Every decision you make has an impact on your bottom line. But, sometimes when you look at the numbers it doesn’t tell the whole story. For example, if someone clicks through a Facebook ad and then signs up for your email list, then due to an email message purchases one of your offers, is that really how it went? Or did they see multiple ads on Facebook in the past? Did they attend a webinar or two and get to know you before they finally made their decision?
By looking at all aspects of your analytics you can determine a lot about how everything you do works together. For example, the content you create is a good example of multi-channel marketing. You create content for email marketing, social media marketing, your blog, and even for freebies. Knowing which content is performing best, when and where, is part of performing multi-channel analytics.
Look at Social Media Marketing
If you were to look at the analytics of social marketing, you might at first determine that social media underperforms in terms of conversions. You may even think that you’re wasting your time on social media. But, without looking deeper you really don’t know what the role of social media is. It may be softening up your audience before they visit your website via a landing page and sign up for your email list.
Set Up Multi-Channel Reporting
Within Google Analytics you can set up multi-channel reporting, which will help you to look deeper into how your buyers actually chose to convert. For example, you will be able to see whether or not they clicked through due to organic search, an advertisement on social media, or an article you shared on social media.
Upgrade to the Paid Version of Google Analytics
If you really want to unleash multi-channel analytics, then you need to upgrade your Google Analytics so that you can study your buying cycles for longer than a month. You don’t want to make the mistake of applying the 80/20 rule and eliminating a vital part of your marketing funnel without all the information.
Determine Multi-Channel Customer Experience
The great thing about analytics is that it’s science. When you use science to help you make better decisions, you’ll do a lot better with all your goals. If you know how your customers use mobile, web, social media, email lists and more, you can design your marketing materials better for the consumer.
Getting data from a lot of different sources about how everything works together will help you make better business decisions. Knowing how your business is interacting with prospects and leads across all channels is an important aspect of taking your business to the next level.