The customer decision journey resembles the path of a fast pinball game – bouncing from one moment to the next with seemingly no predictable pattern. How can you connect throughout this journey to inform, influence and inspire on-line engagement and action? Anvil President, Kent Lewis, shares the what, the how, and the why of using an omni-channel attribution approach to engage with consumers at multiple ‘micro-moments’. Learn how to think small to win big by understanding; when you should engage, where you can engage, and what kind of message to deliver at those moments to build your digital footprint and create macro success.

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Building a Winning Omni-Channel
Attribution Program
Anvil Media Lunch & Learn Webinar Series
December 16, 2020
Kent Lewis (@KentjLewis)
President & Founder
Anvil Media (@AnvilMedia)

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Agenda
– Omni-Channel Background
– Defining Omni-Channel
– Key Components
– Best Practices
– Q&A
– Resources Appendix
2

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Omni-Channel Background

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—Latin: All vs. Many
—What vs. How
Omni-Channel vs. Multi-Channel

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—"Simply put, omni-channel is multi-channel done right!” - John
Bowden, Senior VP of Customer Care at Time Warner Cable
—"We have enough data at the customer level to see how she interacts
both online and in the store, so we can tailor messaging and offers to
her appropriately by channel. We strive to balance the use of customer
data to inform content relevancy with the use of consumer insights to
ensure that the relevancy is coupled with a sense of discovery and
inspiration.” - Julie Bernard, Chief Marketing Officer at Macy’s
Omni-Channel Quotes

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—Website
—Email
—Social media
—Direct response
Common Channels
—Properties
—Advertising
—Public relations
—Events

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—Engagement rate: 18.96% on omnichannel vs 5.4% on single-channel
—Purchase frequency: 250% higher on omnichannel vs single-channel
—Average order value: 13% more per order on omnichannel vs single-
channel
—Customer retention rates: 90% higher for omnichannel vs single-channel
2019 Omnisend Annual Report
Omni-Channel vs. Single Channel

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Omni-Channel Statistics
—90% of consumers start a task on one device and
finish it on another

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—64 percent of consumers are willing to pay more for
a simplified experience
Omni-Channel Statistics

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—Understanding the journey
—Selecting the channels
—Leveraging technology
—Measuring
—Attributing
Omni-Channel Challenges

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—Product/Service Managers
—Marketing
—Sales
—Customer Support
—Customer Success/Relationship Managers
—IT/Interactive/Web Team
—CxOs
Omni-Channel Stakeholders

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—Sales/Marketing Automation/ESP
—Customer Relationship Management (CRM)
—Content Management System (CMS)
—Bluetooth/NFC
—Geo-fencing/Beacons
—AI: Chat/Knowledgebase (DIY)
—Loyalty Program
—Mobile App
—Point of Sale (PoS)
Omni-Channel Technologies

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Defining Omni-Channel

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—Typically associated with retail, omni-
channel marketing refers to viewing
the customer journey/experience
through their eyes, and creating a
seamless, integrated and consistent
experience, regardless of channel or
device.
Omni-Channel Definition

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—Rising importance of chatbots and increasing
use of virtual and online channels to result in
15.7% growth of the Marketing Automation
Software (MAS) market (Frost & Sullivan)
—Despite the COVID-19 crisis, marketing
automation is among the top four investment
priorities for enterprise digital solutions in
2020 to streamline and automate marketing
efforts and to be able to understand the
customer journey while optimizing the
experience
Omni-Channel Powered by MAS

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Key Components

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—Seamless
—Integrated
—Consistent
—Frictionless
—Engineered
—Context
—Empathy
Omni-Channel Components

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Best Practices

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Successful Omni-Channel Brands

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Successful Omni-Channels

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—Walk a mile in your customer (and prospects) shoes
—Gain insights into major milestones and roadblocks
—Identify opportunities that reduce friction
—Create messaging that maximizes engagement and conversions
Best Practices: Customer Journey

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Best Practices: Measure
—Track all data along the journey, from emails to phone calls
—Create a repository for all channels
—Analyze the data, looking for trends and other insights
—Always be testing

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Best Practices: Segment
—Develop defined segments or personas
—Create customized content for each segment
—Consider context behind each touch point
—Each segment will have different journeys

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Best Practices: Create
—Consistently create compelling content
—Empathy is essential
—Create sensory experiences for each channel
—Ensure each touch point is measurable & seamless

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Best Practices: Listen
—Monitor feedback across channels & segments
—Learn from data insights and conversations
—Focus on channels and touchpoints that work
—Combine stated preferences, behaviors and goals for
maximum efficiency and impact

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Best Practices: Expand
—Think outside of the marketing “box”
—Engage all internal constituents in programming
—Don’t forget: market research, product development,
customer service and merchandising teams
—Success is holistic and requires communication and
collaboration across teams

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—Understand your customer (journey)
—Select the proper technology platforms
—Segment your audiences
—Create a seamless, frictionless experience
—Measure twice, cut once
—Context matters
Key Takeaways

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Resources
ꟷ Podcast: Omnichannel Marketing
ꟷ What Senior Living Can Learn From Omnichannel Marketing
Masters Like Disney
ꟷ Omnichannel marketing automation statistics for 2019
ꟷ 12 Examples of Brands With Brilliant Omni-Channel
Experiences
ꟷ Omnichannel Marketing: What it is, Why it Matters, and How
to Execute it
ꟷ The Definition of Omni-Channel Marketing – Plus 7 Tips
ꟷ Omnichannel vs Multichannel: Are they so different?
ꟷ Omnichannel Stats You Don’t Want To Miss

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Kent Lewis
President & Founder
www.AnvilMedia.com
Kent@AnvilMedia.com
Questions?
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