2014-01-July-US-Soccer.jpgWith all eyes focused on World Cup matches, it got me thinking about how the teamwork and coordination in the games are not unlike running a multichannel marketing campaign. Beyond the fact that both have a specific start and end date, there’s also a team of designated players banding together to accomplish a very measurable result. While only one player puts the ball into the net, everyone on the team contributes to that result.

The parallels between the game and omnichannel marketing and attribution go even deeper. Let me explain.

Following the Channels 

Like the soccer field with its 11 players on each side, it’s not surprising to see marketers employ upwards of 11 channels to drive a single campaign. Meanwhile, customers, much like the ball in play, are carving out their own journey and no two paths are exactly alike. Once the marketers get the customer to the goal, a.k.a. conversion, it’s a win for the entire team. Yet this gets tricky in the marketing world, as each channel takes credit for the results. And it gets even more complex as you move from multichannel to omnichannel.

As much as technology has evolved to provide us with many ways to reach customers, the ability to accurately track campaign performance across all channels has gotten unwieldy. Without complete transparency into how results are determined and channels are credited, omnichannel marketing will stagnate at the multichannel level.

To address this issue, many expert recommendations tend to fall either in the theoretical strategy camp or rest solely in the technology. Anybody who’s tried to integrate the two worlds knows that the ideas on paper don’t always align in the real world -- but there is a way to bridge the two. To start, let’s look at the current approaches to analyzing campaign performance from both a technical and a theoretical point of view.

Getting to the Truth in Marketing Performance 

On many levels, it makes sense to rely on technology to aggregate and analyze campaign performance data. However, there are three primary challenges with this approach. The first is the widespread use of black-box algorithms, which lack transparency. This leads to the second issue, which is the potential for conflicting results. Third is the fact that many technologies are limited in their ability to factor in certain nuances from a marketer’s experience. Without that real world interpretation of results, certain marketing channels may be over or under utilized, resulting in lopsided budget allocations.