Omnichannel Marketing and Cross-Channel Tracking («OMCT»)

Omnichannel marketing today requires far more than parallel campaigns: it is about an integrated experience and measurable impact across all channels. In this course, you will learn the basics, technologies and strategies for successful omnichannel communication with consistent tracking and apply these directly in use cases.

Topics:

• Differences between multi-, cross- and omnichannel (incl. maturity model)
• Customer journey mapping & data-based attribution (GA4, Adtriba, Meta)
• Cross-channel tracking with server-side technologies, CDPs and consent management
• Customer identity mapping with hashed IDs, OneLog, Unified ID 2.0
• Measurement of CLV, NPS, CSAT & retention rate for sustainable omnichannel growth
• AI-supported segmentation, DCO (Dynamic Creative Optimisation) & predictive targeting
• Swiss case studies (TopCC, retailer, insurance, e-commerce)

This course combines theoretical input with practice-orientated exercises and case studies. You will benefit from a mixture of lectures, discussions and group work.

Marketing and communication specialists, digital marketing managers, CRM managers and anyone who wants to expand their omnichannel expertise.

Initial experience in digital marketing and basic knowledge of campaign management are recommended.

Please bring your own laptop.
You can use it to save what you have learnt and been shown directly to your environment and use it immediately for your daily work in the company. If you do not have a laptop, we can provide you with a computer. Please contact info@digicomp.ch after registering for the course.