The document discusses marketers' challenges in measuring cross-channel performance and return on investment. It proposes that customer acquisition and engagement can be merged across the customer journey through actionable marketing intelligence that provides insights across digital channels using tracking, attribution, and optimization tools. This allows for targeted engagement over the entire customer lifecycle from awareness to retention.
1. The Perfect Storm:
Merging Acquisition & Engagement
Across the Customer Journey
Mike Stocker
Director, Business Development
Santi Pierini
COO & President
2. Marketers’ Challenges
• No Ability to Measure Cross-channel
• Dealing with Fragmented Tools & Data Silos
• Limited Visibility into the Customer Journey
• No Digital Marketing Effort ROI
• No Customer Lifetime Value
• Lack of Lifecycle Marketing
• Don’t Understand Behaviors and Context
“82.2% of marketers do not
have the ability to measure
cross-channel performance
or return on investment.”
Laurie Sullivan,
Multichannel Marketing
5. Where to begin?…Customer Acquisition
Actionable Marketing Intelligence
provides deep insights across the
customer journey by measuring
cross-channel cost and
performance
TRACKING:
All Digital Channels
ATTRIBUTION:
Multi-touch Conversion Attribution
OPTIMIZATION:
Performance Targeting
INTEGRATION:
Mktg Automation, Search, Display, etc.
6. Customer Acquisition…
in a Multi-Channel World
Display
Mobile
Social
Video
Search
Shopping
Affiliate
Engagement
Tracking
Attribution
Optimization
8. Multi-Touch Optimization (Visualization)
• Detailed digital marketing actions/events taken by customers
• Analyze the channels influencing your customers’ purchase paths
• Insight into customer journey history of marketing performance
9. Customer Journey Lifetime Value
Marketing Intelligence
Display Ads | Ecommerce |
Search | Lead Forms | Social
Ads | Affiliates | Mobile Ads
Marketing
Automation
Sales Force
Automation
Customer
Purchase
Customer Lifetime Value
Customer
Acquisition
Customer
Engagement
Lead
Tracking
10. Continuous Dialogue to Drive Purchases
Display Ads | Ecommerce |
Search | Lead Forms | Social
Ads | Affiliates | Mobile Ads
Marketing
Automation
Customer
Purchase
Customer Lifetime Value
Marketing Intelligence
Customer
Acquisition
Customer
Engagement
11. Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
13. Example: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
Email
Social
Content
Technology
14. Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
18. To Recap
• Marketers need a clearer picture of customer’s journey
through multi-channel tracking of marketing spend ROI
• Better optimization leads to more effective spend on
marketing dollars
• Lifecycle marketing is key - It’s easier to keep and grow a
customer than to always acquire new customers!
• Understand behaviors and context and make every
channel personalized
• Marketing is converging:
Acquisition & Engagement Across the Customer Journey
20. • SaaS Marketing Technology
Company
• Tracking, Attribution &
Optimization
• 450+ Customers
• 5 Billion+ Consumer Actions
per Month
a a a
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About CAKE
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21. Mike Stocker
Director, Business Development
mstocker@marketo.com
Santi Pierini
President
santi@getCAKE.com
22. The Perfect Storm:
Merging Acquisition & Engagement
Across the Customer Journey
Mike Stocker
Director, Business Development
Santi Pierini
COO & President
Hinweis der Redaktion
The Problem
Marketers are faced with the challenge of implementing and valuating digital campaigns with convoluted, fragmented tools, ambiguous data and multiple systems. This makes it difficult to measure cross-channel performance and ROI. It also makes it difficult for advertisers to understand the customer journey to conversion, including the touchpoints along the way that lead actually lead to conversions, the true ROI of their marketing efforts, as well as the customer lifetime value of their customer segments.
It’s a new world…with new marketing rules
Everyone in this room can now exploit these rules
Whether you market to ten thousand or 10 million…whether you are in ecommerce, consumer packaged goods, education, healthcare, or any other business, you can market to engage consumers just like Amazon.com has for years
Everyone in this room can build personal relationships with their customers
And drive higher conversions and ever greater revenue.
We call this new phase of Marketing the “Era of Engagement Marketing”
As Individuals
Based on What they do
Continuously over time
Wherever they are
Always directed towards a goal- it could be a sign up, a purchase, a lead submission, but always a goal
With measurable results
All at the speed of digital
This is where the presenter can provide an overview of how the C4A’s features map back to the benefits, outlined in the previous slide.
Attribution
Understanding the entire customer journey
Knowing exactly where a customer comes from – which channel, ad or keyword
Optimization
Tracking and optimizing the customer’s journey through display, mobile, retail, lead-gen and affiliate channels – true multi-channel real-time targeting
Integration-
Two-way integrations with a wide set of marketing technologies to provide complete insights into the customer’s journey
TO DO:
Instead include Sankey and Sunburst
SPEAKING NOTES:
Support multiple attribution models including engagement, linear, time decay, customized as well as first and last touch.
Active Management of User Traffic
Manage your digital marketing program with one tool, tracking and analyzing results, providing creative, and guiding your digital marketing spend choices.
Targeting
Target by country, language, device, ISP carrier, operating system, browser, or custom parameters using URL and referring affiliate.
Ecommerce
Understand every level of Ecommerce campaign performance and collect actionable data at the product level through product-based tracking and reporting.
Lead Generation and Distribution
Collect, report on, and distribute leads in real-time with industry-leading tools.
ADD ANIMATION:
Define Marketing Intelligence
Understanding the customer journey. i.e. where you aquire the customer
Define Marketing Automation
ADD ANIMATION:
Define Marketing Intelligence
Understanding the customer journey. i.e. where you aquire the customer
Define Marketing Automation
Here’s an example of how Marketo created even more relevance.
Topic of interest nurturing: Nurture tracks based on four different topics that we thought our customers were interested in (email, social marketing, marketing automation, and Microsoft Dynamics). We listen for signs that may be interested in this (events attended, web visits, keywords used etc.), and if so assign them to the specific track nurture track.
If they get to the end of that specific track, we put them back to regular until they do something else specific.
Result: Big lift!
More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
Not all segments need to be different email versions
purchase history, deposit, withdrawal, cart abandonment, data usage, etc
CLOSING: Fundamentally, consumers increasingly expect this. They know how much information is available, and expect marketers to use it. They expect you to know the answers questions such as: What did they want? What did they look at? How did they react? … and then to use that information to create more relevant interactions.
CAKE provides SaaS-based marketing technology solutions for advertisers, publishers and networks.
We specialize in helping advertisers and affiliate marketers with tracking, attribution and optimization.
We have over 450 customers that use our products daily to manage their digital marketing campaigns, including the companies pictured here.
Over five billion customer actions are processed through our products each and every month.
NOTE: Include a different graphic. Will have a designer smooth out the look.