A qualitative study of multi-channel marketing performance measurement issues

Abstract

The aim of this study was to provide quantitative research propositions for future researchers studying multi-channel marketing performance. The literature suggests that multi-channel marketing is becoming more prevalent and offers many opportunities to organisations. Multi-channel marketing is, however, more complex to implement and measure than traditional single or dual-channel marketing. Thirty-one senior marketing executives from a diverse range of industries were asked to provide a single key challenge in the area of multi-channel marketing. The fi ndings suggest that the main areas of multi-channel marketing measurement problems are: (a) understanding return on channel investment, (b) understanding customer channel preference and (c) isolating individual channel impact. The paper concludes by using both the qualitative fi ndings and implementation theory to provide propositions for future research as well as tentative management Guidelines.