The document discusses strategies for cross-channel marketing with a focus on multi-channel messaging and data collection techniques. It includes case studies demonstrating successful implementations in various companies, highlighting the importance of streamlined communication and personalized customer engagement. Key takeaways emphasize effective tracking, testing, and optimizing marketing efforts across diverse digital platforms.

1. Cross Channel Marketing, Attribution & Success Tactics Track: Mobile Marketing Feb 8, 2012

2. The Digital Marketer’s Dilemma Moving from Complex

3. The Digital Marketer’s Dilemma To Simple

4. The Digital Marketer’s Dilemma And Bridging Gaps Between Strategy & Reality Buyer Life Cycle Strategy & Execution Testing Tracking Research Messaging Content Distribution

5. Today’s All About: What’s Working and What’s Not Moderator Michelle Fitzgerald, Marketing Consultant & Author of Get Scrappier | @mfitz0705 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 Campaign Social Analytics Advisor | @dsiroker Stephanie McReynolds, Sr. Director Marketing, Teradata | @slangenfeld

6. Case Study 1: Enabling Multi-Channel Marketing Solutions By Jason Pinto, CMO, interlinkONE

7. Goal: Streamline Multiple Channels To (1) Database

8. Unleash Multi-Channel Messaging Print / Direct Mail - PURLs & QR Codes Twitter Facebook Email

9. The Response Page

10. The Tracking Dashboard

11. What Did Users Respond To?

12. Case Study 2 Enabling Marketing & Sales To work together successfully using multi-channel strategies By Jon Oakes, COO, L2, Inc

13. Leverage Sales Knowledge … With Marketing Guidance

14. Provide Personalized, Relevant Messaging To Customers

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. Case Study 3: multi-channel data collection at [ ] Airlines By Des Cahill, VP of Marketing Ensighten – Enterprise Tag Management

17. Create A Business Strategy top 5 U.S. airline originate larger share of fare sales increase cross-sell, up-sell services digital multi-channel, beyond web+ mobile digital data collection goals Collect & analyze consumer data across all channels Optimize consumer interactions across all channels

18. Identify The Digital Channels

19. Enable the multi-channel optimization vision Tag Management System – Platform to host and manage ALL 3 rd party data collection “tags” & “pixels” Better data collection across all digital channels Better Media Mix Optimization for marketing ROI Fast tag deployment, vendor A/B testing, no IT Faster page load Web, Mobile app, Flash support

20. Enable Data Collection Web analytics tags Ad conversion pixels Retargeting tags Testing tags HTML iOS Android Flash Social