3 approaches to adopt omnichannel analytics for your business

In this post Julia Holovko, CMO at Ringostat will describe 3 approaches to start working with omnichannel data for small to mid-sized and large businesses. 

What is an omnichannel analytics? 

It’s a marketing approach that focuses on clients’ behavior. Instead of analyzing all the advertising channels you use separately, omnichannel approach proposes to develop a holistics strategy of tracking each client on every stage of a sales funnel. When the client  switches between communication channels of your company, you can still gather all the information about his/her actions. This allows to adopt a personalized approach for each  of your customers and make them more loyal.I propose 3 approaches to work with omnichannel data for your business. In order to choose one of them, you have to estimate your company`s  turnover, marketing budget and the amount of data you’ll have to process. 

   1. If you are a small business owner.

For small businesses with limited marketing budget and minimum resources to spend on web analytics, it’s enough to use Google Spreadsheets or Microsoft Excel. The first one is more convenient, because you can share the documents with different people and provide them with different access levels. In order to do this, configure data export from Google Analytics and CRM system (or from your website administration panel). Also don’t forget about including call events into your data export from Google Analytics. What if you choose the simplest omnichannel analytics based on Google SpreadsheetsSuch Google Spreadsheets feature as embedded formulas will help you form a table with the number of conversions and transactions generated by your advertising sources and keywords. If you don’t like using automatic formulas, everything can be done manually. 

   2. If you’re a mid-sized business.

The second set of web tools is for the companies that receive a lot of online and offline requests. In this case, using Google Spreadsheets can be a little bit difficult.   

The set of tools you’ll need:

  • Google Analytics;
  • CRM;
  • Automatic call tracking;
  • Microsoft BI (optionally);
  • OWOX BI.

At this stage of development businesses need to automatically calculate the expenses (here we consider OWOX BI as a tool working on this issue). Google Analytics here is a key service that gathers all data. It’s a popular tool with a handy interface that provides users with a diverse functionality.  

However, this model has some disadvantages:

  • When reaching more than 40,000 sessions per day, Google Analytics can create a sample of data and analyze it. Thus, the results you receive can differ from the real ones;
  • Google Analytics  web interface possibilities are limited;
  • You don’t have an access to a particular user;
  • You don’t have an access to a particular session;
  • Impossible to transmit personal data.

   3. If you’re a large business owner and you need to analyze huge volume of data.

If you have a big online store with an enormous traffic volume, it becomes difficult and nearly impossible to analyze this traffic in Google Analytics. In this case you have to find a service that will be adapted to your transactions volume.The most popular one is Google BigQuery –  the web service that enables interactive analysis of massively large datasets. But you can also use MySQL, Mongo, Kissmetrics, Woopra. The last one is handy, because the information gathers around users’ profiles, and the data analysis becomes more precise.  

The set of tools you’ll need:

  • Google Analytics;
  • CRM;
  • Automatic call tracking;
  • Database: cloud Google BigQuery or your own database (MySQL, Mongo);
  • Data visualisation tools Excel, Google Spreadsheets, Microsoft Power BI, Google Data Studio, Tableau, Qlikview.

Large volumes of information need to be visualized. This will allow you to quickly grasp through data arrays, determine different trends and draw analytical conclusions. There’re different tools that can help you with this, but the most popular one is Qlikview.  

Opportunities businesses will open when using this model.This model will allow you to see the percentage of traffic that arrives on the pages with the product that aren’t in stock. In other words, you can see the dependence of your profit from the availability of different units, and determine how logistical problems influence on your economic performance. Also you can analyze the correlation between sales and the number of js-errors on the webpage. Thus, you determine the weakest points of your software.


Use of an omnichannel analytics has to be appropriate for a particular project. You can choose one of the approaches according to the volume of inbound traffic, the number of clients per day, your advertising budget. I suggest that your spending on analytics services doesn’t have to exceed the 5-10 percent of your advertising expenses. After setting up your sales process and dealing with primary data analytics challenges, you can try to use atypical attribution models, as well as cohort analysis models and multi channel sequences. This will allow you to pull out more information from the data you have and make the right decisions based on it.