Cross-Channel Audience Analysis and Re-Marketing

Author:

Anto Chittilappilly

Source:

Most email and database marketers do some level of audience analysis on their email lists to find patterns and propensity to convert. Some of them join these databases with the richer demographic datasets provided by companies like BlueKai or eXelate to further improve their models. But the majority still overlook some very important items to consider, including:
 
1. If the audience analysis model incorporates how the e-mail channel is helping other channels to improve their business KPIs, and conversely, if the other channels help the email channel to improve its business metrics. Channels like online display, search and affiliates normally gets a lot of lift from email channel and TV, print, radio advertising provide lift to the email channel.
 
2. The whole is greater than the sum of its parts: A carefully orchestrated TV, email and search advertising can generate about than 43% more overall conversions than these channels executed in silos.
 
3. The e-mail channel can be used to re-market to the users based on the behavioral insights derived from other channels. For example, somebody who has searched the keyword “Aruba vacations” is more responsive to an email offer of “20%-off” for their next Aruba trip rather than getting a generic email, but you first need to know that this person searched for that keyword.
 
4. Marketers too often confuse media metrics like contacts mailed or open rate, with actual business metrics like conversions and ROI....
 
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