Metrics for success: Measuring cross-channel performance

As the holiday season approaches, reviewing your cross-channel marketing programs and ensuring everything is set for success and earning maximum return is critical. But with more data points to evaluate than ever before and so many ways to look at a program, where should you prioritize your audit now (and throughout the year)? Read on for our recommendations and tips.
Start with the Basics
At the highest level, you should always have a pulse on the click-through and conversion rates for your email and SMS campaigns, plus open rates for email campaigns. These are some of the longest-used KPIs in digital marketing and give good general insight into campaign effectiveness – telling you your messages are piquing interest, getting contacts back to your site, and hopefully converting. Additionally, these KPIs can help you isolate topics and target strategies that work better than others to influence your ongoing calendar. Any engagement and conversion activity gaps point to issues related to resonance, timeliness, and even deliverability.