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When was the last time you used multiple channels to buy an item? Maybe you called local stores, did some price comparisons online and then asked your friends on Facebook for their opinion before finally venturing into a store to make the purchase.
This type of behavior is not uncommon among consumers. Because consumers act across digital and non-digital channels, marketers must integrate multichannel data in order to deliver relevant content, messaging and experiences. Understanding how consumers are interacting with a company across channels can also help marketers allocate online advertising dollars more efficiently and improve marketing ROI.
By integrating online campaign data with online and offline customer data, Scottrade discovered that some of its strongest ad placements in terms of cost per lead were actually the weakest in terms of conversion and revenue contribution. Combining data from across channels allowed Scottrade to optimize online ad spend and design a more accurate revenue contribution model.
This webcast and white paper will show you:
- Three steps for using cross-channel data to optimize ad spend
- Why combining online and offline data may be easier than you think
- How Scottrade reduced ad spend while generating 10% more leads
You’ll also hear how companies in the retail and travel sectors are taking advantage of the benefits of multichannel integration.
Download this webcast and white paper today to get tips and best practices for creating a multichannel marketing strategy for your business.
