Issue 6: Projecting impact in order to prioritize the right channels
Welcome to the 6th in our Navigator365™ Insights series. Designed to explore key concepts in omnichannel engagement and demonstrate practical uses of Navigator365™, these were sent as emails to help our active users harness the full power of the platform, but the valuable insights they offer are just as relevant to anyone involved in omnichannel strategy and engagement.
Once the content and channels have been identified, the prioritization and planning stage requires you to focus on what really matters and what is doable in your situation. And when allocating that precious budget and deciding which channels to prioritize, it would be useful to be able to compare the relative effectiveness of the different channels on offer.
This is why, as part of our Navigator365™ customer engagement insights research, we developed the MultiChannel eQuivalent – or MCQ for short. Put simply, the MCQ concept provides us with a standard unit of engagement that enables you to compare the relative impact of different channels against a reference channel (in the commercial setting, this is the face-to-face rep visit).
It’s best to think of MCQ as directional, in that it should nudge you in the right direction. Use these insights to help select channels that have a high reach and impact in your selected market and therapeutic area, but also to learn which channels might be worth de-prioritizing for now. Using these insights in combination with other important parameters like channel cost, experience, feasibility, fit for purpose, etc will help you further optimize your channel mix.
These and many other insights can be found using your active Navigator365™ Core licenses.
Navigator365™ Insights is just part of our commitment to ensuring our users get the most out of their data. Stay tuned for more Navigator365™ Insights and empower your journey to omnichannel excellence.
Already an active Navigator365™ user? Why not dive into your insights right now!
Interested in finding out more about how the Navigator365™ offering can deliver an unparalleled head start for your next customer engagement plan? Then please get in touch!
