with the target customers of a product.
  • Transit advertising, wraps, and street ads - Large ads on city buses and other transportation (trains, taxis, trolleys, etc.) can reach many customers, especially if they are placed somewhere where commuters have few other distractions, like crowded train platforms. In addition, street furniture ads reach a large audience on objects like benches or bus stops.
  • Website or blog mentions - Companies pay popular blogs or websites to include their brand name or product in reviews or articles. Some marketing teams create their own content.

Companies that take a cross-channel approach to their marketing usually see an uptick in the potential customers they influence. Advertising to a customer in only one specific way is limiting, but repeating a message through various forms of media at different points in a person’s day makes it much more likely to result in a sale. To form a plan to reach a target customer in the most efficient ways, cross-channel analytics is a method to compare the effectiveness and reach of various marketing strategies and their impact. Researchers can compare increases in certain web traffic or purchases and link them to various forms of advertising to find out which combinations of messaging are most effective, and at which times.

This was last updated in October 2018

Continue Reading About cross-channel analytics

Join the conversation

1 comment

Send me notifications when other members comment.

Please create a username to comment.

Describe a time when you were influenced by a marketing campaign that appeared in various parts of your life over a specific time period?
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • compliance audit

    A compliance audit is a comprehensive review of an organization's adherence to regulatory guidelines.

  • regulatory compliance

    Regulatory compliance is an organization's adherence to laws, regulations, guidelines and specifications relevant to its business...

  • Whistleblower Protection Act

    The Whistleblower Protection Act of 1989 is a law that protects federal government employees in the United States from ...

SearchSecurity

  • Malwarebytes software

    Malwarebytes is a cross-platform anti-malware program that detects and removes malware and other rogue software.

  • Transport Layer Security (TLS)

    Transport Layer Security (TLS) is a protocol that provides authentication, privacy, and data integrity between two communicating ...

  • van Eck phreaking

    Van Eck phreaking is a form of electronic eavesdropping that reverse engineers the electromagnetic fields (EM fields) produced by...

SearchHealthIT

SearchDisasterRecovery

  • cloud insurance

    Cloud insurance is any type of financial or data protection obtained by a cloud service provider. 

  • business continuity software

    Business continuity software is an application or suite designed to make business continuity planning/business continuity ...

  • business continuity policy

    Business continuity policy is the set of standards and guidelines an organization enforces to ensure resilience and proper risk ...

SearchStorage

  • solid-state storage

    Solid-state storage (SSS) is a type of computer storage media made from silicon microchips. SSS stores data electronically ...

  • persistent storage

    Persistent storage is any data storage device that retains data after power to that device is shut off. It is also sometimes ...

  • computational storage

    Computational storage is an information technology (IT) architecture in which data is processed at the storage device level to ...

Close