New Multi-Channel Analytics Platform Launches

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for performancein.com

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New Multi-Channel Analytics Platform Launches
Photo by FusePump

Advertisers can now delve deeper into the performance of their products. With FusePump’s Multi-Channel Marketing Platform (MCMP), it’s now possible to control how items are being promoted all the way down to the attribute level.

Using the dashboard, marketers can identify and resolve any performance issues that may be occurring. Feedback on the data quality can be given thanks to a number of options inside FusePump’s MCMP, according to Sam Hodges, head of client services at FusePump.

“It [MCMP] gives marketers the ability to drill down into their data and analyse trends across the various channels,” explained Hodges. ”It is also possible to create business rules directly, giving marketers more direct control of their product data and online campaigns.”

Data Feed Rules

Feed Manager is the main gateway to the platform and allows rules to be built into data feeds. The rules can be adjusted at a later date for optimisation purposes. For example, any products that aren’t performing can be excluded from a feed.

In a similar vein to other analytical platforms, the Feed Inspector section of MCMP lets advertisers sort the data and export it to a Microsoft Excel Spreadsheet. Some of the metrics on offer include categories, sub-categories, products and attributes.

Finally, the MCMP’s Performance Dashboard provides access to even more e-commerce metrics such as sales volumes (by unit), earnings-per-click and cost-per-acquisition. The near real-time reporting means thresholds can be set to trigger custom notifications and alerts.

Brand Tested

Chemist Direct is one of the first companies to use the MCMP. The online chemist has been working with FusePump on the platform for several months and the company’s marketing director, Richard Garrod, appears to be a big advocate.

“It gives marketers the ability to drill down into their data and analyse trends across the various channels,” Garrod said. “It is also possible to create business rules directly, giving marketers more direct control of their product data and online campaigns.”

FusePump has stated that advertisers don’t necessarily require one of its own data feeds. Instead, a current data feed or API can be integrated into the MCMP by advertisers as an alternative to signing up to one of FusePump’s own feeds.