lss: omni-channel challenge
TRANSCRIPT
THE OMNICHANNEL CHALLENGE
Tony StaggPrincipal Consultant
thinkDigital
e-mail: [email protected]
Intersecting train tracks graphic
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
So Much Noise, So Little Signal!
Attribution can help separate the noise from the signal
• 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.
• 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
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
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.
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.
Increasingly complex consumer behavior
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
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.
Analyze up to 90 days
prior to conversion
Compare up to 3
models at one time
Compare Attribution Models
How are marketers using attribution?
Using different attribution models
can reveal channel synergies (or
lack thereof)
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.
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
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
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
THANK YOUTony Stagg
Principal Consultant
thinkDigital