Multichannel Measurement:
Strategies for Success
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In 2004, two-thirds of consumers researched a product online only to buy it offline. This percentage drastically increased from a mere one third of consumers in 2003. The need to measure, understand, and optimize cross-channel purchasing behavior is becoming a critical business requirement.
Whether your customers are shopping at stores, ordering from your catalogs, or visiting your Web site, you need to meet their needs by presenting a unified front, giving them consistent functionality in each channel and recognizing how much their business means to you.
In this paper, we’ll discuss solutions for measuring and optimizing cross-channel activity, how you can improve multichannel marketing ROI, and how to measure overall customer lifetime value.
