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Beyond the click: Reporting in the world of omni-channel marketing

As omni-channel marketing becomes the norm and the customer journey continues to navigate multiple online and offline platforms, a need has arisen for marketers to access a far more complex and complete view of their campaigns in order to accurately gauge success. Gone are the days of reporting on clicks and impressions – with access to the richest levels of data ever seen, and tracking technologies reaching new heights of sophistication, the time has come to invest in advanced data visualization and reporting tools.

A complete view

The landscape of both online and offline marketing has become increasingly fragmented and competitive. More than ever before, brands need to find ways to connect with their customers effectively at every touchpoint. In order to do so, a complete view of campaign performance and customer data is required. Where are your audience? Are you reaching them at the right time and on the right platform? Is this information readily available to you as your campaigns run? And are you able to optimise consistently based on what the data says?

Powerful data visualisation technologies can import reports from digital tools such as DoubleClick and social listening platforms as well from other business systems to provide a holistic and integrated view of marketing performance. South African marketers should be investing in advanced data visualisation tools in order to better understand online campaign performance and view it within the context of other marketing activities and business metrics.

Attribution ain’t what it used to be

We can no longer use facile attribution metrics to ascertain the success of a particular platform. Many digital marketers are still measuring performance by means of clicks and basic user actions such as form submissions. But they are not yet looking at how social media, offline campaigns, and other factors influence the overall campaign  performance.
Agencies need to stop hiding behind the click and take more accountability. Today, marketers have the tools and data available to measure campaigns in a more holistic manner. This is the key to making informed and intelligent campaign decisions that allow us to continuously improve business performance.

What should brands expect from their agencies?

A holistic view of campaign performance across multiple channels will provide valuable insights into both consumer behaviour and campaign performance. For example, brands should have access to  social listening tools to determine where their influencers are; they should be able to understand how certain campaign elements influenced social media users and be able to view and measure sentiment around a particular campaign.  New technologies can  overlay TV and print campaign data to see how these channels may have impacted social media, whilst visualisation tools can map out a clear indication of how sales are responding.

To have access to this information across a single, integrated dashboard provides the most comprehensive and accurate reporting available today. That means marketers can see dense information about the relationships between different metrics within a single view. You can easily measure campaigns down to a highly granular level, looking at, for example campaign data for a specific time of the day.

Closing words

“Today, marketers have a wealth of digital data at their fingertips, but it can be challenging to digest it and view it in a broader business context,” says Andre Steenekamp. “Data visualisation helps marketers get to the information they need to achieve better results.”

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