SlideShare a Scribd company logo
1 of 5
Download to read offline
Multichannel Marketing Solution Brief




                                        Multichannel marketing: creating a competitive
                                        advantage in today’s complex marketing landscape
                                        For marketing and customer intelligence executives


                                        Executive summary
                                        Customers are using more channels than ever to access product and services, often switching channels
                                        within a single transaction. If you understand how customers are interacting with your company across
                                        channels, you can optimize customer touch points, deliver relevant messaging, and help ensure that
                                        customers stay with your brand while they’re jumping between channels. You can also get a better read on
                                        how your campaigns are performing and make sure you’re spending your media dollars efficiently.

                                        As the case studies in this report show, companies that are using data-driven, multichannel marketing
                                        strategies are seeing dramatic results. For example, USAA increased its return on investment for e-mail
                                        campaigns by 12 times, Travelocity saw a 15% lift in conversion, and Dollar Thrifty improved response
“The growing number of data
                                        rates to promotions by 152%.
 sources is making it hard
 to understand customer                 Marketers need a cross-channel framework to understand customer behavior
 behavior.”                             To compete in today’s customer-driven marketplace, businesses must engage with customers across multiple
Allen Crane                             channels, including e-mail, search marketing, social and mobile media, call centers, and retail stores, to
USAA
                                        name a few. The challenge is coordinating these efforts—based on a holistic view of customer behavior—and
                                        developing strategies that use the right channels to engage the right audience at the right time.

                                        Marketers are asking themselves questions like:
                                        •	 Who	are	our	most	profitable	customers	and	which	channels	are	they	using	to	research	products,	make	
                                           purchases, and resolve support issues?

                                        •	 We	have	lots	of	information	about	our	customers,	but	it’s	stored	in	different	places.	How	can	we	use	it	
                                           to	deliver	targeted	content	and	offers?

                                        •	 I’m	running	search,	display,	e-mail,	and	in-store	promotions.	How	can	I	see	which	campaigns	are	
                                           driving revenue and optimize ad spend across channels?

                                        Bringing together data from all online and offline channels is the only way to get a complete picture of
                                        how customers are interacting with your company and why they may or may not convert. This process
                                        typically requires that organizations break down walls between marketing and information technology
                                        (IT) departments to establish an integrated data framework.

                                        A cohesive, multichannel analytics solution lets you view all customer interactions through a single lens
                                        and understand the full spectrum of customer engagement with your company. You can then use that
                                        understanding to improve the customer experience, create targeted messaging, attribute revenue to
                                        specific campaigns, and boost your overall return on marketing investment.
Success depends on knowing which marketing initiatives are delivering the
best results
In recent years, the interactive marketing world has become increasingly complex, as marketers have
come up with new ways to engage customers—and as customers have taken control of conversations
about brands and products. In both the B-to-C and B-to-B arenas, marketers have had to keep up with a
host of new technologies.

Marketing analytics and optimization solutions have emerged to help companies understand
purchasing habits, reach prospects when and where they want to be reached and establish more
meaningful relationships. But as marketers have rushed to create a wide variety of multichannel
tactics, they’ve had a fuzzy view, at best, of the overall effectiveness of each of channel and campaign.

“The growing number of data sources is making it hard to understand customer behavior,” says
Allen Crane, executive director of research and analytics for USAA. Part of the problem is the sheer
volume of data. To further complicate matters, customer information is stored in a multitude of
systems with different formats and file structures.

Perhaps the biggest obstacle to effective multichannel marketing is organizational, not technological.
In most companies, the marketing department doesn’t own customer data. Instead, an IT or business
intelligence (BI) organization manages the data generated by marketing campaigns. This lack of control
makes it difficult for marketers to create reports that provide meaningful insight into customer behavior.

As a fallback solution, marketers have been using one set of metrics to look at search marketing,
another for point-of-sale data, another for e-mail marketing, and still others for banner ads, web
traffic, support systems (such as call center and interactive voice response), and social and mobile
media. They try to optimize messaging and media budgets within each channel, but throw up their
hands at the idea of optimizing across channels.

The way forward requires technologies that integrate data from all channels to give marketers a
multidimensional view of customer behavior. It’s an effort that involves a radical shift in how marketing
and IT departments interact with each other and in how both groups think about customer data.


Best practices for multichannel marketing
Multichannel marketing is most successful when:
•	 The marketing department owns and operates a multichannel analytics platform. IT managers
   have enough to do already and, frankly, marketers need to move faster than IT is often capable of
   moving.	What	marketers	need	is	a	solution	that	reduces	complexity	by	automatically	correlating	
   data from all online and offline channels.

•	 The analytics solution provides deep visibility into the conversion funnel. By using common keys
   that	connect	information	about	a	customer	across	many	different	systems,	a	multichannel	solution	lets	
   marketers compare apples to apples. The right solution makes it easy to link behavior at the top of the
   funnel—such as a response to an e-mail or paid search campaign—with downstream conversion and
   retention metrics.

•	 Marketers use multichannel data to segment customers based on behavior. Instead of grouping
   customers into broad segments based on whatever information is easiest to access, marketers can
   use relevant demographic and behavioral data to deliver precisely targeted content to customers
   who	are	likely	to	purchase	a	specific	product.	This	approach	is	most	effective	when	the	analytics	
   solution is integrated with a testing platform that lets marketers quickly adjust their tactics based on
   live test results.

Multichannel marketing is producing dramatic results for customer-focused
companies
Several successful companies are already reaping the benefits of integrated, multichannel marketing
strategies. These companies have achieved impressive results by implementing a cross-channel analytics
solution and aligning their organizations to respond to multichannel marketing opportunities.
Case study: USAA
                                  USAA, a Fortune 100 company that provides financial services to military families, designed an analytics
                                  strategy to track customers’ financial and insurance needs throughout their lives, from weddings and
                                  first homes to college funds and retirement. “Our customers were already multichannel, but we
                                  viewed them as isolated interactions. The key was understanding the differences between good and
                                  bad cross-channel experiences,” says Allen Crane.

                                  By analyzing customer interactions across channels, USAA found that many customers were switching
                                  between channels during a single transaction. For example, customers would start an application online
                                  and finish it over the phone or check their account balance online while waiting in the call center queue.

                                  Crane’s team noticed that most customers who crossed channels during the application process were
                                  moving from the website to the phone, not the other way around. The team also used multichannel data
                                  to identify sequences of events that led to positive or negative customer sentiment. Applying these
                                  insights, the company optimized the user flow to help customers more efficiently complete transactions
                                  in their preferred channel, resulting in higher customer satisfaction and fewer unnecessary phone calls.

                                  USAA is also using multichannel analysis to support marketing efforts based on a customer’s life stage
                                  and behavior patterns. Crane’s team cross-tabulated data on customer satisfaction, demographic
                                  attributes, purchase history, and web and phone logs to identify opportunities for highly-targeted trigger
                                  campaigns. The return on investment for these campaigns is 12 times that of marketing initiatives that
                                  rely on standard audience selection models.

                                  Case study: Dollar Thrifty
“We always strive to better
 understand what content
 resonates best with our
 customers and respond to
 their needs through more
 personalized interactions.
 To do that, we need more
 than just surface-level,
 disconnected views of
 customer activities.”
 Sandy Martin
 Senior manager, Dollar Thrifty




                                  Dollar Thrifty utilizes a powerful, unified optimization platform for generating realtime reports from a single interface. The solution
                                  gathers current data from all the company’s sales channels and aggregates it instantly, saving an estimated 20 hours per month in
                                  manual analysis.


                                  After Dollar Rent A Car and Thrifty Car Rental merged, it became more difficult than ever for marketers
                                  to	get	a	clear	picture	of	customer	behavior.	With	customers	renting	cars	from	both	Dollar	and	
                                  Thrifty through a variety of channels—a toll-free reservation line, websites, and walk-in rentals,
                                  among others—the new company’s marketing team was struggling to collect, analyze, and act on
                                  customer data.

                                  “We	always	strive	to	better	understand	what	content	resonates	best	with	our	customers	and	respond	
                                  to their needs through more personalized interactions,” says Sandy Martin, senior manager at Dollar
                                  Thrifty. “To do that, we need more than just surface-level, disconnected views of customers’ activities.”

                                  Dollar Thrifty adopted a multichannel analytics solution that allows the marketing team to form a
                                  comprehensive profile of each customer and build meaningful audience segments. Martin and her
                                  colleagues are now able to create targeted campaigns based on such factors as purchase history,
                                  purchase origins, and online behavior—which web pages customers visit, how often they visit and
                                  where they go next—as well as in-store transactions and other activities.
“We	can	combine	customer	transactional	data	from	the	last	three	years	with	real-time	data	from	every	
channel—online or offline—to generate a variety of highly detailed reports that give us a crystal clear
picture of where customers are coming from, what they’re buying, and why they’re converting,” Martin
says. This data-driven approach helped Dollar Thrifty improve conversion, increase response rates to
promotions by 152%, and optimize advertising spend—resulting in savings of $1.7 million a year.

Case study: Travelocity




Travelocity takes advantage of critical insights into site traffic that help marketers optimize customer experiences at
several checkpoints throughout the purchase process. By delivering content with improved relevancy, Travelocity
experienced incremental conversions by up to 15%.



A leader in the travel services industry, Travelocity needed a deeper understanding of customer
interactions with its website in order to continue to grow its business. The company also wanted
to better understand the effectiveness of different customer acquisition vehicles such as e-mail
promotions, offsite display ads, social networking channels, and search engine marketing.

By implementing a multichannel analytics solution, the company gleaned critical insight into how
customers were using the Travelocity.com site. The marketing team analyzed each pathway by
product, acquisition channel, search attributes, and other variables to identify opportunities to
improve the customer experience and deliver targeted messaging. They created detailed audience
segments and ran iterative tests to optimize site content and promotional tactics.

“Ultimately, we were able to make more intelligent site decisions, giving users better product
options and more seamless, relevant experiences,” says Shankar Mishra, director of vacation
packages for Travelocity North America.

Using an integrated multichannel analytics and testing platform, the company achieved a 15%
increase in conversion and recouped its technology investment in just nine months. Like Dollar
Thrifty, Travelocity also used cross-channel data to analyze campaign results and allocate media
budget more efficiently, leading to a higher overall return on marketing investment.
Recommendations
                                Once you’ve decided to pursue a multichannel marketing strategy, the first steps depend on several
                                factors, including your existing business intelligence infrastructure, available budget, and business goals.
                                Remember to build organizational support within and across the marketing and IT departments at
                                each stage of the technology selection and implementation process.

                                If you want to improve customer satisfaction and resolve more support issues within low-cost
                                channels, you might begin—as USAA’s Allen Crane suggests—by identifying all multichannel
                                customer flows. Find out which products and touch points are driving cross-channel behaviors. For
                                example, are customers calling for support after viewing specific pages on your website? Pick two
                                behaviors you want to address and make them part of your strategy.

                                Whatever	your	goals,	you’ll	be	more	successful	if	you	focus	on	only	two	or	three	business	issues	at	
                                a time, testing and optimizing as you go. Then tackle additional questions and opportunities as
                                resources permit. Remember that multichannel marketing is as much an organizational journey as
                                it is a technology-driven endeavor. Be sure to communicate your progress and lessons learned to a
                                broad group of stakeholders. “Share results and give credit often,” says Crane.




For more information
Adobe Online Marketing Suite:
www.omniture.com

Adobe Insight—Multichannel
Analytics Solution
www.omniture.com/en/products/
multichannel_analytics




Adobe Systems Incorporated      Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All
                                other trademarks are the property of their respective owners.
345 Park Avenue
San Jose, CA 95110-2704         © 2011 Adobe Systems Incorporated. All rights reserved. Printed in the USA.
USA
www.adobe.com                   91052424 7/11

More Related Content

More from Romain Fonnier

ID5 - the state of digital identity - 2021
ID5 - the state of digital identity - 2021ID5 - the state of digital identity - 2021
ID5 - the state of digital identity - 2021Romain Fonnier
 
Audio programmatique panorama des acteurs technologiques sell side - iab fr...
Audio programmatique   panorama des acteurs technologiques sell side - iab fr...Audio programmatique   panorama des acteurs technologiques sell side - iab fr...
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
 
Le barometre du programmatique - IAB France - 2021
Le barometre du programmatique -  IAB France - 2021Le barometre du programmatique -  IAB France - 2021
Le barometre du programmatique - IAB France - 2021Romain Fonnier
 
La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
 
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
 
Smart identity indicator - Q1 2021
Smart identity indicator  - Q1 2021Smart identity indicator  - Q1 2021
Smart identity indicator - Q1 2021Romain Fonnier
 
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
 
Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
 
2019 programmatic advertising ecosystem europe
2019 programmatic advertising ecosystem europe2019 programmatic advertising ecosystem europe
2019 programmatic advertising ecosystem europeRomain Fonnier
 
CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019Romain Fonnier
 
CPA - Black Friday - 2020
CPA - Black Friday - 2020CPA - Black Friday - 2020
CPA - Black Friday - 2020Romain Fonnier
 
CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020Romain Fonnier
 
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
 
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesTracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
 
Baromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceBaromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
 
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
 
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
 
21eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 201921eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
 
Guide data - IAB france - 2019
Guide data - IAB france - 2019Guide data - IAB france - 2019
Guide data - IAB france - 2019Romain Fonnier
 
Etat des lieux de l'adoption des cmp iab france - decembre 2018
Etat des lieux de l'adoption des cmp   iab france - decembre 2018Etat des lieux de l'adoption des cmp   iab france - decembre 2018
Etat des lieux de l'adoption des cmp iab france - decembre 2018Romain Fonnier
 

More from Romain Fonnier (20)

ID5 - the state of digital identity - 2021
ID5 - the state of digital identity - 2021ID5 - the state of digital identity - 2021
ID5 - the state of digital identity - 2021
 
Audio programmatique panorama des acteurs technologiques sell side - iab fr...
Audio programmatique   panorama des acteurs technologiques sell side - iab fr...Audio programmatique   panorama des acteurs technologiques sell side - iab fr...
Audio programmatique panorama des acteurs technologiques sell side - iab fr...
 
Le barometre du programmatique - IAB France - 2021
Le barometre du programmatique -  IAB France - 2021Le barometre du programmatique -  IAB France - 2021
Le barometre du programmatique - IAB France - 2021
 
La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020
 
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
 
Smart identity indicator - Q1 2021
Smart identity indicator  - Q1 2021Smart identity indicator  - Q1 2021
Smart identity indicator - Q1 2021
 
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
 
Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021
 
2019 programmatic advertising ecosystem europe
2019 programmatic advertising ecosystem europe2019 programmatic advertising ecosystem europe
2019 programmatic advertising ecosystem europe
 
CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019
 
CPA - Black Friday - 2020
CPA - Black Friday - 2020CPA - Black Friday - 2020
CPA - Black Friday - 2020
 
CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020
 
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
 
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesTracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
 
Baromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceBaromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA France
 
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
 
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
 
21eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 201921eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 2019
 
Guide data - IAB france - 2019
Guide data - IAB france - 2019Guide data - IAB france - 2019
Guide data - IAB france - 2019
 
Etat des lieux de l'adoption des cmp iab france - decembre 2018
Etat des lieux de l'adoption des cmp   iab france - decembre 2018Etat des lieux de l'adoption des cmp   iab france - decembre 2018
Etat des lieux de l'adoption des cmp iab france - decembre 2018
 

Recently uploaded

TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 

Recently uploaded (20)

TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 

Multichannel marketing - Creating a competitive advantage in complex marketing landscape - Adobe 2011

  • 1. Multichannel Marketing Solution Brief Multichannel marketing: creating a competitive advantage in today’s complex marketing landscape For marketing and customer intelligence executives Executive summary Customers are using more channels than ever to access product and services, often switching channels within a single transaction. If you understand how customers are interacting with your company across channels, you can optimize customer touch points, deliver relevant messaging, and help ensure that customers stay with your brand while they’re jumping between channels. You can also get a better read on how your campaigns are performing and make sure you’re spending your media dollars efficiently. As the case studies in this report show, companies that are using data-driven, multichannel marketing strategies are seeing dramatic results. For example, USAA increased its return on investment for e-mail campaigns by 12 times, Travelocity saw a 15% lift in conversion, and Dollar Thrifty improved response “The growing number of data rates to promotions by 152%. sources is making it hard to understand customer Marketers need a cross-channel framework to understand customer behavior behavior.” To compete in today’s customer-driven marketplace, businesses must engage with customers across multiple Allen Crane channels, including e-mail, search marketing, social and mobile media, call centers, and retail stores, to USAA name a few. The challenge is coordinating these efforts—based on a holistic view of customer behavior—and developing strategies that use the right channels to engage the right audience at the right time. Marketers are asking themselves questions like: • Who are our most profitable customers and which channels are they using to research products, make purchases, and resolve support issues? • We have lots of information about our customers, but it’s stored in different places. How can we use it to deliver targeted content and offers? • I’m running search, display, e-mail, and in-store promotions. How can I see which campaigns are driving revenue and optimize ad spend across channels? Bringing together data from all online and offline channels is the only way to get a complete picture of how customers are interacting with your company and why they may or may not convert. This process typically requires that organizations break down walls between marketing and information technology (IT) departments to establish an integrated data framework. A cohesive, multichannel analytics solution lets you view all customer interactions through a single lens and understand the full spectrum of customer engagement with your company. You can then use that understanding to improve the customer experience, create targeted messaging, attribute revenue to specific campaigns, and boost your overall return on marketing investment.
  • 2. Success depends on knowing which marketing initiatives are delivering the best results In recent years, the interactive marketing world has become increasingly complex, as marketers have come up with new ways to engage customers—and as customers have taken control of conversations about brands and products. In both the B-to-C and B-to-B arenas, marketers have had to keep up with a host of new technologies. Marketing analytics and optimization solutions have emerged to help companies understand purchasing habits, reach prospects when and where they want to be reached and establish more meaningful relationships. But as marketers have rushed to create a wide variety of multichannel tactics, they’ve had a fuzzy view, at best, of the overall effectiveness of each of channel and campaign. “The growing number of data sources is making it hard to understand customer behavior,” says Allen Crane, executive director of research and analytics for USAA. Part of the problem is the sheer volume of data. To further complicate matters, customer information is stored in a multitude of systems with different formats and file structures. Perhaps the biggest obstacle to effective multichannel marketing is organizational, not technological. In most companies, the marketing department doesn’t own customer data. Instead, an IT or business intelligence (BI) organization manages the data generated by marketing campaigns. This lack of control makes it difficult for marketers to create reports that provide meaningful insight into customer behavior. As a fallback solution, marketers have been using one set of metrics to look at search marketing, another for point-of-sale data, another for e-mail marketing, and still others for banner ads, web traffic, support systems (such as call center and interactive voice response), and social and mobile media. They try to optimize messaging and media budgets within each channel, but throw up their hands at the idea of optimizing across channels. The way forward requires technologies that integrate data from all channels to give marketers a multidimensional view of customer behavior. It’s an effort that involves a radical shift in how marketing and IT departments interact with each other and in how both groups think about customer data. Best practices for multichannel marketing Multichannel marketing is most successful when: • The marketing department owns and operates a multichannel analytics platform. IT managers have enough to do already and, frankly, marketers need to move faster than IT is often capable of moving. What marketers need is a solution that reduces complexity by automatically correlating data from all online and offline channels. • The analytics solution provides deep visibility into the conversion funnel. By using common keys that connect information about a customer across many different systems, a multichannel solution lets marketers compare apples to apples. The right solution makes it easy to link behavior at the top of the funnel—such as a response to an e-mail or paid search campaign—with downstream conversion and retention metrics. • Marketers use multichannel data to segment customers based on behavior. Instead of grouping customers into broad segments based on whatever information is easiest to access, marketers can use relevant demographic and behavioral data to deliver precisely targeted content to customers who are likely to purchase a specific product. This approach is most effective when the analytics solution is integrated with a testing platform that lets marketers quickly adjust their tactics based on live test results. Multichannel marketing is producing dramatic results for customer-focused companies Several successful companies are already reaping the benefits of integrated, multichannel marketing strategies. These companies have achieved impressive results by implementing a cross-channel analytics solution and aligning their organizations to respond to multichannel marketing opportunities.
  • 3. Case study: USAA USAA, a Fortune 100 company that provides financial services to military families, designed an analytics strategy to track customers’ financial and insurance needs throughout their lives, from weddings and first homes to college funds and retirement. “Our customers were already multichannel, but we viewed them as isolated interactions. The key was understanding the differences between good and bad cross-channel experiences,” says Allen Crane. By analyzing customer interactions across channels, USAA found that many customers were switching between channels during a single transaction. For example, customers would start an application online and finish it over the phone or check their account balance online while waiting in the call center queue. Crane’s team noticed that most customers who crossed channels during the application process were moving from the website to the phone, not the other way around. The team also used multichannel data to identify sequences of events that led to positive or negative customer sentiment. Applying these insights, the company optimized the user flow to help customers more efficiently complete transactions in their preferred channel, resulting in higher customer satisfaction and fewer unnecessary phone calls. USAA is also using multichannel analysis to support marketing efforts based on a customer’s life stage and behavior patterns. Crane’s team cross-tabulated data on customer satisfaction, demographic attributes, purchase history, and web and phone logs to identify opportunities for highly-targeted trigger campaigns. The return on investment for these campaigns is 12 times that of marketing initiatives that rely on standard audience selection models. Case study: Dollar Thrifty “We always strive to better understand what content resonates best with our customers and respond to their needs through more personalized interactions. To do that, we need more than just surface-level, disconnected views of customer activities.” Sandy Martin Senior manager, Dollar Thrifty Dollar Thrifty utilizes a powerful, unified optimization platform for generating realtime reports from a single interface. The solution gathers current data from all the company’s sales channels and aggregates it instantly, saving an estimated 20 hours per month in manual analysis. After Dollar Rent A Car and Thrifty Car Rental merged, it became more difficult than ever for marketers to get a clear picture of customer behavior. With customers renting cars from both Dollar and Thrifty through a variety of channels—a toll-free reservation line, websites, and walk-in rentals, among others—the new company’s marketing team was struggling to collect, analyze, and act on customer data. “We always strive to better understand what content resonates best with our customers and respond to their needs through more personalized interactions,” says Sandy Martin, senior manager at Dollar Thrifty. “To do that, we need more than just surface-level, disconnected views of customers’ activities.” Dollar Thrifty adopted a multichannel analytics solution that allows the marketing team to form a comprehensive profile of each customer and build meaningful audience segments. Martin and her colleagues are now able to create targeted campaigns based on such factors as purchase history, purchase origins, and online behavior—which web pages customers visit, how often they visit and where they go next—as well as in-store transactions and other activities.
  • 4. “We can combine customer transactional data from the last three years with real-time data from every channel—online or offline—to generate a variety of highly detailed reports that give us a crystal clear picture of where customers are coming from, what they’re buying, and why they’re converting,” Martin says. This data-driven approach helped Dollar Thrifty improve conversion, increase response rates to promotions by 152%, and optimize advertising spend—resulting in savings of $1.7 million a year. Case study: Travelocity Travelocity takes advantage of critical insights into site traffic that help marketers optimize customer experiences at several checkpoints throughout the purchase process. By delivering content with improved relevancy, Travelocity experienced incremental conversions by up to 15%. A leader in the travel services industry, Travelocity needed a deeper understanding of customer interactions with its website in order to continue to grow its business. The company also wanted to better understand the effectiveness of different customer acquisition vehicles such as e-mail promotions, offsite display ads, social networking channels, and search engine marketing. By implementing a multichannel analytics solution, the company gleaned critical insight into how customers were using the Travelocity.com site. The marketing team analyzed each pathway by product, acquisition channel, search attributes, and other variables to identify opportunities to improve the customer experience and deliver targeted messaging. They created detailed audience segments and ran iterative tests to optimize site content and promotional tactics. “Ultimately, we were able to make more intelligent site decisions, giving users better product options and more seamless, relevant experiences,” says Shankar Mishra, director of vacation packages for Travelocity North America. Using an integrated multichannel analytics and testing platform, the company achieved a 15% increase in conversion and recouped its technology investment in just nine months. Like Dollar Thrifty, Travelocity also used cross-channel data to analyze campaign results and allocate media budget more efficiently, leading to a higher overall return on marketing investment.
  • 5. Recommendations Once you’ve decided to pursue a multichannel marketing strategy, the first steps depend on several factors, including your existing business intelligence infrastructure, available budget, and business goals. Remember to build organizational support within and across the marketing and IT departments at each stage of the technology selection and implementation process. If you want to improve customer satisfaction and resolve more support issues within low-cost channels, you might begin—as USAA’s Allen Crane suggests—by identifying all multichannel customer flows. Find out which products and touch points are driving cross-channel behaviors. For example, are customers calling for support after viewing specific pages on your website? Pick two behaviors you want to address and make them part of your strategy. Whatever your goals, you’ll be more successful if you focus on only two or three business issues at a time, testing and optimizing as you go. Then tackle additional questions and opportunities as resources permit. Remember that multichannel marketing is as much an organizational journey as it is a technology-driven endeavor. Be sure to communicate your progress and lessons learned to a broad group of stakeholders. “Share results and give credit often,” says Crane. For more information Adobe Online Marketing Suite: www.omniture.com Adobe Insight—Multichannel Analytics Solution www.omniture.com/en/products/ multichannel_analytics Adobe Systems Incorporated Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. 345 Park Avenue San Jose, CA 95110-2704 © 2011 Adobe Systems Incorporated. All rights reserved. Printed in the USA. USA www.adobe.com 91052424 7/11