George Frangakis, Country Manager of ForestView, describes how you can optimize your performance through cross-channel Marketing. This keynote was delivered at the 4th Distance Selling & eCommerce Conference in Athens.

1. From Multi Channel
to Cross Channel Marketing
Maximizing Campaign Performance
George Frangakis

2. Multi Channel Marketing
Not a New Game

3. Time spent on Media

4. Digital is Increasingly at the
Centre of the Marketing Mix

5. No more passive media
consumption
The digital user Interacts
We have the data
We can measure beyond the click

6. Indicative Digital Channels
Display
?

7. The Issues
Too much information in too many places: 35%
Organizations say that integrating multiple data sources is a challenge
They don’t understand the benefits: 30%
Having a hard time understanding how marketing analytics use
They lack the talent: 30%
Having problems finding the right people with the right knowledge
2013 Big Data for Marketing, Aberdeen Group

8. The Issues
Forrester 2012

9. Define KPI Across Channels
Likes Cost Per Like
Conversions Engagement
Number of leads
Lead conversion rate
Cost of lead / sale
Sales revenue Cost Per Action
Transaction value per customer
Lifetime value of customers
Share of repeat customers

10. Last Click Attribution?
Customer clicks across channels

11. Who Converts – Who Wins?

12. Nick Galis or The Team

13. Conversion Journey

14. Conversion Attribution
Perceived Path to Conversion
Actual Path to Conversion
RESEARCH
Consumer
Path Shop
CLICK Purchase - Lead
INTERACT

15. Purchase is a culmination of the
cumulative influence of all
marketing efforts

16. Cross Channel Marketing Automation
Bidding is a Dynamically Changing Environment
Can provide Cross Channel Changes and opportunities

17. Cross Channel Marketing Automation
Centralised Monitoring Enable Fast Cross Channel Decisions

18. No more passive media
spend

19. Cross Channel Marketing
Centralised monitoring
Automated Decisions
1. Gather Cost and performance data
2. Over a targeted time window
3. Generate and validate attribution rules
4. Automate media decisions
Better ROI

20. Financial Offer
Cross Channel Marketing is:
Centralised Data Monitoring
Automated Decisions
Cross Channel Attribution
Cross Channel Optimization
See the big picture
Thank You! www.forestview.eu

21. Cross Channel Attribution Models
• First interaction, last interaction attribution
• Position based - assign attribution based on the position of a
touch point along a touch point path.
• Linear - All touch points are equally effective, attribute evenly
• Customized - arbitrary attribution that reflects managerial
judgment on the position of the touch point, touch point type or
traffic source.
• Time decay - systematically assigns a higher attribution
weight to a touch point that is closer to the final conversion. Speed
of decay can be controlled.

22. Optimise
Images
Text
Interests
Age Groups
Type of ads
Time
Banners
Websites
Each Communication Channel
Daily Monitoring Process