The Data Cycle: The Role Of Analytics In Cross-Channel Campaigns

By  Jessica Lee, HelloWorld As the digital landscape continues to expand, retail brands are presented with more opportunities than ever to interact with consumers across channels and gather valuable insights along the way. In a world where data begets data, the most potent campaigns are powered by cross-channel initiatives, which allow consumers to move seamlessly across social channels and experience brand messaging in a way that’s consistent and familiar. In order to fuel effective campaigns, however, brands must have a thorough understanding of their audience, the digital platforms they’re most likely to engage with, and the types of content they prefer. To grasp richer insights, marketers must recognize the research, discovery and acquisition phases of the data cycle and how they relate to shopper interaction. Research Phase: Deciding What You Want From Facebook to Snapchat, Reddit and Vine, consumers are swimming in a sea of social media, providing brands with a plethora of potential communication points. Choosing the right channels to have a presence on requires marketers to take a close look at their target audience and determine the mediums where marketing will be most effective. When crafting a campaign, marketers must analyze their objectives and determine whether their end goal is to generate followers, promote new products, increase loyalty, or something else entirely. Understanding these key objectives can help marketers determine the proper channels to use and the tactics best fit to meet their aspirations. When devising its “Reasons to Love Denim” sweepstakes, J.Crew kept its goals top of mind. To raise awareness for