9. Omnichannel Analytics
We’ve shown how the concept of two-tiered segmentation is fundamental to effective digital measurement. It underpins reporting and analysis at almost every level. Now we’re going to extend that foundation into the omnichannel world by treating each channel as part of a larger, integrated journey with its own segmentation. Every visit type is part of a larger journey stage. By addressing that dimension, we create a three-dimensional segmentation that has a built-in sequencing component. As we’ve seen, that’s critical to effective big data analytics. In this chapter, we bring together the key elements of the measurement framework to create a comprehensive measurement paradigm across digital spaces.
We can sum up the theme ...
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