Multichannel Campaign Analysis – Module 10

Multichannel analysis is especially important to GMI since we do market product across the web, but we don’t actually sell product through the web. As a result, GMI employs many of the tactics suggested by AV to translate online traffic to offline conversions, etc.

For example, we often use vanity or short-link URL’s to direct people to a new or relevant product through our social media presences like Facebook and Twitter.

Here’s an example:

‪bit.ly/YDG4Cd  ‪#chexmix

We also offer unique, single use coupons for users to get discounts on our soups, cereals, baking mixes, and other products.

Here's an example of a coupon for Progresso: 

http://bricks.coupons.com/Start.asp?tqnm=xkmhfsl31213076&bt=xs&o=104384&pt=&lang=&ws=&ct=&ci=1&cl=&cp=&eb=&c=GM&p=5129b821-ab8e-4fb5-aae5-0767edf47e0d&z=&r=&pc=&tc=

Finally, we use radio ads to remind and familiarize customers with our products. In fact, we’re often credited with creating the world’s first radio jingle in 1926. Here it is – in all of its (eerily creepy) 1920’s glory. :-P

http://www.modestoradiomuseum.org/radio%20jingles%20&%20logos.html

In order to track which channels provide the best results, we utilize a sophisticated marketing team that uses tools like Adobe SC to analyze web traffic. We also have a live tool available to our sales agents that we distribute on iPads that allows us to track sales and retail data along with our web data.

Using things like unique URL’s coupon codes, and catchy ads, we can correlate and interpolate data from across channels to see what tactics lead to increased sales. For example, coupons can be tracked through our uplink with our retail partners data systems, allowing us to see whether they were effective or not.

Providing this level of contextual significance to the data enables us to continually derive actionable insights through the information we obtain.