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Web Analytics in the Bigger Picture of Cross-Channel Analytics
The document discusses cross-channel analytics, which involves collecting and analyzing customer interactions across multiple channels like digital, phone, print, and in-person. It outlines common goals of cross-channel projects, challenges, key terminology, standard components, and examples. Standard components include defining KPIs, customer segmentation, time standardization, and metric scoring. Advanced components involve model scoring, text mining, topic cross-referencing, automated metric handling, and forecasting. The document concludes that cross-channel analytics provides benefits like a holistic customer view but also encounters challenges that solutions have been identified for.
