Tobias emphasized that while cross-channel marketing presents many challenges, there now exists a body of experience to address many of the challenges that hit early adopters. These challenges include political issues, lack of common identifiers, conflicting understandings of “time”, large datasets and large numbers of metrics. All of these challenges can now be addressed through best practices and industry knowledge.

Tobias highlighted the following benefits to cross-channel marketing:
• A holistic view of how clients interact with a company across all channels
• Optimizing clients to the most appropriate channel for their needs and company costs
• Data correlation across channels as well as growth and forecasting capabilities from data correlation

There are a number of recommended and advanced components that make up cross-channel analysis, including cross-channel customer segmentation, time standardization, and metrics scoring through model scoring, text mining and forecasting.

While implementing cross-channel analytics requires forethought and a good dose of planning, it is an exciting and hugely beneficial undertaking for many companies.

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