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1 

Total number of hybrid customers. These include the number and proportion who 

research online and purchase offline.

2 

Distribution and spend levels of those hybrid customers. Proportion, average order 

value and type of category spend for these customers.

3 

 Cross-  channel  conversion. For example, online researchers who buy offline and poten-

tially vice versa.

4 

Customer spend with competitors by channel. This would have to be established by pri-

mary research for each brand. Audience measurement services such as Hitwise will give 

information on share of search, share of visitors and upstream/downstream patterns of 

visitors.

An example of a balanced  scorecard-  style dashboard developed to assess and compare chan-

nel performance for a retailer is presented in Figure 12.9.