Case Study Using Technology to Win More Sales in a Holiday Season

Case StudyUsing Technology to Win More Sales

in a Holiday Season

Ian GomarCMO for Sporting

Goods, Fitness & ToysSears

Michael PeraltaCRO

MediaMath

• Ian Gomar: CMO, Sporting Goods, Fitness & Toys, Sears Holdings Corporation

• Mike Peralta: CRO, MediaMath

Holiday Marketing & Sears

Remarketing & Dynamic Creative: a good start Daily Conversions Black Friday

Daily CPA

Remarketing & Dynamic Creative: a good start

Next step: Targeting

Awareness

Consideration & Engagement

Action/Purchase

Prospecting

Engagement

Conversion

Increase size of pool of potential convertersex. Goal-based opto, contextual targeting, site lists

Target engagers & find like profilesex. Engage visitors brought in through prospecting, contextual targeting, 3rd party data targeting

Drive conversion through dynamic remarketing

Strategy:

The whole web as your storefrontConversion is not a one-time event - target from email, change creative, discount codes

CRM

What targeting can do

Adding targeting and other higher funnel strategies scales the campaign while increasing response rate

(blinded data from retail campaign)

Ian Gomar: CMO, Sporting Goods, Fitness & Toys, Sears Holdings CorporationMike Peralta: CRO, MediaMath

Thanks!