Multichannel Campaign Analysis

For this blog, I will provide a Multichannel Campaign Analysis using BestBuy as my company of choice. My analysis will be provided as responses to the following questions:

Question 1: What type of campaigns is your company using?

One type of campaign Best Buy uses is vanity URLs. This campaign is useful in establishing tracking parameters for a specific promotion. Another type of campaign are online coupons available on third party websites (i.e., www.dealcatcher.com, & www.retailmenot.com).  Other types of campaigns, being utilized by Best Buy, include registering emails to receive unique discount coupons/codes; registration for RSS feeds; and the option to sign-up for a Best Buy Reward Zone credit card.

Question 2: How might they be able to tell which channels are giving them results?

Here is an example of vanity URL for an upcoming seasonal promotion:

http://www.bestbuy.com/site/Global-Promotions/Special-Sale/pcmcat185700050011.c?id=pcmcat185700050011&AID=10597222&PID=2210202&SID=uuuF6FF41A9-B352-85AE-32B3-CB8BE820D39F&URL=http%3A%2F%2Fwww.bestbuy.com%2Fsite%2FGlobal-Promotions%2FSpecial-Sale%2Fpcmcat185700050011.c%3Fid%3Dpcmcat185700050011&ref=39&CJPID=2210202&loc=01

In this example, you can see the vanity URL highlighted in orange that allows activity generated by this link to be connected to this specific marketing effort.

When it comes to coupons and promotional codes, Best Buy would be able to determine the effectiveness by the codes entered on a website, or the coupon used in a store. Best Buy can see how effective their Reward Zone card promotion is by tracking how many purchases are made with that type of card and how many reward points are being accumulated and used by customers.

Question 3: How can they track results that may flow across online to offline (or vice versa)?

Using a tool like Google Analytics can track the results of vanity URLs and unique discount/coupon codes that generate traffic on Best Buy’s website. The company would also be able to easily determine the results linked to coupons based on those redeemed at retail stores. For other traffic on Best Buy’s website, the company can utilize online surveys to obtain a more in depth customer perspective. Surveys can help a company fill in the missing pieces that analytic tools can leave out. Customers would also be able to directly assign a reason for their visit, clarifying which campaign was responsible for the traffic.

References: http://www.bestbuy.com/site/Global-Promotions/Special-Sale/pcmcat185700050011.c?id=pcmcat185700050011&AID=10597222&PID=2210202&SID=uuuF6FF41A9-B352-85AE-32B3-CB8BE820D39F&URL=http%3A%2F%2Fwww.bestbuy.com%2Fsite%2FGlobal-Promotions%2FSpecial-Sale%2Fpcmcat185700050011.c%3Fid%3Dpcmcat185700050011&ref=39&CJPID=2210202&loc=01; http://www.dealcatcher.com; http://www.retailmenot.com.