Over decades of evolution, companies have developed multiple sales and marketing channels and have placed high importance on measuring each channel’s ROI. But, ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while channels with harder-to-measure success dwindle. With over 25 years of supporting clients in improving their marketing methods and strategies, we’ve identified a simplified approach to halo analysis—helping to measure the direct and indirect attribution of tactics (multi-touch attribution) in a multichannel marketing strategy. The following are three areas of focus we recognized as crucial to a successful multichannel halo analysis:
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