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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.
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Cross Channel Marketing, Attribution & Success Tactics
Track: Mobile MarketingFeb 8, 2012
The Digital Marketer’s Dilemma
Moving from Complex
The Digital Marketer’s Dilemma
To Simple
Buyer Life Cycle
Strategy & Execution
Testing
Tracking
Research
Messaging
Content
Distribution
The Digital Marketer’s DilemmaAnd Bridging Gaps Between Strategy &
Reality
Moderator
Michelle Fitzgerald, Marketing Consultant & Author of Get Scrappier | @mfitz0705
Panelists
Jason Pinto, CMO, interlinkONE | @jasonpintoJon Oakes, COO, L2, Inc | @jon_OakesDes Cahill, VP of Marketing, Ensighten | @DesCahill Dan Siroker, Co-Founder & CEO, Optimizely, Inc and Obama
Campaign Social Analytics Advisor | @dsiroker Stephanie McReynolds, Sr. Director Marketing,
Teradata | @slangenfeld
Today’s All About: What’s Working and What’s Not
Case Study 1:Enabling Multi-ChannelMarketing Solutions
By Jason Pinto, CMO, interlinkONE
Goal: Streamline Multiple Channels To (1) Database
Unleash Multi-Channel Messaging
Print / Direct Mail - PURLs & QR Codes
The Response Page
The Tracking Dashboard
What Did Users Respond To?
Case Study 2Enabling Marketing & Sales To work together successfully
using multi-channel strategies
By Jon Oakes, COO, L2, Inc
Leverage Sales Knowledge…With Marketing Guidance
Provide Personalized, Relevant Messaging To Customers
Why Cross-Channel Mattered
Email: 20% open rate
PURL Landing Page10% Response Rate
50% Field SalesEngagement
Guess which halfhad the most sales?
Case Study 3:multi-channel data
collection at [ ] AirlinesBy Des Cahill, VP of Marketing
Ensighten – Enterprise Tag Management
Create A Business Strategy
• top 5 U.S. airline
– originate larger share of fare sales– increase cross-sell, up-sell services
– digital multi-channel, beyond web+ mobile
• digital data collection goals
– Collect & analyze consumer data across all channels
– Optimize consumer interactions across all channels
Identify The Digital Channels
Enable the multi-channel optimization vision
Tag Management System – Platform to host and manage ALL 3rd party data collection “tags” & “pixels” 1. Better data collection across all digital channels
2. Better Media Mix Optimization for marketing ROI
3. Fast tag deployment, vendor A/B testing, no IT
4. Faster page load
5. Web, Mobile app, Flash support
Enable Data Collection
• Web analytics tags
• Ad conversion pixels
• Retargeting tags
• Testing tags
• HTML• iOS• Android• Flash• Social
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