Optimizing Awareness and Traffic ROI
Creating a great customer experience is half the battle – but if nobody knows about it, it’s simply a waste of time and budget. Getting the word out and driving traffic to your store, your call center and/or website requires brilliant creative, insightful targeting and a clever landing page persuasion process. Raising awareness has changed from making noise to perfecting the art of conversation in the marketplace. Search savvy, social media savoir-faire and integrated multi-channel magic are today’s imperatives. There is no way to guarantee a promotion will go viral, but the right metrics can tell you when things are working or when they need some serious attention.
Moderator: Feras Alhlou, President & Principal Consultant, E-Nor
Tuesday, April, 16, 11:25am – 12:15pm •Room: Salon 1 & 2
Using Multiple Data Sources to Build Brands
What’s in a brand identity? A brand by any other name would smell as sweet. But how sweet? Kyle describes how to create a data strategy that marries site-serve data collection with third-party ad served data, social media results, syndicated tools for brand tracking, etc. Learn how he translates marketing data into smart, accessible and actionable stories. Kyle uses case studies to reveal a wide range of data capture methods and strategies for measuring client success.
Kyle Barber, SVP Global Performance Lead, McCann Worldgroup
Tuesday, April, 16, 1:30pm – 2:15pm •Room: Salon 1 & 2
How Big Data Drives ROI Across All Channels & Campaigns
Thad describes how a tiny B2B marketing team with big goals amplified their inbound marketing efforts by leveraging Customer Intelligence (aka “Big Data”). Learn how they unearthed customer insights – launching and tracking campaigns, channels and content from first touch to last, through marketing automation to CRM and ultimately to sale. Thad relates what it takes technically to close the marketing loop and how you really can attribute what marketing programs work. See how validated scoring, personalization and segmentation allow serving the right content to the right person at the right time.
Thad Kahlow, CEO, BusinessOnline
Tuesday, April, 16, 2:20pm – 3:05pm •Room: Salon 1 & 2
Optimizing Awareness and Traffic ROI
B2B lead generation is an art and a science. Engaging ads, flowing social media conversations, and buzz worthy industry events all generate awareness and drive traffic to the site. That’s the art. Then comes the science. John discusses how to segment leads by acquisition type and target accordingly, and how to prepare before the campaign launches to measure, analyze and optimize. John will show how to establish a reporting framework – keeping internal and external audiences in mind – and how to decide on relevant nomenclature, create insightful dashboards, establish an analytics process and follow it. John reviews the analysis of quantitative and qualitative data, engagement, asset interaction, micro-conversions, anecdotal sales insight, events, etc. Learn how LSI measures the effectiveness of traffic generation with the convergence of marketing automation system metrics, web analytics and social engagement data.
Jonathan Burns, Online Marketing Manager, LSI Corporation
Tuesday, April, 16, 3:30pm – 4:15pm •Room: Salon 1 & 2
Attribution Modeling Consensus – It’s Fuzzy
With an overwhelming number of touchpoints, most of which are out of your control, building an acceptable attribution model is the biggest challenge – and holds the biggest promise – of marketing mix management. Assumptions must be trusted by everybody in the advertising ecosystem for the model to be used as a guiding light, an auditing tool and a source of truth for payments. Woody describes several cases where the politics were thick, the calculations breathtaking and the results applauded.
Woody Meachum, Director, Digital Strategy, OMD
Wednesday, April, 17, 2:20pm – 3:05pm •Room: Salon 1 & 2
Real Time Heat Maps of Video Engagement
Super Bowl ads cost millions and get extensively tested. But those workhorse videos we use for lead generation and ecommerce, those boring old product videos, talking head videos and webinars, those engaging whiteboard videos remain a mystery? Do they increase sales? Brian has run these kinds of videos through the lab and the results will surprise you. Find out what Zumba Fitness and the Online Marketing Institute learned from online video studies.
Brian Massey, Conversion Scientist, Conversion Sciences
Wednesday, April, 17, 3:30pm – 4:15pm •Room: Salon 1 & 2
Time for a Chat About Chat Analytics
Mario and Dean share an unusual vocation. Among other responsibilities, they pay very close attention to a datastream that few others do: Chat. For HP, it’s a way to minimize email overhead, close sales and increase customer retention and loyalty. For SAS, it’s a way to minimize email overhead, qualify leads and support the sales team. Between measuring the amount of chat, calculating the likelihood of any given chatter’s lifetime value and delving into the sentiment expressed through chat, these guys have a unique perspective on the customer journey. They also have great insights on how to optimize an underloved customer touchpoint.
Mario Pacini, General Manager and CMO, Snapfish Americas
Dean Shaw, Chat Program Manager, SAS Institute
