"[I]n today's environment," writes Laura Patterson at MarketingProfs, "we may need to gather data from an email campaign, a physical event, and an online advertising campaign to better understand purchasing behavior and correlate marketing programs with purchases."

In other words, when working with cross-channel strategies, it's important to know how each component contributes to your overall goals.

"Cross-channel analytics," she continues, "enables you to measure the interaction of various channels, such as websites, customer service, phone support, and print media, to [determine] how those channels relate to one another and affect customer behavior."

At a minimum, says Patterson, it should answer two questions:

• What percent did each element contribute to the path to conversion?
• What is the ratio between those elements?

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