Join a panel of marketing experts from credit.com, Rise Interactive, and Invoca as they talk about the top digital marketing lessons they learned from 2016 and what they think is in store for the new year.
3. 3
Rise Interactive Snapshot
• Founded in 2004
• Based in Chicago
• 225+ employees
• Media, Analytics &
Customer Experience
• Pioneers of Interactive
Investment Management®
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Credit.com
Since 1995, Credit.com has been the go-to source – for people across the credit spectrum – for
expert information about credit scoring, credit reporting, credit repair, and credit cards.
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#
SEARCH
5
WEBSITE
]
DISPLAY
F
SOCIAL
&
EMAIL
THE CALL GAP
Disconnect between digital and voice interactions can
cost revenue and impact the customer experience.
DIGITAL EXPERIENCE VOICE EXPERIENCE
Customer:
Campaign:
ROI:
Next Step:
Unknown
Unknown
Unknown
Unknown
9. Analytics Driving Direct Mail Audience
• Goal: Identify out of millions of households, highest propensity customers
• Solution
- Leverage Rise’s Connex to ID Households using Machine Learning
- Ranked 10 Million Households based on likely purchase
- Selected 200k Best-Fit customers Using CRM/Purchase History
9
10. 10
Analytics Driving Direct Mail Audience
185%
Higher Revenue
per customer
27%
Increase in
Transactions per
Customer
2x
Increase in
Response Rate
* Results reflect lift versus retailer’s own proprietary customer selection method
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Tradeshows: True Omnichannel Marketing
Pre Show: Direct Mail, Display & Email to book meetings on site
= 30 meeting requests
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During Show: Take-away incentive offer to complete demo within 3 weeks.
= 22 demo requests to date
Tradeshows: True Omnichannel Marketing
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Continuing Post-Event
Action: Emailed one question survey to 390 booth scans. Different
confirmation page depending on lead quality
Goal: Gather audience intel and build trust within the SFMC Community
Results: 120+ survey responses, 25 demo requests
Non-BQL BQL
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2017 SURE BET
Attribution:
Significant ground will be made in
2017 regarding the tools and ”sources”
used to determine real attribution vs.
modeled attribution.
Attribution:
As companies diversify into further
marketing mediums, attribution will
become more complex, losing all of
the ground we created in early 2017.
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2017 LONG SHOT
Cross Device Tracking:
A winner will start to emerge with
cross device tracking that is 2X the
competition. Most match rates today
are below 50% from my
understanding.
A player will emerge north of 80%
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BONUS LONG SHOT
1st and 2nd Screen Synced
Advertising will start to become
more mainstream:
Interesting companies are starting to
emerge with features around 1st and
2nd screen advertising.
I believe we will see a few companies
emerge to become more mainstream
add-on’s to traditional TV advertising.
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BONUS BONUS LONG SHOT
DEATH OF THE MARKETER:
As data becomes more and
more prevalent in marketing
orgs, a sizeable shift will occur
where HR teams will look less
and less for “marketing grads”
and will look for STEM grads to
enter the marketing org.
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Bigger Investments in Social Analytics
• FB: More third party
involvement around
measurement
• Goals:
• less siloed audiences
• larger targeting capabilities
• Cross-platform insights
• Compare KPIs
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74%
likely to choose
another business
70%
likely to complain to
friends and family
30%
likely to leave a
bad review
24%
likely to complain
on social media
A TALE OF TWO
VOICE
EXPERIENCES
POOR EXPERIENCE POSITIVE EXPERIENCE
60%
80%
likely to become a repeat customer
likely to spend more money on current or
future purchases