Copyright © Debra Zahay-Blatz 2013
Pointing the Way: A Multichannel
Analytics Roadmap
DAA Chicago Symposium
September 17, ...
Copyright © Debra Zahay-Blatz 2013
Multichannel Analytics Road Map
A. What is Multichannel Marketing?
B. How does the conc...
Copyright © Debra Zahay-Blatz 2013
Point A: What is Multichannel
Marketing?
• Marketing through all the communications/int...
Copyright © Debra Zahay-Blatz 2013
Thanks to Joel Book from Exact Target for these slides
Copyright © Debra Zahay-Blatz 2013
Point B: How does Multi-Channel
Marketing Relate to IMC?
• IMC: Integrating of promotio...
Copyright © Debra Zahay-Blatz 2013
Point C: Many paths to purchase
• Hear a commercial (37% of users will go online to
fin...
Copyright © Debra Zahay-Blatz 2013
The Multichannel Shopping Experience is Complex
Copyright © Debra Zahay-Blatz 2013
Copyright © Debra Zahay-Blatz 2013
Point D: Trends and Challenges
• Always On Marketing (what about KGC?)
• Video (Univers...
Copyright © Debra Zahay-Blatz 2013
Hot Prospects
Qualified Prospects
Suspects
New Clients
Image Credit: Retail Sales Syste...
Copyright © Debra Zahay-Blatz 2013
Invite Engagement
Listen
Go Where the People Are
Respond & Iterate
Image Credit: Retail...
Copyright © Debra Zahay-Blatz 2013
Copyright © Debra Zahay-Blatz 2013
And by the way……….
Copyright © Debra Zahay-Blatz 2013
Point D: Some Case Illustrations
Copyright © Debra Zahay-Blatz 2013
Coca-Cola 360-degree Multichannel
marketing campaign strengthened
NCAA sponsorship
• Co...
Copyright © Debra Zahay-Blatz 2013
• www.mymms.com
• Campaigns integrated across platforms, mobile, tablets, etc.
• Consol...
Copyright © Debra Zahay-Blatz 2013
Burberry has consistent experience,
uses RFID to build customer profile,
emphasizes mob...
Copyright © Debra Zahay-Blatz 2013
Point E: Analytics Challenges/Implications
Marketing Analytics: Process of analyzing da...
Copyright © Debra Zahay-Blatz 2013
Copyright © Debra Zahay-Blatz 2013
Copyright © Debra Zahay-Blatz 2013
DREAMFIELDS PASTA
•Increased Sales
•Decreased Marketing
Budget
•Integrated Email with
S...
Copyright © Debra Zahay-Blatz 2013
Copyright © Debra Zahay-Blatz 2013
Copyright © Debra Zahay-Blatz 2013
Attribution Models Require Judgment
Barger and Labreque 2013
Copyright © Debra Zahay-Blatz 2013
Multichannel Analytics Represents a
Wonderful Career Opportunity
– Challenges are many
...
Copyright © Debra Zahay-Blatz 2013
Dr. Debra Zahay-Blatz
Professor of Digital Marketing
Aurora University
• dzahayblatz@au...
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A Multichannel Analytics Roadmap

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How to get startedin multichannel marketing analytics, what is multichannel/omnichannel marketing, difference between multichannel and IMC, explosion in customer interaction touchpoints, measurement, attribution. Case studies from Coca-Cola, Burberry, M&Ms

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Transcript of "A Multichannel Analytics Roadmap"

  1. 1. Copyright © Debra Zahay-Blatz 2013 Pointing the Way: A Multichannel Analytics Roadmap DAA Chicago Symposium September 17, 2013 Dr. Debra Zahay-Blatz Professor of Digital Marketing Aurora University, Aurora, IL
  2. 2. Copyright © Debra Zahay-Blatz 2013 Multichannel Analytics Road Map A. What is Multichannel Marketing? B. How does the concept relate to Integrated Marketing Communications? C. How consumers shop today D. Trends and Challenges for the Multi-Channel Marketer E. Some case study illustrations F. What are the analytics implications?
  3. 3. Copyright © Debra Zahay-Blatz 2013 Point A: What is Multichannel Marketing? • Marketing through all the communications/interaction channels available today (Omnichannel) • Promotional channels are ways that we get the message out about our product • Distribution channels are ways we deliver our product • We are talking about promotional channels Marketing is becoming more multi-channel everyday • More and more channels are available • Analytics becomes more challenging
  4. 4. Copyright © Debra Zahay-Blatz 2013 Thanks to Joel Book from Exact Target for these slides
  5. 5. Copyright © Debra Zahay-Blatz 2013 Point B: How does Multi-Channel Marketing Relate to IMC? • IMC: Integrating of promotional messages across channels • Same creative look at feel for customer • Messages are not in conflict
  6. 6. Copyright © Debra Zahay-Blatz 2013 Point C: Many paths to purchase • Hear a commercial (37% of users will go online to find out more info) • Read a magazine (30% of users will go online to find out more info) – Receive direct mail – Browse the net – Go to the store – Call and ask a question – Back to the net to purchase
  7. 7. Copyright © Debra Zahay-Blatz 2013 The Multichannel Shopping Experience is Complex
  8. 8. Copyright © Debra Zahay-Blatz 2013
  9. 9. Copyright © Debra Zahay-Blatz 2013 Point D: Trends and Challenges • Always On Marketing (what about KGC?) • Video (Universal search, YouTube) • Targeting to moment of relevance (contextual advertising, Q-Interactive) • Atomization of the marketing message (Digg, YouTube, Twitter, Facebook) • Communities, Conversations • Measurement, Twitter Apps
  10. 10. Copyright © Debra Zahay-Blatz 2013 Hot Prospects Qualified Prospects Suspects New Clients Image Credit: Retail Sales Systems, LLC “OLD” Sales Funnel was Predictable
  11. 11. Copyright © Debra Zahay-Blatz 2013 Invite Engagement Listen Go Where the People Are Respond & Iterate Image Credit: Retail Sales Systems, LLC New Sales Process More Difficult to Measure
  12. 12. Copyright © Debra Zahay-Blatz 2013
  13. 13. Copyright © Debra Zahay-Blatz 2013 And by the way……….
  14. 14. Copyright © Debra Zahay-Blatz 2013 Point D: Some Case Illustrations
  15. 15. Copyright © Debra Zahay-Blatz 2013 Coca-Cola 360-degree Multichannel marketing campaign strengthened NCAA sponsorship • Coke Zero Enjoy Everything campaign is titled “It’s Not Your Fault” Debuted during the NCAA • Television ads • Social Interaction • Mobile Apps
  16. 16. Copyright © Debra Zahay-Blatz 2013 • www.mymms.com • Campaigns integrated across platforms, mobile, tablets, etc. • Consolidated from 150 campaigns to 50 • Use location and remarketing • Results: – 41% increase in conversion rates. – 22% increase in revenue – 31% boost in ROI – http://www.google.com/think/case-studies/my-mms-enhanced- campaigns.html
  17. 17. Copyright © Debra Zahay-Blatz 2013 Burberry has consistent experience, uses RFID to build customer profile, emphasizes mobile
  18. 18. Copyright © Debra Zahay-Blatz 2013 Point E: Analytics Challenges/Implications Marketing Analytics: Process of analyzing data to provide insight about customer behavior and campaign performance Question: Which Communications Channel is Best? “All the things we have done have focused primarily on consumer package goods. There, there is no “overall” media form, it varies by brand so can’t help you much with that. We have data on fast foods/restaurants, financial services, automobiles, and several other categories. Even in those, it is difficult to build broad generalizations. Can’t say, for example that TV is best for fast foods although it may be best for McDonalds. In short, I can’t answer your question and I suspect no one can. It varies by brand and by respondent. Very complicated and very messy.” --Don Schultz
  19. 19. Copyright © Debra Zahay-Blatz 2013
  20. 20. Copyright © Debra Zahay-Blatz 2013
  21. 21. Copyright © Debra Zahay-Blatz 2013 DREAMFIELDS PASTA •Increased Sales •Decreased Marketing Budget •Integrated Email with Social Media •Reached both Consumers and Health Professionals 21
  22. 22. Copyright © Debra Zahay-Blatz 2013
  23. 23. Copyright © Debra Zahay-Blatz 2013
  24. 24. Copyright © Debra Zahay-Blatz 2013 Attribution Models Require Judgment Barger and Labreque 2013
  25. 25. Copyright © Debra Zahay-Blatz 2013 Multichannel Analytics Represents a Wonderful Career Opportunity – Challenges are many – Nothing is set in stone – Creativity and analytical skills are both required
  26. 26. Copyright © Debra Zahay-Blatz 2013 Dr. Debra Zahay-Blatz Professor of Digital Marketing Aurora University • dzahayblatz@aurora.edu • debrazb22@gmail.com • 630-844-3825 Work • 630-448-2444 Google Voice • (Almost) all forms of social media

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