1. Case Study
Using Technology to Win More Sales
in a Holiday Season
Ian Gomar Michael Peralta
CMO for Sporting CRO
Goods, Fitness & Toys MediaMath
Sears

2. Holiday Marketing & Sears
• Ian Gomar: CMO, Sporting Goods, Fitness & Toys, Sears Holdings
Corporation
• Mike Peralta: CRO, MediaMath

3. Remarketing & Dynamic Creative: a good start
Daily Conversions Black Friday

4. Remarketing & Dynamic Creative: a good start
Daily CPA

5. Next step: Targeting
Strategy:
Increase size of pool of potential Awareness
converters
ex. Goal-based opto, contextual targeting, site
lists Prospecting
Consideration & Engagement
Target engagers & find like profiles Action/Purchase
ex. Engage visitors brought in through prospecting, Engagement
contextual targeting, 3rd party data targeting
Drive conversion through dynamic
remarketing Conversion
The whole web as your storefront
Conversion is not a one-time event - target from CRM
email, change creative, discount codes

6. What targeting can do
Adding targeting and
other higher funnel
strategies scales the
campaign while
increasing response
rate
(blinded data from retail
campaign)

7. Thanks!
Ian Gomar: CMO, Sporting Goods, Fitness & Toys, Sears Holdings Corporation
Mike Peralta: CRO, MediaMath