lss: omni-channel challenge

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THE OMNICHANNEL CHALLENGE Tony Stagg Principal Consultant thinkDigital e-mail: [email protected] Intersecting train tracks graphic

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Page 1: LSS: Omni-channel Challenge

THE OMNICHANNEL CHALLENGE

Tony StaggPrincipal Consultant

thinkDigital

e-mail: [email protected]

Intersecting train tracks graphic

Page 2: LSS: Omni-channel Challenge

The Omni-Channel Challenge

• The 3600

degree customer view: What it is and why it’s important

• Different attribution models and the value of each

• Mini attribution case study

• Key Takeaways

• The Challenge

Page 3: LSS: Omni-channel Challenge

So Much Noise, So Little Signal!

Attribution can help separate the noise from the signal

Page 4: LSS: Omni-channel Challenge

• Americans now own four digital devices on average,

and the average US consumer spends 60 hours a

week consuming content across devices.

• The path to conversion is increasingly chaotic. It is

more like an airlines’ flight map of the U.S. as users

traverse content, media platforms, mobile apps,

devices.

Marketing Attribution defined:

The process of measuring and assigning credit to the touchpoints that influenced a user along his or her path to a

specified conversion event, such as a purchase, e-mail sign up, lead form submission, etc., or all of the above.

Page 5: LSS: Omni-channel Challenge

• Companies with extremely strong omni-channel customer

engagement retain on average 89% of their customers,

compared to 33% for companies with weak omni-channel

customer engagement

• “Omni-channel customers are more valuable than single

channel customers. Customers who used 4+ channels

spent 9% more in the store on average when compared to

those who used just one channel*

* Harvard Business Review Omni-channel Retailer Study January 2017

Optimizing Omni-Channel engagement affects the bottom

line

Page 6: LSS: Omni-channel Challenge

The 3600

customer view…Why is this critical?

• Convergence of offline and online behavior means customers demand the same seamless experience across all channels, apps, platforms, or screens

• Can't optimize media mix and marketing investments without it

• Can't optimize the customer journey without it

Page 7: LSS: Omni-channel Challenge

Defining the 3600

Degree Customer View

• Cross-Online Channel: Display, Social Media, E-mail, etc

• Cross-Offline Channel: T.V., print, direct mail, events, etc.

• Cross-Platform: Facebook, Instagram, Google, Bing, etc.

• Cross-Device: Smartphone, tablet, desktop

• Cross-App: i.e. Uber, AirBnB, etc.

Page 8: LSS: Omni-channel Challenge

Understanding the full value

All the Conversions to Consider

Online sales conversions are only one piece of the attribution puzzle. By including ALL conversions when determining relative value per click, view, or engagement, you can begin to truly optimize your digital media campaigns.

Page 9: LSS: Omni-channel Challenge

Increasingly complex consumer behavior

Page 10: LSS: Omni-channel Challenge

Customer Journey - Challenges facing marketers in developing a 360

0

customer view

• Disparate data silos and internal departments--(online and offline)

• Overlapping tools and technologies/lack of unified technology platform

• Lack of a strategic focus/plan for application of data analytics

• Insufficient technical and subject matter expertise

Page 11: LSS: Omni-channel Challenge

Attribution models v Same Session

• An attribution model determines how credit for sales and conversions is assigned to touch

points in the conversion path.

For example, Last Click attribution assigns 100% credit to the final touch points (i.e., clicks) that

immediately precede sales or conversions. First Click attribution assigns 100% credit to touch

points that initiate conversion paths. These are just two examples of attribution models—there

are others.

• Same Session: This is a term that refers to the current or last session that a user engaged in

at the time of the conversion event.

It is, typically, a fairly short period of time. It is not the same, however, as Last Click attribution,

which refers to the last channel, such as paid search, or display, which the user clicked from

immediately prior to conversion.

Page 12: LSS: Omni-channel Challenge

Analyze up to 90 days

prior to conversion

Compare up to 3

models at one time

Compare Attribution Models

Page 13: LSS: Omni-channel Challenge

How are marketers using attribution?

Using different attribution models

can reveal channel synergies (or

lack thereof)

Page 14: LSS: Omni-channel Challenge

Key Takeaways: Getting started with attribution

• The tool is not the competency: Technical expertise is essential, but insufficient alone.

• Web analytics platform: Good starting point for learning, before investing in a dedicated attribution

platform.

• Online marketing first: Become expert in this area first, before moving to offline marketing

integration.

• Cross-functional: Share insights and seek collaboration across your organization. Attribution can

inform sales, CRM, content marketing, and finance.

• Question the data: No one tool or platform holds all the answers. Be ready for frustration!

• Have a tracking and measurement methodology in place: Metrics, key metrics, and KPIs are

key to understanding the financial impact of attribution.

Page 15: LSS: Omni-channel Challenge

Decision Planning Framework

• Marketing Campaigns

• Measurement and Reporting

• Internal process management

• Tool(s) proficiency

• Data integration and data

management

• Internal biases/influences

• Roles/responsibilities

• Staffing

• ROI measurement

• Accountability

• Dedicated v non-Dedicated

Platform?

• Marketing Technology

Stack?

• Overall Marketing Strategy

• Marketing Mix/Investments

• Customer Journey Map

• Testing and Optimization

• Conversion

ATTRIBUTION

NEXUS

TECHNOLOGIC

STRATEGIC

TACTICAL

FINANCIAL

POLITICAL

TECHNICAL

Page 16: LSS: Omni-channel Challenge

Challenge: Tell us a story about an omni-channel strategy within your

organization. What was the challenge, the approach, and the result?

If you don’t have any experience with this, please tell us a story about how

you would implement a strategy utilizing the decision planning framework.

THE OMNI-CHANNEL STORYTELLING CHALLENGE

Page 17: LSS: Omni-channel Challenge

1. Each team is a table. Please give your team a name. One person from

each table will need to present the story to the judges.

2. How well did the team address and define an omni-channel strategy for

cross-channel measurement and attribution?

Judging Criteria

Page 18: LSS: Omni-channel Challenge

THANK YOUTony Stagg

Principal Consultant

thinkDigital