Cross-Media Services — Shops Sending Mixed Messages

Thorough tracking of results is a critical component of cross-media, Bradford adds, noting that his company ties all of the “touches” in a marketing campaign into its CRM (customer relationship management) system. Responses to printed pieces, Web microsites, e-mail messages, Google ads, etc., all get entered into that system, so the effectiveness of each piece and channel can be measured. Cross Media is even able to track call center activity, despite outsourcing the work, because of the partnerships it has with those firms.