Triple Integration: Campaigns, Media and Measurement
We hear the word "integration" in almost every conversation about multichannel marketing these days. Unfortunately, there seem to be almost as many definitions of the word as there are people who use it.
At the same time, there's no doubt that in marketing campaigns where a number of channels are used, the results benefit greatly from some kind of coordination.
As someone who comes from a client service background and now works in analytics, how do I see this coordination, or integration? I see it as a dinner party.
Imagine you're the host and you slave away in the kitchen to cook a delicious meal, set a beautiful table, select complementary wines and orchestrate a memorable experience for your guests. Obviously, there's a lot of work involved. All the ingredients for each dish must be on hand in the right quantities before you begin cooking. Once you start the actual cooking, each ingredient must be carefully measured and mixed in the right order. The wines have to be the right temperature. Place settings must be spotless, table decorations should be the right size and color, and everything must be in its rightful place before the guests arrive.
And once dinner is over, the best response you allow yourself to hope for is, "Thank you for a delightful evening; everything was wonderful." What you probably don't want to hear is something like, "The peas were delicious." The peas? So the peas were lovely. But the meat was a burnt offering, and you ran out of chocolate torte before everyone had a taste.
Obviously, the key is planning and coordination. Now, imagine that you're not alone in preparing and presenting this beautiful dinner, but that there are six chefs and a florist, each one competing with the others to shine at the party. That's where integration comes in.