Measuring Your Omnichannel Marketing Performance

Any seasoned marketer today already knows how crucial it is to be where their target audiences are most active. In a digital-first (or now what seems like a more hybrid model), marketers have to not only identify the most relevant channels through which to reach their audience but also, create an impactful outreach strategy that has omnichannel at its core.

Building an impactful omnichannel marketing strategy is one part of the marketing game today, understanding how well it has worked to your brand’s benefit is another.

While this has to be kick started by first putting in place the right attribution models, specifically when it comes to measuring the impact of your omnichannel outreach; here’s what you can do to get started:

Test and Measure ROI of Smaller Campaigns/Data Sets

You might already have a high value and quantity driven target list that you want your team to pursue for the quarter. Starting an omnichannel campaign for them is one part of the journey.

Using a small data set to evaluate how that list of prospects have reacted to your email campaigns, ad campaigns, LinkedIn campaigns or whatever other medium you are using to drive this goal can help optimize messaging and omnichannel standards for the next campaigns for the universal data set.

Seasoned marketers may do this by using links within the messaging and then measuring who clicked and engaged with it, by placing CTAs like download now and evaluating how many from smaller data sets reacted to it, for instance. A test data set that matches your core ICP can enable marketers to better understand how the rest of the audience aligned to those ICP parameters may behave when campaigns are scaled.

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Tying in Omnichannel Metrics to Regular Attribution

The main reason seasoned enterprise marketers will keep focusing on integrating martech and salestech systems too, to some extent, is to have all their data, customer behaviour reports, email campaigns, social campaigns and others in one place for easier attribution and eventual reporting.

Setting in place a regular marketing attribution model to understand how to further segment audiences or achieve better ROI with future campaigns is a fundamental in any modern day marketing journey.

Another lies in tying in these measurement models to your omnichannel endeavours.

If a brand has an ebook in place for instance that speaks to the future trends in content marketing, ideally, email campaigns, social campaigns, blogs, maybe even targeted ads will be used to promote that asset using the same core theme of the asset – future trends in content marketing.

Using this omnichannel campaign as a reference point to then evaluate how it performed, through which channel did target audiences engage with the asset the most (social, email or the targeted ad that went out) will allow teams to further their omnichannel cause down the line and also understand how certain types of content or marketing initiatives can work better with tightened omnichannel experiences.

Knowing what Omnichannel KPIs to measure

Each target industry, each type of target ICP will demand a different type of marketing messaging to get them to engage with a brand. When marketers try to run omnichannel campaigns in addition to their regular campaigns, they need to know what to measure to differentiate the ROI levels from the two.

Differentiating audiences and campaigns based on goals, assets to promote and data is useful in setting the groundwork in place. After that, marketers themselves need to align on what makes sense to measure: conversions, downloads, registrations, net promoter scores, purchase consideration or other factors.

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End Note

Without the right measurement tactics, marketers won’t know what type of marketing initiative is working for them, what needs improvement, or what can be optimized to drive more revenue and conversions much earlier in the customer journey. Some brands might keep omnichannel at the core of their marketing goals and tactics. Others might use omnichannel campaigns for specific purposes: like promoting a particular webinar, event or ebook.

Whatever the heart of your marketing strategy, understanding what to measure and how well you eventually measure it forms the basis of future goals, strategies and marketing models.

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