Master the Multichannel Tango

Test more comprehensive data-scrubbing programs.

Determine the sensitivity of your channel profit-and-loss statements to your untracked allocation rule.

Market Efficiently

Determining the best way to allocate your marketing budget across channels is a daunting task. You want to know which message motivated a customer to order, so you can send more relevant messages. However, customers move across your channels and interact with your brand in complicated ways. A customer may research a purchase on your Web site, then buy from your store. She may buy through a link in your e-mail newsletter, but only because she got your print catalog earlier that week.