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March 11-13, 2015

The Importance of Audience Driven, Omni-Channel Marketing Andrea Timmerman SVP, Account Management Michael McVeigh VP, Advisory Services

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Good Afternoon

Andrea Timmerman SVP, Account Management

Michael McVeigh VP, Advisory Services

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The World Has Changed

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The Complex Customer Journey Given today’s access to information, a customer’s path to purchase has become

increasingly complex.

Ensuring your brand presence throughout this journey is vital in accomplishing both revenue and Omni-Channel goals.

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What’s Changed? The “Asks”…

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The Omni-Channel Evolution Single-Channel Multi-Channel Cross-Channel Omni-Channel

Customer and Retailer have a single touchpoint.

Customer sees brand through multiple touchpoints with

Retailer using siloed communication.

Customer sees unified brand through many touchpoints.

Retailer has single customer view but functional siloes.

Customer has holistic brand experience. Retailer leverages

unified view of customer.

“Omni means “all.” “Channel,” in this context is a “means of communication.”*

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Are My Competitor’s Doing It? Yes. Marketers Are Investing

*Source: Winterberry Group, Taking Cues From the Customer, June 2013

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Is Anyone Doing It Right?

My Macy’s: Stores Are Also Fulfillment Centers

Sales Associates Think Omnichannel: Products From Stores Or

Online Direct To Consumer

Apps: Out Of Stocks Ship

Advertising Budgets: Omni-Channel

New Concepts: Test Online

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Where Do You Start?

Build Integrated Roadmap

Know Your Audience

Develop Cohesive Budget

Integrate Omni-Channel Reporting

Reset Internal Structure

TV Insert/Print

Radio

CC

DM

Email

Display Search

Social

Mobile Site

Retail

CRM    Database  

You

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How Do We Do It? Integrated Roadmap Development

CRAWL WALK RUN..FLY

An integrated approach doesn’t mean all channels, it means the right channels. And it means creating a cohesive message that leverages not only content, but also knowledge across all touch points.

§ Omni-Channel Budget Plan

§ Audit of Ecosystem

§ Map Customer Journey

§ Build Content Blueprint

§ Create Team Communication Cadence

§  Multichannel Attribution Platform §  Incremental Value of Each Media

Channel §  Contact Strategy And Testing

Infrastructure §  Ongoing Content Planning, &

Calendarization

§ Optimal Spend Across Channels § Omni-Channel Dashboards § Fully Executed Integrated Marketing Plans § Audience Trigger Campaigns

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How Do We Do It? Integrated Roadmap Development

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Advocates Female

Age 25-54

HHI $25-75K

Interests:

White House Black Market

West Elm slenderkitchen.com

Content:

Seasonal Previews

White Glove Treatment

Valuable Female

Age 23-34 HHI $35-75K

Content: Trend Alerts

Interests:

Real Simple People

Organizing Made Fun

Brand Loyalty: IKEA

Urban Outfitters

Undeveloped Female

Age 35-49 HHI $100K+

Content: Quick Gift Ideas Interests:

Travel & Leisure Wall Street Journal

Trip Advisor Ann Taylor

workitmom.com berry.com

Brand Loyalty: Pottery Barn Nordstrom

Uncommitted Female

Age 25-54 HHI $25-75K

Content: Reward Benefits Interests:

Women’s Day Hotwire Levi’s

Brand Loyalty:

Target Red Envelope

Laurie Kaitlin Ann Emily

How Do We Do It? Know Your Audience

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How Do We Do It? Audience Roadmap Trigger Messages Geo

Target Content Display Direct Mail Search On Page (Remnant

Buys) FSI

How to Design the Perfect Room

Go 2 for Personalizing

Your Home

Design Envy

Aspirational

NY, PA, CA, IL, FL, TX,

VA

Social Contest

Refer a Friend

Trend Alerts

Innovative Video Content

Utilize “look a like” model on FB and DSP’s

Geo-fencing w/mobile

White list GDN sites based on triggers:

Food Blogs Book Enthusiasts

Zagat

Utilize “look a like”

model to identify new customers with Abacus.

Catalog

Gatefold w/ peel off

Design AdGroups lifestyle triggers, messaging

including geotargeting

Higher bids based on merchandise (based on a

merchandise analysis)

Higher Bid Index on Mobile

Rachel Ray Real Simple

Oprah HGTV

N/A

Decorative ideas for the

working mom

Time saving design ideas

White Glove Treatment

Inspirational

TX, WA, NY, CT, CA, IL, VA, PA,

FL

Quick Gift Ideas

Top Ideas for Entertaining

Latest

Seasonal Trends

Utilize “look a like” model on FB and DSP’s

Geo-fencing w/mobile

White list GDN sites based on triggers:

Professional Female Blogs

Travel Sites Mom Sites

Utilize “look a like”

model to identify new customers with Abacus.

Glossy Gatefold

Catalog

Design AdGroups lifestyle triggers, messaging

including geotargeting

Higher bids based on Merchandise Evaluation

by Audience

Dwell Bon Appetite

Travel & Leisure Inflight

Magazines (Sky Magazine)

Zip/Zone Targeted:

Wall Street

Journal USA Today

Washington Post New York Times

Relax and Enjoy

Click and Ship… It’s that Easy

Buy More…Save More

Aspirational

MI, IL, OH, FL, TX, CA, WA, SC,

NC

Local Deals

Reward Benefits

Utilize “look a like” Model on FBX

GDN for white list for

sites based on triggers CMT TMZ

Utilize Model to identify new customers with

Epsilon.

Catalog Postcard

(trade areas)

Design AdGroups lifestyle triggers, messaging

including geotargeting

Higher bids based on Merchandise Evaluation

by Audience

Good

Housekeeping Women’s Day Country Living

Zip/Zone Targeted:

Local

Newspapers: Chicago Tribune Daytona Times

Valuable

Undeveloped

Uncommitted

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How Do We Do It? Integrated Budget & Planning

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Navigating the Channels

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V  Spreadsheets with 30,000 foot view but no way to peer deeper -- OR – provide granular level detail with no way to view from a higher perspective

V  To view a different time period or segment, you’ll need a different report

V  Show only ‘what happened’, not ‘what happened versus plan’

Ü Scale up to executive level and drill down to campaign, channel and customer segmentation

Ü Interactive by time period with filters to answer questions as they occur to you

Ü Displays Key Performance Indicators (KPIs) versus goal and budget

Dashboards that navigate …and those that don’t

Navigating the Channels

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Beauty Is In The BI Of The Beholder 1.  Performance to Plan 2.  Multichannel 3.  Campaign Segmentation

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Beauty Is In The BI Of The Beholder 1.  Performance to Plan 2.  Multichannel 3.  Campaign Segmentation 4.  Time Dimensionality 5.  Customer Segmentation

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Beauty Is In The BI Of The Beholder 1.  Performance to Plan 2.  Multichannel 3.  Campaign Segmentation 4.  Time Dimensionality 5.  Customer Segmentation 6.  Scalable API Integration 7.  Geographic Dimensionality

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You May Need A New Dashboard, IF….

Email report attachments consume 90% of your inbox storage…

…and 90% of those emails with attachments are still marked as unread.

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You May Need A New Dashboard, IF….

Weekly report attachments take up over 90% of your inbox storage…

…and also amount to more than 90% of your unread messages.

The Fortune Cookie Test: Are you more likely to open a fortune cookie than your dashboard OR

find the cookie’s content to be more informative?

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The Good Ole Days: Benchmarking Against Competitors Visits Share

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An Omnichannel World Means Competitors Can Grow Quick

18 Month Leader / Lagger Report Email Traffic to Shopping – Sports Websites

Grow

th De

cline

Consistent (+) Consistent (-) Fluctuating

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Fast Movers Often Leverage New Media Better Email Traffic

-  What tactics do my digital competitors use to grow, engage and retain customers more effectively in this channel?

-  What should I emulate?

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Engagement Propagates Across Channels Search

Social

--> In Feb 2015, now 2nd

--> In Feb 2015, now 1st

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Multichannel Attribution – Who’s Adopting It? As of November 2013, only 18% of marketers were practicing sophisticated cross-channel

attribution.

As of September 2013, only 2% of marketers use a combined attribution strategy to achieve omnichannel success.

Source: eMarketer, The Omnichannel Challenge, February 2014

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Pure Play Vendor Pixels Observed Automotive

Biz/Finance

Corporate Presence

CPG

Education

Health/Beauty

Manufacturer

Media Retail Services

Travel

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Maybe Not All, But Certainly All Kinds

$$

$

$

Highly Transactional Not Transactional

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Omni-Channel Data – Takeaways

" Cross-Channel & Cross-Device Attribution is Real and Someone You Compete with Is Using It

" Someone You Don’t Compete with Is Competing With You, and Gaining

" If Your Omni-Channel Dashboard Reporting Does Not Pass The Fortune Cookie Test, it is Not a ‘Solution’

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The Results

" Brand consistency throughout the customer journey " Fully executed integrated budget/plan " Stronger media allocation " Performance intelligence within and across channels " Deeper understanding of consumer’s behavior " Evolution in testing environment

(content, creative, offer)

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March 11-13, 2015

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