1. Learnings cross channel help multiply successes. Triangles forms tightly packaged insights to pass data learnings across paid media, email, social, content, user experience, loyalty and offline programs. Eg. Strong ambassador engagement for content in a social channel can be leveraged across silos to areas like loyalty, email and paid media to provide brand lift; strategic decisions only possible when measured on a uniform analytics backbone.
2. Because no marketing budget is unlimited, priority becomes an important factor in any program’s success. Setting up data to flow across channels helps scale them up or down during the life of a campaign or program. This allows brands to continually learn from data to understand their consumer behaviour on each channel, especially as it pertains to ROI.