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George Frangakis, Country Manager of ForestView, describes how you can optimize your performance through cross-channel Marketing. This keynote was delivered at the 4th Distance Selling & eCommerce Conference in Athens.
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From Multi Channel to Cross Channel Marketing
Maximizing Campaign Performance
George Frangakis
Multi Channel Marketing Not a New Game
Time spent on Media
Digital is Increasingly at the Centre of the Marketing Mix
No more passive media consumption
The digital user Interacts We have the data
We can measure beyond the click
Indicative Digital Channels
Display ?
The Issues
Too much information in too many places: 35% Organizations say that integrating multiple data sources is a challenge
They don’t understand the benefits: 30% Having a hard time understanding how marketing analytics use
They lack the talent: 30% Having problems finding the right people with the right knowledge
2013 Big Data for Marketing, Aberdeen Group
The Issues
Forrester 2012
Define KPI Across Channels
Conversions
Sales revenue
Number of leads
Cost of lead / sale
Lead conversion rate
Cost Per ActionTransaction value per customer
Share of repeat customers
Lifetime value of customers
Likes Cost Per LikeEngagement
Last Click Attribution?Customer clicks across channels
Who Converts – Who Wins?
Nick Galis or The Team
Conversion Journey
Conversion Attribution
RESEARCH
CLICK
Perceived Path to Conversion
INTERACT
Actual Path to Conversion
Purchase - Lead
Consumer Path Shop
Purchase is a culmination of the cumulative influence of all
marketing efforts
Cross Channel Marketing Automation
Bidding is a Dynamically Changing EnvironmentCan provide Cross Channel Changes and opportunities
Cross Channel Marketing Automation
Centralised Monitoring Enable Fast Cross Channel Decisions
No more passive media spend
Cross Channel Marketing
1. Gather Cost and performance data2. Over a targeted time window3. Generate and validate attribution rules4. Automate media decisions
Centralised monitoringAutomated Decisions
Better ROI
Financial Offer
See the big picture
Thank You! www.forestview.eu
Cross Channel Marketing is:
Centralised Data Monitoring Automated Decisions
Cross Channel Attribution Cross Channel Optimization
Cross Channel Attribution Models • First interaction, last interaction attribution• Position based - assign attribution based on the position of a
touch point along a touch point path. • Linear - All touch points are equally effective, attribute evenly
• Customized - arbitrary attribution that reflects managerial judgment on the position of the touch point, touch point type or traffic source.
• Time decay - systematically assigns a higher attribution weight to a touch point that is closer to the final conversion. Speed of decay can be controlled.
OptimiseImages
TextInterests
Age GroupsType of ads
TimeBanners
Websites Each Communication Channel
Daily Monitoring Process
