How to get startedin multichannel marketing analytics, what is multichannel/omnichannel marketing, difference between multichannel and IMC, explosion in customer interaction touchpoints, measurement, attribution. Case studies from Coca-Cola, Burberry, M&Ms

1. Copyright © Debra Zahay-Blatz 2013
Pointing the Way: A Multichannel
Analytics Roadmap
DAA Chicago Symposium
September 17, 2013
Dr. Debra Zahay-Blatz
Professor of Digital Marketing
Aurora University, Aurora, IL

2. Copyright © Debra Zahay-Blatz 2013
Multichannel Analytics Road Map
A. What is Multichannel Marketing?
B. How does the concept relate to Integrated
Marketing Communications?
C. How consumers shop today
D. Trends and Challenges for the Multi-Channel
Marketer
E. Some case study illustrations
F. What are the analytics implications?

3. Copyright © Debra Zahay-Blatz 2013
Point A: What is Multichannel
Marketing?
• Marketing through all the communications/interaction
channels available today (Omnichannel)
• Promotional channels are ways that we get the
message out about our product
• Distribution channels are ways we deliver our product
• We are talking about promotional channels Marketing
is becoming more multi-channel everyday
• More and more channels are available
• Analytics becomes more challenging

4. Copyright © Debra Zahay-Blatz 2013
Thanks to Joel Book from Exact Target for these slides

5. Copyright © Debra Zahay-Blatz 2013
Point B: How does Multi-Channel
Marketing Relate to IMC?
• IMC: Integrating of promotional messages
across channels
• Same creative look at feel for customer
• Messages are not in conflict

6. Copyright © Debra Zahay-Blatz 2013
Point C: Many paths to purchase
• Hear a commercial (37% of users will go online to
find out more info)
• Read a magazine (30% of users will go online to
find out more info)
– Receive direct mail
– Browse the net
– Go to the store
– Call and ask a question
– Back to the net to purchase

7. Copyright © Debra Zahay-Blatz 2013
The Multichannel Shopping Experience is Complex

8. Copyright © Debra Zahay-Blatz 2013

9. Copyright © Debra Zahay-Blatz 2013
Point D: Trends and Challenges
• Always On Marketing (what about KGC?)
• Video (Universal search, YouTube)
• Targeting to moment of relevance (contextual
advertising, Q-Interactive)
• Atomization of the marketing message (Digg,
YouTube, Twitter, Facebook)
• Communities, Conversations
• Measurement, Twitter Apps

10. Copyright © Debra Zahay-Blatz 2013
Hot Prospects
Qualified Prospects
Suspects
New Clients
Image Credit: Retail Sales Systems, LLC
“OLD” Sales Funnel was Predictable

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Invite Engagement
Listen
Go Where the People Are
Respond & Iterate
Image Credit: Retail Sales Systems, LLC
New Sales Process More Difficult to Measure

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And by the way……….

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Point D: Some Case Illustrations

15. Copyright © Debra Zahay-Blatz 2013
Coca-Cola 360-degree Multichannel
marketing campaign strengthened
NCAA sponsorship
• Coke Zero Enjoy Everything campaign is titled
“It’s Not Your Fault” Debuted during the
NCAA
• Television ads
• Social Interaction
• Mobile Apps

16. Copyright © Debra Zahay-Blatz 2013
• www.mymms.com
• Campaigns integrated across platforms, mobile, tablets, etc.
• Consolidated from 150 campaigns to 50
• Use location and remarketing
• Results:
– 41% increase in conversion rates.
– 22% increase in revenue
– 31% boost in ROI
– http://www.google.com/think/case-studies/my-mms-enhanced-
campaigns.html

17. Copyright © Debra Zahay-Blatz 2013
Burberry has consistent experience,
uses RFID to build customer profile,
emphasizes mobile

18. Copyright © Debra Zahay-Blatz 2013
Point E: Analytics Challenges/Implications
Marketing Analytics: Process of analyzing data to provide insight
about customer behavior and campaign performance
Question: Which Communications Channel is Best?
“All the things we have done have focused primarily on consumer
package goods. There, there is no “overall” media form, it varies by
brand so can’t help you much with that.
We have data on fast foods/restaurants, financial services,
automobiles, and several other categories. Even in those, it is difficult
to build broad generalizations. Can’t say, for example that TV is best
for fast foods although it may be best for McDonalds. In short, I can’t
answer your question and I suspect no one can. It varies by brand
and by respondent. Very complicated and very messy.”
--Don Schultz

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DREAMFIELDS PASTA
•Increased Sales
•Decreased Marketing
Budget
•Integrated Email with
Social Media
•Reached both Consumers
and Health Professionals
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Attribution Models Require Judgment
Barger and Labreque 2013

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Multichannel Analytics Represents a
Wonderful Career Opportunity
– Challenges are many
– Nothing is set in stone
– Creativity and analytical skills are both required

26. Copyright © Debra Zahay-Blatz 2013
Dr. Debra Zahay-Blatz
Professor of Digital Marketing
Aurora University
• dzahayblatz@aurora.edu
• debrazb22@gmail.com
• 630-844-3825 Work
• 630-448-2444 Google Voice
• (Almost) all forms of social media