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Multichannel evaluation

The frameworks we have presented in this chapter are explained in the context of an indi-

vidual channel. But, as Wilson (2008) has pointed out, there is a need to evaluate how differ-

ent channels support each other.

He suggests the most important aspect of multichannel measurement is to measure ‘chan-

nel  cross-  over effects’. This involves asking, for example: ‘How can the impact of a paid 

search campaign be measured if it is as likely to generate traffic to a store, salesforce or call 

centre as to a website? How can the impact of a direct mail campaign be tracked if it gener-

ates website traffic as well as direct responses?’

1to1 Media (2008) summarises recommendations by Forrester, which are: