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A guide to omnichannel analytics

Gone are days when customers would call or visit an office regarding a purchase or customer service-related issue. Nowadays, customers use multiple channels and touchpoints to interact with the business. This is where the idea of an omnichannel approach came into the game. The great thing about omnichannel strategy, among many, is the ability to collect and circulate data. You can say that omnichannel analytics is a way to go when it comes to 'providing the best service across all stages of the customer journey.

You can consider this an ultimate guide to omnichannel analytics. We will explore everything, from what it is, how it can improve your organization, and how you implement it.

What is omnichannel analytics

Omnichannel analytics is the practice of collecting all the needed data from across as many channels as you use. This creates a cohesive image of your business's performance. It gives you a holistic view of your marketing performance and customer experience.

Omnichannel analytics aims to collect data from multiple sources. Data collection is done by deriving relevant insights about consumer behaviour and identifying the touchpoints that drive the most revenue.

As we mentioned, customers want to be able to communicate effortlessly through multiple channels, often simultaneously. According to a Google survey, 80% of buyers shop for products using online and physical channels. The challenge for businesses is to attribute each purchase to the appropriate channel and analyze which marketing activity contributed to it.

Omnichannel Analytics uses data from multiple sources to optimize practices and improve customer experience. Collected data is then processed and analyzed, allowing for the creation of future strategies.

Rather than focusing on a few distinct campaign indicators, such as email opens or website downloads, omnichannel analytics allows you to combine multiple data sources from diverse platforms. Using such technologies, you can implement unique communication strategies, manage organizational challenges, and optimize inventory.

The importance of omnichannel analytics

The omnichannel approach is a critical lead-generation strategy for organizations of any size. Omnichannel strategy is at the core of any conversation about customer-oriented business practices. Businesses. But what's the big deal about omnichannel analytics, and why does it become a significant roadblock in leading a successful business?

At its centre, omnichannel analytics reveals which touchpoints along the consumer journey are effective and which don't perform as good.

Promoting your product or service through several platforms takes effort, the right tools, and money. Discovering that some of your outlets do not drive customers to purchase your product can be upsetting. But it's even worse to be unaware of this.

Omnichannel analytics may assist you in identifying which touchpoints produce leads, which ones drain your bank account, and how you can improve that.

If that isn't convincing enough, let's look at how omnichannel strategy impacts the retail industry!

Retailers who use omnichannel marketing see a 30% boost in lifetime value. Why would you skip the opportunity to increase recurring revenue and gain loyal customers?

According to Harvard Business Review, 73% of consumers purchase through various platforms. Without omnichannel data, how can marketers assess the success of each touchpoint?

According to McKinsey, 78% of consumers do not receive a consistent omnichannel brand experience. And 67% of businesses attribute this to a lack of customer insights across channels. As a result, omnichannel analytics is the ideal solution for maintaining brand voice and improving user experience across channels.

Benefits of omnichannel analytics

Now that we discussed why omnichannel analyses are essential, it is time to get into the particular benefits it offers.

1. Get better insight into customer behaviour

In contrast, standard analytics solutions provide a snapshot of a particular measure, such as bounce rate or average session duration.

Omnichannel analytics platforms give you a complete picture of your customers. Customers assist you in understanding what they want and why they visit your website.

You can monitor all types of interactions between your users and your product or service. These interactions can reveal a lot about your audience and their interests. They also provide a more cohesive picture of your consumers and prospects across all channels.

2. Predict future

The idea of predicting the future may seem impossible. This is where analytics can help you. All of this omnichannel data can be used to forecast what your consumer base will do and how they will interact with each channel.

This critical data can aid in developing your marketing and communication initiatives. It will assist you in developing essential indicators across channels and better choosing where to prioritize. With thorough insights into user preferences and behaviours, it will also help your team make educated decisions about product development and investments.

3. Improve customer engagement

We've talked about the importance of customer engagement many times. Omnichannel analytics enables you to monitor and respond to consumer activity across many channels.

Rather than simply delivering promotional messages, you might aim to engage your clients by making personalized recommendations based on their provided information. For example, you could show them products better suited to their needs than others. Alternatively, you could send them a message urging them to submit a review after purchasing your product.

The omnichannel analysis also allows you to uncover trends and swiftly find chances to increase income.

To reap these benefits, you must integrate your data sources and collaborate with your team to get everything operating correctly. However, after you have done so, you will be able to acquire more profound insights into your client experience and boost engagement rates across numerous channels.

4. Offer personalized services

Customers connect with brands through multiple channels. This makes it incredibly challenging to provide personalized customer experience across each channel.

The first step consists of measuring customer interactions in a centralized omnichannel dashboard. Then you want to determine the forms of personalization customers respond to the most.

Creating the proper personalized messaging or service type to create that personalized experience requires a lot of planning and A/B testing, but it's well worth it. When done correctly, omnichannel analytics can be an incredible personalization and customer retention tool.

5. Get more leads and better your performance

Omnichannel analytics improves not only response rates but also conversion rates.

Reports can be generated to assist you in quantifying results. Instead of estimating ROI, you'll be able to measure how much money each channel contributed to your bottom line. It can even assist you in deciding whether or not to invest in specific media.

The more data you have, the better you will be at driving successful marketing efforts.

6. Make your customers happy              

Customers should always be the focus of every decision you make. Therefore, customer service is vital for any organization, and it is even more critical now because customers engage with businesses through various channels.

This is why choosing a proper omnichannel solution is of great importance. Omnichannel solutions enable you to follow up with consumers across numerous channels (social media sites, WhatsApp, text, email, and phone) to ensure that each customer receives an equal level of service and that nothing falls between the cracks.

Getting started with omnichannel analytics

As you can see, omnichannel analytics are important in every customer-oriented organization. Now, there is a question: How do you go about it? Though the process may seem intimidating at first, if you take these steps, it is guaranteed you will see benefits in no time.

   Step 1. Choose a customer data platform

So, you desire to use all available data to improve certain aspects of your organization. Here is the first step you should consider: choose the platform. There is a plethora of options to choose from, and it will depend on many factors. Those will depend on your budget and goals.

Consider what technologies does the platform employ? Some analytics solutions need you to use a web browser to retrieve the data. Others are built to handle massive amounts of data in real time.

Pro tip: consider your growth. You may need certain platform features now, and as you grow, demands will grow, and you will need a more complex set of options. Opt for a fully customizable omnichannel platform that will follow you through all stages of business growth.

   Step 2. Integrate your data sources

After you've decided on a system, you'll need to link all of your data streams to it. This decision will then depend on your customer profiles. Consider platforms they like to engage the most. Is it social media, phone calls, email or something else?

Furthermore, many businesses use data from their websites, offices, retail stores and social media sites, making it simple to develop unified views across numerous channels.

   Step 3. Customize dashboards

Once connected, you should notice various dashboards appear in your account. Using these, you can view metrics by individual channel, demographics, or segmentation. Views can also be tailored to your specific requirements.

This can range from examining patterns between two groups to determining the impact of a specific advertisement. It may also feature product comparisons within the same category.

   Step 4. Measure impact

Analysts typically begin with three essential metrics: user engagement, attribution, and revenue. You'll be ready to move on when you're comfortable measuring these categories. Consider lead quality or conversion rates, for example.

   Step 5. Analyze business performance

Now we get into the fun part. Omnichannel analytics will allow you to dive into every area of your organization, from sales data to eCommerce indicators. With this information, you may optimize your marketing efforts, identify growth opportunities, and discover new methods to win.

Omnichannel analytics is ideal for organizations that want to better understand their target clients and adjust their offerings accordingly. You may use the insights to create more profitable plans, increase your dedicated fan base, and remain ahead of the competition.

What's next?

To capture and maximize customer interactions across many platforms, brands must become highly adept at data analytics. Omnichannel analytics solutions can assist you in forecasting customer behaviour, improving critical metrics, optimizing your marketing approach, and providing a tailored experience across all channels.

Not only will you be able to monitor what happens in consumer experience and strategic initiatives, but you will also be able to obtain insight into quality information and statistics, allowing you to make more informed purchase decisions.

With more omnichannel data accumulated over time, you can spot trends allowing you to alter your operations to improve sales while delighting your customers.


Learn more about how the Live product family can help you support and improve your customer experience strategy.

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