Connect the Dots in Multichannel Marketing with Funnel Analytics

Connect the Dots
Effectively allocate your Marketing Budget based on Insight into Customer Behavior in multichannel marketing campaign analysis.

Multichannel Analysis is a boon for marketers who use more than one digital channel (Search, Display, Email, Social Media), at the same time for promoting a product or service.

With Multichannel Analysis using Google Analytics (GA), you can clearly see which of your traffic sources work together to create conversions that are crucial to your business.

Typically, Google Analytics used to attribute conversion to the last interaction/channel that led to a sale or lead as shown in Fig 1 below:

What’s New

As of August 2011, GA analyzes and reports multichannel funnel data from many sources - online and offline, qualitative and quantitative - including the segmentation of customers, acquisition sources (SEM/SEO/EMAIL/CRM), and other web analytical data such as time lag and path length.
The entire interaction shows multiple touch points that include display banner, paid search text ads, direct visit, social media advertising which all play a role in customer nurturing. In this case, credit is attributed to all channels that lead to the final conversion as shown in Fig 2 below:

 

Hence, it is clear that customers typically may not convert on first contact with your product or service, but rather would need to be engaged through multiple marketing channels. It would be easier to decide to continue with the marketing channels that assist with the conversion.

It is easier to develop data-driven insights in your digital marketing channel line-up and get better return on investment (ROI).

I will be posting more on how to access and interpret custom multichannel funnel reports in Google Analytics.

Author: Terence P (GAIQ- Google Analytics Qualified Individual)