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Delivering on the Promise of Cross-Media Jeffrey Stewart CTO, Trekk Cross-Media
Agenda <ul><li>Features of Cross-Media </li></ul><ul><li>Challenges and Solutions </li></ul><ul><li>Show Me </li></ul>
Feature of Cross-Media Campaigns <ul><li>Personalization / Relevancy </li></ul><ul><li>Multiple Touch, Multiple Channels  ...
Relevance, Relationship, Results
Create Once… Deploy Often
Measureable Call-To-Action
Challenges and Solutions <ul><li>Cross-Discipline </li></ul><ul><li>Reducing Complexity </li></ul><ul><li>Testing & Measur...
Cross-Discipline <ul><li>People </li></ul><ul><ul><li>Graphics Artists, Copywriters, Interactive Designers, Account Manage...
and  Integrate  Integrate  Integrate
Seed the Clouds  With web-to-everywhere
Create  message Roadmaps  to strategically engage
Define and Track Touchpoints for measuring ROI
“ If you can’t measure it, you can’t manage it”
ROI = Return / Investment <ul><li>Return </li></ul><ul><ul><li>Value of product sold (profit margin) </li></ul></ul><ul><u...
Measurement Metrics  <ul><li>Cost Per Impression </li></ul><ul><li>Cost Per Click </li></ul><ul><li>Cost Per Conversion </...
A/B Testing <ul><li>Super Crunchers </li></ul><ul><li>Why Thinking-by-Numbers Is the New Way to Be Smart </li></ul><ul><li...
Keeping Score $23,210 for 1055 conversions or $22 each Low Value Mid Value High Value All VDP Design A 2500/500/100 VDP De...
Rinse, Lather, Repeat <ul><li>The Gilligan Effect </li></ul><ul><li>Continuous Improvement </li></ul><ul><li>Behaviors are...
Launch & Learn <ul><li>Identify unique segment behavior </li></ul><ul><li>Use test results to refine message and designs <...
“ A good hockey player plays where the puck is.” “ A great hockey player plays where the puck is going to be.” Wayne Gretzky
Show Me <ul><li>TrekkMaps </li></ul><ul><li>XMID </li></ul><ul><li>Media Pro </li></ul><ul><li>Dynamic Duo </li></ul>
Integrate  Campaign Tactics with  ‘ Traditional’ Cross Media
TrekkMaps.com Web Site
Direct Mail and Email
Mobile  Devices
Twitter
Facebook Page
Trekkmaps Quantcast
XMID Campaign
X M I D
 
 
 
Share It!
XMPie MediaPro 09 Campaign <ul><li>Core XMPie functionality </li></ul>Custom application using XMPie’s API  Core Twitter.c...
Following on Twitter By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in...
Acknowledging the follower Campaign recognises a new follower, enters their details into the database and sends back a ‘di...
Initial RURL landing page November 9, 2009 The recipient accesses their RURL which contains personalised copy, as well as ...
Authorising with Twitter Recipient authorises with Twitter, effectively granting access to XMPie to access their profile a...
Downloading the badge November 9, 2009 XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print...
Downloading the badge November 9, 2009 XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print...
Dynamic Duo Campaign
 
 
 
 
Get Your  Lumpy  Here
Tell You Friends, who tell there friends, who…
Wrap Up <ul><li>Multi-Touch and Multi-Channel Works </li></ul><ul><li>Cross Discipline Processes </li></ul><ul><li>Integra...
&quot;Technology will never replace people. People who use technology will replace people who don't.&quot;
Thanks for participating! Jeffrey Stewart Partner, CTO Trekk Cross-Media   Phone: 815.262.7252 Fax: 815.962.2189 [email_ad...
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Delivering On The Promise Of Cross Media

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Historically, it has been both impractical and uneconomical for companies to customize content for all of the audiences they need to reach. Today, enhanced communication architectures make it easier to develop, package and deliver relevant, timely information to web site visitors, customers, employees and business partners. In this session, Jeffrey Stewart explains how new tools deliver integration never before possible, delivering on the promise of cross-media communications. He’ll also share how you can help customers transition from traditional to more engaging, customized, personalized marketing that can be deployed across all media – including social media.

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Delivering On The Promise Of Cross Media

  1. 1. Delivering on the Promise of Cross-Media Jeffrey Stewart CTO, Trekk Cross-Media
  2. 2. Agenda <ul><li>Features of Cross-Media </li></ul><ul><li>Challenges and Solutions </li></ul><ul><li>Show Me </li></ul>
  3. 3. Feature of Cross-Media Campaigns <ul><li>Personalization / Relevancy </li></ul><ul><li>Multiple Touch, Multiple Channels </li></ul><ul><li>Measurable and Manageable </li></ul>
  4. 4. Relevance, Relationship, Results
  5. 5. Create Once… Deploy Often
  6. 6. Measureable Call-To-Action
  7. 7. Challenges and Solutions <ul><li>Cross-Discipline </li></ul><ul><li>Reducing Complexity </li></ul><ul><li>Testing & Measurement </li></ul><ul><li>Rinse, Lather, Repeat </li></ul><ul><li>Launch and Learn </li></ul>
  8. 8. Cross-Discipline <ul><li>People </li></ul><ul><ul><li>Graphics Artists, Copywriters, Interactive Designers, Account Managers, Pre-Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Web Sites, Database Servers, Variable Data Print Engines, Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s </li></ul></ul>
  9. 9. and Integrate Integrate Integrate
  10. 10. Seed the Clouds With web-to-everywhere
  11. 11. Create message Roadmaps to strategically engage
  12. 12. Define and Track Touchpoints for measuring ROI
  13. 13. “ If you can’t measure it, you can’t manage it”
  14. 14. ROI = Return / Investment <ul><li>Return </li></ul><ul><ul><li>Value of product sold (profit margin) </li></ul></ul><ul><ul><li>Value of Qualified Lead (projected sales) </li></ul></ul><ul><ul><li>Value of Customer Lifetime Loyalty (historically) </li></ul></ul><ul><li>Investment </li></ul><ul><ul><li>Fixed Costs </li></ul></ul><ul><ul><ul><li>Campaign Research and Concept Development </li></ul></ul></ul><ul><ul><ul><li>Tactic Design and Implementation </li></ul></ul></ul><ul><ul><ul><li>Tracking and Measurement Tools </li></ul></ul></ul><ul><ul><li>Variable Costs </li></ul></ul><ul><ul><ul><li>List Acquisition and Cleansing </li></ul></ul></ul><ul><ul><ul><li>Printing and Fulfillment </li></ul></ul></ul><ul><ul><ul><li>Offline and Online Ad Placement </li></ul></ul></ul><ul><ul><ul><li>Operation and Measurement </li></ul></ul></ul>
  15. 15. Measurement Metrics <ul><li>Cost Per Impression </li></ul><ul><li>Cost Per Click </li></ul><ul><li>Cost Per Conversion </li></ul>
  16. 16. A/B Testing <ul><li>Super Crunchers </li></ul><ul><li>Why Thinking-by-Numbers Is the New Way to Be Smart </li></ul><ul><li>www.bantamdell.com </li></ul><ul><li>The End of Intuition </li></ul><ul><li>Why Thinking-by-Numbers Is the New Way to Be Smart </li></ul><ul><li>www.bantamdell.com </li></ul>63% More likely you select Super Crunchers Ad
  17. 17. Keeping Score $23,210 for 1055 conversions or $22 each Low Value Mid Value High Value All VDP Design A 2500/500/100 VDP Design B 750/490/195 Email A 5000/1000/250 Email B 5000/800/200 2500/400/150 Banner Ad 1 30000/250/50 Banner Ad 2 25000/250/70 AdWords 45000/500/40 $0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
  18. 18. Rinse, Lather, Repeat <ul><li>The Gilligan Effect </li></ul><ul><li>Continuous Improvement </li></ul><ul><li>Behaviors are A-Changing </li></ul><ul><li>Test, Test and Test Again </li></ul>
  19. 19. Launch & Learn <ul><li>Identify unique segment behavior </li></ul><ul><li>Use test results to refine message and designs </li></ul><ul><li>Calculate individual tactic ROI </li></ul><ul><li>Refine campaign for next cycle </li></ul><ul><li>Or continuously improve midstream </li></ul>
  20. 20. “ A good hockey player plays where the puck is.” “ A great hockey player plays where the puck is going to be.” Wayne Gretzky
  21. 21. Show Me <ul><li>TrekkMaps </li></ul><ul><li>XMID </li></ul><ul><li>Media Pro </li></ul><ul><li>Dynamic Duo </li></ul>
  22. 22. Integrate Campaign Tactics with ‘ Traditional’ Cross Media
  23. 23. TrekkMaps.com Web Site
  24. 24. Direct Mail and Email
  25. 25. Mobile Devices
  26. 26. Twitter
  27. 27. Facebook Page
  28. 28. Trekkmaps Quantcast
  29. 29. XMID Campaign
  30. 30. X M I D
  31. 34. Share It!
  32. 35. XMPie MediaPro 09 Campaign <ul><li>Core XMPie functionality </li></ul>Custom application using XMPie’s API Core Twitter.com functionality Custom Application
  33. 36. Following on Twitter By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.
  34. 37. Acknowledging the follower Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access. Custom Application
  35. 38. Initial RURL landing page November 9, 2009 The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise. Custom Application
  36. 39. Authorising with Twitter Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process. Custom Application
  37. 40. Downloading the badge November 9, 2009 XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase. Custom Application
  38. 41. Downloading the badge November 9, 2009 XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase. Custom Application
  39. 42. Dynamic Duo Campaign
  40. 47. Get Your Lumpy Here
  41. 48. Tell You Friends, who tell there friends, who…
  42. 49. Wrap Up <ul><li>Multi-Touch and Multi-Channel Works </li></ul><ul><li>Cross Discipline Processes </li></ul><ul><li>Integrate API’s are Key </li></ul><ul><li>Continuous Improvement </li></ul><ul><li>Launch & Learn </li></ul>
  43. 50. &quot;Technology will never replace people. People who use technology will replace people who don't.&quot;
  44. 51. Thanks for participating! Jeffrey Stewart Partner, CTO Trekk Cross-Media   Phone: 815.262.7252 Fax: 815.962.2189 [email_address] www.Trekk.com Twitter.com/JeffreyAStewart Facebook.com/JAStewart LinkedIn.com/in/jeffreyastewart

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