That’s nearly half of your effort going unseen, and it could be the key to driving more effective growth strategies. The reality is, that many customers are more loyal to the sales channels they use than to the brands they buy from. This means your marketing channels don’t just affect traffic to your website—they shape purchasing behaviour across multiple platforms.
We’re going to show you how to gain a complete picture of your marketing performance by understanding omnichannel purchase behaviours. We’ll walk you through a simple 5-point framework that will help you harness these insights and dramatically improve your omnichannel marketing results.
Your bottom-of-funnel channels often compete for the same user demand across multiple sales channels, cannibalising sales. Meanwhile, your upper-funnel channels drive demand not only to their direct target but also create halo effects across omnichannel sales.
When we measure these effects, we often find both positive halo impacts and negative cannibalisation across sales channels. Top and middle-of-funnel campaigns generate demand that converts across multiple channels, even though this revenue rarely appears in standard platform reports. Just because a link directs traffic to your DTC site doesn't mean all the value is captured there.
Top-of-funnel channels raise overall demand, benefiting all sales channels. In contrast, bottom-of-funnel channels often fight for limited demand within a single channel, potentially cannibalising sales elsewhere.
We've measured these behaviours extensively. While each brand is unique, common themes emerge:
Your bottom-of-funnel channels might be cannibalising sales across channels, while top-of-funnel campaigns create demand that goes untracked. To truly understand your marketing's impact, you need to go beyond surface-level metrics.
COmpass Attribution measures the direct and indirect impact of every marketing channel, uncovering the hidden halo and cannibalisation effects. With these insights, you can optimise your marketing strategy to maximise omnichannel business value.
