Cross Channel Marketing, Attribution & Success Tactics   Track:  Mobile Marketing Feb 8, 2012
The Digital Marketer’s Dilemma Moving from Complex
The Digital Marketer’s Dilemma To Simple
The Digital Marketer’s Dilemma And Bridging Gaps Between Strategy & Reality Buyer Life Cycle Strategy & Execution Testing ...
Today’s All About:  What’s Working and What’s Not <ul><li>Moderator </li></ul><ul><ul><li>Michelle Fitzgerald, Marketing C...
Case Study 1: Enabling Multi-Channel Marketing Solutions By Jason Pinto,  CMO, interlinkONE
Goal: Streamline Multiple Channels To (1) Database
Unleash Multi-Channel Messaging Print / Direct Mail - PURLs & QR Codes Twitter Facebook Email
The Response Page
The Tracking Dashboard
What Did Users Respond To?
Case Study 2 Enabling Marketing & Sales To work together successfully using  multi-channel strategies By Jon Oakes, COO, L...
Leverage Sales Knowledge … With Marketing Guidance
Provide Personalized, Relevant Messaging To Customers
Why Cross-Channel Mattered Email: 20% open rate PURL Landing Page 10% Response Rate 50% Field Sales Engagement Guess which...
Case Study 3: multi-channel data collection at [ ] Airlines By Des Cahill, VP of Marketing Ensighten – Enterprise Tag Mana...
Create A Business Strategy <ul><li>top 5 U.S. airline </li></ul><ul><ul><li>originate larger share of fare sales </li></ul...
Identify The Digital Channels
Enable the multi-channel optimization vision <ul><li>Tag Management System – Platform to host and manage ALL 3 rd  party d...
Enable Data Collection  <ul><li>Web analytics tags </li></ul><ul><li>Ad conversion pixels </li></ul><ul><li>Retargeting ta...
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OMS 2012: Cross Channel Marketing, Attribution & Success Tactics

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Day 2 Panel @ OMS 2012 about cross-channel marketing best practices. Panel included:
Michelle Fitzgerald, Jason Pinto, CMO, Jon Oakes, Des Cahill, Dan Siroker, and Stephanie McReynolds. Companies represented: Teradata, InterlinkOne, Ensighten, Optimizely, and L2.

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  • Typical: Web, mobile apps, mobile web, email, display Unique: Airport Kiosk, Gate Agent, Reservations, Lobby Agent, In-flight wi-fi Barrier How to quickly deploy 3 rd party web analytics tags and conversion tracking pixels for data collection across: web; mobile; kiosk; in-flight; call center; airport systems?
  • OMS 2012: Cross Channel Marketing, Attribution & Success Tactics

    1. 1. Cross Channel Marketing, Attribution & Success Tactics   Track: Mobile Marketing Feb 8, 2012
    2. 2. The Digital Marketer’s Dilemma Moving from Complex
    3. 3. The Digital Marketer’s Dilemma To Simple
    4. 4. The Digital Marketer’s Dilemma And Bridging Gaps Between Strategy & Reality Buyer Life Cycle Strategy & Execution Testing Tracking Research Messaging Content Distribution
    5. 5. Today’s All About: What’s Working and What’s Not <ul><li>Moderator </li></ul><ul><ul><li>Michelle Fitzgerald, Marketing Consultant & Author of Get Scrappier | @mfitz0705 </li></ul></ul><ul><li>Panelists Jason Pinto, CMO, interlinkONE | @jasonpinto Jon Oakes, COO, L2, Inc | @jon_Oakes Des Cahill, VP of Marketing, Ensighten | @DesCahill Dan Siroker, Co-Founder & CEO, Optimizely , Inc and Obama </li></ul><ul><li>Campaign Social Analytics Advisor | @dsiroker </li></ul><ul><li>Stephanie McReynolds, Sr. Director Marketing, Teradata | </li></ul><ul><li>@slangenfeld </li></ul>
    6. 6. Case Study 1: Enabling Multi-Channel Marketing Solutions By Jason Pinto, CMO, interlinkONE
    7. 7. Goal: Streamline Multiple Channels To (1) Database
    8. 8. Unleash Multi-Channel Messaging Print / Direct Mail - PURLs & QR Codes Twitter Facebook Email
    9. 9. The Response Page
    10. 10. The Tracking Dashboard
    11. 11. What Did Users Respond To?
    12. 12. Case Study 2 Enabling Marketing & Sales To work together successfully using multi-channel strategies By Jon Oakes, COO, L2, Inc
    13. 13. Leverage Sales Knowledge … With Marketing Guidance
    14. 14. Provide Personalized, Relevant Messaging To Customers
    15. 15. Why Cross-Channel Mattered Email: 20% open rate PURL Landing Page 10% Response Rate 50% Field Sales Engagement Guess which half had the most sales?
    16. 16. Case Study 3: multi-channel data collection at [ ] Airlines By Des Cahill, VP of Marketing Ensighten – Enterprise Tag Management
    17. 17. Create A Business Strategy <ul><li>top 5 U.S. airline </li></ul><ul><ul><li>originate larger share of fare sales </li></ul></ul><ul><ul><li>increase cross-sell, up-sell services </li></ul></ul><ul><ul><li>digital multi-channel, beyond web+ mobile </li></ul></ul><ul><li>digital data collection goals </li></ul><ul><ul><li>Collect & analyze consumer data across all channels </li></ul></ul><ul><ul><li>Optimize consumer interactions across all channels </li></ul></ul>
    18. 18. Identify The Digital Channels
    19. 19. Enable the multi-channel optimization vision <ul><li>Tag Management System – Platform to host and manage ALL 3 rd party data collection “tags” & “pixels” </li></ul><ul><ul><li>Better data collection across all digital channels </li></ul></ul><ul><ul><li>Better Media Mix Optimization for marketing ROI </li></ul></ul><ul><ul><li>Fast tag deployment, vendor A/B testing, no IT </li></ul></ul><ul><ul><li>Faster page load </li></ul></ul><ul><ul><li>Web, Mobile app, Flash support </li></ul></ul>
    20. 20. Enable Data Collection <ul><li>Web analytics tags </li></ul><ul><li>Ad conversion pixels </li></ul><ul><li>Retargeting tags </li></ul><ul><li>Testing tags </li></ul><ul><li>HTML </li></ul><ul><li>iOS </li></ul><ul><li>Android </li></ul><ul><li>Flash </li></ul><ul><li>Social </li></ul>

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