What is Omnichannel Analytics?

Omnichannel analytics is no longer a buzzword, with most customers using multiple channels during their buying journey. Customer satisfaction is of prime importance, and 82% of consumers say they may have stayed with brands if businesses offered more seamless cross channel experiences. Let’s learn more about omnichannel marketing analytics and its role in customer engagement. 

What is Omnichannel Analytics

Omnichannel data analytics helps you get more out of your campaigns by utilizing data from various sources. It enables you to consolidate customer data across multiple channels and derive insights to inform your customer communication strategies. The challenge with multichannel shopping is that data is spread across different channels, which may come in the way of a cohesive customer experience. On the other hand, omnichannel data helps you optimize processes by using data from various sources to offer customers a frictionless journey with the brand.

What Data do you Need for Omnichannel Marketing Analytics?

Omnichannel data refers to information collected from different touchpoints of the customer journey. It lets you understand your customers’ behaviors, pain points, interactions, attitudes, and preferences. Omnichannel data analytics is different from multichannel analytics in that omnichannel solutions have an integrated and holistic approach to processing data. Some of the customer data you can use in the omnichannel analysis include

• the URLs visited and how long the customers stayed there for
• product searches
• browser and device information
• purchase information
• social media information

Benefits of Omnichannel Data Analysis Solutions

Here are some of the advantages of an Omnichannel approach has in customer analytics:

An Integrated Solution 

The omnichannel analysis enables you to gather valuable information that offers you context about customer behaviors. It allows you to engage customers meaningfully irrespective of the channel they choose to interact with your brand.

Thorough Data Processing 

Using siloed data from different sources may not give you an adequate understanding of customer attitudes and values. The omnichannel approach allows you to leverage data from multiple networks such as loyalty program memberships, purchase history, social profiles, etc.

Personalization

A detailed analysis of data with omnichannel platforms enables better customer segmentation and more effective targeting of customers. For example, demographic information and purchase data can help you segment potential consumers and send customized offers and communications.

Better ROI 

Personalization and an integrated data approach result in a consistent brand experience, leading to more customer retention. This, in turn, can mean better ROI for brands. Moreover, omnichannel analytics solutions gather comprehensive customer data that can offer guidance on effective marketing strategies to adopt, resulting in better revenues.

Creating a Perfect Omnichannel Strategy

Your omnichannel marketing strategy plays a pivotal role in the performance of your marketing initiatives. It essentially acts as a bridge between your marketing activities, such as SEO, Paid, and social media campaigns. Learn how to build a perfect omnichannel strategy for your business here.