How to best leverage data insights from multi-channel platforms to impact ongoing marketing strategies and revenues. This includes customer behaviour across digital platforms and integrated online and offline user experience journey. This presentation includes advice on how behaviours impact customers’ decision-making processes, practical advice on how to garner insights and how to measure and structure marketing campaigns across multi-channel platforms. The session will also feature a case study example of applying the above and increasing ROI for B2B brands. Benefits Practical advice on managing multi-channel marketing activities Customer insights in the digital world Real life examples How this impacts business objectives and ROI Measurement of ROI retained via digital and social media

1. Understanding User Behaviour in
the Omni-Channel World
By Dave Wallace, Dawn Smith | JWT
14 June 2012

2. Omni-Channel Measurement
from a Multi-Channel Marketing Perspective
The design specifications of omni-channel retailing are growing clearer by the day. Customers
want everything. They want the advantages of digital, such as broad selection, rich product
information, and customer reviews and tips. They want the advantages of physical stores,
such as personal service, the ability to touch products, and shopping as an event and an
experience. (Online merchants take note.) Different customer segments will value parts of
the shopping experience differently, but all are likely to want perfect integration of the digital
and the physical.
Darrel Rigby - The Future of Shopping, Harvard Business Review
We approach Omni-Channel from a Multi-Channel Marketing user-centered and journey
specific approach.

3. The Real World

4. The Real World
User: Searched,
Visited, Bought a
Jumper
What do you do need? Hi!
Hello
Who are you?
HI! Hello
TV Search Print Banners E-Commerce Mobile Social Website CRM Call Center Affiliates/Partners Point of Sale

5. The Perfect World
Hello Dave
The marketer
Techie
The Dad
Likes trainers
TV Search Print Banners E-Commerce Mobile Social Website CRM Call Center Affiliates/Partners Point of Sale

6. The Perfect World
Know your customer
Communicate like you know them
Personalise based on behavior
Simplify to conversion
Optimise your spend
Realize organisation efficiencies
give them what they want…
when the want it...
before they realise they need it…
on the device or location they have…

7. Information Overload

8. It’s Not Simple Anymore
% CTR
Media Website

9. The Path is More Complex
TV % CTR Search % CTR Website % CTR Social
% CTR Coupon % CTR Store Visit
Now lets add in multi platform usage and trends: Mobile, Tablet, Desktop
Store Visit Product Research Purchase
Price Compare
Social Reviews

10. The Path is More Complex
TV % CTR Search % CTR Website % CTR Social
% CTR Coupon % CTR Store Visit
Now lets add in multi platform usage and trends: Mobile, Tablet, Desktop
Store Visit Product Research Purchase
Price Compare
Social Reviews

11. T he L andscape I s D aunting
ECRM Web Analytics Mobile
Network Info SEO Testing/AB

12. Social
Most important questions
to weed through the
clutter:
What do you want to measure
and why?
What is the purpose of that
channel?

13. Decision Point 1: Relevance & Culture

14. Decision Point 2: Know your Objectives, Channels, Device and Roles

15. Decision Point 3: Investment Scale
Omni/Cross Channel Optimisation
Listen Analyze Plan Speak
Overall Customer View Revenue Causation Trigger Campaigns Personalized
Multi-Channel Marketing
Listen Analyze Plan Speak
VOC per Channel Attribution Modeling Channel Preference Cross Platform
Channel Optimisation
Listen Analyze Speak
Persisting Results Scoring, Modeling, Adv Segmentation Faster Cycles
Channel Execution
Listen Speak
File-Based List Processing Single Channel Fire/Forget
*2012 Digital Marketer - Trend and Benchmark Report
Experian Marketing Services

16. Decision Point 4: Journey Or Stand Alone Method?
*2012 Digital Marketer - Trend and Benchmark Report
Experian Marketing Services

17. Decision Point 4: Technology Ecosystem
*2012 Digital Marketer - Trend and Benchmark Report
Experian Marketing Services

18. Decision Point 4: Technology Ecosystem
*2012 Digital Marketer - Trend and Benchmark Report
Experian Marketing Services

19. Decision Point 5: Expected ROI
How will adopting a optimisation and measurement
approach impact your business?
Increased product rebuy or conversion
Customer Satisfaction
Shorted Sales Cycle
Optimized Media Spending & Attribution
Business Efficiencies

20. Have You?
Finalised a Understood
Adopted a
technology your data
mindset?
framework limitations
Reported with in
Set realistic
actionable
expectations
insights

21. Optimisation Methodology
2. Pre-Analysis
Implementation
1. Confirm
3. Set Targets/
Reporting & Objectives
Goals, KPIs, Data Collection Training, Goals
Analysis System
Strategy System, Tagging Education
Design
5. Learn, Test,
4. Launch &
Optimize &
Measure
socialize
Optimisation

22. Sample Deliverables
Determine Campaign
1 Ecosystem 4 Set Targets/Benchmarks
2 Set User Journeys 5 Determine Who Reports
What
3 Determine KPIs - Property or
Holistic 6 Global/Localization Planning
Reporting & Insights
7

23. Profiles & Ecosystem
1
Campaign Jobs to Be Done
Channels and Role
Profiles & Ecosystem

24. Set User Journeys
2

25. Determine KPIs
3

26. Determine KPIs
3

27. Set Targets and Benchmarks
4

28. Activity Scoring
25
A value is assigned for each Points
site interaction depending
on how important that
4 action is deemed 15
Points
30
Points
All traffic can be valued by
its score which will
represent how engaged its
traffic was on-site
Volume x AVG Score =
Activity Metric
25
Points
30 + 15 +25 + 35 = Activity Score (105)

29. Who Reports What?
Media Site/Mobile
5
PR Awareness Social
POS/Trial CRM

30. Global/Localization
6

31. Global/ ocalization
L
6

32. Reporting/Insights
7

33. Reporting/Insights
Dashboard
7

34. The Perfect World
Your users expect it from you.
Your competitors are doing it.
Are you ready to embrace it?