Multichannel Marketing: Your 5-Year Plan

T e esi e a efo t e h s l s r rm h d 1 / 0 0 W e c s: 0 3 / 8 bat lc a n l rei : Mut h n e Mak t g i n Y u 5Y a Pa o r -e r ln

This American Marketing Association webcast was Sponsored by Aquent Aquent is the only global staffing company dedicated to marketing and creative services organizations Our customers are industry leaders 90 of the Fortune 100 2/3 of the Fortune 500 Other Services Consulting Training Outsourcing Translation IT Solutions Offices to help you across the globe Nearly 70 offices in 17 countries 40 offices in major metros across North America Contact us aquent.com 877 227 8368

Multichannel Marketing: Your 5-Year Plan Blog: MultichannelMetrics.com Akin Arikan AArikan@unica.com

Bottom-up View: Multichannel Behavior Makes Our Jobs Harder Broad- Direct Call Cast Mail Store Internet Center Become Aware 1. How to measure ROI of marketing Consider efforts? Transact 2. How to be customer- centric? ` Service © 2008 Unica Corporation 5

About Unica Rated as the leader in Enterprise Marketing Management Known for Customer Success with Solutions for: • Interactive Marketing across online + offline • Web Analytics Revenue ($M) Worldwide presence Financially solid and growing © 2008 Unica Corporation 6

Tactic vs. Strategy of Analytics Driven Multichannel Marketing Analytics As Basis for Competing Just a Tactic for ROI improvement For Tactic / As Basis for Convenience Competing Channels © 2008 Unica Corporation 12

Big Picture Summary 1. Aim for Multichannel Marketing Strategy First Can Channels be a Competitive Strategy rather than just tactics? 2. Show some Analytics Pride! Compete on analytics instead of just labor costs Can you identify a way to compete on analytics vs. just using them for incremental ROI improvement? 3. Repeat © 2008 Unica Corporation 13

Bottom-up View: Multichannel Behavior Makes Our Jobs Harder Broad- Direct Call Cast Mail Store Internet Center Become Aware 1. How to measure ROI of marketing Consider efforts? Transact 2. How to measure customer ` Service behavior? © 2008 Unica Corporation 15

Addressable vs. Non-Addressable Channels Response ONLINE OFFLINE Channel Direct Sales Mail / Fax Web Site Phone Contact Mobile E-mail Store Blog Viral Viral Channel TV/Radio/Print (Not addressable) Advertising Out-of-home Events Product Placement In Store Call Center Direct Response Direct mail (Addressable) Service Team Mobile Email Web Ads Search Web site © 2008 Unica Corporation 16

Online, Direct, & Brand Marketers Focus on Different Sweet Spots Response ONLINE OFFLINE Channel Direct Sales Mail / Fax Web Site How can the Phone Contact Mobile E-mail Store Blog Viral Viral Channel white spots be TV/Radio/Print covered? (Not addressable) Advertising Out-of-home Events Brand Product Placement Marketers 1.Share methods In Store & integrate data Call Center 2.Traditional Direct Response Direct mail Direct channels are (Addressable) Service Team Marketers Mobile also becoming Email addressable Online Web Ads Marketers Search Web site © 2008 Unica Corporation 17

Social Media: The Power of Influencers “People who hear about a bad shopping experience are less likely than the people who actually had the bad experience to ever set foot in the store.“ A 2006 study by the Verde Group © 2008 Unica Corporation 21

Blog Monitoring & Text Mining 70 60 50 Number of claims 40 O-Ring Text O-Ring Code 30 20 10 Source: ClearForest 0 3 3 03 3 03 04 4 04 h-0 y-0 l y- r-0 er- ry- 04 -04 y-0 4 l y- r-0 er- ry- 05 -05 y-0 5 arc Ma Ju be mb ua rch Ma Ju be mb ua rch Ma M t em Jan Ma t em Jan Ma © 2008 Unica Corporation S ep Nove S ep Nove 22

The Net Result Online, Direct, and Brand marketers have each developed sophisticated methods but not shared them with each other. When combined, these methods enable integrated multichannel marketing & measurement Let the sharing begin now! But there are obstacles … © 2008 Unica Corporation 25

Similar Issues, Different Language Online Marketers Offline Marketers online personas strategic segmentation multivariate page testing response modeling lifetime value lifetime value path analysis churn analysis online media buys resource management ad trafficking site changes contact optimization display ads overlays overlays next best offer/activity search/bid management creative development re-marketing emails offer management behavioral targeting customer decisioning ad view through indirect response attribution page tags significant event detection © 2008 Unica Corporation 29

Typical Offline Marketer Activities: Segment & Target Across Life Cycle anonymous addressable Awareness Consideration Relationship Conversion Marketing Grow Lifetime Value Retain & Win Back © 2008 Unica Corporation 31

Telecommunications: Premium offer presented to high-value customer MySpring Customer is recognized as a high-value customer who is within 90-days of plan expiration. Premium offer presented for renewing service. Sring Fair&Flexible Plan 450 © 2008 Unica Corporation 36

Multichannel Marketing: A 5 Year Plan 2013: expect to start targeting IPTV commercials Site side behavioral targeting Target online using online + offline display ads based customer insights on (site) behavior Stop sending Integrate a social untargeted email Media strategy Start Dialog & (UGC) Integrate web Cooperation Across analytics into direct Marketing Teams marketing Plan for Integration Web Analysts, of Silos of Customer information Direct Marketers, Brand Advertisers © 2008 Unica Corporation 38

Multichannel Marketing: Questions About Your 5- Year Plan? Blog: MultichannelMetrics.com Akın Arıkan AArikan@unica.com

Thank You! Contact us Aquent aquent.com 877 227 8368

Multichannel Marketing: Your 5-Year Plan

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