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Jim Wehmann
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Negative impacts on other channels are also possible. For example, exclusive discounts consistently offered in just one channel (e.g., social or mobile) train consumers to seek out such offers to the detriment of other online vehicles. A sophisticated tracking and reporting system will include reporting for channel crossover, program attribution and cross-channel assists. By studying the impact of marketing initiatives through such reporting, you can gain insight into the cross-channel interaction taking place.
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Jim Wehmann
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