Multichannel Marketing: Your 5-Year Plan
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These slides are from the 10/30/08 Webcast:
Multichannel Marketing: Your 5-Year Plan
This American Marketing Association webcast was Sponsored by Aquent
Aquent is the only global staffing company dedicated to marketing and creative services organizations
Our customers are industry leaders90 of the Fortune 1002/3 of the Fortune 500
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Multichannel Marketing: Your 5-Year Plan
Akin ArikanAArikan@unica.com
Blog: MultichannelMetrics.com
© 2008 Unica Corporation 3
What Is Your Personal Background?
Online Marketing?
Direct Marketing?
Brand Marketing?
None of the above?
Multiple of the above?
© 2008 Unica Corporation 4
Why Aren’t They Hearing Us?
© 2008 Unica Corporation 5
Bottom-up View: Multichannel Behavior Makes Our Jobs Harder
BecomeAware
Consider
Transact
`
InternetDirect Mail Store
Broad-Cast
Call Center
Service
1. How to measure ROI of marketing efforts?
2. How to be customer- centric?
© 2008 Unica Corporation 6
About Unica
Financially solid and growingWorldwide presence
Rev
enue
($M
)
Rated as the leader in Enterprise Marketing Management
Known for Customer Success with Solutions for:• Interactive Marketing across online + offline• Web Analytics
© 2008 Unica Corporation 7
FinancialFinancial Travel / Travel / HospitalityHospitality
Customers
TelecomTelecom Retail / CatalogRetail / Catalog Healthcare &Healthcare &InsuranceInsurance B2B/High TechB2B/High Tech
© 2008 Unica Corporation 8
Discussion Points for Today
The Big PictureThe Big Picture
The Fine PrintThe Fine Print
The TechnologyThe Technology
Q&AQ&A
© 2008 Unica Corporation 9
Top-Down View: Multichannel Marketing can be more than a Tactic
Compete onChannels
Channels as Tactic / Convenience
© 2008 Unica Corporation 10
““You can’t manage what you You can’t manage what you don’t measure”don’t measure”
It’s Time to Move Beyond:
Top-Down View: Analytics can be more than a Tactic
© 2008 Unica Corporation 11
Compete onAnalytics
Analyticsas a Tactic
for managingROI
improvement
The rest of us
Top-Down View: Analytics can be more than a Tactic
© 2008 Unica Corporation 12
As Basis forCompeting
Just a Tacticfor ROI
improvement
Tactic vs. Strategy of Analytics Driven Multichannel Marketing
For Tactic / Convenience
Analytics
ChannelsAs Basis forCompeting
© 2008 Unica Corporation 13
Big Picture Summary
1.1. Aim for Aim for MultichannelMultichannel Marketing Strategy FirstMarketing Strategy First
Can Channels be a Competitive Strategy rather than Can Channels be a Competitive Strategy rather than just tactics?just tactics?
2.2. Show some Analytics Pride!Show some Analytics Pride!
Compete on analytics instead of just labor costsCompete on analytics instead of just labor costs
Can you identify a way to compete on analytics vs. just Can you identify a way to compete on analytics vs. just using them for incremental ROI improvement?using them for incremental ROI improvement?
3.3. RepeatRepeat
© 2008 Unica Corporation 14
Discussion Points for Today
The Big PictureThe Big Picture
The Fine PrintThe Fine Print
The TechnologyThe Technology
Q&AQ&A
© 2008 Unica Corporation 15
Bottom-up View: Multichannel Behavior Makes Our Jobs Harder
BecomeAware
Consider
Transact
`
InternetDirect Mail Store
Broad-Cast
Call Center
Service
1. How to measure ROI of marketing efforts?
2. How to measure customer behavior?
© 2008 Unica Corporation 16
Addressable vs. Non-Addressable Channels
ResponseChannel
Contact Channel W
eb S
ite
E-m
ail
Phon
e
Mai
l / F
ax
Sto
re
Vira
l
Mob
ile
Dire
ct S
ales
OFFLINEONLINE
Blog
Adv
ertis
ing
(Not
add
ress
able
)D
irect
Res
pons
e(A
ddre
ssab
le)
Vira
l
TV/Radio/Print
Out-of-home
Events
Product Placement
In Store
Call Center
Direct mail
Service Team
Mobile
Web Ads
Search
Web site
© 2008 Unica Corporation 17
Online, Direct, & Brand Marketers Focus on Different Sweet Spots
ResponseChannel
Contact Channel W
eb S
ite
E-m
ail
Phon
e
Mai
l / F
ax
Sto
re
Vira
l
Mob
ile
Dire
ct S
ales
OFFLINEONLINE
Blog
Adv
ertis
ing
(Not
add
ress
able
)D
irect
Res
pons
e(A
ddre
ssab
le)
Vira
l
DirectMarketers
BrandMarketers
TV/Radio/Print
Out-of-home
Events
Product Placement
In Store
Call Center
Direct mail
Service Team
Mobile
Web Ads
Search
Web site
OnlineMarketers
How can the white spots be covered?
1.Share methods & integrate data
2.Traditional channels are also becoming addressable
© 2008 Unica Corporation 18
More and More Channels Are – and Will Become – Addressable
Print publications& advertising
Online publications& advertising
Behavioral Targeting
© 2008 Unica Corporation 19
Traditional, 3d Party Display Ad Serving vs. Direct Serving of (Targeted) Ads
Traditional (3d party) trueffect – directServe (1st party)
© 2008 Unica Corporation 20
More and More Channels Are – and Will Become – Addressable
TV: mass advertising
TV: targetedads to anonymous
segments
Behavioral targeting to individuals?
© 2008 Unica Corporation 21
Social Media: The Power of Influencers
“People who hear about a bad shopping
experience are less likely than the people who
actually had the bad experience to ever set
foot in the store.“
A 2006 study by the Verde Group
© 2008 Unica Corporation 22
0
10
20
30
40
50
60
70
March-03
May-03
July-03
September-03
November-03
January-04
March-04
May-04
July-04
September-04
November-04
January-05
March-05
May-05
Num
ber
of c
laim
s
O-Ring Text
O-Ring Code
Blog Monitoring & Text Mining
Source: ClearForest
© 2008 Unica Corporation 23
Viral Campaigns, e.g. http://whiteboard.ups.com
© 2008 Unica Corporation 24
Viral Campaign Funnel
Participated
Referred aFriend
Return via Search
Started PurchaseCompleted Purchase
© 2008 Unica Corporation 25
The Net Result
Online, Direct, and Brand marketers have each developed sophisticated methods but not shared them with each other.
When combined, these methods enable integrated multichannel marketing & measurement
Let the sharing begin now!
But there are obstacles …
© 2008 Unica Corporation 26
The Online Marketer’s View
© 2008 Unica Corporation 27
The Offline Marketer’s View
© 2008 Unica Corporation 28
Online & Offline Marketers Have Much Reason to Make Friends
OnlineOnline OfflineOffline
• Proven analytics methods• Relationship focused
• Granular behavior data• Acquisition centric
© 2008 Unica Corporation 29
Similar Issues, Different Language
Online MarketersOnline Marketers Offline MarketersOffline Marketers
search/bid management
response modelingstrategic segmentation
contact optimization
path analysislifetime value
display ads
ad view throughpage tags
indirect response attribution
offer management
multivariate page testingonline personas
customer decisioning
churn analysis
behavioral targeting
significant event detection
next best offer/activity
online media buys
overlays
re-marketing emails
resource managementad trafficking
creative development
site changesoverlays
lifetime value
© 2008 Unica Corporation 30
Typical Online Marketer Activity: Funnel Optimization
© 2008 Unica Corporation 31
Typical Offline Marketer Activities: Segment & Target Across Life Cycle
Grow LifetimeValue
Retain &Win Back
RelationshipMarketing Conversion
Awareness
Consideration
addressableaddressableanonymousanonymous
© 2008 Unica Corporation 32
Discussion Points for Today
The Big PictureThe Big Picture
The Fine PrintThe Fine Print
The TechnologyThe Technology
Q&AQ&A
© 2008 Unica Corporation 33
Drill Down From Aggregate Web Reporting to Web Customer Insights
© 2008 Unica Corporation 34
Create an Integrated Customer View
Off-Line CUSTOMER Data
On-LineVISITOR Data
© 2008 Unica Corporation 35
Behavioral Targeting Across Channels
Send leads to local branchesSend leads to local branches for highfor high--value existing customersvalue existing customers
Cross-ChannelTargeting
and Execution
CarCo
© 2008 Unica Corporation 36
Telecommunications: Premium offer presented to high-value customer
Customer is recognized as a high-value customer who is within 90-days of plan expiration. Premium offer presented for renewing service.
Sring Fair&Flexible Plan 450
MySpring
© 2008 Unica Corporation 37
Banking: Personalized offers on website
Personalized offer presented based on customer attributes
© 2008 Unica Corporation 38
Multichannel Marketing: A 5 Year Plan
Web Analysts,Web Analysts,
Start Dialog &Start Dialog &Cooperation AcrossCooperation Across
Marketing TeamsMarketing Teams
Plan for Integration Plan for Integration of Silos of Customer of Silos of Customer
informationinformation
Stop sending Stop sending untargeted emailuntargeted email
Brand AdvertisersBrand Advertisers
Integrate web Integrate web analytics into direct analytics into direct
marketingmarketing
2013: expect to start 2013: expect to start targeting IPTV targeting IPTV commercialscommercials
Direct Marketers,Direct Marketers,
Site side Site side behavioral targeting behavioral targeting using online + offline using online + offline
customer insightscustomer insights
Target online Target online display ads based display ads based on (site) behavioron (site) behavior
Integrate a socialIntegrate a socialMedia strategy Media strategy
(UGC)(UGC)
© 2008 Unica Corporation 39
Time to Take Off the Blinders and Work Together!
Next week, have lunch with a colleague from• Direct• Brand• Online
Marketing!
Multichannel Marketing:
Questions About Your 5- Year Plan?
Akın Arıkan AArikan@unica.com
Blog: MultichannelMetrics.com
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