The 2013 Digital Marketer: Cross-channel campaign management

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© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of

Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.

No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.

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The 2013 Digital Marketer: Toppling Barriers to Cross-Channel Campaign Management Marcus Tewksbury, GVP, Product Strategy Pamela Robertson, Senior Director, Marketing

@ExperianMkt #BeDigital

2 © 2013 Experian Information Solutions, Inc. All rights reserved.

Experian Public. 2 © 2013 Experian Information Solutions, Inc. All rights reserved.

Experian Public. #BeDigital

Introducing our speaker

Agenda:

What true cross-channel marketing is – and why it’s an imperative today

Challenges and solutions around measuring across channels

The Marketing Sophistication CurveSM

Demonstrating financial contribution

The 2013 Digital Marketer Report: ex.pn/2013DM

Marcus Tewksbury, GVP, Product Strategy

@tewksbum

Cross-channel

marketing is

about changing

the way marketers

think and execute

campaigns.




What percent of U.S. organizations interact with customers and prospects in five or more channels?

The 2013 Digital Marketer Cross-channel campaign management

36%




Life is the channel




Modern customer interactions Customers expect seamless interactions across channels

Channels Awareness Interest Desire Acquisition

Catalog

Weekly newsletter Free shipping

Loyalty capture Promotion

Community promotion

Local discount

Postcard

Retarget offer




Organize around the customer

Acquisition

Desire

Awareness

Interest




Impact of marketing team structure on campaign integration

Source: Experian Marketing Services, The 2013 Digital Marketer Report




The online and offline customer experience

Source: Experian Marketing Services, The 2013 Digital Marketer Report




The Marketing Sophistication CurveSM

File based list processing

Single channel, Fire and forget

Channel execution

LISTEN

SPEAK

Channel optimization

Scoring, modeling, and advanced segmentation

Faster cycle times

Persisting results over time

LISTEN

SPEAK

ANALYZE

Recognizing channel preference

Multichannel marketing

Response attribution

Enabled across multiple platforms

Voice of customer per channel

LISTEN

SPEAK

ANALYZE

PLAN Triggered and drip campaigns

Cross-channel optimization

Revenue / outcome causation

Personalized interaction

Consolidated view of customer

LISTEN

SPEAK

ANALYZE

PLAN

INDUSTRY BENCHMARK (‘)




Measurement problem




Goal is to maximize customer equity




Opens Clicks Transactions

Response Campaign

Weekly email

newsletter

Today, we measure and optimize at the campaign level…

send

Measurement Open

rate

Click-through

rate

Conversion

rate

$$ Contribution

Attributable sales

Newsletter cost per sale

Attributable sales

$$ Optimization

Newsletter




… but not necessarily at the customer level

Open Click Transact

Weekly newsletter

Open Call Transact

Catalog

Fatigue Wrong place

or time Time shift




Organize around the customer

Acquisition

Desire

Awareness

Interest




Measuring customer value

Frequency

# of transactions

across all channels

Basket size

Average # of items on

each transaction

Basket sale

Average total sale price of

all transactions

Dana:

$378.00

Annual sales

Total amount of

sales per customer

in the fiscal year

12 Items

$69.00

6x




Alter the planning process Customer > Sales stage > Content > Channel

Customer Awareness Interest Desire Acquisition

Newsletter

Opening

Opening Catalog

Catalog

Free shipping

Free shipping

Local discount

Retarget

Retarget

Community promo Loyalty capture




Budget maximization Being accountable and delivering value creation in terms relative to the business

Accoun

tabili

ty

Busin

ess v

alu

e

Budget

ma

xim

ization




Two measures of value creation

Return on

advertising spend

(ROAS)

Marketing internal rate

of return

(IRR) Target

Performance

Holdout




Intelligent interactions. Every time.

Experian Marketing Services

Best customer

Engage them in their preferred channels

Identify and profile your best customer

Find more of them




Questions

Join our upcoming Webinars:

April 25, 1:00 PM EST

Holiday insights for the

early bird marketer

May 9, 1:00 PM EST

The 2013 Digital Marketer

Webinar Series continues

with

Consumer insights for

amping up your campaigns

The 2013 Digital Marketer: Cross-channel campaign management

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