Multichannel Marketing: Putting it All Together
Google AdWords and Overture offer conversion technology that is very easy to install and can provide you with a complete picture of how each of those campaigns is doing. “It’s also wise to have your own tracking and reporting system built into your site so you can track other efforts, such as e-mail performance and organic search conversion,” O’Connor points out. “The system should also corroborate the numbers from the third-party tools.”
At the fore of any good multichannel program is a reliable matchback system. Outdoor sporting goods marketer Orvis Co. has enhanced its segmentation reporting and testing for retail-dedicated mailings, both electronic and paper, says Vice President of Marketing John Rogers.
“We employ a comprehensive matchback procedure that recognizes and credits the catalog for sales that occur on the Web site. We also recognize catalogs’ impact on retail,” Rogers says. “This way we ensure we’re optimizing mailings to benefit all channels.”
With regard to budgeting, Orvis measures each channel’s performance independently “with all the obvious metrics,” Rogers says. “Then we evaluate the contribution they have on other channels. While we may leave dollars in each P&L, we’re cognizant to cross-channel contributions, and bring that insight into strategy and planning.”
Effective tracking helps multichannel merchants with budgeting. “As with any type of marketing, [your budget] should be ROI-based,” O’Connor says. “But you can only determine what works for your catalog by ‘casting the net wide’ and seeing what it pulls in. Once you’ve narrowed down a set of practices that works for you, figure out a comfortable ROI and work within it.”
To determine if your costs are justified, says Papageras of Universal Screen Arts, break down the online order into multiple layers. “We know how much we paid for an e-mail to be sent,” she says. “We know how many clicks are in paid search. We know how much we’re paying for a partner or affiliate and how much it costs to send out a catalog.