Multi-Channel Analytics, an article on where I think X analytics is going, is now available on AllBusiness.com. I write "X" analytics above because I've never accepted that analyzing one thing reveals much about that one thing, it tends to reveal more about the tools being used in the analysis. Think of it this way; A Geiger counter is used to detect radiation. The way you make sure a Geiger counter is working is to find a known radiation source, place the Geiger counter closer and closer to the radiation source and wait until the geiger counter indicates the presence of radiation. Voila, the Geiger counter works.
Not exactly. You knew whatever you placed the Geiger counter next to was a radiation source. Looking for something that you know you'll find doesn't impress me as a proof at all. Looking for something in a place you know you'll find it doesn't prove that thing exists, only that you knew where it was all along. If you knew where it was all along, why did you go looking for it?
Well, probably because you weren't sure in the first place. Perhaps you weren't sure of your search methods, your analytics tools, that what you were looking for existed to begin with, where it was located, ...
So, anyway, reaching for my car keys in the pocket where I always keep them doesn't tell me much of anything. Reaching for my car keys in the pocket where I always keep them and not finding them?Ah, the world opens up to exploration. But only to those who are willing to explore.
Which brings us to Multi-Channel Analytics. I don't know if this term has been around for a while, we use it at NextStage because we don't help clients with their web site, we help them with their communications. What's the difference between a web site and communications? Think of Cyrano de Bergerac (the Rostand play). Christian can't woo Roxane without Cyrano's communication skills. A web site, a brochure, a tv or radio spot, a panel display, a booth, etc., is Christian. Often all those things together are Christian. The target audience is Roxane. NextStage is Cyrano. We make sure all the efforts communicate together so that Christian can woo Roxane.
This is done by Multi-Channel analytics. Unless all touches are measured, no touches are measured. This is a paraphrase of something one of my teacher's gave me, "To understand anything you must understand everything".
Please contact NextStage for information regarding presentations and trainings on this and other topics.
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- New Communications Forum 2008 22-25 April 08 in Sonoma Valley, CA
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