4 Cross Channel Marketing Stats Marketers Need To Know Going Into 2017

As 2016 winds down and we all look forward (hopefully) to some time off from work and spending time with family and friends, I thought it a good time to give some marketers some cross channel marketing stats to get to know up close and personal as we head into 2017. 

Let's dive right in shall we?

1. Two-thirds of all shoppers regularly use more than one channel to make purchases. 

A Wharton study found multi-channel shopping behavior—defined as a consumer’s usage of more than one channel all or most of the time somewhere in the shopping process—is the norm for a majority of consumers. Note the operative word "norm" in the previous sentence. The study also found that 1/3  of consumers regularly alternates between two channels to purchase, and another 1/3 regularly uses three or more channels when they buy. Only one out of three shoppers exhibits consistent “mono-channel” purchase behavior, using just a single channel to buy.

2. The average shopper makes on average 9.5 visits to a retailer’s site before deciding to buy.

Just let that one sink for a minute. Nine and a half visits to a website before deciding to buy. And rest assured said visits are being made across multiple channels i.e. mobile, desktop, etc. 

3. Customers who shop on more than one channel have a 30% higher Lifetime Value than those who shop on only one. 

This, perhaps more than any other stat, speaks to the clear and present need for a solid, robust cross channel marketing strategy. Marketers simply must be where there consumers are to fully reap the benefits. I know that sounds overly simplistic but it is the cold, hard truth.

4. A mere 5% of marketers say they are “very much set up to effectively orchestrate cross-channel marketing activities.”

This last stat comes courtesy of Econsultancy via their annual cross channel marketing report. Another key finding from the report showed that while over two-thirds of responding companies agree their 'priority is for all key marketing activities to be integrated across channels’, only 39% say they ‘understand customer journeys and adapt the channel mix accordingly'.

Keeping Pace

Here's another cold, hard truth: Marketers must keep pace with the modern customer – who is fast, digital and unstructured – to outpace the competition.

Today’s customers frequently interact with brands across multiple channels and devices leaving a trail of identifiers (like email addresses, loyalty accounts, browser cookies, and mobile device IDs) littered amongst the various technologies that power those customer interactions

In order to keep pace with customers in real time and effectively personalize each customer’s experience, it’s up to marketers to bring all of a customer’s interactions, preferences, and behaviors across channels together in a way that allows them to get a complete profile of each customer that’s up-to-date.

It's also up to marketers to download Cross Channel Orchestration Fundamentals: Aligning Web With All Marketing Channels. Download this brief to learn how you can deliver the most meaningful, positive, and consistent customer experiences across all channels that enhance loyalty and deliver results.

Oracle Blogs | Oracle Marketing Cloud

The Resurrection of the Salisbury Cross

Alicia Robinson, Senior Curator, Sculpture, Metalwork, Ceramics & Glass

Donna Stevens, Senior Metals Conservator

Zoe Allen, Senior Furniture and Gilding Conservator

This three metre high cross once on top of the choir screen in Salisbury Cathedral was designed by George Gilbert Scott (1811-1878) and made by Francis Skidmore of Coventry (1817-1896) and erected in about 1870 ( Figure 1). Scott and Skidmore collaborated on some of the most spectacular creations ever made in ironwork, including the Hereford Cathedral Screen (1862, now at the Victoria and Albert Museum) and the Albert Memorial in Hyde Park. When first installed, their cathedral screens were highly praised, but by the mid-twentieth century their ornate Gothic Revival style was out of favour and there was also a move to ensure clergy were no longer separated from their congregations by screens. The Salisbury Cathedral screen was dismantled in 1959 and sold to a metalworker nearby. The central gates from the screen were acquired by the V&A in 1979. The cross was retained by the Cathedral, and the Dean and Chapter generously presented it to the V&A in 2014.

 First reproduced in Jeffrey Truby, ‘The Glories of Salisbury Cathedral’, 1948, reproduced with kind permission of the Dean and Chapter of Salisbury Cathedral.

Figure 1. First reproduced in Jeffrey Truby, ‘The Glories of Salisbury Cathedral’, 1948, reproduced with kind permission of the Dean and Chapter of Salisbury Cathedral.

Although the cross was structurally sound the surface had suffered from extensive corrosion with much of the original red and gilded decoration being lost. Different treatment options were discussed. As it would be displayed close to the Hereford Screen (restored in 2001 to show how it would have originally appeared), a similar approach was taken for the cross. It was decided to recreate the cross’s original red and gilded appearance to give a sense of how magnificent the screen as a whole would have looked. However, the top sections of each arm would be left ‘unrestored’ as they were at the time of the acquisition, as evidence of the condition and appearance before treatment, enabling future researchers to have access to the original surface. This article describes a series of traditional and innovative techniques that were employed during the project.

The core structure of the cross is made of soft wood, possibly pine, onto which the decorative metal panels are screwed. On the front and rear, the panels are decorated with two hearts and diamonds. Those on the sides are decorated with a double heart motif. Lengths of beading surround the panels. Some of the panels are cast iron while others are cast brass. At the top, centre, base and end of each arm are two quatrefoils at the front and back. The cross was examined using Gamma radiation to establish whether these were screwed or riveted in position. The radiographs showed they are held in place with a metal rod, with a hemisphere of gilded metal screwed on each end.

Close visual examination and microscopy were carried out to the painted and gilded surface to understand the original techniques and materials used. The cross had been painted and gilded after assembly, evident by the fact that some areas which could not be reached with the brush, such as those below the central and end quatrefoils, were bare metal. Several areas showed the gold leaf overlapping onto the red painted background, indicating that it had been painted prior to gilding. The stratigraphy of the surface decoration showed a yellow oil-based layer directly on the metal; a probable primer, followed by a red/brown layer (mainly iron) and a translucent yellow layer (probable mordant) under the oil-gilded areas.

For dismantling, the metal elements were removed by unscrewing each screw, sometimes with the aid of a lubricant. Some screws had rusted in and required drilling out. Line drawings were created and a labelling system devised to allow a smooth re-assembly and enabling us to keep track of each part during treatment.

Cleaning methods for corroded metal can be time-consuming. The use of dry ice ‘blasting’ as a quicker option to clean some types of museum objects has increased in recent years. Following its successful use to clean gilt metal mounts at the Wallace Collection, V&A conservators had used it to clean the mounts on the Augustus Rex Cabinet (W.63-1977) in 2013. With this in mind, dry ice cleaning was considered for the cross and tests on a small area proved to be effective. The term ‘blasting’ is misleading as it is in fact a very gentle process. Dry ice cleaning involved solid CO2 in powder form being directed onto the surface via the hired Cryogenesis dry ice cleaning unit and compressor. Upon impact, the dry ice immediately turns into vapor and rapidly expands. This expansion removes all the loose corrosion and dirt on the surface (Figure 2).

Loading the dry ice cleaner

Figure 2. Loading the dry ice cleaner (Photography by Zoe Allen © Victoria and Albert Museum, London)

After this process, each part was wiped with IMS prior to painting. An exact copy of the original paint colour was specially made by Craig and Rose. Areas with the most intact original decoration were coated with a barrier layer of Golden Fluid Matte Medium Acrylic prior to painting. The best match to the original leaf was found to be 23¾ carat. It was applied to a 12 hour size pigmented with yellow oil to enable the sized area to be visible for gilding (Figure 3). Each of the quatrefoils had two brass leaves on each lobe. There were originally 64 and of these, only 10 heavily corroded ones remained. To make replacements an original leaf was scanned and a CAD drawing produced. This was used to make a new 3D leaf printed in plastic with a smoother surface than the corroded original. This leaf was used as the model for the new leaves which were cast in brass, polished and lacquered using Frigilene pigmented with a yellow dye to protect against tarnishing (Figure 4). Due to its weight the cross was reassembled in situ in the gallery (Figure 5).

Stages of process: uncleaned, cleaned, painted, and prepared for gilding, gilded

Figure 3. Stages of process: uncleaned, cleaned, painted, prepared for gilding, and gilded (Photography by Zoe Allen © Victoria and Albert Museum, London)

Leaves in process

Figure 4. Leaves in process (Photography by Donna Stevens © Victoria and Albert Museum, London)

Cross after treatment

Fig.5 After treatment (Photography by Fiona Procter © Victoria and Albert Museum, London)


Grateful thanks to James Joll, John Scott, the Ironmongers Company, the Worshipful Company of Arts Scholars, and other supporters. Thanks to Katie Snow (ACON) and Aude Lafitte, Metals Conservation intern, for their help with the project.

Further reading

Robinson, Alicia; Lauded, Lambasted, Lost and Found: The Salisbury Cathedral Cross by George Gilbert Scott and Francis Skidmore’, Journal of the Antique Metal ware Society, Vol 23, 2015, pp. 2-17.

Campbell, Marian; The Hereford Screen by Sir George Gilbert Scott, 1862:



2016 Cross Channel Marketing Trends

It's time once again for The Friday Five, our weekly curated roundup of five stories on one topic. This week it's omni-channel, multi-channel and cross-channel marketing. 

Top 10 Omni-Channel retail trends for 2016

Retail is in the middle of a high-stakes poker game that started a few years ago. At the beginning, there were several players at the table including Amazon, Walmart, Best Buy, Circuit City, Target, Macys, Nordstrom, Sears and many others. What we saw in the past few years is some of the retail players folding or having to leave the table, such as Circuit City and Radio Shack. We also saw Amazon dominate the last few rounds by continuing to play the low-margin game, thanks to lower-cost and lower-margin expectations from their shareholders. 

Read the full story on Internet Retailer.

How Macy's CMO Uses Omni-Channel Marketing to Surprise & Delight Shoppers

I sat down with the CMO of Macy's, Martine Reardon, to learn more about her strategy to capture attention in a crowded digital space. She believes in letting the customer create her own experience – and that marketers need to bring entertainment back into the equation.

Read the full story on Inc

6 Tips For Effective Cross-Channel Marketing

The marketing landscape is evolving very fast, and marketers constantly need to adopt both proven and promising technologies and practices. Cross-channel marketing is a major concern for every marketer in this age of increasing communication channels where brands need to communicate with their customers and prospects in a unified voice. Often cross-channel marketing is expensive and difficult to run. However, in most cases, certain subtle alterations in marketing techniques can help drive a campaign effectively.

Read the full story on Mar Tech Advisor

Tame the Multi- Channel Marketing Hydra

A little more than a decade ago, digital advertising had two big arms: display and email. Today, the arms have multiplied to include digital TV and radio, display, email, mobile, native, search, social, and video. Big difference, right? Digital marketing has become an eight-armed marketing hydra, with each arm accounting for one of the channels markets must factor into a digital strategy. Each arm has a "mind" of its own; each clamoring for budget based on disparate key performance indicators (KPIs).

Read the full story on Marketing Profs.

IAB: Identifying Cross-Channel Audiences Key To Marketers In 2016

The ability to recognize audiences across channels and devices will become key in 2016, replacing programmatic as the top priority among marketers, according to a study released this week by the Interactive Advertising Bureau with help from Winterberry Group. The growing volume of first-party audience data and emphasis on accountability and the demonstration of return on investment across marketing and media efforts continues to drive the shift, per the report published by the Data Center of Excellence, which the IAB announced at the Annual Leadership Meeting earlier this week.

Read the full story on Media Post

Download the Modern Marketing Essentials Guide to Cross-Channel Marketing and start creating the most cohesive, valuable, and frictionless customer experience possible. 

Oracle Blogs | Oracle Marketing Cloud

Cross Device Behavior: Google Analytics + Mailchimp

Cross-Device Analytics With Email ID

Google Universal Analytics enables marketers and web analysts to move towards user centric measurement using the User ID feature. However, in practice, measuring cross-device behavior is harder than it seems, as in most cases it requires users to log in to a website, which is very often not a common behavior.

As Daniel Waisberg wrote earlier this year, the measurement industry biggest challenge is to find a way to get users to sign in to websites, that would “allow marketers to understand customers and provide them with amazing experiences.”

In this post I will show a method to measure cross-device behavior without requiring users to sign in (it does require registration though). If you are not familiar with Universal Analytics and User ID, I suggest you to read Understanding Cross Device Measurement and the User-ID – a brilliant post by Justin Cutroni.

The challenge in cross-device measurement is associating different sessions in different browsers and devices to the same user. This is not a problem when the user voluntarily logs into our websites. Logging in is a common practice in websites such as Software-as-a-Service solutions, social media platforms, content websites restricted with a paywall, online casinos or banks; but for most websites users will simply go in and out without ever thinking about logging in. Therefore we have limited options to control whether users sign in or not. And it would probably be bad for business if we tried to force them to sign in just for the sake of data precision.

But an alternative solution could be to use our bulk email service to identify all of a user’s devices and associate devices to their proper owner. Needless to mention that this solution would track only those users that have registered with a company at some point in time and provided their email addresses. It still requires registration, but not a log in.

Cross Device Analytics with Emails

Cross Device Measurement with Mailchimp and Universal Analytics

Below I provide an example of how this could be accomplished using Mailchimp. I am going to use a little bit of custom PHP and jQuery, a permanent cookie, and Mailchimp to track cross-device usage without any inconvenience for the user.

First create a mailing list in Mailchimp. I assume this is something every savvy marketer can do. And if you have never used Mailchimp, they offer great getting started tutorials.

In Mailchimp, create a custom signup form field for User ID with field tag USERID (see screenshot below). This is something we need when we send user IDs to Mailchimp and when we generate trackable unique links for subscribers’ emails.

Mailchimp Custom Signup

Now we just need to generate the unique user ID for every subscriber.
In my website template I use PHP to generate unique IDs for all subscribers. Before that I check if the user already has user ID assigned. In that case I will pass the old ID to Mailchimp instead of generating a new one. The code below is what I use:

// Check if user does not already have ID
if(!isset($ _COOKIE['click'])) {
// Generate unique id
$ prefix = rand() . "-";
$ assignuserid = uniqid($ prefix);
  else {
// Assign user ID from cookie
$ assignuserid = ($ _COOKIE['click']);

Of course, because we are just starting to track user IDs every subscriber will get a fresh user ID. In the future, however, we might have subscribers that are already identified with an User ID. They might have subscribed to a different mailing list. Or purchased from our webstore.

Then we include our newsletter signup form on the page (learn more about embedded forms in Mailchimp). In the signup form we add the user ID as a hidden field, and then populate the field with an user ID and pass it to Mailchimp along with the user’s email address.

<input type="hidden" value="<?php echo $ assignuserid; ?>" name="USERID" id="mce-USERID">

From the user’s perspective the signup form is just a regular one.

Email Form Analytics

At this point we should also add a permanent cookie to users that contains the freshly generated User ID. I have at least two options: I can add the cookie when the user clicks on “Subscribe” or when the user has actually went through the double opt-in process.

Here we want to use the former option, so I just add the jQuery.Cookie.js library and a piece of jQuery to the template that contains my signup form.

<script src="//"></script>
$ ( "#mc-embedded-subscribe" ).click(function() {
  $ .cookie('click', '<?php echo $ assignuserid; ?>', { path: "/", expires: 3600 });

Note: If you set cookies with jQuery you have to specify the path as “/”. If you don’t, the cookie can only be read within the same URL.

If you want to add the cookie only after the user confirms his/her subscription you have to go to Mailchimp, click Signup forms and select General forms. There you have the option to use custom URLs for signup thank you pages and Confirmation thank you pages. When you create a custom URL for confirmation pages, Mailchimp redirects users to that location after the confirmation email is clicked. On this page you can place the cookie to the user’s browser.

Now, when people start signing up to our list we can see the user IDs collected on Mailchimp.

Mailchimp Analytics User-ID

Next, go to Google Analytics and enable the User ID tracking feature (if this is not already enabled). Below is a screenshot of the Admin panel where you will find a menu called “User-ID” under the Tracking Info section for each of your properties.

User ID Admin

At this point we need to comply with Google’s User ID policy and somehow notify users about the tracking methods in use. In the terms it says that ”You will give your end users proper notice about the implementations and features of Google Analytics you use (e.g. notice about what data you will collect via Google Analytics, and whether this data can be connected to other data you have about the end user).” Perhaps an appropriate place to let them know about this would be to add a notice to the confirmation email.

Now we have our new User ID view on Google Analytics up and running but it does not collect any data yet, we need to implement the new tracking code to the website.

ga('create', 'UA-XXXX-Y', { 'userId': 'USER_ID' });

In practice we need to find a way to populate the USER_ID value (see code above) with the actual User ID, which will be either in the user’s cookie or in the get-parameter of the newsletter subscriber’s link. In order for this to work properly we need to add the following Google Analytics tracking script to our website.

  (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
// Get User ID if in cookie
if(isset($ _COOKIE['click']))
$ userid = ($ _COOKIE['click']);
// Get User ID if passed in GET-parameter
else if (isset($ _GET['click']))
$ userid = ($ _GET['click']);
$ _COOKIE['click']))
setcookie("click", $ userid, time()+3600*24*360*10);
  if (isset(
$ userid)) {
// Print User ID tracking code for identified users
$ gacode = "ga('create', 'UA-44227886-1', { 'userId': '%s' });";
sprintf($ gacode, $ userid);
  else {
// else print standard tracking code
$ gacode = "ga('create', 'UA-44227886-1', 'auto');";
$ gacode; }

ga('send', 'pageview');

Almost there. Only one step to go.

Now we need only to ensure that when we send Mailchimp campaigns their links contain unique user ID for every subscriber. Let’s suppose we want to send automated campaigns to our mailing list every time we publish a new blog post (read more about RSS driven campaigns).

We go back to Mailchimp, click Create Campaigns – dropdown and select RSS driven campaign. In the Template tab we select Code your own (template, that is).

Mailchimp Template

Here we use Mailchimp’s tags to create the automated campaign from our RSS feed. This campaign is set to be sent every monday and the plan is to publish two posts per week, so the subscriber gets two fresh blog posts once-a-week.

After every link we have to add ?click=*|USERID|*. Mailchimp will replace the *|USERID|* part with the actual User ID assigned to subscriber. When the user clicks the link, she will be assigned with her unique user ID.

Every time she clicks one of my links with a different browser or device, that browser or device will be associated with the user through a permanent cookie.

Concluding Thoughts

Well, of course I might not get all the subscriber’s sessions with this technique. And a creative mind can come up with a number of ways this will not be an accurate method for user tracking. But there are at least three reasons to assume that this will be a very effective way to track unique users.

Firstly, email tends to be the first application people install on their devices and people check compulsively their emails. I do that too.

Secondly, the user is likely to use different devices at different times of the day. Mobile during work hours, iPad after dinner. If I alter my mailing schedule, I’ll have a chance to track all these devices.

Thirdly, as evidence shows, if emails match people’s true interest, a very high percentage of subscribers will actually click the links. Here I am sending – or at least trying to send – interesting content with compelling headlines, Spamming people with mass produced ads will not be an effective method here.

Cross Device Analytics with Emails
Mailchimp Custom Signup
Email Form Analytics
Mailchimp Analytics User-ID
User ID Admin
Mailchimp Template

Online Behavior – Marketing Measurement & Optimization

[Dutch] Presentation: Cross platform mobile UI with Xamarin.Forms

Last week, my colleague Marcel de Vries and myself gave a presentation at InfoSupport about Xamarin.Forms. It has been released a short period of time now, and Marcel and myself wanted to check it out.

Presentation: Cross platform mobile UI with Xamarin.Forms

Using Xamarin.Forms, you’ll be able to use C# or XAML to define the mobile UI using one single codebase. Xamarin deliveres a load of standard controls, but makes it possible to create custom controls for a specific platform with ease. This way, you can create full native controls, and get the best performance and user experience out of your app.

We’ll dive into some basics of Xamarin.Forms, and check the power of the library as well as some bumps you might run into. Take note the presentation itself is in Dutch, the slides are English.

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