Implementing Your Multichannel Strategy
The basics
Put simply New Customers (n) Lapsed Customers (l) Active Customers
Put simply New Customers (n) Lapsed Customers (l) n>l= growth Active Customers
New customers drive growth Number of New Customers Cost per New Customer Value of New Customer
You can increase their value Number of New Customers Cost per New Customer Value of New Customer
Increased customer value Lower Costs Responsiveness Value of Customer
You can reduce acquisition costs Number of New Customers Cost per New Customer Value of New Customer
You can do both! Number of New Customers Cost per New Customer Value of New Customer
Creating the virtuous circle
Implementing your strategy
Implementing your strategy Data infrastructure <ul><li>Within any campaign - the ability to </li></ul><ul><ul><li>Load det...
Implementing your strategy Data infrastructure <ul><li>If you don’t have the capability in-house to: </li></ul><ul><ul><li...
Implementing your strategy Planning <ul><li>Build a bottom up plan based on your strategy & budget </li></ul><ul><ul><li>C...
Implementing your strategy Planning <ul><li>If not, rework the plan </li></ul><ul><li>Important that build is as ‘granular...
Implementing your strategy Planning <ul><li>Once plan is ‘agreed’.  </li></ul><ul><ul><li>Finalise timelines for all activ...
Implementing your strategy Brand, message and creative <ul><li>Consistency of brand, message and creative is incredibly im...
Implementing your strategy Brand, message and creative <ul><li>As part of ongoing planning process: </li></ul><ul><ul><li>...
Implementing your strategy Create ‘tracking’ infrastructure <ul><li>A key element of managing your strategy and measuring ...
Implementing your strategy Get underway! <ul><li>You’ve got to start sometime! </li></ul><ul><li>So get going. </li></ul>
Implementing your strategy Measurement and analysis <ul><li>Different activities have differing timescales for measurement...
Implementing your strategy Measurement and analysis <ul><li>Develop ‘dashboard’ reports to show general direction and flag...
Implementing your strategy Measurement and analysis <ul><li>And then start to work out what’s going on! </li></ul><ul><li>...
Implementing your strategy Measurement and analysis – interpretation
Implementing your strategy Measurement and analysis – interpretation
Implementing your strategy Measurement and analysis – matchback issues
Implementing your strategy Measurement and analysis – interpretation
Implementing your strategy Measurement and analysis – interpretation <ul><li>And don’t forget that all this ‘direct’ activ...
Implementing your strategy Measurement and analysis – interpretation <ul><li>Don’t be taken in by the ‘apparent’ accuracy ...
Implementing your strategy And once you’ve done it <ul><li>Analyse </li></ul><ul><li>Review </li></ul><ul><li>Start all ov...
Implementing Your Multichannel Strategy
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6 Implementing Your Multichannel Strategy Profitable Multi Channel Marketing March 2010

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Implementing Your Multichannel Strategy
Pulling together the day’s sessions; we will look at the practical issues of strategy; its implementation and measuring its success.

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6 Implementing Your Multichannel Strategy Profitable Multi Channel Marketing March 2010

  1. 1. Implementing Your Multichannel Strategy
  2. 2. The basics
  3. 3. Put simply New Customers (n) Lapsed Customers (l) Active Customers
  4. 4. Put simply New Customers (n) Lapsed Customers (l) n>l= growth Active Customers
  5. 5. New customers drive growth Number of New Customers Cost per New Customer Value of New Customer
  6. 6. You can increase their value Number of New Customers Cost per New Customer Value of New Customer
  7. 7. Increased customer value Lower Costs Responsiveness Value of Customer
  8. 8. You can reduce acquisition costs Number of New Customers Cost per New Customer Value of New Customer
  9. 9. You can do both! Number of New Customers Cost per New Customer Value of New Customer
  10. 10. Creating the virtuous circle
  11. 11. Implementing your strategy
  12. 12. Implementing your strategy Data infrastructure <ul><li>Within any campaign - the ability to </li></ul><ul><ul><li>Load detailed plan including costs </li></ul></ul><ul><ul><li>Import actual results </li></ul></ul><ul><ul><li>Report actuals against plan </li></ul></ul><ul><ul><li>Highlight differences </li></ul></ul><ul><ul><li>Load plan modifications maintaining the initial baseline </li></ul></ul><ul><li>Post campaign - the ability to </li></ul><ul><ul><li>Analyse customer performance </li></ul></ul><ul><ul><li>Merchandise performance </li></ul></ul><ul><ul><li>Channel performance </li></ul></ul><ul><ul><li>Promotion / Media performance </li></ul></ul>
  13. 13. Implementing your strategy Data infrastructure <ul><li>If you don’t have the capability in-house to: </li></ul><ul><ul><li>Manage the data </li></ul></ul><ul><ul><li>Carry out the analysis and interpretation </li></ul></ul><ul><li>Outsource it </li></ul>
  14. 14. Implementing your strategy Planning <ul><li>Build a bottom up plan based on your strategy & budget </li></ul><ul><ul><li>Customer acquisition </li></ul></ul><ul><ul><ul><li>By activity </li></ul></ul></ul><ul><ul><ul><li>By channel </li></ul></ul></ul><ul><ul><ul><li>Forecast response (thus new customers) </li></ul></ul></ul><ul><ul><ul><li>Forecast revenue </li></ul></ul></ul><ul><ul><ul><li>Forecast costs </li></ul></ul></ul><ul><ul><ul><li>Time based </li></ul></ul></ul><ul><ul><li>Customer development and retention </li></ul></ul><ul><ul><ul><li>By activity </li></ul></ul></ul><ul><ul><ul><li>By channel </li></ul></ul></ul><ul><ul><ul><li>By segment </li></ul></ul></ul><ul><ul><ul><li>Forecast revenue </li></ul></ul></ul><ul><ul><ul><li>Forecast costs </li></ul></ul></ul><ul><ul><ul><li>Time based </li></ul></ul></ul><ul><ul><li>Testing activities </li></ul></ul><ul><ul><ul><li>What are you planning to test </li></ul></ul></ul><ul><ul><ul><li>What volumes do you require </li></ul></ul></ul><ul><ul><ul><li>Where are these coming from </li></ul></ul></ul><ul><ul><ul><li>Is anyone left! </li></ul></ul></ul><ul><li>Does the plan demonstrate the expected level of growth & profitability? </li></ul>
  15. 15. Implementing your strategy Planning <ul><li>If not, rework the plan </li></ul><ul><li>Important that build is as ‘granular’ as possible so that reworking is ‘easy’ </li></ul>
  16. 16. Implementing your strategy Planning <ul><li>Once plan is ‘agreed’. </li></ul><ul><ul><li>Finalise timelines for all activities </li></ul></ul><ul><ul><li>Confirm costs / forecasts </li></ul></ul><ul><ul><li>Ensure operational infrastructure will support plan </li></ul></ul>
  17. 17. Implementing your strategy Brand, message and creative <ul><li>Consistency of brand, message and creative is incredibly important in multi-channel marketing </li></ul><ul><li>It’s detailed and requires careful management </li></ul><ul><li>Over complicating messages and creative treatment can lead to increased costs / performance failures </li></ul><ul><li>Consider the elements to be controlled </li></ul><ul><ul><li>Display banners </li></ul></ul><ul><ul><li>Affiliate ads </li></ul></ul><ul><ul><li>PPC ads </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Inserts </li></ul></ul><ul><ul><li>Space ads </li></ul></ul><ul><ul><li>Offers and promotions </li></ul></ul><ul><ul><li>…………………… . </li></ul></ul><ul><li>Not everyone has a sophisticated CMS system </li></ul>
  18. 18. Implementing your strategy Brand, message and creative <ul><li>As part of ongoing planning process: </li></ul><ul><ul><li>Develop a channel specific creative plan with list of all relevant creative elements </li></ul></ul><ul><ul><li>Develop an overall promotional plan showing planned activities by relevant period </li></ul></ul><ul><ul><li>Ensure brand values are clearly communicated both internally and to all external agencies </li></ul></ul><ul><li>And then: </li></ul><ul><ul><li>Ensure that the creative timetable and approvals process allows time for all final creative to be purposed for all channels </li></ul></ul>
  19. 19. Implementing your strategy Create ‘tracking’ infrastructure <ul><li>A key element of managing your strategy and measuring performance against your plan is the ability to track the source and cost of as high a percentage of transactions as possible. </li></ul><ul><li>Planning and implementing this is another detailed task. e.g: </li></ul><ul><ul><li>Create media codes for all mailed media </li></ul></ul><ul><ul><li>Create promotional codes for all offers </li></ul></ul><ul><ul><li>Ensure GA (or whatever web analytics tool) reporting can report ‘source and keyword’ against web transaction ID </li></ul></ul><ul><ul><li>Carry web transaction ID through to in house OP system and match to business order ID </li></ul></ul><ul><ul><li>Ensure all e-mail campaigns coded to allow tracking of orders </li></ul></ul><ul><ul><li>Ensure PPC and Affiliate reporting correctly implemented </li></ul></ul><ul><ul><li>Ensure costs for all activities have been / can be captured </li></ul></ul><ul><li>Ensure that all codes are correctly applied to media </li></ul><ul><li>Ensure that this data is captured </li></ul>
  20. 20. Implementing your strategy Get underway! <ul><li>You’ve got to start sometime! </li></ul><ul><li>So get going. </li></ul>
  21. 21. Implementing your strategy Measurement and analysis <ul><li>Different activities have differing timescales for measurement and adjustment. </li></ul><ul><ul><li>Web activities or retail can be reviewed and changed very quickly </li></ul></ul><ul><ul><li>Paper based marketing, and particularly catalogues have a much longer lifetime </li></ul></ul><ul><li>Play to the strengths of the different channels </li></ul><ul><ul><li>Use e-mail, web offers, merchandising on web for quick, tactical activities </li></ul></ul><ul><ul><li>Use them to generate excitement and time limited offers </li></ul></ul>
  22. 22. Implementing your strategy Measurement and analysis <ul><li>Develop ‘dashboard’ reports to show general direction and flag performance against KPIs </li></ul><ul><li>Ensure there are clear responsibilities for monitoring detailed performance within campaigns and channels </li></ul><ul><li>Be ruthless in reviewing out non performing activities and either retesting or cutting </li></ul><ul><li>But … ensure that tests are run correctly and to completion so that lessons can be drawn </li></ul>
  23. 23. Implementing your strategy Measurement and analysis <ul><li>And then start to work out what’s going on! </li></ul><ul><li>Which is where the move from data and analysis to interpretation occurs </li></ul>
  24. 24. Implementing your strategy Measurement and analysis – interpretation
  25. 25. Implementing your strategy Measurement and analysis – interpretation
  26. 26. Implementing your strategy Measurement and analysis – matchback issues
  27. 27. Implementing your strategy Measurement and analysis – interpretation
  28. 28. Implementing your strategy Measurement and analysis – interpretation <ul><li>And don’t forget that all this ‘direct’ activity will drive store traffic as well </li></ul><ul><li>Measure this by </li></ul><ul><ul><li>Vouchers </li></ul></ul><ul><ul><li>Address collection </li></ul></ul><ul><ul><li>surveys </li></ul></ul>
  29. 29. Implementing your strategy Measurement and analysis – interpretation <ul><li>Don’t be taken in by the ‘apparent’ accuracy of the data </li></ul><ul><li>Rather than one view there are a series of views to be interpreted </li></ul><ul><li>Understanding these requires a variety of techniques and analyses </li></ul><ul><li>For example, in Week 2 </li></ul><ul><ul><li>2,900 orders could be matched back to people who were e-mailed </li></ul></ul><ul><ul><li>and 2,900 orders could be matched back to people who were mailed </li></ul></ul><ul><ul><li>But there were only 2,900 orders! </li></ul></ul>
  30. 30. Implementing your strategy And once you’ve done it <ul><li>Analyse </li></ul><ul><li>Review </li></ul><ul><li>Start all over again – only better! </li></ul>
  31. 31. Implementing Your Multichannel Strategy
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