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Cross Channel Segment Intelligence Dashboard in Marketing Intelligence
The Cross Channel Segment Intelligence dashboard brings together data from paid channels, such as Meta and Google, and owned channels, such as Email and SMS, to provide a unified view of audience performance across segments.
What the dashboard shows
The dashboard surfaces audience performance insights across paid and owned channels. Use the dashboard to:
- Identify the highest performing audience segments: Compare segment performance across channels.
- Compare paid and owned channel performance: Analyze results across channels in a single view.
- Explore demographic insights: Identify how demographic groups contribute to performance.
- Evaluate efficiency metrics: Review metrics such as return on ad spend (ROAS) and cost by segment and channel.
- Detect cross-channel trends: Identify patterns in how audience segments engage across multiple touchpoints.
When to use
Use the Cross Channel Segment Intelligence dashboard when:
- You want to compare audience segment performance across paid and owned channels.
- You need to identify which segments are most efficient on specific channels and where budget reallocation could improve return.
- You want to compare how demographic groups perform across channels.
- You want to detect cross-channel engagement patterns for a specific audience segment.
Use case
Lina, a marketing manager, reviews audience performance across her paid and owned channels. One segment shows high spend on Meta but lower return compared to other channels.
She explores the segment in more detail and sees that customers aged 25 to 34 within this segment perform better on Google Search than on Meta.
Based on this insight, Lina reallocates part of the budget to Google Search. She then monitors the ROAS and cost-per-conversion for that segment in the dashboard to confirm whether the reallocation improves return.
