Omnichannel analytics: Goals, Benefits & Examples

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Omnichannel analytics: Goals, Benefits & Examples

What if you could track your customers’ journey from their first interaction with your brand to their final purchase, all while understanding their preferences and behaviors across channels?

That’s the power of omnichannel analytics.

In this ultimate guide, we’ll show you how to set up omnichannel analytics like a pro, from selecting the right tools to measuring success over time.

What is omnichannel analytics?

Omnichannel analytics is the systematic collection and analysis of data from multiple customer touchpoints across various channels. It helps by providing a unified view of a given segment's customer journey. This approach helps refine messaging and improve marketing strategy.

Omnichannel analytics is all about understanding how customers interact with a brand across multiple channels, like a website, mobile app, or store.

By collecting and analyzing customer data from all these channels, businesses can get a complete picture of what their customers like and dislike and use that information to improve the overall experience. Think of it like a box of puzzles - omnichannel analytics helps businesses piece together the puzzles of the customer and see the bigger picture, enabling them to make better and informed decisions.

Why is omnichannel analytics important?

Omnichannel analytics is crucial as it allows businesses to provide a more personalized and seamless experience for their customers, regardless of the channel they’re using.

Combining data from various touchpoints, such as websites, mobile apps, social media, and physical stores, can reveal insights that may not be apparent when analyzing data from a single channel. This omnichannel analytics approach allows businesses to gain a more comprehensive understanding of their customer’s behaviors and preferences.

5 Key benefits of omnichannel analytics

From enhancing customer experiences to optimizing operational efficiency, these advantages underscore the transformative impact of adopting a comprehensive analytics approach across various channels.

Let’s delve into the advantages that can help businesses enhance customer experiences, drive revenue growth, and stay ahead of the competition.

  • Enhanced customer experience

Omnichannel analytics enable businesses to provide a seamless and personalized experience to their customers, regardless of the channel they’re using. By examining data across various channels, businesses can identify patterns and preferences that might not be apparent when looking at data from just one channel. This helps them better understand their customers’ needs and preferences and tailor their offerings and experiences accordingly.

  • Improved operational efficiency

With omnichannel analytics, businesses can identify areas for improvement in their operations, such as which channels are most effective for driving sales, which ones need improvement, channels that are emerging as the next driving factor, etc. By monitoring the customer engagement on various channels, businesses can also observe frequently asked questions and automate responses using chatbots, freeing up your salespeople and support agents’ time. By optimizing their operations based on these insights, businesses can reduce costs, improve productivity, and enhance overall efficiency.

  • Increased revenue

Businesses can increase customer satisfaction and loyalty by providing a more personalized and seamless experience to their customers, leading to higher revenue. Additionally, omnichannel data and analytics can help businesses identify new opportunities for revenue growth, such as cross-selling or up-selling products based on customer behavior.

  • Competitive advantage

Customers today expect a consistent and personalized experience across all touchpoints. By implementing omnichannel analytics, businesses can stay ahead of the competition by providing a superior customer experience that meets these expectations.

  • Better decision-making

Businesses can get their hands on a wealth of insights. This helps them make more informed decisions that are based on a holistic view of their business and their customers’ needs.

Building blocks of omnichannel analytics

Defining objectives and goals


Defining clear objectives and goals is the foundational step in building an effective omnichannel analytics strategy. Businesses must identify what they aim to achieve through their analytics efforts. This could include understanding customer behavior, optimizing marketing strategies, improving sales, or enhancing overall customer experience.


  • Conduct a thorough assessment of business needs and challenges.
  • Collaborate with stakeholders to align analytics goals with overall business objectives.
  • Specify key performance indicators (KPIs) directly contributing to the defined objectives.
  • Set measurable targets to track the success of the omnichannel analytics implementation.

Identifying key data sources


Identifying key data sources is crucial to ensure comprehensive coverage of customer interactions across various channels. This step involves recognizing the platforms and touchpoints where customers engage with the business, both online and offline.


  • Create a list of all potential data sources, including online platforms (websites, mobile apps, social media), offline channels (in-store interactions), and any other relevant touchpoints.
  • Prioritize data sources based on their significance in contributing to the defined objectives.
  • Consider the entire customer journey and all possible interaction points to avoid overlooking critical sources of data.

Integration of data sources


Integration of data sources involves combining information from different channels into a unified system. This integration is vital for obtaining a holistic view of customer interactions and behavior, breaking down data silos between different departments and systems.


  • Explore integration solutions such as APIs, data connectors, or a centralized data warehouse.
  • Ensure seamless communication between various systems to enable the flow of data in real-time or near-real-time.
  • Implement a unified customer identity management system to link data from different sources to individual customers.

Data cleaning and standardization


Clean and standardized data is essential for accurate and meaningful analysis. Data cleaning involves removing errors, inconsistencies, and duplicates, ensuring that the information used for analysis is reliable.


  • Develop and implement data cleaning protocols to identify and rectify errors in the data.
  • Standardize data formats and units across different sources to facilitate easier analysis.
  • Regularly audit and clean the data to maintain its quality over time.

By carefully executing these building blocks, businesses lay a solid foundation for effective omnichannel analytics, setting the stage for robust insights and informed decision-making.

How to choose the right tools and technologies for omnichannel analytics?

Choosing the right tools and technologies is essential for building a successful omnichannel marketing strategy. Here’s how to identify your needs, evaluate different tools and technologies, and implement the right solutions:

Analytics tools overview

Analytics tools are diverse, ranging from general-purpose solutions to specialized platforms designed for specific industries or functions.

Commonly used tools:

  • Google Analytics: Widely used for web analytics, providing insights into website traffic, user behavior, user engagement on page, and conversion rates.
  • Adobe Analytics: Offers advanced analytics for online marketing, advertising, and e-commerce.
  • Tableau, Power BI, or Looker: Data visualization tools that can complement analytics platforms by creating interactive and insightful dashboards.

Apart from the website, customer data also comes in through marketing campaigns, sales conversations, and support queries across various online channels. Having a unified platform that connects functions reduces data clutter and helps surface the voice of the customer. For instance, with DevRev, your support queries can be seamlessly clustered into groups by identifying semantic similarities in customer feedback. With a glance at the different groups, businesses can bring the voice of the customer into product development, ensuring the same issues don’t occur again.

Selecting optimal tools for business success

Choosing the right analytics tools involves assessing your business requirements, budget constraints, and the specific insights you aim to gain.


  • Define requirements: Clearly outline what you expect from the analytics tools in terms of data analysis, reporting, and visualization.
  • Scalability: Consider whether the tools can scale with your business as it grows.
  • Integration: Ensure that the selected tools can seamlessly integrate with your existing systems and data sources.
  • User-friendly interface: Opt for user-friendly tools, enabling different team members to adopt and utilize them effectively.
  • Cost-benefit analysis: Evaluate the cost of the tools against the benefits they bring to your business.

Execution tips

Once the analytics tools are selected, it is critical to implement them successfully for extracting meaningful insights and driving business improvements.


  • Training and onboarding: Provide comprehensive training to the team members who will be using the analytics tools. Ensure they are proficient in extracting the necessary insights.
  • Data governance: Establish strong data governance practices to maintain data quality, accuracy, and consistency.
  • Regular updates: Stay abreast of updates and new features from the analytics tool providers. Regularly update the tools to leverage the latest advancements.
  • Collaboration: Encourage collaboration between different departments that utilize the analytics tools. Cross-functional input can lead to richer insights.
  • Performance monitoring: Implement monitoring mechanisms to track the performance of the analytics tools and address any issues promptly.

Analyzing and reporting on omnichannel data

Analyzing and reporting on omnichannel customer data is vital for making data-driven decisions. Here’s how to identify key metrics and KPIs, generate reports and insights, and share insights with stakeholders:

  • Identifying key metrics and KPIs

To understand the performance of your omnichannel marketing strategy, you need to identify the key metrics and KPIs that are most relevant to your business. These could include conversion rates, customer lifetime value, customer satisfaction scores, engagement rates across different channels, etc.

  • Generating reports and insights

Once you have identified your key metrics and KPIs, look for trends and patterns in the data, such as which channels are driving the most conversions or which campaigns are generating the highest engagement.

  • Sharing insights with stakeholders

Regularly share your insights with stakeholders across your organization, including marketing, sales, and customer service teams. This will help ensure that everyone is working towards a common goal and making informed decisions based on the latest data.

By following these steps, you can ensure that you are analyzing and reporting on omnichannel data effectively, which will help you make informed decisions and optimize your marketing strategy over time.

Ongoing monitoring and refinement

For the continued success of your omnichannel marketing strategy, it is essential to ensure ongoing monitoring and refinement.

Here’s how to continuously collect and analyze data, adapt to changing customer needs and preferences, and iteratively improve the customer experience over time:

  • Continuously collecting and analyzing data

Use your chosen analytics tools to collect and analyze data across all your channels continuously. Look for patterns and trends in the data such as which customer segments are most responsive to certain types of messaging. Use this data to refine your tactics and optimize your strategy over time.

  • Adapting to changing customer needs and preferences

Stay up-to-date with customer behavior, their expectations, and the latest trends in your industry. Use this information to refine your omnichannel strategy to meet the needs of your customers better. This could include things like introducing new support channels, releasing the most sought after product features, refining your messaging to better resonate with your audience, or adjusting your pricing or promotions based on changing market conditions.

  • Iteratively improving the customer experience over time

Use the insights generated by your analytics tools to improve the customer experience over time iteratively. This could include things like improving the usability of your website or mobile app, streamlining your checkout process, or providing more personalized recommendations based on customer behavior.

By following these steps, you can continuously monitor and refine your omnichannel marketing strategy, adapting to changing customer needs and preferences and iteratively improving the customer experience over time.

Real-world examples of omnichannel analytics

Here are some real-world examples of B2B companies using omnichannel data analytics to improve their marketing strategies:

  • IBM

To optimize lead generation, IBM has strategically employed omnichannel analytics to identify potential leads across diverse channels including website interactions, social media platforms’ engagement, and email opens. This sophisticated approach allows for the prioritization of leads based on their level of engagement, enabling IBM to deliver highly targeted and personalized experiences. The result is a significant boost in conversion rates, showcasing the transformative power of omnichannel analytics in driving business success.

  • Adobe

In the world of account-based marketing (ABM), Adobe stands out by leveraging omnichannel analytics to identify key accounts and monitor their interactions across all touchpoints. This meticulous tracking enables Adobe to craft highly personalized experiences tailored to the unique needs of each account. The outcome is a notable enhancement in customer satisfaction and loyalty, illustrating the prowess of omnichannel analytics in refining ABM strategies for unparalleled success.

  • Cisco

Cisco strategically enhances its sales enablement by employing omnichannel analytics to offer sales teams invaluable real-time insights into customer behavior and preferences. Through this approach, Cisco identifies the most effective content at each stage of the customer journey, allowing for the delivery of targeted and personalized experiences. The result is a substantial increase in conversion rates, showcasing the impact of omnichannel analytics in empowering sales teams for greater success.

  • SAP

SAP employs omnichannel analytics to improve customer success by identifying potential issues or pain points experienced by customers. With a proactive strategy, SAP addresses these concerns before they escalate into major problems, demonstrating a commitment to customer satisfaction and loyalty. This approach underscores the transformative impact of omnichannel analytics in shaping a positive and enduring customer experience within the SAP ecosystem.

  • Dell Technologies

Dell Technologies takes a proactive approach to managing its partner networks more effectively through the implementation of omnichannel analytics. By identifying and prioritizing partners based on their level of engagement and performance, Dell Technologies ensures a focused and personalized approach. This strategic use of omnichannel analytics contributes to increased partner satisfaction and loyalty, showcasing the instrumental role such analytics play in fostering successful and mutually beneficial partnerships.

A conclusive overview of omnichannel analytics

As the competition in the market intensifies, businesses that fail to adopt omnichannel analytics risk losing out on valuable opportunities to engage with customers across multiple touchpoints. Therefore, businesses must invest in omnichannel analytics solutions that can provide real-time insights into customer behavior and preferences and enable them to deliver more targeted and personalized experiences across all channels. By doing so, businesses can stay ahead of the curve and deliver exceptional customer experiences that set them apart from their competitors.

Frequently Asked Questions

Omnichannel reporting is the practice of consolidating and analyzing data from multiple touchpoints, such as websites, mobile apps, social media, and physical stores, to provide a holistic view of customer behavior and preferences. This reporting helps businesses better understand their customers' journeys and interactions across different channels and make data-driven decisions to improve the overall customer experience.

Omnichannel analytics involves the integration and analysis of data from various channels to provide a seamless customer experience. Unlike multichannel analytics, which focuses on individual channels independently, omnichannel analytics looks at the entire customer journey across all channels.

Artificial intelligence plays a crucial role in omnichannel analytics by automating data analysis, identifying patterns, and predicting customer behaviors. Machine learning algorithms enable businesses to extract actionable insights, improving decision-making processes across various channels.

Akshaya Seshadri
Akshaya SeshadriMember of Marketing Staff

Akshaya Seshadri is a seasoned content marketer who possesses more than five years of expertise in the product industry.