The 2013 Digital Marketer: Cross-channel campaign management
 

The 2013 Digital Marketer: Cross-channel campaign management

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This Webinar covers: ...

This Webinar covers:
-- What true cross-channel marketing is – and why it’s an imperative today
-- Challenges and solutions around measuring across channels
-- The Marketing Sophistication Curve(SM)
-- Demonstrating financial contribution

View the recording and download The 2013 Digital Marketer Report here: http://www.experian.com/marketing-services/2013-digital-marketer-report.html?WT.srch=EMS_SlideShare

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    The 2013 Digital Marketer: Cross-channel campaign management The 2013 Digital Marketer: Cross-channel campaign management Presentation Transcript

    • The 2013 Digital Marketer: Toppling Barriers to Cross- Channel Campaign Management Marcus Tewksbury, GVP, Product Strategy Pamela Robertson, Senior Director, Marketing @ExperianMkt #BeDigital©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or regi stered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
    • Introducing our speaker Marcus Tewksbury, GVP, Product Strategy Agenda:  What true cross-channel marketing is – and why it’s an imperative today  Challenges and solutions around measuring across channels @tewksbum  The Marketing Sophistication CurveSM Cross-channel marketing is  Demonstrating financial contribution about changing the way marketers The 2013 Digital Marketer Report: ex.pn/2013DM think and execute campaigns.© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 2
    • The 2013 Digital Marketer Cross-channel campaign management What percent of U.S. organizations interact with customers and prospects in five or more channels? 36%© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 3
    • Life is the channel© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 4
    • Modern customer interactions Customers expect seamless interactions across channels Channels Awareness Interest Desire Acquisition Postcard Catalog Weekly newsletter Free shipping Loyalty capture Promotion Community promotion Local discount Retarget offer© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 5
    • Organize around the customer Awareness Acquisition Interest Desire© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 6
    • Impact of marketing team structure on campaign integration Source: Experian Marketing Services, The 2013 Digital Marketer Report© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 7
    • The online and offline customer experience Source: Experian Marketing Services, The 2013 Digital Marketer Report© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 8
    • The Marketing Sophistication CurveSM INDUSTRY BENCHMARK (‘) Multichannel Cross-channel marketing optimization PLAN PLAN Channel Recognizing Triggered and drip channel preference campaigns optimization ANALYZE Scoring, modeling, ANALYZE ANALYZE Channel and advanced Response Revenue / outcome execution segmentation attribution causation SPEAK SPEAK SPEAK SPEAK Single channel, Enabled across Personalized Faster cycle times multiple platforms Fire and forget interaction LISTEN LISTEN LISTEN LISTEN File based list Persisting results Voice of customer Consolidated view processing over time per channel of customer© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 9
    • Measurement problem© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 10
    • Goal is to maximize customer equity© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 11
    • Today, we measure and optimize at the campaign level… Campaign Response Weekly email newsletter send Opens Clicks Transactions Open Click-through Conversion Measurement rate rate rate $$ Contribution $$ Optimization Attributable sales Attributable sales Newsletter cost per sale Newsletter© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 12
    • … but not necessarily at the customer level Open Click Transact Open Call Transact Weekly newsletter Catalog Fatigue Wrong place Time shift or time© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 13
    • Organize around the customer Awareness Acquisition Interest Desire© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 14
    • Measuring customer value 12 Items Dana: $69.00 $378.00 6x Frequency Annual sales Basket size # of transactions Total amount of Average # of items on across all channels sales per customer each transaction in the fiscal year Basket sale Average total sale price of all transactions© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 15
    • Alter the planning process Customer > Sales stage > Content > Channel Customer Awareness Interest Desire Acquisition Opening Free shipping Retarget Opening Catalog Local discount Community promo Loyalty capture Newsletter Catalog Free shipping Retarget© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 16
    • Budget maximization Being accountable and delivering value creation in terms relative to the business Business value maximization Accountability Budget© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 17
    • Two measures of value creation PerformanceMarketing internal rate of return (IRR) Holdout Target Return on advertising spend© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. (ROAS) #BeDigital 18
    • Experian Marketing Services Intelligent interactions. Every time. Identify and profile Engage them in their Find more of them your best customer preferred channels Best customer© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 19
    • Questions Join our upcoming Webinars: April 25, 1:00 PM EST May 9, 1:00 PM EST Holiday insights for the The 2013 Digital Marketer early bird marketer Webinar Series continues with Consumer insights for amping up your campaigns© 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #BeDigital 20