Multi-channel analytics refers to the business process whereby multiple sets of data from different sources (i.e. channels) are linked and/or housed together and then analysed to provide business and in particular customer and marketing intelligence – thereby guiding effective and successful decision-making.
Businesses interact with their users and potential clients across multiple channels including television, telephones, the Internet, mobile phones, and retail stores. Multi-channel analytics allows businesses to take data from all these sources and where possible make sense of it. This allows them to better understand, segment and therefore target their customers and potential users.
Multi-channel analytics services are provided by a number of businesses including: