Cross-Channel+Analytics

Definition
Cross-channel analytics is using data from various marketing programs across different channels to understand the impact of each channel as well as the interaction between them.

Description
Cross-channel analytics seeks to provide insight into the path that the customer takes to conversion. This can take multiple forms; including understanding which channels combine to drive conversion, what popular paths are across and within channels, and finally detailed analysis of specific visitor paths. By analyzing customer behaviorsbusinesses can gain a clearer understanding of the effects of each channel and how they work together.

Specific examples
Using cross-channel data to find the relationship between Facebook ads and customer's purchasing behavior

Resources
 Scott Liu. (2011).Leverage Cross-Channel Analytics for Your Online Marketing Campaign. Retrieved December 6, 2014, from http://insights.marinsoftware.com/attribution/leverage-cross-channel-analytics-for-your-online-marketing-campaign/ Matt Lawson. (2012). Benefits Of Cross-Channel Analytics For Search Marketers. Retrieved December 6, 2014, from http://searchengineland.com/benefits-of-cross-channel-analytics-for-search-marketers-118823 