Step 2 - 4 in mastering cross-channel campaign management

2. Harmonize Data for Accurate Attribution

Disconnected data is one of the biggest barriers to effective cross-channel management. MOps teams need tools that aggregate data and reveal actionable insights.

How to Implement:

• Data Integration: Use tools like Segment or HubSpot Operations Hub to sync data across platforms.

• Multi-Touch Attribution: Implement multi-touch models in tools like Marketo Engage or HubSpot Attribution Reporting to understand how each channel contributes to conversions.

• Custom Dashboards: Build dashboards in Tableau or Looker Studio that combine data from all active campaigns.

3. Automate Workflows to Save Time

MOps teams can streamline execution and focus on strategy by automating repetitive tasks.

How to Implement:

• Email Retargeting: Use HubSpot workflows to send automated follow-ups based on user behavior (e.g., email opens, website visits).

• Audience Syncing: Connect CRM data to ad platforms (e.g., Google Ads or Facebook Ads) to retarget leads across channels.

• Example: A lead downloads an eBook → Workflow triggers a nurture email series → Ad retargeting follows for those who don’t engage.

4. Monitor and Optimize in Real-Time

Cross-channel campaigns are dynamic, and performance can fluctuate quickly. Real-time monitoring is critical for success.

How to Implement:

• Dashboards: Use Looker Studio or Tableau for real-time reporting.

• Alerts: Set up performance alerts in Google Analytics or HubSpot to notify you of significant changes (e.g., a drop in CTR).

• Iterative Budgeting: Reallocate spend to high-performing channels mid-campaign to maximize ROI.