CIM Summit: The Changing Face of Marketing - Target Internet, Daniel Rowles

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OMNI-CHANNEL BUT NOT OMINOUS

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AUTHORCIM COURSE DIRECTOR

IMPERIAL COLLEGECEO TARGETINTERNET.COM

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TWITTER: DANIELROWLES INSTAGRAM: TARGETINERNET

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OMNICHANNEL IN PERSPECTIVE

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CHANNEL CROSSOVER

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CONSTANT CHANGE

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What The Brand

Wants To Tell People

What Target

Audience

Want To

Engage With

Bridging The Gap With Understanding

Driven Strategy

USER FOCUS

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USER JOURNEY FOCUS

ACTIVE INTEREST

POINT OF

PURCHASE

BROWSING / VAGUE NOTION

LOYALTY

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DATA IN PRACTICE

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ANALYTICS ANALYSIS

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ANALYTICS ANALYSIS

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BEYOND VOLUME

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OMNICHANNEL MEASUREMENT

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GOING BEYOND LAST CLICK

EMAIL SEARCH CONVERSION

SEARCH CONVERSION

PRINT

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SET PRIMARY OBJECTIVES

BUSINESS OBJECTIVE

PRIMARY

GAP CORRELATION

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SET ANALYTICS GOALS

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CONTRIBUTION

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CONTRIBUTION

DIGITAL CHANNEL

1

KPI 1

KPI 2

KPI 3

DIGITAL CHANNEL

2

KPI 1

KPI 2

KPI 3

DIGITAL CHANNEL

3

KPI 1

KPI 2

KPI 3

OFFLINE TRAFFIC

SOURCE 1

KPI 1

KPI 2

KPI 3

Contribution %

Contribution %

Contribution %

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STEP BY STEP GUIDE

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BEYOND OMNI-CHANNEL

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TARGETINTERNET.COM/CIM2017