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OMS 2012: Cross Channel Marketing, Attribution & Success Tactics

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OMS 2012: Cross Channel Marketing, Attribution & Success Tactics

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Day 2 Panel @ OMS 2012 about cross-channel marketing best practices. Panel included:
Michelle Fitzgerald, Jason Pinto, CMO, Jon Oakes, Des Cahill, Dan Siroker, and Stephanie McReynolds. Companies represented: Teradata, InterlinkOne, Ensighten, Optimizely, and L2.

Day 2 Panel @ OMS 2012 about cross-channel marketing best practices. Panel included:
Michelle Fitzgerald, Jason Pinto, CMO, Jon Oakes, Des Cahill, Dan Siroker, and Stephanie McReynolds. Companies represented: Teradata, InterlinkOne, Ensighten, Optimizely, and L2.

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OMS 2012: Cross Channel Marketing, Attribution & Success Tactics

  1. 1. Cross Channel Marketing, Attribution & Success Tactics   Track: Mobile Marketing Feb 8, 2012
  2. 2. The Digital Marketer’s Dilemma Moving from Complex
  3. 3. The Digital Marketer’s Dilemma To Simple
  4. 4. The Digital Marketer’s Dilemma And Bridging Gaps Between Strategy & Reality Buyer Life Cycle Strategy & Execution Testing Tracking Research Messaging Content Distribution
  5. 5. Today’s All About: What’s Working and What’s Not <ul><li>Moderator </li></ul><ul><ul><li>Michelle Fitzgerald, Marketing Consultant & Author of Get Scrappier | @mfitz0705 </li></ul></ul><ul><li>Panelists Jason Pinto, CMO, interlinkONE | @jasonpinto Jon Oakes, COO, L2, Inc | @jon_Oakes Des Cahill, VP of Marketing, Ensighten | @DesCahill Dan Siroker, Co-Founder & CEO, Optimizely , Inc and Obama </li></ul><ul><li>Campaign Social Analytics Advisor | @dsiroker </li></ul><ul><li>Stephanie McReynolds, Sr. Director Marketing, Teradata | </li></ul><ul><li>@slangenfeld </li></ul>
  6. 6. Case Study 1: Enabling Multi-Channel Marketing Solutions By Jason Pinto, CMO, interlinkONE
  7. 7. Goal: Streamline Multiple Channels To (1) Database
  8. 8. Unleash Multi-Channel Messaging Print / Direct Mail - PURLs & QR Codes Twitter Facebook Email
  9. 9. The Response Page
  10. 10. The Tracking Dashboard
  11. 11. What Did Users Respond To?
  12. 12. Case Study 2 Enabling Marketing & Sales To work together successfully using multi-channel strategies By Jon Oakes, COO, L2, Inc
  13. 13. Leverage Sales Knowledge … With Marketing Guidance
  14. 14. Provide Personalized, Relevant Messaging To Customers
  15. 15. Why Cross-Channel Mattered Email: 20% open rate PURL Landing Page 10% Response Rate 50% Field Sales Engagement Guess which half had the most sales?
  16. 16. Case Study 3: multi-channel data collection at [ ] Airlines By Des Cahill, VP of Marketing Ensighten – Enterprise Tag Management
  17. 17. Create A Business Strategy <ul><li>top 5 U.S. airline </li></ul><ul><ul><li>originate larger share of fare sales </li></ul></ul><ul><ul><li>increase cross-sell, up-sell services </li></ul></ul><ul><ul><li>digital multi-channel, beyond web+ mobile </li></ul></ul><ul><li>digital data collection goals </li></ul><ul><ul><li>Collect & analyze consumer data across all channels </li></ul></ul><ul><ul><li>Optimize consumer interactions across all channels </li></ul></ul>
  18. 18. Identify The Digital Channels
  19. 19. Enable the multi-channel optimization vision <ul><li>Tag Management System – Platform to host and manage ALL 3 rd party data collection “tags” & “pixels” </li></ul><ul><ul><li>Better data collection across all digital channels </li></ul></ul><ul><ul><li>Better Media Mix Optimization for marketing ROI </li></ul></ul><ul><ul><li>Fast tag deployment, vendor A/B testing, no IT </li></ul></ul><ul><ul><li>Faster page load </li></ul></ul><ul><ul><li>Web, Mobile app, Flash support </li></ul></ul>
  20. 20. Enable Data Collection <ul><li>Web analytics tags </li></ul><ul><li>Ad conversion pixels </li></ul><ul><li>Retargeting tags </li></ul><ul><li>Testing tags </li></ul><ul><li>HTML </li></ul><ul><li>iOS </li></ul><ul><li>Android </li></ul><ul><li>Flash </li></ul><ul><li>Social </li></ul>

Hinweis der Redaktion

  • Typical: Web, mobile apps, mobile web, email, display Unique: Airport Kiosk, Gate Agent, Reservations, Lobby Agent, In-flight wi-fi Barrier How to quickly deploy 3 rd party web analytics tags and conversion tracking pixels for data collection across: web; mobile; kiosk; in-flight; call center; airport systems?

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