Omni-channel - how is it in Russian?

    “Omni-channel is an approach to trading, which implies the simultaneous use of all physical (offline) and digital (online) communication channels and assumes an innovative ability to fully trace the client’s path. “Omni” comes from the Latin “omnibus” (“for everyone”), and channels in this case mean all the ways consumers interact with the brand. ” © Wikipedia
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    Every minute on Earth, 360 lightning strikes and at least one idea is born in the head of a marketer. The most tenacious of them find names that are scattered throughout the globe with sonorous words. So the language of marketing is not a language at all, but a real professional pidgin , which is actively expanded by the lexicon of various national origins.

    The Russian marketing community, of course, also thinks, speaks and works on it. And immediately he grasps what is behind the new “arrived” words and what practical benefit can be drawn from this. Well, almost always. There are times when things do not go so smoothly. This is when marketers are mentally unprepared to accept new tools and solutions.

    About two years ago, this was exactly the case on the Russian market with the approach that came to us from the European West under the name omni-channel. It was then that he was accepted by the most advanced part of the marketing community, interpreting in translation into Russian as “cross-cutting analytics”. Then, by the way, CoMagic appeared - as the first domestic tool for end-to-end business analytics, which is able to independently collect and link statistics across all the company's communication channels with customers. Since then, by joining forces with partner advertising agencies, the service has been trying methodically to convey the value of end-to-end analytics to the end consumer marketer.

    However, new ideas do not take root quickly. Therefore, only now, a couple of years and a couple of global conferences of Google and Yandex later, the trend of end-to-end analytics began to be realized really deeply. And we warmly rejoice that an increasing number of marketers are ready to take it into service.

    However, you should not think that only we here in Russia “slow down”. The cross-cutting analytics trend is young and fresh for the rest of the world. Here, for example, are the curious data from a study conducted in early 2015 by Econsultancy.com. The guys started an online survey and, in particular, asked 2,000 English e-commerce marketers and advertising agencies: “How much are your company connected to the unified management system of the customer’s point of contact with the brand through various communication channels?” And here's what they learned:

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    Just think about it: only 5% of companies in the UK have so far begun to practice end-to-end analytics. And these data can be quite legitimately extrapolated to all European countries. This, on the one hand, means that the market niche for such tools is very extensive, and on the other hand, it says that a lot of effort needs to be made to convey its value to the final marketer.

    Cross-cutting analytics insights: think like a client



    What is this omni-channel like? Now let's say loud, but nonetheless. As we see it, this is due to a change in marketing thinking in general. We are moving on to a model of the world revolving around a client, rather than channels of communication with him. Hence the direct consequence - the realization that customers interact with the company not within a separate channel, but use a variety of them in their “path”.

    Accordingly, it is necessary to collect statistics on customer behavior across all channels of their appeals, combining data in a single report (in fact, this term was reflected in the term “through analytics” that has taken hold of us). Only then can one put forward working hypotheses and understand with maximum accuracy where and how to influence a potential client in order to bring him to the goal we need - say, a purchase or a call. So, consciously, systematically and effectively increase the conversion.

    In fact, win-win in its purest form. You coordinate all communications with customers and achieve a guaranteed synergistic effect. For example, a visitor to a site who has spent considerable time on it or “abandoned” the basket, send a push notification with a reminder of the viewed product when opening the company's mobile application a few days later. Unless, of course, the accumulated statistics approve it :)

    And that's what essentially happens. End-to-end analytics in real time monitors absolutely all customer actions and encourages you (as a marketer) to look closely at the interconnection of various communication channels. Regardless of how mature or priority they are in your eyes. You begin to look at what is happening through the eyes of the client. The picture of the world is being clarified and adjusted. And you are getting closer to the truth that, from the point of view of the end consumer, both e-commerce and retail are, in essence, now the same thing: just shopping. The last thought, by the way, was expressed by John Donahue (CEO of eBay).

    How experts see it


    In order for the indifferent theory to gain warmth, in the end we decided to ask Russian expert marketers about end-to-end analytics. How do they see her today in Russia? What does she have for them? And in general, are they, in their opinion, ready for Russian companies to put this approach into practice?

    Konstantin Bayandin, Head of Digital Marketing, Ozon.ru :

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    “We already work with end-to-end analytics on a regular basis. This is important to do in order, first of all, to understand the value of customers throughout the life cycle, as well as to calculate the return on investment in marketing and to improve the site and logistics.

    End-to-end analytics for Ozon.ru is an analysis of the actions of customers from the time they were initially attracted to coming to the site within the audience segments, as well as during the selection of purchases and their fulfillment. In addition, it is a study of the conversion into paid orders at the time of delivery and analysis of the return to new purchases as part of long-term cohorts. The organization of end-to-end analytics is a rather lengthy and painstaking job of linking data in different systems. This requires the integration of online advertising systems, web analytics, transaction systems and business analysis systems. We do not have full integration in all four stages at once, but we have the opportunity to conveniently analyze the behavior of customers in pairs and triples of these stages. We do a complete bunch of four stages for a single analysis by ad hoc requests to the systems and “gluing” data. ”

    Vsevolod Baev, CEO of Media108 marketing agency :

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    “End-to-end analytics are data that can describe the maximum number of processes in a company in real time so that it is possible to influence them. In the field of marketing, it is especially important to have a perfect analytics system in order to track the effect of the marketing and advertising events performed, as well as the market reaction to external factors.

    Now we, like most of our partners, use an analogue of “end-to-end” analytics, but we have to collect data manually from different sources. Of course, these are additional labor costs and lost time. Therefore, we at Media108 are now developing a product that allows us to see the whole section of analytical data on advertising campaigns. ”

    Egor Kozhevnikov, head of the contextual advertising department of Ashmanov & Partners :

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    “End-to-end analytics is tracking the funnel from the initial user engagement to the paid order. That is, it is analytics for users, not visits, where the final result is not just a completed form on the site or a call, but the fact of ordering a product or service. And through this funnel pass absolutely all the channels and tools with which the user interacted. In fact, the customer’s “life cycle” continues in CRM: from awareness of the need to the act of payment, and even after it. End-to-end analytics is a kind of nerve fiber that permeates the entire ecosystem of your business, connecting the most remote sites to each other and knowing exactly where it hurts. Marketers seem to have survived and put in their minds the fact of the existence of associated conversions and the need to take them into account.

    We want to work with it! The problem is that many are afraid to let the agency inside their CRM so that they "dig something there in our sales." It’s a pity, because project promotion is a full-fledged two-way work, and, not allowing the agency to go further than Analytics, customers lose significant budgets on this, because decisions are made not on the basis of real data, but on the assumptions that "can work this season." We are now working in a close direction, but we are moving a little the other way. ”

    Pavel Ryskov, Executive Director of Digital Advertising World Advertising Agency :

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    “Cross-cutting business analytics, in our understanding, is an analytical service that fully meets the client’s needs to increase the profitability of the business from the use of advertising and surpasses them a bit so that you can keep the client in a state of easy amazement. Of course, this, at the same time, should ensure the maximum effect of the agency's work on attracting customers to the customer. Some customers are not ready to immediately talk about the cost of sales (CPS) and ROI. Someone wants to work for the sale, but is not ready to share data from their system. Therefore, for each client, “end-to-end business analytics” is an individually tuned product. In our opinion, it depends, on the one hand, on the ability of the agency to fully monitor the entire sales funnel, offering effective solutions for its expansion, and on the other,

    Yuri Rybakov, head of web analytics at performance marketing agency iConText :

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    “There has been a definite request for omni-channel analytics on the market for a long time, but with the upgrade of Google Analytics to Universal Analytics this approach has gained popularity, and its demand is only growing. No wonder, because this tool was sharpened specifically for compiling data from various sources, and it is such analytics that Google is actively promoting now.

    In the daily practice of an advertising agency, this means that for many clients we are now aggregating data about interactions with the site, data from CRM, from call tracking systems and sometimes from applications - this is necessary for us to better analyze advertising campaigns of clients. In some cases, we also try to associate this data with display ads. This, of course, is not a complete omni-channel, but it is quite simple, not too expensive, and at the same time gives a good result for the client. That is a real gain in money and placement efficiency. From interesting single experiments: I had to help with the setting up of specially created systems to collect such data, avoiding the technical limitations of the Google product. There was also an interesting work with a telecom operator, which really knows a lot about its users. Now we are able to better analyze and associate with other data the results of TV activities. In general, so far the business cannot fully collate and analyze data on all its interactions online and offline with each person. We do not know exactly, for example, who sees our billboard. But if a certain person contacts the advertiser (calls, leaves an application, etc.), then this data can and should be brought together: where did he call, were there any other contacts with him, and where, what did he do before. This makes it possible to better analyze not only advertising activity, but also other issues of business efficiency. ” so far, a business cannot fully collate and analyze data on all its interactions online and offline with each person. We do not know exactly, for example, who sees our billboard. But if a certain person contacts the advertiser (calls, leaves an application, etc.), then this data can and should be brought together: where did he call, were there any other contacts with him, and where, what did he do before. This makes it possible to better analyze not only advertising activity, but also other issues of business efficiency. ” so far, a business cannot fully collate and analyze data on all its interactions online and offline with each person. We do not know exactly, for example, who sees our billboard. But if a certain person contacts the advertiser (calls, leaves an application, etc.), then this data can and should be brought together: where did he call, were there any other contacts with him, and where, what did he do before. This makes it possible to better analyze not only advertising activity, but also other issues of business efficiency. ”

    Sergey Pankov, CEO of Ingate Digital Agency :

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    “The end-to-end analytics approach is one of the most effective approaches in web analytics. When conducting advertising campaigns, we analyze all possible channels of client communications. This is done taking into account offline activity and using the tools offered by Google Analytics and CoMagic. This approach allows us to determine the effectiveness of each advertising campaign in a complex and with the highest possible accuracy and ensure the maximum financial return on Internet advertising for each of our clients. ”

    Vadim Buyanov, development director of Webtrend :

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    “The Webtrend team’s path to understanding the importance of working with end-to-end analytics has taken more than one year. Each new site that we launched, naturally, needed to be promoted: whether it be contextual advertising, SEO-promotion, or working with social networks. Advertising campaigns launched by us, as a rule, had formal estimates: positions in the TOP-10, cost of a click and CTR, number of subscribers in a group, etc.

    The mentioned metrics did not answer the main questions: do the ongoing advertising campaigns really generate profit for the customer? Which advertising campaigns are the most profitable, and which only burn advertising budgets? And much more. The difficulty was that most of the ongoing advertising campaigns were converted using phone calls, which also needed to be tracked both at the source and keyword level. For some time, we managed with classic analytics tools, such as Google Analytics / Yandex Metric + Yandex Target Call, but this approach did not give 100% accuracy of the data for making informed management decisions: monitoring the marketing department, the quality of the operators’ work,

    CoMagic’s solution, which already has integrations with third-party web analytics and lead management services, allows us to combine all parts of the management mosaic together, and on the basis of a single platform, while being a very powerful analytical tool in itself. Obviously, end-to-end analytics at the level of each campaign and key request in conjunction with a customized sales funnel based on CRM is a new trend that will allow an Internet marketing company to be ahead of the competition. ”

    Artem Kazakov, Marketing Director, Retail Rocket :

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    “The very concept of“ end-to-end analytics ”implies an analysis of consumer interaction through (“ through ”) all communication channels. There is no consensus among the community today regarding the choice of a particular channel attribution model that modern web analytics systems provide. The only recognized axiom in the industry - for each task you need to use your own individual attribution model.

    Omni-channel for us is not just a fashionable business philosophy, which is to ensure a "seamless" integration of trade through all available sales channels (online / offline). In Retail Rocket, through the integration of our technologies in electronic commerce, we demonstrate in practice that the consumer really does not feel any difference in the channels, purchasing goods in a way that is currently convenient for him. So, for example, together with the Korablik chain of children's goods stores, we managed to build the first case in the country on generating sales in e-commerce through personal product recommendations based on offline purchases. In the project, we combined several complex information systems (CRM, ERP, ESP and a personalization platform) and the results are available on the Retail Rocket blog. ”

    Ilya Sidorov, performance sales activation specialist, Google Russia :

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    “Of all sales influenced by the online channel, no more than 30% occurs on the Internet. The rest is purchases in stores or offices, phone calls or online sales, but from other devices. Most businesses still only consider the result obtained on the Internet, on the same device, in the same browser. This significantly limits the ability to correctly assess the effectiveness of marketing and to further optimize advertising. In 2013, we launched Universal Analytics, which allows you to track sales to one user on different devices and offline - by phone or in stores. The technology is free and available even for small companies, but requires configuration and integration with CRM. There are not enough specialists who could do this. This leads to the fact that despite the availability of tools,

    Nevertheless, taking into account the fact that end-to-end analytics can increase the effectiveness of investment in advertising and better optimize it, more and more companies are starting to implement such analytics. In a year or two, a successful business without end-to-end analytics will be as difficult to imagine as a successful company without standard online analytics today. ”

    Dmitry Kudinov, CEO and founder of CoMagic :

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    “Omni-channel for us is the basis of the ideology of the service, it can be said the meaning of our life :)

    As pioneers of “end-to-end analytics” in Russia, we at CoMagic today have the most functional technology platform that allows you to automatically combine all types of conversions and hits from site visitors in a single analytical space, regardless of the communication channel (online orders, phone calls , chats in an online consultant, applications, leads or letters).

    We are very pleased to provide our customers and partners with technologies and tools that can improve the effectiveness of advertising and the quality of their interaction with customers. “We clearly see in the omni-channel the future of Internet marketing, while not only“ seeing ”, but also embodying it ourselves.”

    How do you see this?


    And here, attention, a question! What do you mean by end-to-end analytics? Are you ready to work with her as a tool? And if you are already working, share your experience - it’s really interesting for us, we want to know :)

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