George Frangakis, Country Manager of ForestView, describes how you can optimize your performance through cross-channel Marketing. This keynote was delivered at the 4th Distance Selling & eCommerce Conference in Athens.
The IssuesToo much information in too many places: 35% Organizations say that integrating multiple data sources is a challengeThey don’t understand the benefits: 30% Having a hard time understanding how marketing analytics useThey lack the talent: 30% Having problems finding the right people with the right knowledge 2013 Big Data for Marketing, Aberdeen Group
Define KPI Across ChannelsLikes Cost Per Like Conversions Engagement Number of leads Lead conversion rate Cost of lead / sale Sales revenue Cost Per Action Transaction value per customer Lifetime value of customers Share of repeat customers
Last Click Attribution?Customer clicks across channels
Cross Channel Marketing Centralised monitoring Automated Decisions1. Gather Cost and performance data2. Over a targeted time window3. Generate and validate attribution rules4. Automate media decisions Better ROI
Financial Offer Cross Channel Marketing is: Centralised Data Monitoring Automated Decisions Cross Channel Attribution Cross Channel Optimization See the big pictureThank You! www.forestview.eu
Cross Channel Attribution Models• First interaction, last interaction attribution• Position based - assign attribution based on the position of a touch point along a touch point path.• Linear - All touch points are equally effective, attribute evenly• Customized - arbitrary attribution that reflects managerial judgment on the position of the touch point, touch point type or traffic source.• Time decay - systematically assigns a higher attribution weight to a touch point that is closer to the final conversion. Speed of decay can be controlled.
Optimise Images Text Interests Age Groups Type of ads Time Banners WebsitesEach Communication Channel Daily Monitoring Process