Multichannel Integration / Channel Influence

From: Hurol Inan <hurol_at_hurolinan.com>
Date: Mon 02 Dec 2002 17:52:06 -0600

I am working with a financial sector company to develop a strategy paper
on web analytics.

One of the issues that we are dealing with and need fresh ideas is the
multichannel integration or channel influence.

This company as part of their recent restructuring stopped selling
direct to their clients from the the call centre and website. In
addition to correlating the activity volumes in these two channels, we
are trying to explore what else we can do to produce meaningful metrics
for understanding the influence the website has on the clients that buy
from the financial planners.

I would appreciate any suggestions, examples of marketing campaigns that
link an indepedent sales channel with website activities.

Regards

HUROL INAN

+61 4 1234 8361 (mobile)

+61 2 9901 4701 (land line)

----------------------------------------

Hurol Inan is an eBusiness consultant based in Sydney, Australia; the
author of "Measuring the Success of Your Website: A Customer-Centric
Approach to Website Management" (www.hurolinan.com) ; co-author of
Australian eBusiness Guide (www.cch.com.au); and founder of
www.eBusinessResourceCenter.com, a resource center for eBusiness
professionals.






Received on Mon Dec 02 2002 - 17:52:06 CST