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How to measure ROI from multi-channel marketing

13 April 2016
by Adam Oldfield

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On average, marketing departments operate 7 different systems to run their campaigns and track ROI!

It may sound extreme, but the figure soon stacks up – just think about the number of reporting tools used across sales systems, internal product systems, CRM, social, digital campaigns and marketing automation platforms. Personalise your marketing comms and customer journeys and you’re met with another layer of complexity. Add in PURLs, voucher codes, app downloads and engagement stats, alongside digital advertising and email platforms, and the situation is close to mind-boggling.

But how did marketers let it get like this? It’s easily done. For many B2B organisations, SFDC or an equivalent sales management tool is the systems ‘king’. Most marketing automation platforms will integrate into it – great. But the level of information displayed, is limited. This means things like high value page visits and downloads can be captured at a contact level, for example, but the tech will never be suitable for deep diving into campaign reports. You need to log out, and into the MA platform itself, for insight such as multi-variant testing results and open vs click through rates.

This is where the problems start, primarily because there is no such thing as a universal language across platforms. A ‘lead’ in one tool may be called a ‘contact’ in another, for instance, and while their definitions are the same, their meaning in the wider marketing department could soon be misinterpreted.

In B2C environments, the situation can be trickier still. CRM systems vary significantly, and some secure technologies really struggle to link with cloud-based MA platforms. As a result, marketers cannot obtain all of the information required at a customer record level, to understand if a campaign is working. Finger in the air anyone?

Of course, CRM systems can’t shoulder all the blame here. MA platforms aren’t great for tracking digital and social advertising campaigns in detail, for example – the source of lead can be identified but Google Analytics would be required to dig any deeper. It’s actually the multi-channel world in which we operate that has made it incredibly difficult to manage the funnel and draw meaningful conclusions from the raft of customer data we hold.

But unfortunately this isn’t one of those scenarios where we tell you to keep it simple. We should be personalising messaging, trialling new ideas and, ultimately, testing stuff! This level of variety within your marketing strategy is what will bring your comms to life, keep you agile and help you win new customers.

So where do you go from here? With so many different channels, different systems and even different terminology, how do you measure ROI from multi-channel marketing?

The silver bullet for marketing teams is one system to rule them all – a single view at either a customer or campaign level, which allows you to track everything. By integrating Google AdWords with your marketing automation technology and seamlessly pulling in data from a system like SalesForce, you’re some way to getting a better grip of your data. But there’s still more to it.

Remember, in a recent blog, we talked about our commitment to doing things differently? We think the real answer lies in people – a team of marketing experts on hand to expertly draw macro-level conclusions from thousands of lines of data and present it in an easy-to-share format. Which campaigns have driven better open rates? Which of these leads have converted? And into what level of customer? What should be tweaked next? And is lead nurturing best practice being followed?

It may sound odd, but making excellent use of the human brain in a world full of intuitive tech, can be the key to keeping things quick, smart and clever.

Interested in more advice from Force24? Download our latest free ebook – Quantifiable results from your marketing automation in 5 simple steps. Alternatively, contact us for a quick chat.

 

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Adam Oldfield
Managing Director & Founder

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