Alight’s platform, ChannelMix, is built on top of Google Analytics, a key tool in the marketing ecosys-tem. Google Analytics provides consistent campaign measurement for the marketing tactics driving to a website and is the first step in enabling true measurement and multi-channel attribution. However, Google Analytics isn’t a data management platform and isn’t equipped to connect and consolidate all sources of marketing data. That’s why ChannelMix delivers a single source of truth for insight-seeking marketers to understand cumulative performance, enhance and optimize campaigns, and accurately attribute success to specific channels. It’s a solution that completely transforms how organizations view and manage their customer decision journeys and overall marketing. “Customers today utilize multiple marketing channels in their decision-making journey,” adds Hertig. “With ChannelMix, we help organizations more effectively use Google Analytics, as well as their other marketing channels, to better understand their customer decision journey to drive leads, sales, and brand engagement.”
For the future, the company will continue to invest in their unique platform, releasing a customizable user interface that will allow clients more visibility and control over their data and reporting. “There are a lot of one-size-fits-all solutions available out there, but we want to give the clients a different experience that will make them market leaders,” concludes Hertig.