conquering the omni-channel challenge

vConquering the Omni-Channel Challenge

Jenn Vlahavas, VP Account Strategy

©2014 MEDIAMATH INC. 1

MIMA Summit – October 2014

Thank You, Summit Sponsors

”

Who the heck is this gal?

”

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Is Omni-Channel defined as the…

Sales Channel?

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Is research prior to a purchase…considered omni-channel?

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Does Omni-channel include the environment…where a consumer is exposed to your message?

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What about Channel Assets?And how they engage with your customers?

Live Chat via your Web site?

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In-store Employees?

Is… Organizational Structurea consideration when building your strategy?

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expanded

…historically defined omni-channel

infrastructure

to include

the

through the lens of the consumer

and

organizational components...

definition haswho cares?

Digital Media

Digital now accounts for 57% of global media consumption

Traditional Media

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Source: GlobalWebIndex: Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time, Q4 2012

67% completed the purchase elsewhereSource: comScore

Consumers who started shopping on one device or in-store

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Mobile coupon usage increased by 41% Versus last year, Source: comScore

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Pre-Meditated Showrooming is on the Rise!Up 8% versus last quarter, Source: comScore

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$1.8 trillion by 2017!Combined online & web-influenced sales to reach

Forrester Research

Up from $1.3 trillion in 2013

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READ: HUGE OPPORTUNITY

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[ ] Attributing credit to the most effective marketing channels

[ ] Activating data

[ ] Execution fragmentation

[ ] Telling your brand story to consumers

The Struggle is Real. Or is it?

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Think Multiple Channels -Give Credit Where Credit is Due

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Siloed Data is Sad Data

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Point Solutions Are The EnemyThey are immature, selfish & don’t play nice with others

One-Size-DOES NOT-Fit-All

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Programmatic can help you SEIZE itRead: Let us help!

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The opportunity exists…

”

”

economic sense to send a

- Lawrence Light Former CMO, McDonald’s

It no longer makes

of persuading the few.message to the many in hopes

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”

”

programmatic is manual,

- Marissa Mayer CEO Yahoo!

The opposite of

not premium.

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””

buy media in a way

- Bonin BoughVP, Global Media & Consumer Engagement, Mondelez International

Why would I not

that I can get data back and use it to makesmart decisions?

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Six Best Practices[ ] Leverage Data[ ] Embrace Transparency[ ] Create “Yes And” Partnerships[ ] OWN It[ ] Internal Alignment[ ] Make Educated Bets

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[1] Leverage DataHigh Value, Under-Utilized

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U N D E R S TA N D TA R G E T M E A S U R E

Align offline and online Purchase and media data Leverage 3rd party data Create single view

Find new customers Drive repeat purchases Drive loyalty & retention Influence hand-raisers

Sales &/or Brand impact Fractional Attribution Close the loop Test and learn

[2] Embrace TransparencyPeel back the onion (there may be tears!)

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[] Your Working Media DollarsTransparency into:

[] What’s Working*Transparency into:

[] What Isn’t Working*Transparency into:

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[3] Create “Yes and...” Partnerships

&Agency

Brand

Ad tech

…but you need an operational framework to drive success

Tech Enables…

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Bring the technology in-house

L Build a history of what’s working

L Create one holistic view of your customer

L Establish a transparent view into how your money is spent

L Own and control your 1st party data

L Facilitate the sharing of data internally

to build a programmatic practice

[4] OWN IT!

L Build your own technology stack

Break Down the Silos![5] Internal Reorientation & Alignment…

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TechnologyFoundation for Sharing & Centralization

Education*Align Goals & Roles

Goals*Aligned, but Weighted

Break Down the Silos![5] Internal Reorientation & Alignment…

[last one!] Make an Educated Bet!It’s not just an adoption, it’s an evolution:

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Build Competitive Advantage

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…Grow Market Share

”

”

case study in your industry,

- Seth Godin, Author: ‘Permission Marketing’

If you wait until there is another

you will be too late.

THANK YOUJenn Vlahavas

@MediaMath

©2014 MEDIAMATH INC