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IBM Coremetrics Multichannel Analytics – Fine Tune Analytics and Automation with Offline Insights
Complete the picture of visitors' digital journeys with data on their offline behavior.
With the most flexible and open data architecture available in any SaaS web analytics platform, IBM Coremetrics Multichannel Analytics can enable users to extend analytics and IBM Coremetrics Lifetime Individual Visitor Experience (LIVE) Profiles with offline data as required. Once extended, online and offline behavior can be correlated and digital marketing automation can be targeted based on both sources of information.
Analyze Digital Behavior under Any Larger Lens that You Require
The flexible architecture of the IBM Coremetrics Digital Marketing Optimization Suite ensures that a large variety of use cases for which marketers wish to merge online and offline insights are enabled. Examples of offline insights that can be incorporated into analysis by marketers from various industries include (but are not limited) to the following:
- Financial Services:
- How do customers interact with digital content based on which stratified segments they belong to?
- What offline account applications are attributable to digital marketing initiatives?
- What is the popularity of products based on rich details such as interest rates, commitment periods, terms, and benefits?
- B2B:
- What content is preferred by prospects and customers based on lead registration details such as their company sizes, target markets, and opportunity status?
- What offline conversions and sales are attributable to which digital marketing initiatives?
- Media / Publishing:
- How does content from different authors, in different languages, etc turn visitors into loyal repeat readers?
- How do readers with subscriptions behave on the site?
- Retailers:
- What is the success of turning lookers into bookers broken down by unlimited seasonal and flexible product hierarchies?
- What offline transactions are attributable to online marketing initiatives?
- Travel:
- What is the popularity of travel options broken down by rich data on travel package attributes e.g. travel options, service details, promotional pricing?
- How do behavior and preferences differ for customers from varying segments based on online and offline purchases?
- Telco:
- What is the pattern of website success based on rich data for plans and devices?
- How do online interactions translate into conversions via call center or shop?
- All verticals:
- How does website activity translate into business value when viewed under the lens of any relevant customer-specific or descriptive offline data?
- What is the success of marketing business initiatives online and offline rolled up into any desired hierarchical grouping of marketing codes at any time?
The examples above and other use cases can be handled with the benefit of multiple user interface driven and automated data import workflows: Data Extensions, Visitor Registration Data Imports, and Multichannel Transaction Imports.
Micro-target Digital Marketing Based on the more Complete Picture
Once Coremetrics LIVE Profiles have been enhanced with the additional insights from offline data, the sharper focus can help marketers automate more timely and relevant digital marketing. For example,
- Target helpful, educational email content to high lifetime value customers in the on-boarding phase that may have experienced difficulties during a recent self-service site visit.
- Target readers with more relevant emails when it comes time to renew subscriptions by making the call to renewal relevant to each reader's browsing behavior.
