The Cross-Channel Conundrum
It's not even noon, and we at OMMA Mobile are already knee-deep in cross-channel marketing issues. If you don't have a way to track your consumers across all platforms, you should "drop everything else," and figure that out, says Josh insists Glantz, VP and General Manager at Publishers Clearing House Online.
Another related issue is "bad analytics," in the words of Johann Huber-Gutierrez, Director of Convergence and Mobile Strategy at Resource Interactive. Without naming names, Huber-Gutierrez said the top analytics providers can't follow campaigns across channels. Regarding tracking cookies, he said: "They break ... across different platforms."
Redemption codes are another pet peeve for Huber-Gutierrez. Either they don't work, or consumers can't keep track of them, or forget them. One easy solution is using a consumer's phone number. According to Huber-Gutierrez, Taco Bell is testing -- and having great success -- using consumers' phone numbers as deal redemption codes.