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Dan WilliamsCRO
• Custom window treatments for the home• In-home purchase only, no ecommerce or retail• Provide design, measurement, support &
installation
@Invoca #OmniMasters
Marketing Challenges
• Higher ticket considered purchase• Not a consumed product • No retail stores• No ecommerce• Not nationwide
@Invoca #OmniMasters
How we get there… consistent and seamless path to conversion
Siloed data and consumer experience
• No Integrated visibility
• No consistent messaging over different channels – bifurcated communication
We know the consumer Path (once consumer reaches out to us)
• We have clean messaging over email and display
• We have customization (Segments & Personal)
360 degree view, fully integrated
Integration beyond digital – Drawing on the power of our new segmentation
• Direct Mail• Call Center
Where we are Where we’re goingWhere we were
@Invoca #OmniMasters
Customer path to purchase: Research & Prospecting
Generic Search Query
Targeted Banners
Acquisition/Prospecting Email
Video Prospecting
Facebook & Instagram
Ads
@Invoca #OmniMasters
Customer path to purchase: Branded Experience
Step 1
If only step one of the form was completed, we will
then retarget with banners & email promotions
Branded Search Query
Thank You
Step 2
@Invoca #OmniMasters
Customer path to purchase: Remarketing/Retargeting:
Retargeting with Blinds Images Opt In- Local &
Product Email Promotions
FB Ads Retargeting with Blinds Offer
@Invoca #OmniMasters
Technology powering this customer journey
@Invoca #OmniMasters
Technology powering this customer journey
@Invoca #OmniMasters
NeustarSitefinityQLIK BI
SEMAdmixt/FB
ProspectingTurn – Prospecting
Bid Mgmt TechInvoca
Google AnalyticsTealium Audience
StreamIconosquare
Conversion Logic
NeustarDatalogixOptimizely
MS Dynamics CRM – Lead capture
InvocaTealium
MitelMarketo
Crazy Egg
Marketo/ESPTurn – Retargeting
FB RetargetingGoogle Retargeting
CriteoMS Dynamics –
Confirmation emails & Surveys
PFLGoogle Analytics
DRIPSTrustpilot
ExtoleConversion Logic
Pre – Lead Capture
During – Lead Capture
Post – Lead Nurturing
70% of all 3 Day Blinds appointments are scheduled over the phone!
Consumers prefer to call to schedule an appointment, vs. using the online scheduler.
@Invoca #OmniMasters
• We use a dedicated phone number for every touch point the consumer has with us, utilizing Invoca & our internal lead ID matching system, each session is tied to a lead.
• With Dynamic Phone Insertion, every time a consumer sees an ad, or clicks through, a dedicated unique phone number track s the engagement from call all the way to sale with unique lead ID
• That lead ID is used in every engagement with that individual consumer from the moment they call us.
Attribution: Closing the online to offline loop
Session is tied to lead
Phone # is dynamically
assigned to each session
Lead is tied to Sale
@Invoca #OmniMasters
leads, sales come from call only campaigns
Invoca provides the visibility to measure and optimize paid search calls and revenue
17%
Sales come from calls
43%48%
Total leads com from calls
@Invoca #OmniMasters
of appointments come from calls
3 Day Blinds measures and optimizes calls from Facebook:
15%17%of sales come from calls
@Invoca #OmniMasters
3 Day Blinds Best Practices
Holistic View: Build a foundation: Process, Procedure & Culture• Analytics – Connect first and third party data to inform decisions• Attribution• Consumer path knownAsset Management• Asset integration with messaging is key – be concise and consistent• Set clean brand guidelines• Sequencing & customizing your communication to the consumer
experienceVisibility• Understand how the customer chooses to interact with you, you need to
know last touch before you can know top funnel• Clean data is key – Data management is vital to the success of a campaign
@Invoca #OmniMasters
Workshop:What are your marketing challenges?
1.
2.
3.
Leads - the good, the bad, the unqualified.How to drive more good, highly qualified leads?A 360 degree view of customer ROI. How to consolidate customer data from all channels in one place, and leverage this data to prove accurate marketing ROI?
Personalization in an omnichannel world. How to create a personalized prospect and customer experience across all marketing touch points?
What are is your top marketing challenge?
What did we learn?
Recap and final thoughts
Thank you & cheers!