Multi-channel Analysis

Why?

Companies and customers exchange information related to all kinds of issues over different channels. It's usefull to have insights in this exchange, it helps you to improve customer satisfaction, and lower for example call center costs.

How?

Web analytics data offer a solid basis to consider the web usage as central part and to relate this to other channels used. Analyzing cross channel usage behavior is done by integrating data from the web and other channels. Onwards data mining techniques are used to extract information from the data.

The analysis can be carried out to serve a variety of purposes, for example:

• To derive user groups and their characteristics in order to define advanced segments for the web analytics suite.
• To identify bottlenecks in web site usability that causes an increase in incoming call center calls.

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What does the expert say?

"Multi channel analysis is the solution to obtain an integrated overview of the cross channel usage behavior. It allows for evaluating channel performance and serves as a guide in the optimization process to increase the profit of a multi-channel strategy"

Guido Budziak, Business Consultant