The Perfect Storm
Download as PPTX, PDF2 likes1,629 views
The document discusses marketers' challenges in measuring cross-channel performance and return on investment. It proposes that customer acquisition and engagement can be merged across the customer journey through actionable marketing intelligence that provides insights across digital channels using tracking, attribution, and optimization tools. This allows for targeted engagement over the entire customer lifecycle from awareness to retention.
The Perfect Storm
- 1. The Perfect Storm: Merging Acquisition & Engagement Across the Customer Journey Mike Stocker Director, Business Development Santi Pierini COO & President
- 2. Marketers’ Challenges • No Ability to Measure Cross-channel • Dealing with Fragmented Tools & Data Silos • Limited Visibility into the Customer Journey • No Digital Marketing Effort ROI • No Customer Lifetime Value • Lack of Lifecycle Marketing • Don’t Understand Behaviors and Context “82.2% of marketers do not have the ability to measure cross-channel performance or return on investment.” Laurie Sullivan, Multichannel Marketing
- 3. It’s a New World - With New Rules
- 4. Era of Engagement Marketing
- 5. Where to begin?…Customer Acquisition Actionable Marketing Intelligence provides deep insights across the customer journey by measuring cross-channel cost and performance TRACKING: All Digital Channels ATTRIBUTION: Multi-touch Conversion Attribution OPTIMIZATION: Performance Targeting INTEGRATION: Mktg Automation, Search, Display, etc.
- 6. Customer Acquisition… in a Multi-Channel World Display Mobile Social Video Search Shopping Affiliate Engagement Tracking Attribution Optimization
- 7. Multi-Channel Attribution Modeling …it’s not just first/last click First click Last click Time Decay Linear U Shaped Custom
- 8. Multi-Touch Optimization (Visualization) • Detailed digital marketing actions/events taken by customers • Analyze the channels influencing your customers’ purchase paths • Insight into customer journey history of marketing performance
- 9. Customer Journey Lifetime Value Marketing Intelligence Display Ads | Ecommerce | Search | Lead Forms | Social Ads | Affiliates | Mobile Ads Marketing Automation Sales Force Automation Customer Purchase Customer Lifetime Value Customer Acquisition Customer Engagement Lead Tracking
- 10. Continuous Dialogue to Drive Purchases Display Ads | Ecommerce | Search | Lead Forms | Social Ads | Affiliates | Mobile Ads Marketing Automation Customer Purchase Customer Lifetime Value Marketing Intelligence Customer Acquisition Customer Engagement
- 11. Over the Entire Customer Lifecycle Awareness Leads Prospects Opportunities Customers Retain Grow Leverage
- 12. Targeted Engagement 400 350 300 250 200 150 100 50 0 100 1000 10000 100000 Engagement Score Email Send Size Source: 100s of Marketo campaigns
- 13. Example: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed Email Social Content Technology
- 14. Standard Nurture Triggered Interests Lift Open % 21.7% Open % 34.0% 57% Click to Open % 23.4% Click to Open % 37.1% 59% Click % 5.1% Click % 12.6% 147%
- 15. Dynamic Content Industry, Geography, Company Size, Customer vs. Prospect, etc.
- 16. The Bottom Line: Market Like Amazon
- 17. Behavioral targeting can increase engagement by 50% or more @michaelstocker
- 18. To Recap • Marketers need a clearer picture of customer’s journey through multi-channel tracking of marketing spend ROI • Better optimization leads to more effective spend on marketing dollars • Lifecycle marketing is key - It’s easier to keep and grow a customer than to always acquire new customers! • Understand behaviors and context and make every channel personalized • Marketing is converging: Acquisition & Engagement Across the Customer Journey
- 19. About Marketo
- 20. • SaaS Marketing Technology Company • Tracking, Attribution & Optimization • 450+ Customers • 5 Billion+ Consumer Actions per Month a a a a a a a a a a a About CAKE a
- 21. Mike Stocker Director, Business Development [email protected] Santi Pierini President [email protected]
- 22. The Perfect Storm: Merging Acquisition & Engagement Across the Customer Journey Mike Stocker Director, Business Development Santi Pierini COO & President
Editor's Notes
- #3: The Problem Marketers are faced with the challenge of implementing and valuating digital campaigns with convoluted, fragmented tools, ambiguous data and multiple systems. This makes it difficult to measure cross-channel performance and ROI. It also makes it difficult for advertisers to understand the customer journey to conversion, including the touchpoints along the way that lead actually lead to conversions, the true ROI of their marketing efforts, as well as the customer lifetime value of their customer segments.
- #4: It’s a new world…with new marketing rules Everyone in this room can now exploit these rules Whether you market to ten thousand or 10 million…whether you are in ecommerce, consumer packaged goods, education, healthcare, or any other business, you can market to engage consumers just like Amazon.com has for years Everyone in this room can build personal relationships with their customers And drive higher conversions and ever greater revenue.
- #5: We call this new phase of Marketing the “Era of Engagement Marketing” As Individuals Based on What they do Continuously over time Wherever they are Always directed towards a goal- it could be a sign up, a purchase, a lead submission, but always a goal With measurable results All at the speed of digital
- #6: This is where the presenter can provide an overview of how the C4A’s features map back to the benefits, outlined in the previous slide. Attribution Understanding the entire customer journey Knowing exactly where a customer comes from – which channel, ad or keyword Optimization Tracking and optimizing the customer’s journey through display, mobile, retail, lead-gen and affiliate channels – true multi-channel real-time targeting Integration- Two-way integrations with a wide set of marketing technologies to provide complete insights into the customer’s journey
- #9: TO DO: Instead include Sankey and Sunburst SPEAKING NOTES: Support multiple attribution models including engagement, linear, time decay, customized as well as first and last touch. Active Management of User Traffic Manage your digital marketing program with one tool, tracking and analyzing results, providing creative, and guiding your digital marketing spend choices. Targeting Target by country, language, device, ISP carrier, operating system, browser, or custom parameters using URL and referring affiliate. Ecommerce Understand every level of Ecommerce campaign performance and collect actionable data at the product level through product-based tracking and reporting. Lead Generation and Distribution Collect, report on, and distribute leads in real-time with industry-leading tools.
- #10: ADD ANIMATION: Define Marketing Intelligence Understanding the customer journey. i.e. where you aquire the customer Define Marketing Automation
- #11: ADD ANIMATION: Define Marketing Intelligence Understanding the customer journey. i.e. where you aquire the customer Define Marketing Automation
- #14: Here’s an example of how Marketo created even more relevance. Topic of interest nurturing: Nurture tracks based on four different topics that we thought our customers were interested in (email, social marketing, marketing automation, and Microsoft Dynamics). We listen for signs that may be interested in this (events attended, web visits, keywords used etc.), and if so assign them to the specific track nurture track. If they get to the end of that specific track, we put them back to regular until they do something else specific.
- #15: Result: Big lift! More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
- #16: Not all segments need to be different email versions
- #17: purchase history, deposit, withdrawal, cart abandonment, data usage, etc CLOSING: Fundamentally, consumers increasingly expect this. They know how much information is available, and expect marketers to use it. They expect you to know the answers questions such as: What did they want? What did they look at? How did they react? … and then to use that information to create more relevant interactions.
- #21: CAKE provides SaaS-based marketing technology solutions for advertisers, publishers and networks. We specialize in helping advertisers and affiliate marketers with tracking, attribution and optimization. We have over 450 customers that use our products daily to manage their digital marketing campaigns, including the companies pictured here. Over five billion customer actions are processed through our products each and every month.
- #22: NOTE: Include a different graphic. Will have a designer smooth out the look.