Conquering the Omni-Channel Challenge
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Transcript of Conquering the Omni-Channel Challenge
vConquering the Omni-Channel Challenge
Jenn Vlahavas, VP Account Strategy
©2014 MEDIAMATH INC. 1
MIMA Summit – October 2014
Thank You, Summit Sponsors
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Who the heck is this gal?
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Is Omni-Channel defined as the…
Sales Channel?
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Is research prior to a purchase…considered omni-channel?
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Does Omni-channel include the environment…where a consumer is exposed to your message?
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What about Channel Assets?And how they engage with your customers?
Live Chat via your Web site?
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In-store Employees?
Is… Organizational Structurea consideration when building your strategy?
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expanded
…historically defined omni-channel
infrastructure
to include
the
through the lens of the consumer
and
organizational components...
definition haswho cares?
Digital Media
Digital now accounts for 57% of global media consumption
Traditional Media
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Source: GlobalWebIndex: Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time, Q4 2012
67% completed the purchase elsewhereSource: comScore
Consumers who started shopping on one device or in-store
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Mobile coupon usage increased by 41% Versus last year, Source: comScore
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Pre-Meditated Showrooming is on the Rise!Up 8% versus last quarter, Source: comScore
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$1.8 trillion by 2017!Combined online & web-influenced sales to reach
Forrester Research
Up from $1.3 trillion in 2013
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READ: HUGE OPPORTUNITY
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[ ] Attributing credit to the most effective marketing channels
[ ] Activating data
[ ] Execution fragmentation
[ ] Telling your brand story to consumers
The Struggle is Real. Or is it?
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Think Multiple Channels -Give Credit Where Credit is Due
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Siloed Data is Sad Data
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Point Solutions Are The EnemyThey are immature, selfish & don’t play nice with others
One-Size-DOES NOT-Fit-All
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Programmatic can help you SEIZE itRead: Let us help!
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The opportunity exists…
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economic sense to send a
- Lawrence Light Former CMO, McDonald’s
It no longer makes
of persuading the few.message to the many in hopes
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programmatic is manual,
- Marissa Mayer CEO Yahoo!
The opposite of
not premium.
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buy media in a way
- Bonin BoughVP, Global Media & Consumer Engagement, Mondelez International
Why would I not
that I can get data back and use it to makesmart decisions?
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Six Best Practices[ ] Leverage Data[ ] Embrace Transparency[ ] Create “Yes And” Partnerships[ ] OWN It[ ] Internal Alignment[ ] Make Educated Bets
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[1] Leverage DataHigh Value, Under-Utilized
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U N D E R S TA N D TA R G E T M E A S U R E
Align offline and online Purchase and media data Leverage 3rd party data Create single view
Find new customers Drive repeat purchases Drive loyalty & retention Influence hand-raisers
Sales &/or Brand impact Fractional Attribution Close the loop Test and learn
[2] Embrace TransparencyPeel back the onion (there may be tears!)
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[] Your Working Media DollarsTransparency into:
[] What’s Working*Transparency into:
[] What Isn’t Working*Transparency into:
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[3] Create “Yes and...” Partnerships
&Agency
Brand
Ad tech
…but you need an operational framework to drive success
Tech Enables…
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Bring the technology in-house
L Build a history of what’s working
L Create one holistic view of your customer
L Establish a transparent view into how your money is spent
L Own and control your 1st party data
L Facilitate the sharing of data internally
to build a programmatic practice
[4] OWN IT!
L Build your own technology stack
Break Down the Silos![5] Internal Reorientation & Alignment…
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TechnologyFoundation for Sharing & Centralization
Education*Align Goals & Roles
Goals*Aligned, but Weighted
Break Down the Silos![5] Internal Reorientation & Alignment…
[last one!] Make an Educated Bet!It’s not just an adoption, it’s an evolution:
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Build Competitive Advantage
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…Grow Market Share
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case study in your industry,
- Seth Godin, Author: ‘Permission Marketing’
If you wait until there is another
you will be too late.
THANK YOUJenn Vlahavas
@MediaMath
©2014 MEDIAMATH INC