Nederlands 
English Cross-media planning
for omnichannel retail
Omnichannel retailers plan media for stores, webshop and brand simultaneously. Datafy calculates in advance which allocation delivers the most revenue.
Planning per channel instead of as a whole
In many omnichannel organisations, media is planned per channel or per team. The digital team plans digital, the brand team plans TV and out-of-home, and the stores run their own promotions.
Each plan is logical on its own. Together they do not form an optimal whole, because the channels reinforce each other and compete for the same budget. Nobody calculates the total.
Cross-media planning means: evaluating the allocation across all channels at once on expected revenue.
How Datafy supports cross-media planning
Datafy turns separate media plans into a calculated whole.
All channels in one plan
Online, TV, radio and in-store media are calculated together against revenue from all sales points.
The optimal allocation
Datafy calculates which budget allocation across channels delivers the highest expected revenue.
Planning per period
Season, promotional weeks and public holidays are factored into the planning per period.
Compare scenarios
You place multiple plan variants side by side and choose based on expected outcome.
What it delivers
A cross-media plan calculated as a whole delivers more revenue than the sum of separate channel plans. Channels that reinforce each other are aligned, duplicate spending on saturated channels disappears.
The plan is also substantiated: every euro is linked to an expected contribution. Read also about media budget optimisation for retail and budget forecasting.
Frequently asked questions
What is cross-media planning?
Cross-media planning is the planning of media budget across all channels in conjunction, online and offline, so the allocation is optimal as a whole rather than per channel.
How do I know what an allocation will deliver before I execute it?
Datafy calculates a budget allocation through to an expected revenue figure using the saturation curves per channel. You see the effect before the budget is committed.
Does Datafy include store revenue?
Yes, where the data allows. Datafy can analyse revenue from stores and webshop together, so the media plan steers on total revenue.
Can I compare multiple plan variants?
Yes. Through scenario planning you place plan variants side by side and choose the allocation with the highest expected outcome.
Plan your media as a whole.
Book a demo and see how Datafy calculates your cross-media plan.