Tapping into Your Data Goldmine: Cross-Channel Knowledge Sharing

What’s the point of advertising through multiple channels if you aren’t going to leverage the insights you gain? Marketers are constantly trying to identify fresh new ways to “move the needle,” while they are sitting on an untapped goldmine of data. In order to fully benefit from your historical results, you must be willing to look at the holistic landscape of your marketing plan and identify which components can be used to fuel growth in other areas.

Can your SEO rankings be used to determine gaps in your paid search coverage? Can your social media sentiment be used to provide new site content ideas? Can your display ads be used to gather useful demographic information for your TV or radio efforts? The answer to all of these questions is a resounding “yes.”

Why Should You Care?

The advertising space is cluttered with too many “I think” and “I feel” statements when crafting advertising strategies.

“I think this is the right audience to target.”

“I feel these networks will perform the best.”

Using the research you already have as well as past campaign results, all of these “I think” sentences quickly turn into a confident “I know” action plan. Even if your current campaigns are exceeding goals and performing well, you are essentially wasting your money if you aren’t pulling out key insights from each channel and applying those learning across all of your marketing tactics.

What Should You Do?

The most important step in cross-channel knowledge sharing is analyzing your data. You cannot properly leverage your insights without first analyzing the results and learnings from your current campaigns. It’s important to look beyond the standard Key Performance Indicators (KPIs) during this step. Instead of simply observing how many clicks, leads, or sales a particular channel delivered, look even deeper to find useful learnings such as demographic data, user behavior, or marketing attribution paths that could be used across multiple channels.

Once you have gathered the insights from your current campaigns, the next step is to initiate an open dialogue across your different marketing departments, partners, or agencies. It’s paramount for your entire marketing team to share learnings for the overall marketing plan to benefit from the data and to incorporate your findings across all channels. For digital advertising campaigns, for example, creating this dialogue provides your team the chance to see what efforts are driving traffic to your site, identify who these site visitors are, and observe what their visitors are doing once they get to your site. For offline advertising campaigns, this is a chance to use the demographic insights gained from online efforts, for example, to revise the media buy and target TV, print, or radio placements that better align with your audience.

The last step is to implement your findings across your various marketing channels. If you discovered the majority of your traffic from SEO is coming from branded terms, you can quickly ramp up your non-brand efforts in paid search. If your social media team saw an increase in the amount of people talking about your recent product recall, your content team can create a new page to discuss your customer’s concerns and provide a chance to discuss the recall in a controlled and brand-owned environment. If the majority of your conversions from display ads are coming from people aged 25-34, you can revise your TV plan to show commercials during shows that align with that age group.

Cross-Channel Knowledge Sharing In Action

Every channel benefits from this approach differently, and each channel also provides unique insights into the other components of the marketing plan, but it is essential to share knowledge across the entire team for you to truly optimize your campaigns.

Your paid search team, for example, can share valuable insights into keyword performance, top performing ad copy, top converting geographies, and a plethora of other useful knowledge. The SEO team can benefit from the keyword insights, using this data to craft the keyword strategy for the organic search strategy. The email team might be able to use the top performing ad copy for subject lines in an upcoming email blast. Your sales team should be able to use the geographic data to see where sales or leads are up, and where it might be beneficial to focus on to increase those numbers. Likewise, the paid search team benefits from all of those channels in a variety of ways. SEO provides value by sharing which landing pages convert the best, for example, and the paid search team can incorporate these pages into ad copy or site link optimizations. Similarly, the email team can provide a list of the emails with the highest open rate, and paid search could use their subject lines for testing of ad copy headlines and descriptions. The sales team could provide insight into which areas of the country have the highest conversion rate, and paid search could use that insight to craft bid strategies and increase their presence in those areas.


The only way to truly improve your campaign performance is to correctly identify your target audience and provide them with a targeted message precisely when they are ready to engage with your brand. You should use the learnings from each of your marketing channels to influence and optimize the other elements, thereby triggering ongoing updates to strategy, messaging, and chosen tactics. Once you implement a proper cross-channel, knowledge-sharing strategy, you will be able to improve your campaigns across all levels of the customer journey.


Did you like this post?  Let us know why (or why not) in the comments. In the meantime, check out our blog Maximizing Reach: Get the Most from Bing Shopping to discover how to profitably capture demand by diversifying your Bing and Google shopping strategies.

About Fathom Team Member

Leave a Reply