Multichannel Measurement
In talking to marketers, one of the biggest challenges we hear about is the lack cross-channel measurement in interactive advertising. Few marketers believe they're getting a complete picture of campaign performance from Web analytics tools alone, and about half are unable to compare online and offline metrics. Today, we're coming out with a solution that helps address part of that challenge by empowering interactive agencies with tools to engage online customers with voice and track campaign results across the Web and phone channels. Here's the scoop.
eStara
MarketingVOX reports today on a new study from e-consultancy which "found that three-quarters of respondents working for multi-channel organizations (74 percent) say their companies are generating leads online with the intention of converting them offline."
"The research found that online methods are deemed to be more effective than offline methods when it comes to generating leads in the B2C context," said Linus Gregoriadis, E-consultancy's head of research. "There are huge opportunities… irrespective of whether these are eventually converted online or offline, for example in stores or by telephone."
The study also found that the difficulties associated with measuring the effectiveness of online lead generation activity generally fall into three categories:
(1) difficulty of tracking leads through to conversion in a multi-channel environment; (2) lack of technology or poor technology for online tracking; and (3) lack of resources.
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