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How data can improve your omnichannel marketing

How can data improve your omnichannel marketing? Read more in our blog.
Alain Odijk
November 24, 2023

Marketers nowadays have to be present on multiple, if not every channel their target group is on. That visibility should be your highest priority, will come as no surprise. But the importance of combining all the data that these channels allow you to collect and utilizing them to your advantage… That seems to not have sunk in yet. Advanced omnichannel analytics can enable you to service your (potential) customers even better and also improve your overall marketing. How? You’ll read about it in this blog.

Omnichannel Analytics

Omnichannel Analytics is the analysis of all your data, from multiple channels, creating a bigger picture of your different marketing efforts, to improve user experience and optimize your business processes. It also allows you to track how people are engaging with your brand across different channels and then act on that information by sending targeted emails or push notifications to different audiences as they move through their buying journey. This offers multiple benefits:

Understanding your customers

People move fluently across channels when researching brands and solutions. It is up to you to gain a complete overview of your customers movements. Omnichannel Analytics helps you understand why and how they came to your site and gives you more and better insights than single channel analytics, which only checks metrics like bounce rate or average session duration. Omnichannel Analytics measures so much more and these metrics will help you gain a better understanding of your customers, no matter the channel or device they use.

Engaging your customers

Omnichannel Analytics lets you measure and respond accordingly to user behavior across channels. This is because it helps you identify trends, so you can spot the right opportunities. But to take advantage of these benefits, you will have to collect data from all your channels and blend the right data from each source to create the most insightful data models. Once you’ve done this, you’ll be able to gain much more insight into your customers and be able to improve engagement.

Learning about your audience

It helps in marketing to generate a high-level overview of your target audience and omnichannel data will help you do so. This in turn will help you with more precise targeting and generating higher quality leads. Make sure you collect as much data as possible to create your most successful marketing campaigns yet.

Predicting your customers behavior

Omnichannel data, when collected continuously and modeled properly, can even be used to predict your customer’s next move. Advanced data models can show you what channels require specific actions in the deal phase for example. For example how they’re going to interact with your channels or deals. With Omnichannel Analytics, marketers can better understand the impact of their different channels, based on customer behavior and conversion. 

Getting started with omnichannel analytics

Want to make the most of your omnichannel marketing? We’ll explain how to make the most of your data with omnichannel analytics and how to get started in 4 steps.

1. Choose a cloud data warehouse

Having a cloud data warehouse is the most practical way to store data over time and retain ownership over it. As most business intelligence and analytics tools either do not store data or create vendor lock-in by keeping you away from the raw data, they limit your possibilities towards the future. A data warehouse offers virtually unlimited storage and long time ownership of your data.

A data warehouse also allows you to filter and transform your data so it’s better suitable for your omnichannel analytics. This prevents a huge “data dump” that can cause your tools to time out and makes sure the data is transformed in higher quality, contains fewer mistakes and can be queried faster. 

Bottom line: for highly valuable omnichannel analytics you need a data warehouse. Preferably a cloud-based one. Because according to a report by Gartner, 75% of databases will be in the cloud by 2023. And we think this trend will only continue, limiting the idea of on-premise data warehouses still existing in a couple of years. A few examples of cloud data warehouses are: Google BigQuery, Amazon Redshift, Snowflake and Azure SQL Database.

2. Integrate Your Data Sources

Once you have chosen a data warehouse, you need to connect and integrate all your data sources and channels to it. For years, many tools that offer integrations with the most common marketing tools have come up and with the recent rise of open source approaches, the problem of data replication will soon be solved. Now you just need to make sure you use automated, highly reliable solutions to rely on for your data connections. 

3. Data Models & dashboards

To actually drive value from your collected data, you will need advanced data models across sources and clear dashboards that give you the most strategic insights and help you make the best business decisions. With platforms like Eyk, you can automate your data infrastructure by extracting, loading and transforming your data in your own data warehouse without needing technical skills.

The library of pre-built metrics and models across sources allows you to deploy advanced data models to power your dashboards and insights, in minutes. This entire process gives you the opportunity to create much more value from your omnichannel data analytics.

4. Measure Impact & optimize results

Now it’s time to measure the impact of your marketing activities and gain new insights. With new valuable metrics that are created specifically for your goals, you can start taking matters into your own hands and optimize your results. And once you feel confident in your data quality and process, you can be inspired by the data models other Eyk users leverage and deploy them as well.

Data as the backbone of your omnichannel marketing

Successful marketers know data is their most valuable asset. It backs you up with the evidence you need to create a better experience for all your users. With data fueling your omnichannel strategy you gain better insight into:

  1. Who your audience is
  2. What they are likely to engage with
  3. And their preferred channels

About Eyk

Eyk is the new way to power your marketing insights. Manually preparing your data is time consuming and unreliable and therefore blocks marketers from adding true value to the business. 

With Eyk you can:

  • Deploy pre-built models to join data across sources
  • Automatically push data from marketing tools to dashboards
  • Monitor your data pipelines for freshness and quality
  • And get analyses inspiration through the data model library

Want to know more?

Read more about the Eyk platform.


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