What is an Omni-channel report?
An Omni-channel report is a tool that consolidates data from multiple sources (e.g., CRM systems, e-commerce platforms, social media channels) to track and display key performance indicators (KPIs) (e.g., customer satisfaction, sales conversion rates, inventory levels), enabling teams to monitor performance across all channels and create presentations for stakeholders.
Omni-channel reports are typically built using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.
What to include in an Omni-channel report?
An actionable Omni-channel report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive Omni-channel reports
Executive reports for CMOs, CEOs, and clients show the overall business impact. Reviewed weekly, monthly, or quarterly, they include:
- Customer journey analysis: by channel, using attribution models to understand customer interactions across touchpoints.
- Sales performance analysis: revenue, average order value, and conversion rates from different channels.
- Inventory and supply chain analysis: stock levels, turnover rates, and supply chain efficiency.
- Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.
Omni-channel manager reports
Manager reports have cross-channel views with drill-downs to see performance by product, region, team member, and customer segment. They help align teams, define tactics, and include:
- Cross-channel reporting: overall performance, product, or region reporting across channels.
- Goal tracking: compare current performance vs objectives.
- Audits for prioritization and spotting issues
- Competitive analysis for channel and tactic mapping.
- Customer behavior and preference research
Operational Omni-channel reports
Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Inventory management: stock levels, reorder points, and fulfillment rates.
- Customer service: response times, resolution rates, and customer feedback.
- Sales channels: conversion rates, cart abandonment, and channel-specific performance.
- Logistics: delivery times, shipping costs, and return rates.
Operational Omni-channel reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
How to build an Omni-channel report?
To build an Omni-channel report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email.
Here’s the breakdown:
Connect data sources
Define and connect the data sources to bring to your report. Common sources are CRM systems for customer data, e-commerce platforms for sales data, and social media channels for engagement metrics.
To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report.
You can follow these tutorials on connecting your data:
Choose a template
Choose from dozens of Omni-channel report templates in Google Sheets or Looker Studio, designed for use cases like sales monitoring, inventory management, and customer engagement.
Learn to copy Looker Studio templates.
While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, and all the fields and metrics that you define as "conversions" and "revenue".
Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your Omni-channel reporting use cases, such as sales monitoring, inventory management, and customer engagement.
Select metrics, dimensions, and charts
Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:
- Select the data source and the account connected to it
- Choose metrics (e.g. Sales, inventory levels, customer satisfaction, etc.).
- Choose breakdowns to segment your data (e.g. by date, product category, region, etc.)
You can follow these tutorials on adding data to your reports
Design
To make your Omni-channel reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your Omni-channel reports:
Share
Share your Omni-channel reports via links, PDF, schedule emails, and control permissions.
KPIs to include in an Omni-channel report?
Omni-channel reports should include a mix of customer journey, sales, inventory, and efficiency metrics and KPIs to fully understand the performance across all channels towards business goals. They include:
Customer journey KPIs measure the buying process across channels:
- Engagement metrics: customer interactions, feedback, and satisfaction scores.
- Conversion metrics: sales conversion rates, cart abandonment rates, and repeat purchase rates.
Efficiency KPIs compare your outputs to the cost, including:
- Inventory: turnover rates, stock levels.
- Sales: cost per sale, average order value.
Effectiveness KPIs compare the input with the output from one stage to another
- Customer engagement: response times, resolution rates.
- Sales: conversion rate, repeat purchase rate.
Sales and cost KPIs show the bottom-line impact of your Omni-channel performance:
- Sales: total revenue, average order value.
- Cost: operational expenses, logistics costs.
- Efficiency: ROI, cost per acquisition.
- Effectiveness: customer lifetime value, retention rate.
To analyze these Omni-channel KPIs, segment them by:
- Channel: online, offline, social media, e-commerce
- Time: Hourly, daily, weekly, monthly
- Customer: demographics, behavior, preferences
- Content: promotions, campaigns
