Multichannel Marketing: Adapt With Multichannel’s Evolution

Today, the key missing piece in the multichannel puzzle is a framework on how to make sense of this. And what will be necessary for catalogers and other marketers is what he terms multichannel forensics, an analytical study of how customers interact with products, brands and channels.

Hillstrom defines multichannel forensics as a means of learning whether a retention or acquisition strategy is needed. The process classifies customer behavior into four migration modes: isolation, equilibrium, transfer and oscillation. This way, marketers are able to find out whether a product, brand or channel can grow independent of others or whether it fuels the growth of other products, brands or channels. Or even still, marketers can determine whether a product is the beneficiary of these other factors. For more information on multichannel forensics, go to www.minethatdata.com .