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XCMO 2013: Opening Remarks

XCMO 2013: Opening Remarks



Adometry CEO Paul Pellman kicked off the inaugural XCMO Summit with a challenge to attendees to aggressively move cross-channel marketing and optimization to the forefront of their strategic agenda.

Adometry CEO Paul Pellman kicked off the inaugural XCMO Summit with a challenge to attendees to aggressively move cross-channel marketing and optimization to the forefront of their strategic agenda.



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  • Welcome to the inaugural Cross-Channel Marketing Optimization Summit. We know your time is important and we greatly appreciate that you have chosen to invest the time to attend our event. We are excited by the amazing program of speakers, huddles, and networking activities we have planned for you over the next 1 ½ days. It is our sincere hope that by attending XCMO, you'll return energized and armed with ideas enabling you to set your sights higher and achieve an even greater return from your marketing. To set the stage for the event, let me walk you through a few things that motivated Adometry to invest the time and money in putting this event together.
  • Adometry is proud to now call over 70 of the leading brands and their agency partners our customers. And we are adding new customers at accelerating pace. And working closely with these leading companies, we have learned quite a bit about their challenges, motivations, and opportunities for taking their marketing to the next level. Without question, they are all under increased pressure to drive greater results from their marketing investments. And when we talk with these companies, we typically here three strategic opportunities that are on their priority list.
  • The first strategic priority is mastering the customer journey. The customer journey has become much more complex:Gone are the days of customers considering and buying within a single channel - new channels, new formats, and new devices are now part of a much more complicated and dynamic ecosystem.Not only are there many more channels for marketing and communicating with prospects, they use and interactivity among those channels has increased significantly.The opportunity: better understand and leverage each of the touch-points to provide more relevant and compelling communications, shorten the cycle, and provide a much improved brand experience.
  • Marketing may be the only game where last place wins. Whether it is last click or another rules-based measure of performance, we have limited clarity on the full-funnel performance of our marketing investments – and this is in the digital world. Even more, few marketers are considering the impact of digital on offline conversions, nor the impact of offline media (broadcast, print, direct mail) on digital performance.
  • The second strategic priority is leveraging data to drive better results. We now have more data, both broader and deeper at our disposal to driven improved marketing performance.Social profile and engagement informationLocation informationMore robust data capture and tracking capabilitiesThe opportunity: leverage this “big data” to better understand marketing performance, optimize investment within and across channels, and create and deliver more relevant messages at the right time and place, at scale.
  • According to IDC, the data available online has increased 9X in the past 5 years to over 2Z bytes. Projected to be 4X that in 3 years. Big data technologies are helping provide the capabilities to collect, integrate model, and take action based on greater intelligence. However, it is early stages and for many, it currently is much more hype than reality.
  • The third and final priority is becoming “omin-channel” in our approach. Today’s marketer has a rich arsenal of channels, formats, and devices through which they can reach their target market and customers. Ultimately the consumer will tell which channels work for which segments, for which part of the buying process.
  • The result is a largely untapped opportunity. For our customers we see on average, 25-40% of unrealized potential, whether it is removing waste, improving efficiency, or maximizing their mix, there is real money on the table for those focused on marketing, measuring, and improving their investments with a cross-channel view of their market. And they are compelling.
  • The XCMO Summit is focused on discovering new, breakthrough ideas and tackling the complex challenges of measuring and maximizing your investments across all your marketing channels—display, search, affiliate, email, social, mobile and offline. We hope the next 1 ½ days will provide opportunity to take a step back and think strategically as you share ideas and opportunities with some of marketing foremost best minds and thought leaders.
  • I would like take a moment to thank all of our sponsors who taken a leap of faith with a first-time event and are key to helping make this happen. I encourage you to take some time to get to know the them and the problems they help you solve.