While $112 billion of ad spend is wasted (37%) in the US and 80% of online advertising fails to reach its intended target, 80% of CEOs believe they deliver a superior customer engagment yet only 8% of customers believe the same. This deck examines ideas progressive marketing organizations have used to successfully reverse these trends and deliver more predictable, sustained performance to their marketing investments.

1. MARKETING AT A CRITICAL JUNCTUREDRIVING FINANCIAL RETURNTim SutherChief Marketing Officer ®

2. BETTER TARGETING DRIVES ROI Transformational results are possible Source: Razorfish 2010 2

3. MULTICHANNEL DRIVES ROI 10-20% revenue lift is achievable Source: McKinsey 2010 3

5. Pull customers (v. push products) – 3x revenue/email (retailer)

6. Dynamic product offers - increased revenue 46% in stores & 17% online (tech

9. Solicit ratings/reviews – conversations are crucial

12. Inventory availability drives “on premise” revenue: 5% conversion (casino)

13. Solicit customer input/action: experiences, ratings, reviews, check-ins, surveys

15. Mobile advertising driven by your database

22. Combine seasonality, customer potential, price elasticity, halo effects, social influence: 3x room nights (Casino)

25. From call center to self serve: $4.5 million expense savings/yr (technology firm)

26. From print to digital: 22% conversion in 45 days (airline)

27. From paid search to organic search & display: 52% better CPA (Google)

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