Information Technology

Gartner Glossary

Channel Analytics

A superset of Web analytics, channel analytics are not restricted to Web channels, but include direct mail, the customer contact center, mass media, store or branch locations, and all other distribution or customer-contact channels. The different elements of business — for example, payment and shipment processes, and customer support and authentication — need to be measured and analyzed. Channel analytics examine costs, usage, efficiency, integrity, integration with other systems and the value of each channel, separately and in relation to each other.

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