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3 Must-Dos When Measuring Your Omnichannel Marketing Performance

Shae Henrie

Sr. Content Marketing Manager @ AdRoll

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Omnichannel marketing — the key to designing and delivering a seamless customer experience infused with the right messages sent at the right time using the right channel. While omnichannel marketing is the best way to ensure your brand meets shoppers wherever they are, with so many moving parts, it can be tricky to nail down exactly how well your efforts are performing.  

Luckily, we’re here to help! Here are three things you need to do when measuring your omnichannel marketing success. 

1. Choose Relevant KPIs 

Before you begin measuring your omnichannel marketing results, it’s crucial to narrow down your brand’s definition of success by choosing relevant KPIs. Some common KPIs for omnichannel marketing include these:

  • Conversions rate

  • Social media engagement

  • Cost per acquisition (CPA)

  • Average order value (AOV)

  • Customer lifetime value

  • Churn rate

  • Net promoter score (NPS) 

The KPIs you decide to hone in on should cover the different parts of the customer journey — including acquisition, conversion, and retention — and ultimately paint a clear picture of how each of your cross-channel touchpoints affect your brand’s ROI. 

2. Identify the Best Attribution Model for Your Brand

Attribution models help us understand which channels contribute to moving customers through the purchasing funnel — and ultimately lead them to make a purchase (or not). When you’re trying to measure omnichannel marketing results, it’s important to know you can use a number of attribution models beyond the easy-to-measure last-click attribution.

In an omnichannel marketing strategy, choosing the best attribution model for your brand can help ensure all those channels (whether email, social media, digital ads, or traditional media) are working together seamlessly to drive results. Ultimately, your attribution model will reveal vital insights into where you should allocate your resources for maximum impact. 

3. Use a Comprehensive Analytics Platform

Data is the foundation of everything related to omnichannel marketing. The first step in maximizing the impact of your data is making sure that everything — yes, everything — is connected within one system. A comprehensive analytics platform in which data and information flow freely between all your marketing touchpoints lets you track the customer journey and pinpoint how you can better refine your campaigns, segment your customers, identify personalization opportunities, and predict future marketing needs.

Our Cross-Channel Performance dashboard lets you choose between different attribution models and adjusts the data accordingly.

Here’s a trick: AdRoll’s powerful Cross-Channel Performance Dashboard offers a full-picture snapshot of where shoppers began their journeys (whether a search ad or an Instagram post) and which channels aided in a conversion. We also highlight your most and least effective campaigns, so you know where to invest your budget. 

Similarly, our Connected Social Ads feature was designed for omnichannel social media — we combine your Pinterest, TikTok, Facebook, and Instagram efforts so you can manage, measure, and optimize all your social ads in one place.

Omnichannel Marketing Success Awaits

Omnichannel marketing is the holy grail for brands, but it’s also one of the most challenging marketing strategies to measure performance for. By using a comprehensive analytics platform that lets you play around with different attribution models while revealing how individual channels are contributing to your KPIs, you can ensure your omnichannel marketing campaigns succeed.

Want to learn more about how AdRoll can take your omnichannel marketing performance measurement and analytics to the next level?

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