Conquering the Omni-Channel Challenge

Conquering the Omni-Channel Challenge
v
Jenn Vlahavas, VP Account Strategy
©2014 MEDIAMATH INC. 1
MIMA Summit – October 2014

@JENNVLAHAVAS @MEDIAMATH #MIMASUMMIT
Who the heck is this gal?

@JENNVLAHAVAS @MEDIAMATH
Is Omni-Channel defined as the…
Sales Channel?

Is research prior to a purchase…
considered omni-channel?

Does Omni-channel include the environment
…where a consumer is exposed to your message?

What about Channel Assets?
And how they engage with your customers?
Live Chat via your Web site?

In-store Employees?

Is… Organizational Structure
a consideration when building your strategy?

…historically defined omni-channel
through the lens of the consumer
expanded
to include
definition hwas ho cares?
infrastructure
the
and
organizational components...

Digital Media
Digital now accounts for 57% of global
media consumption
Source: GlobalWebIndex: Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time, Q4 2012

67% completed the purchase elsewhere
Source: comScore
Consumers who started shopping on one device or in-store

Mobile coupon usage increased by 41%
Versus last year, Source: comScore

Pre-Meditated Showrooming is on the Rise!
Up 8% versus last quarter, Source: comScore

Combined online & web-influenced sales to reach
$1.8 trillion by 2017!
Up from $1.3 trillion in 2013
Forrester Research

READ: HUGE OPPORTUNITY

The Struggle is Real. Or is it?
[ ] Attributing credit to the most effective marketing channels
[ ] Activating data
[ ] Execution fragmentation
[ ] Telling your brand story to consumers

Think Multiple Channels -
Give Credit Where Credit is Due

   
Siloed Data is Sad Data

Point Solutions Are The Enemy
They are immature, selfish & don’t play nice with others

One-Size-DOES NOT-Fit-All

Programmatic can help you SEIZE it
Read: Let us help!
The opportunity exists…

It no longer makes
economic sense to send a
message to the many in hopes
of persuading the few.
- Lawrence Light
Former CMO, McDonald’s

The opposite of
programmatic is manual,
not premium.
- Marissa Mayer
CEO Yahoo!

Why would I not
buy media in a way
that I can get data back
and use it to make
smart decisions?
- Bonin Bough
VP, Global Media &
Consumer Engagement,
Mondelez International

Six Best Practices
[ ] Leverage Data
[ ] Embrace Transparency
[ ] Create “Yes And” Partnerships
[ ] OWN It
[ ] Internal Alignment
[ ] Make Educated Bets

[1] Leverage Data
High Value, Under-Utilized
UNDE RS TAND TARGE T MEASUR E
 Align offline and online
 Purchase and media data
 Leverage 3rd party data
 Create single view
 Find new customers
 Drive repeat purchases
 Drive loyalty & retention
 Influence hand-raisers
 Sales &/or Brand impact
 Fractional Attribution
 Close the loop
 Test and learn

[2] Embrace Transparency
Peel back the onion (there may be tears!)

Transparency into:
[] Your Working Media Dollars
Transparency into:
[] What’s Working*
Transparency into:
[] What Isn’t Working*

[3] Create “Yes and...” Partnerships
Tech Enables…
&
Agency
Brand
Ad tech
…but you need an operational framework to drive success

[5] Internal Reorientation & Alignment…
Break Down the Silos!

[5] Internal Reorientation & Alignment…
Break Down the Silos!
Goals*
Aligned, but Weighted
Education*
Align Goals & Roles
Technology
Foundation for Sharing & Centralization

It’s not just an adoption, it’s an evolution:
[last one!] Make an Educated Bet!

Build Competitive Advantage
…Grow Market Share

If you wait until there is another
case study in your industry,
you will be too late.
- Seth Godin,
Author: ‘Permission Marketing’

Conquering the Omni-Channel Challenge

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