Speaker Presentation delivered by Josh Whiten of Sagittarius at the Sagittarius at Marketing Magic Master Class on Wednesday 24th June 2015.

2. agenda.
#digitalmarketing @SagittariusMktg
Nick Towers, Sagittarius
introduction
Josh Whiten, Sagittarius
why multichannel is nothing new & just plain common sense
Katy Howell, Immediate Future
digging out the gems in social data that deliver the ROI
Duncan Smith, iCompli
privacy equals trust – its no illusion
Break
Paul Fennemore, Sitecore
personalising customer experience through analytics
Personas & profiles workshop

3. @SagittariusMktg
Josh Whiten
Digital Marketing Director

4. aims.
see how data has
changed multichannel
marketing.
@SagittariusMktg
show links between data,
social, personalisation
and privacy.

5. then.
@SagittariusMktg

6. @SagittariusMktg

7. marketing models.
@SagittariusMktg
stages of consumer awareness for
integrated marketing campaigns

8. examples.
@SagittariusMktg
AttentionAttention InterestInterest DesireDesire ActionAction
UnawarenessUnawareness AwarenessAwareness ComprehensionComprehension ConvictionConviction ActionAction

9. @SagittariusMktg
impact on channels.

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kotler.

11. now.
@SagittariusMktg
• the channels have changed;
• online, offline, device.
• but some things remain the
same…

12. @SagittariusMktg

13. @SagittariusMktg

14. @SagittariusMktg
channels in the online
customer journey.

15. @SagittariusMktg
AttentionAttention InterestInterest DesireDesire ActionAction
UnawarenessUnawareness AwarenessAwareness ComprehensionComprehension ConvictionConviction ActionAction
channels in the online
customer journey.

16. @SagittariusMktg
• first and last click
attribution.
• gone from push to pull.
how has the model evolved?

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back to kotler.

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• segment your market into
audiences and groups by value.
• choose which segments to target
and with what.
• position your message and
marketing.
segmentation, targeting, positioning.

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brightonseo 2015.

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it’s all about segmentation.

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• identify converting and high value
users.
• segment them by source, behaviour,
content and activity.
• use this data target more of them.
segmentation today.

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what else has changed?
• wealth of data.
• collection of data.
• harder to make meaningful
decisions.
• bridge the offline/online gap.

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time of day data.

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online and offline data.

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majestic wines tenterden.

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“Can I take your email address so we
can keep a track of your purchases and
give you better advice next time you
come in?”
Casey, Majestic Wines
in store.

28. @SagittariusMktg
24 hours later.

29. @SagittariusMktg

30. @SagittariusMktg
• personalise website based on offline
purchases and online behaviour.
• use remarketing to find on Facebook,
encourage sharing and build
lookalikes.
• aggregate data to identify all devices.
opportunities.

31. key takeaways.
› use data to integrate multichannel
campaigns, online and offline.
› use data to segment, target and
position.
› use data to make marketing
decisions.
› remember – it’s nothing new.@SagittariusMktg

32. @SagittariusMktg
personas & profiles
break into groups
complete the person profile for audience no.1
select one person in the group to be their persona
each group member picks a card and asks the persona a question
now that we understand the persona, how would you change your marketing approach?