Strengthen multichannel analytics - Observations on strengthening digital capability

Despite high hopes for applying rigorous multichannel analytics to the rapidly growing volumes of digital marketing data, progress has been slow and constrained for many organizations.
This chapter contains an exploration of the roadblocks to analytical progress, focusing specifically on the areas where organizations are most likely to find immediate performance gains. Principles are offered for deepening the analytic talent bench with constrained budget, including shifting the analytics budget away from tool investments and toward the acquisition of top talent. It is suggested that organisations can gain greater value from data already available, and organisations are advised to focus on three key areas: contact scoring and pipeline analytics, conversion pathway and attribution modelling, and structure experimentation....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands