Cross-Channel

Updated on

Jan 22, 2024

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To better understand the Improvado Marketing Common Data Model and how it works, you can check the Improvado MCDM Overview.

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Description

The Cross-Channel Recipe is a data transformation process that combines aggregated data from multiple digital marketing channels into a single basic performance model. This recipe is designed to provide marketers and analysts with a consolidated view of their marketing efforts across Paid Ads, Paid Social, Organic Social, Paid Search, and Programmatic channels.

By merging data from these sources, the Cross-Channel Recipe enables the creation of a comprehensive ```cross_channel_basic_performance``` report that can be used for further analysis and visualization. This allows businesses to gain insights into the overall effectiveness and ROI of their digital marketing campaigns, helping them make data-driven decisions and optimize their marketing strategies.

Marketing value

The value for customers in using the Cross-Channel Recipe, as opposed to using recipes specific to individual channels, lies in the ability to gain a holistic view of their marketing efforts. By combining data from multiple channels into one basic performance model, the Cross-Channel Recipe provides a comprehensive overview of the overall effectiveness of a customer's marketing campaigns.

This allows customers to identify patterns, trends, and correlations across different channels, enabling them to make more informed decisions and optimize their marketing strategies. Rather than analyzing data in silos, the Cross-Channel Recipe provides a unified and integrated view, helping customers understand the synergistic impact of their marketing activities and optimize their overall marketing performance.