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     ...
This American Marketing Association webcast was
Sponsored by Aquent

Aquent is the only global staffing company dedicated ...
Multichannel Marketing:
Your 5-Year Plan


                          Blog:
                          MultichannelMetrics.c...
What Is Your Personal Background?

             Online Marketing?
             Direct Marketing?
             Brand Market...
Why Aren’t They Hearing Us?




© 2008 Unica Corporation                             4
Bottom-up View: Multichannel
                       Behavior Makes Our Jobs Harder

                           Broad-   Di...
About Unica

             Rated as the leader in Enterprise Marketing Management
             Known for Customer Success w...
Customers
                                                         Travel /     Healthcare &
Financial                  Te...
Discussion Points for Today

                           The Big Picture

                           The Fine Print

      ...
Top-Down View: Multichannel
      Marketing can be more than a Tactic




                                 Channels       ...
Top-Down View: Analytics can be
              more than a Tactic

          It’s Time to Move Beyond:
                  “Y...
Top-Down View: Analytics can be
               more than a Tactic

Compete on
 Analytics




  Analytics
 as a Tactic     ...
Tactic vs. Strategy of Analytics
                       Driven Multichannel Marketing

 Analytics

   As Basis for
   Comp...
Big Picture Summary

                  1. Aim for Multichannel Marketing Strategy First

                           Can Ch...
Discussion Points for Today

                           The Big Picture

                           The Fine Print

      ...
Bottom-up View: Multichannel
                       Behavior Makes Our Jobs Harder

                           Broad-   Di...
Addressable vs. Non-Addressable
                                                 Channels
                                ...
Online, Direct, & Brand Marketers
                                                 Focus on Different Sweet Spots
        ...
More and More Channels Are – and Will
                        Become – Addressable
Print publications                  Onl...
Traditional, 3d Party Display Ad Serving
                       vs. Direct Serving of (Targeted) Ads
               Tradit...
More and More Channels Are – and Will
                       Become – Addressable

   TV: mass                         TV:...
Social Media: The Power of
                       Influencers


“People who hear about a bad shopping
experience are less ...
Blog Monitoring & Text Mining




                                                            70


                       ...
Viral Campaigns,
                       e.g. http://whiteboard.ups.com




© 2008 Unica Corporation                       ...
Viral Campaign Funnel




                           Participated


                                  Referred a
         ...
The Net Result


    Online, Direct, and Brand marketers have each developed
    sophisticated methods but not shared them...
The Online Marketer’s View




© 2008 Unica Corporation                            26
The Offline Marketer’s View




© 2008 Unica Corporation                             27
Online & Offline Marketers Have
                           Much Reason to Make Friends

                             Onlin...
Similar Issues, Different Language

               Online Marketers                       Offline Marketers
            on...
Typical Online Marketer Activity:
                       Funnel Optimization




© 2008 Unica Corporation                 ...
Typical Offline Marketer Activities:
       Segment & Target Across Life Cycle
                                    anonymo...
Discussion Points for Today

                           The Big Picture

                           The Fine Print

      ...
Drill Down From Aggregate Web
                       Reporting to Web Customer Insights




© 2008 Unica Corporation      ...
Create an Integrated
                       Customer View



                                                 Off-Line
   ...
Behavioral Targeting Across
                       Channels




                                                        Ca...
Telecommunications: Premium offer
presented to high-value customer

            MySpring


                            Cus...
Banking: Personalized offers on website




                           Personalized offer
                           prese...
Multichannel Marketing:
              A 5 Year Plan
                                                                      ...
Time to Take Off the Blinders and
                       Work Together!



                                              N...
Multichannel Marketing:

Questions About Your 5-
Year Plan?
                      Blog:
                      Multichannel...
Thank You!

Contact us
  Aquent
  aquent.com
  877 227 8368
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Multichannel Marketing: Your 5-Year Plan

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Published on

Aquent/AMA Webcast from October 30, 2008 with Akin Arikan titled \"Multichannel Marketing: Your 5-Year Plan\"

Published in: Business, News & Politics

Multichannel Marketing: Your 5-Year Plan

  1. 1. 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
  2. 2. 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
  3. 3. Multichannel Marketing: Your 5-Year Plan Blog: MultichannelMetrics.com Akin Arikan AArikan@unica.com
  4. 4. What Is Your Personal Background? Online Marketing? Direct Marketing? Brand Marketing? None of the above? Multiple of the above? © 2008 Unica Corporation 3
  5. 5. Why Aren’t They Hearing Us? © 2008 Unica Corporation 4
  6. 6. 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
  7. 7. 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
  8. 8. Customers Travel / Healthcare & Financial Telecom Retail / Catalog B2B/High Tech Hospitality Insurance © 2008 Unica Corporation 7
  9. 9. Discussion Points for Today The Big Picture The Fine Print The Technology Q&A © 2008 Unica Corporation 8
  10. 10. Top-Down View: Multichannel Marketing can be more than a Tactic Channels Compete on as Tactic / Convenience Channels © 2008 Unica Corporation 9
  11. 11. Top-Down View: Analytics can be more than a Tactic It’s Time to Move Beyond: “You can’t manage what you don’t measure” © 2008 Unica Corporation 10
  12. 12. Top-Down View: Analytics can be more than a Tactic Compete on Analytics Analytics as a Tactic The rest for managing of us ROI improvement © 2008 Unica Corporation 11
  13. 13. 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
  14. 14. 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
  15. 15. Discussion Points for Today The Big Picture The Fine Print The Technology Q&A © 2008 Unica Corporation 14
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. More and More Channels Are – and Will Become – Addressable Print publications Online publications Behavioral & advertising & advertising Targeting © 2008 Unica Corporation 18
  20. 20. Traditional, 3d Party Display Ad Serving vs. Direct Serving of (Targeted) Ads Traditional (3d party) trueffect – directServe (1st party) © 2008 Unica Corporation 19
  21. 21. More and More Channels Are – and Will Become – Addressable TV: mass TV: targeted Behavioral advertising ads to anonymous targeting to segments individuals? © 2008 Unica Corporation 20
  22. 22. 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
  23. 23. 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
  24. 24. Viral Campaigns, e.g. http://whiteboard.ups.com © 2008 Unica Corporation 23
  25. 25. Viral Campaign Funnel Participated Referred a Friend Return via Search Started Purchase Completed Purchase © 2008 Unica Corporation 24
  26. 26. 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
  27. 27. The Online Marketer’s View © 2008 Unica Corporation 26
  28. 28. The Offline Marketer’s View © 2008 Unica Corporation 27
  29. 29. Online & Offline Marketers Have Much Reason to Make Friends Online Offline • Granular behavior data • Proven analytics methods • Acquisition centric • Relationship focused © 2008 Unica Corporation 28
  30. 30. 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
  31. 31. Typical Online Marketer Activity: Funnel Optimization © 2008 Unica Corporation 30
  32. 32. 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
  33. 33. Discussion Points for Today The Big Picture The Fine Print The Technology Q&A © 2008 Unica Corporation 32
  34. 34. Drill Down From Aggregate Web Reporting to Web Customer Insights © 2008 Unica Corporation 33
  35. 35. Create an Integrated Customer View Off-Line CUSTOMER Data On-Line VISITOR Data © 2008 Unica Corporation 34
  36. 36. Behavioral Targeting Across Channels CarCo Cross-Channel Targeting and Execution Send leads to local branches for high-value existing customers © 2008 Unica Corporation 35
  37. 37. 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
  38. 38. Banking: Personalized offers on website Personalized offer presented based on customer attributes © 2008 Unica Corporation 37
  39. 39. 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
  40. 40. Time to Take Off the Blinders and Work Together! Next week, have lunch with a colleague from • Direct • Brand • Online Marketing! © 2008 Unica Corporation 39
  41. 41. Multichannel Marketing: Questions About Your 5- Year Plan? Blog: MultichannelMetrics.com Akın Arıkan AArikan@unica.com
  42. 42. Thank You! Contact us Aquent aquent.com 877 227 8368
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