Connecting Channel Strategy to Business Growth

Modern marketing teams manage campaigns across various platforms, including Organic Search, paid media, social media, and others.

However, to maximize your ROI and drive sustainable business growth, you need a solid channel strategy and reporting structure. Otherwise, you could miss out on opportunities or have significant overlaps from one campaign to the next.

The problem is, with data scattered across different platforms, it’s nearly impossible to see what’s actually delivering results.

Today, we’ll take a closer look at analyzing your omni-channel performance data, the problems with data silos, and how you can connect channel performance to business results.

What Is an Omni-Channel Marketing Strategy?

Before diving into the best practices for analyzing your channel strategy data and leveraging it to fuel business results, it helps to understand what we’re referring to.

Put simply, an omni-channel marketing strategy involves executing a marketing campaign across various platforms. It’s a key part of our approach at VELOX, as it enables brands to achieve more sustainable revenue results than investing in only one channel.

A well-executed channel strategy ensures you reach the right people at the right moment. It’s not necessarily about being everywhere at once, but rather the right place and the right time.

For e-commerce brands, the channels in this approach typically include:

• Paid Media: Paid ads on Google, Meta, Amazon, and other platforms.

• Organic Media: On-site content, organic social media posts, email newsletters, etc.

• Traditional Media: TV, radio, and print ads, although this channel is becoming less relevant, as more brands shift to programmatic CTV campaigns.

Every channel has a specific purpose, and not every channel will align with your marketing objectives. The key is understanding your goals and audience, and allocating your resources to relevant channels to drive maximum ROI.

However, allocating your resources and maximizing your marketing budget can be easier said than done, especially if your data is fragmented across separate platforms.

The Problems Associated with Fragmented Channel Reporting

Without data, you have no idea how your marketing channels are performing.

The problem is that this data lives across various platforms, and it can be challenging to sort through and connect it all to get a clearer picture of your overall campaign performance.

For example, imagine you want to report on the top-selling products last month and uncover the channels that drove the most conversions.

You check your Shopify store and run the numbers, but you want to better understand where these customers came from: your Google Ads, Organic Search, direct, or elsewhere?

So you go to GA4, but then you’re stuck comparing different attribution models.

To top it off, you recently launched a paid social campaign: could it have caused a spike in conversions?

With this fragmented approach, you’re merely guessing what pieces of your marketing strategy drove these conversions.

You can make assumptions, but you won’t have a clear idea of what moved the needle and which channel deserves more resources.

This fragmentation isn’t just frustrating and time-consuming; it has real business implications.

Plus, as third-party cookies phase out, having a source of centralized, first-party data is even more critical.

The Revenue Implications of Data Silos:

• Redundant reporting workflows

• Conflicting data points

• Disconnected attribution

• No clear insight into ROI per channel.

The bottom line: If your data lives in different places across every channel, you’ll struggle to make accurate decisions.

A Unified Channel Strategy View Is Essential for Business Growth

If fragmentation is the problem, a unified channel reporting view is the solution.

With all of your channel data on a unified platform, the pieces of your channel strategy puzzle start to come together.

No more jumping between reporting platforms and no more assumptions and guesses: you can actually see how your campaign is performing across channels.

This brings all of your channel performance data into a single source of truth, allowing you to track results, attribute conversions to the right source, and make informed decisions.

Here’s what a centralized data management platform means for you.

True ROI Visibility

Optimizing your channel strategy starts by determining your revenue drivers. Simply seeing clicks and impressions isn’t always enough. With a unified view, you can better understand each channel's true contribution.

Better Budget Allocation

With real ROI visibility, you can make smarter budgeting decisions. Seeing paid and Organic Search side by side in one unified platform helps you determine where your budget is best invested, not based on old trends or assumptions, but on what’s working right now.

Pivot When Needed

To compete online, you need to be quick on your feet. This unified channel reporting makes it easier to gather insights and spot trends as they’re happening, so you can confidently shift your resources to the channel that’s driving conversions.

Align Your Teams

This data is about more than just how well your campaign is running. It can affect everything from order fulfillment to product development. With one unified view, everyone in your company can make better, quicker decisions.

Improve Your Forecasting

Maximizing your marketing budget requires careful planning and forecasting. Seeing the performance of each individual channel and how they relate to each other helps you anticipate future revenue opportunities and scale accordingly.

Having a clear, full picture of your channel strategy is just the start. Once you can view the data, you can start driving positive business outcomes.

How Can You Connect Channel Strategy to Business Results?

When your marketing strategy is at its best, it’s a well-oiled growth-driving machine.

At its worst, it’s a collection of disconnected tactics with no clear direction.

This unified view of channel performance isn’t just a cleaner dashboard; it’s the instruction manual for your growth strategy.

Here are a few real-world examples of the ways brands can leverage this data:

• You notice that high-value purchases are often attributed to Organic Search, so you begin prioritizing the channel by optimizing your content strategy while shifting spend away from paid social.

• Your Meta campaign is bringing in lots of top-of-funnel traffic but isn’t resulting in conversions, so you optimize your ad creatives, targeting, and landing pages for these audiences.

• Your highest-margin products are often attributed to Paid Search, so you shift your spend to capitalize on this surge.

• Although your blog is performing well in Organic Search and brings in traffic, it doesn’t result in increased purchases. You audit your content and identify opportunities to optimize your CTAs and conversion paths.

• Your GA4 data shows product page bounces are highest among Google Ads traffic, so you create and optimize new landing pages specifically for your Google Ads campaigns to boost engagement.

These are just a few of the many ways you can act upon your unified channel performance data. Many of these are minor tweaks, but they can have huge results when done correctly and timed right.

Every channel has a purpose, and when you have a clearer view of your performance data, you can better align each channel with a specific objective.

Best Practices for Analyzing Omni-Channel Performance Data

To get the most out of your performance data, you need a clear approach. Here are some best practices for analyzing the data by channel, along with tips for overall cross-channel performance analysis.

Analyzing Data by Channel

Organic Search: Focus on Revenue Contribution

• Identify the pages most associated with high-converting users, look at their Organic Search rankings, and make optimizations to improve their ranking positions and SEO value.

• Look into traffic reports to see how Organic Search assists conversions across other channels. Even if someone converted from a paid ad, they might have first discovered your brand on Organic Search.

• Keep an eye on branded search volume and traffic, as they can indicate demand and inform your paid media decisions.

Paid Media: Focus on ROAS

• Paid campaigns can get expensive quickly, so it’s crucial you spend your budget efficiently.

• Focus on ROAS, CPA, and conversion rates across all platforms in your centralized view. If one channel is delivering a better return, reallocate your budget.

• Focus on high-intent users more likely to convert while targeting top-of-funnel users with organic content.

E-Commerce Platforms: Focus on Product Performance

• Your e-commerce data can tell you more than just what product is selling the most. You can use this data to inform the rest of your channel strategy.

• Identify which products perform best based on acquisition channel (organic or paid) and look for optimization opportunities.

• Uncover which channels contribute most to metrics such as AOV, subscriptions, repeat purchases, and cart abandonment.

Analyzing data by channel is vital, but to start connecting the dots and thinking from a cross-channel perspective, keep the following best practices in mind.

Overall Cross-Channel Analysis Best Practices

• Keep KPIs Consistent: Since you’re comparing data from different channels, it’s crucial your KPIs are standardized. Using core metrics like ROAS, CPA, CLV, and conversion rates, among others, you’ll be able to directly compare data from one channel to the next.

• Avoid Tunnel Vision: No more data silos. It’s vital you review performance across all channels together so you can find missed opportunities or redundancies.

• Look for Long-Term Trends: You should use channel data to pivot strategy, but avoid making snap decisions on statistical anomalies. Look for tangible trends, viewing your data in 7-, 14-, or 30-day periods.

• Automate Where Applicable: Pulling individual reports is time-consuming and takes away from your strategy work. Automate your reporting where possible so you can spend more time analyzing and acting upon these insights.

• Make Data Central to Your Decisions: Data is a powerful tool, so use it to inform all of your marketing decisions going forward. Pivot, reallocate resources, or optimize your campaign strategy based on hard numbers and historical data.

Make Better Channel Strategy Decisions with VELOX

Better data means better decisions. With a more centralized approach to channel strategy, your business can leverage insights from one channel to scale another. It all works hand-in-hand, so you can achieve sustainable revenue growth.

Omni-channel marketing is our primary approach at VELOX because it allows brands to have a unified strategy across all digital channels. Whether someone clicks an ad on social media or finds your brand in Organic Search, VELOX ensures you’re getting the maximum ROI from every channel.

Get in touch with us today to learn more about our proven growth strategies and to see how we can help your brand scale.