The eMarketing + Commerce magazine interviewed me recently on the subject of multichannel marketing metrics. There is just a growing interest in this stuff!
Time to look over the fence and get a more complete picture of marketing results. Web analysts have no excuse for ignoring offline conversions resulting after online activity. Direct marketers have no excuse not to tap into all the rich behavioral data in their web analytics data marts. And brand marketers’ worlds are changing into a combination of online + direct marketing as ad dollars are beginning to migrate online by the billions.
Multichannel metrics and methods are becoming a key skill, not to be neglected any further.