Aquent/AMA Webcast from October 30, 2008 with Akin Arikan titled \"Multichannel Marketing: Your 5-Year Plan\"

1. T e esi e a efo t e
h s l s r rm h
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1 / 0 0 W e c s:
0 3 / 8 bat
lc a n l rei :
Mut h n e Mak t g
i n
Y u 5Y a Pa
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2. This American Marketing Association webcast was
Sponsored by Aquent
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3. Multichannel Marketing:
Your 5-Year Plan
Blog:
MultichannelMetrics.com
Akin Arikan
AArikan@unica.com

4. What Is Your Personal Background?
Online Marketing?
Direct Marketing?
Brand Marketing?
None of the above?
Multiple of the above?
© 2008 Unica Corporation 3

5. Why Aren’t They Hearing Us?
© 2008 Unica Corporation 4

6. Bottom-up View: Multichannel
Behavior Makes Our Jobs Harder
Broad- Direct Call
Cast Mail Store Internet Center
Become
Aware 1. How to
measure ROI
of marketing
Consider
efforts?
Transact 2. How to be
customer-
centric?
`
Service
© 2008 Unica Corporation 5

7. About Unica
Rated as the leader in Enterprise Marketing Management
Known for Customer Success with Solutions for:
• Interactive Marketing across online + offline
• Web Analytics
Revenue ($M)
Worldwide presence Financially solid and growing
© 2008 Unica Corporation 6

8. Customers
Travel / Healthcare &
Financial Telecom Retail / Catalog B2B/High Tech
Hospitality Insurance
© 2008 Unica Corporation 7

9. Discussion Points for Today
The Big Picture
The Fine Print
The Technology
Q&A
© 2008 Unica Corporation 8

10. Top-Down View: Multichannel
Marketing can be more than a Tactic
Channels Compete on
as Tactic / Convenience Channels
© 2008 Unica Corporation 9

11. Top-Down View: Analytics can be
more than a Tactic
It’s Time to Move Beyond:
“You can’t manage what you
don’t measure”
© 2008 Unica Corporation 10

12. Top-Down View: Analytics can be
more than a Tactic
Compete on
Analytics
Analytics
as a Tactic The rest
for managing of us
ROI
improvement
© 2008 Unica Corporation 11

13. Tactic vs. Strategy of Analytics
Driven Multichannel Marketing
Analytics
As Basis for
Competing
Just a Tactic
for ROI
improvement
For Tactic / As Basis for
Convenience Competing
Channels
© 2008 Unica Corporation 12

14. Big Picture Summary
1. Aim for Multichannel Marketing Strategy First
Can Channels be a Competitive Strategy rather than
just tactics?
2. Show some Analytics Pride!
Compete on analytics instead of just labor costs
Can you identify a way to compete on analytics vs. just
using them for incremental ROI improvement?
3. Repeat
© 2008 Unica Corporation 13

15. Discussion Points for Today
The Big Picture
The Fine Print
The Technology
Q&A
© 2008 Unica Corporation 14

16. Bottom-up View: Multichannel
Behavior Makes Our Jobs Harder
Broad- Direct Call
Cast Mail Store Internet Center
Become
Aware 1. How to
measure ROI
of marketing
Consider
efforts?
Transact 2. How to
measure
customer
`
Service behavior?
© 2008 Unica Corporation 15

17. Addressable vs. Non-Addressable
Channels
Response ONLINE OFFLINE
Channel
Direct Sales
Mail / Fax
Web Site
Phone
Contact
Mobile
E-mail
Store
Blog
Viral
Viral
Channel
TV/Radio/Print
(Not addressable)
Advertising
Out-of-home
Events
Product Placement
In Store
Call Center
Direct Response
Direct mail
(Addressable)
Service Team
Mobile
Email
Web Ads
Search
Web site
© 2008 Unica Corporation 16

18. Online, Direct, & Brand Marketers
Focus on Different Sweet Spots
Response ONLINE OFFLINE
Channel
Direct Sales
Mail / Fax
Web Site
How can the
Phone
Contact
Mobile
E-mail
Store
Blog
Viral
Viral
Channel white spots be
TV/Radio/Print
covered?
(Not addressable)
Advertising
Out-of-home
Events
Brand
Product Placement
Marketers 1.Share methods
In Store
& integrate data
Call Center
2.Traditional
Direct Response
Direct mail Direct
channels are
(Addressable)
Service Team Marketers
Mobile
also becoming
Email
addressable
Online
Web Ads
Marketers
Search
Web site
© 2008 Unica Corporation 17

19. More and More Channels Are – and Will
Become – Addressable
Print publications Online publications Behavioral
& advertising & advertising Targeting
© 2008 Unica Corporation 18

20. Traditional, 3d Party Display Ad Serving
vs. Direct Serving of (Targeted) Ads
Traditional (3d party) trueffect – directServe (1st party)
© 2008 Unica Corporation 19

21. More and More Channels Are – and Will
Become – Addressable
TV: mass TV: targeted Behavioral
advertising ads to anonymous targeting to
segments individuals?
© 2008 Unica Corporation 20

22. Social Media: The Power of
Influencers
“People who hear about a bad shopping
experience are less likely than the people who
actually had the bad experience to ever set
foot in the store.“
A 2006 study by the Verde Group
© 2008 Unica Corporation 21

23. Blog Monitoring & Text Mining
70
60
50
Number of claims
40
O-Ring Text
O-Ring Code
30
20
10
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mb ua rch Ma Ju be
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© 2008 Unica Corporation S ep Nove S ep Nove 22

24. Viral Campaigns,
e.g. http://whiteboard.ups.com
© 2008 Unica Corporation 23

25. Viral Campaign Funnel
Participated
Referred a
Friend
Return via Search
Started Purchase
Completed Purchase
© 2008 Unica Corporation 24

26. The Net Result
Online, Direct, and Brand marketers have each developed
sophisticated methods but not shared them with each other.
When combined, these methods enable integrated
multichannel marketing & measurement
Let the sharing begin now!
But there are obstacles …
© 2008 Unica Corporation 25

27. The Online Marketer’s View
© 2008 Unica Corporation 26

28. The Offline Marketer’s View
© 2008 Unica Corporation 27

29. Online & Offline Marketers Have
Much Reason to Make Friends
Online Offline
• Granular behavior data • Proven analytics methods
• Acquisition centric • Relationship focused
© 2008 Unica Corporation 28

30. Similar Issues, Different Language
Online Marketers Offline Marketers
online personas strategic segmentation
multivariate page testing response modeling
lifetime value lifetime value
path analysis churn analysis
online media buys resource management
ad trafficking site changes contact optimization
display ads overlays overlays
next best offer/activity
search/bid management creative development
re-marketing emails offer management
behavioral targeting customer decisioning
ad view through indirect response attribution
page tags significant event detection
© 2008 Unica Corporation 29

31. Typical Online Marketer Activity:
Funnel Optimization
© 2008 Unica Corporation 30

32. Typical Offline Marketer Activities:
Segment & Target Across Life Cycle
anonymous addressable
Awareness
Consideration
Relationship
Conversion
Marketing
Grow
Lifetime
Value
Retain &
Win Back
© 2008 Unica Corporation 31

33. Discussion Points for Today
The Big Picture
The Fine Print
The Technology
Q&A
© 2008 Unica Corporation 32

34. Drill Down From Aggregate Web
Reporting to Web Customer Insights
© 2008 Unica Corporation 33

35. Create an Integrated
Customer View
Off-Line
CUSTOMER Data
On-Line
VISITOR Data
© 2008 Unica Corporation 34

36. Behavioral Targeting Across
Channels
CarCo
Cross-Channel
Targeting
and Execution
Send leads to local branches
for high-value existing customers
© 2008 Unica Corporation 35

37. Telecommunications: Premium offer
presented to high-value customer
MySpring
Customer is recognized
as a high-value customer
who is within 90-days of
plan expiration. Premium
offer presented for
renewing service.
Sring Fair&Flexible Plan
450
© 2008 Unica Corporation 36

38. Banking: Personalized offers on website
Personalized offer
presented based on
customer attributes
© 2008 Unica Corporation 37

39. Multichannel Marketing:
A 5 Year Plan
2013: expect to start
targeting IPTV
commercials
Site side
behavioral targeting
Target online
using online + offline
display ads based
customer insights
on (site) behavior
Stop sending Integrate a social
untargeted email Media strategy
Start Dialog & (UGC)
Integrate web
Cooperation Across analytics into direct
Marketing Teams marketing
Plan for Integration
Web Analysts, of Silos of Customer
information
Direct Marketers,
Brand Advertisers
© 2008 Unica Corporation 38

40. Time to Take Off the Blinders and
Work Together!
Next week, have
lunch with a
colleague from
• Direct
• Brand
• Online
Marketing!
© 2008 Unica Corporation 39

41. Multichannel Marketing:
Questions About Your 5-
Year Plan?
Blog:
MultichannelMetrics.com
Akın Arıkan
AArikan@unica.com

42. Thank You!
Contact us
Aquent
aquent.com
877 227 8368