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OmniChannel Marketing
Strategies
A 7 Step Guide For Moving Beyond
Just Paid Search
©2014 MEDIAMATH INC. 1
About Me
 VP, Marketing @ MediaMath
 4 Years Marketing @ Magento
 Focused on using technology aggressively to
achieve better results
 @dessner
Today’s Goal: 7 Tips You Can Use
Tip 1: Look Beyond the Bottom of the Funnel
% of Digital Budget Allocated to PPC
Up to
10%, More than
10% 50%, 19%
11% to
20%, 19%
21% to
30%, 19%
41% to
50%, 17%
31% to
40%, 14%
Source: The State of Retailing Online 2014,” a Shop.org study conducted by Forrester Research
Full Funnel Marketing
Purchase
Comparison
Evaluation
Consideration
Research
Awareness
Tip 2: Focus on Outcomes, Not Efforts
Shift Thinking and Metrics
From
To
 Efforts
 Cost Per Channel / Cost Per
Action
 Marketing Costs
 CPM / CPC
 Results
 ROI Per Channel / Revenue
Per Action
 Marketing Investments
 ROI
Tip 3: Master The Buyer’s Journey
Prospecting
(Lookalikes)
• Full customer
life-cycle, real-time
audience building
and buying
Site Visitors
(Remarketing)
Retention
(Re-engaging)
Step 4: Compose Your Stack
Complement the Commerce Platform
Mail
DMP
SEO / SEM
OMS
Display
Content/CMS
Mobile
Recommendations
Social
Promotions
Video
Instore/POS
Analytics
Attributions
CRM
Tip 5: Build the Right Team
Title:
Chief Marketing
Technology
Officer

The love child of the CMO
and CTO
Title:
Database
Marketing

Can combine old-school DB technology
with new-school digital channels

Focused on building and maintaining
robust segments that are addressable in
email, in your store and online

Brings disparate customer data into a
single view – DMP, commerce, CRM, POS
Title:
Data
Management

Data quality and cleanse

Data append

Normalization

Integration
Title:
Business
Intelligence

Turns data into actionable insights

Audience-specific insights

COE for analytics across
the team
Title:
Integrator

Eats, sleeps, and breathes APIs

Connects various SaaS and
on-premise solutions
Tip 6: Activate Your Data
Tip 7: Measure Properly
Reliance on Single Touch Attribution
Multi-Touch
35%
Last / First
Touch Only
65%
Source: The State of Retailing Online 2014,” a Shop.org study conducted by Forrester Research
7 Tips for Omnichannel Marketing
1.
2.
3.
4.
5.
6.
7.
Take a Full-Funnel Approach
Outcomes Not Efforts
Master the Buyer’s Journey
Compose Your Stack
Build the Right Team
Put Your Data to Work
Measure Properly
Thank You
dessner@mediamath.com