
Over decades of evolution, companies have developed multiple sales and marketing channels and have placed high importance on measuring each channel’s ROI. But, ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while channels with harder-to-measure success dwindle.
With over 25 years of supporting clients in improving their marketing methods and strategies, we’ve identified a simplified approach to halo analysis—helping to measure the direct and indirect attribution of tactics (multi-touch attribution) in a multichannel marketing strategy.
The following are three areas of focus we recognized as crucial to a successful multichannel halo analysis:
The Data
Spend time gathering and QAing your data, your entire analysis will rest on this
The Analysis
Focus on the impact of each channel on every other channel’s directly attributable sales
The Go-Do’s
Calculate how far from optimal your current mix is
Download the framework for all the details on running a multichannel marketing halo analysis and get our checklist of 9 to-do’s.
A Select Framework from Our EVERGREEN GROWTH ENGINE
Translating strategy to execution has never been more challenging for senior sales and marketing leaders. The MarketBridge Evergreen Growth Engine guides commercial leaders through this dynamic journey.
To get you started, we have pulled together succinct frameworks, each focused on one of the eight elements of our Evergreen Growth Engine. Each framework is the culmination of 25+ years of experience driving commercial success within the Fortune 1000.