Cross Channel Marketing, Attribution & Success Tactics

 

Track: Mobile MarketingFeb 8, 2012

The Digital Marketer’s Dilemma

Moving from Complex

The Digital Marketer’s Dilemma

To Simple

Buyer Life Cycle

Strategy & Execution

Testing

Tracking

Research

Messaging

Content

Distribution

The Digital Marketer’s DilemmaAnd Bridging Gaps Between Strategy &

Reality

Moderator

Michelle Fitzgerald, Marketing Consultant & Author of Get Scrappier | @mfitz0705

Panelists

Jason Pinto, CMO, interlinkONE | @jasonpintoJon Oakes, COO, L2, Inc | @jon_OakesDes 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

Today’s All About: What’s Working and What’s Not

Case Study 1:Enabling Multi-ChannelMarketing Solutions

By Jason Pinto, CMO, interlinkONE

Goal: Streamline Multiple Channels To (1) Database

Unleash Multi-Channel Messaging

Print / Direct Mail - PURLs & QR Codes

Twitter

Facebook

Email

The Response Page

The Tracking Dashboard

What Did Users Respond To?

Case Study 2Enabling Marketing & Sales To work together successfully

using multi-channel strategies

By Jon Oakes, COO, L2, Inc

Leverage Sales Knowledge…With Marketing Guidance

Provide Personalized, Relevant Messaging To Customers

Why Cross-Channel Mattered

Email: 20% open rate

PURL Landing Page10% Response Rate

50% Field SalesEngagement

Guess which halfhad the most sales?

Case Study 3:multi-channel data

collection at [ ] AirlinesBy Des Cahill, VP of Marketing

Ensighten – Enterprise Tag Management

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

Identify The Digital Channels

Enable the multi-channel optimization vision

Tag Management System – Platform to host and manage ALL 3rd party data collection “tags” & “pixels” 1. Better data collection across all digital channels

2. Better Media Mix Optimization for marketing ROI

3. Fast tag deployment, vendor A/B testing, no IT

4. Faster page load

5. Web, Mobile app, Flash support

Enable Data Collection

• Web analytics tags

• Ad conversion pixels

• Retargeting tags

• Testing tags

• HTML• iOS• Android• Flash• Social