Multi Channel Metrics Track
Tuesday, October 20
Marketing cannot succeed when carried out in separate silos. Measuring and optimizing marketing must also be a cross-organizational effort. This track will look at how marketing mix modeling has been working for years and where it needs to be updated now that brands are in the eye of the beholder and in the hands of the blogger and tweeter. We'll take a deep look into advertising spend attribution and cross-channel marketing metrics to help you see the bigger picture.
Moderator: Andrew Janis, Evantage Consulting
Tuesday, October 20 • 11:00 - 11:50 am • Multi Channel 1
Tips & Techniques to Mining Multi-Channel Data
Ned Kumar, FedEx
In today's world of web x.0 and Social Media, it is very easy to get downright depressed under the weight of so much online and offline data. Ned offers a map of various techniques that FedEx leverages to shape insights from their multi-channel data. Ned shares his years of experience and shows how to take advantage of many technologies and statistical techniques for uncovering insights from huge data sets from basic clustering techniques to neural techniques like self-organizing maps.
Tuesday, October 20 • 4:25 - 5:15 pm • Multi Channel 2
Shifting Ad Dollars - an Attribution Model Case Study
Mark D. Walker, Reliant Energy, Inc.
As a Fortune 500 organization providing retail electricity in Texas, Reliant is sharply focused on promotional spend allocation. In a state that is only half regulated - so geo-targeting is a must - Mark oversees the distribution of advertising funds across television, online display and search. He explains his attribution model using two years of customer data to optimize their media spend on a weekly basis. How do impressions on TV correlate to banner ad impressions? How do both of those impact search activity? Mark divulges some of the pitfalls and successes they've experienced attracting and growing their flock of 1.9M customers.
Tuesday, October 20 • 5:20 - 6:00 pm • Multi Channel 3
TV's impact on Online & Vice-Versa
Matt Cardwell, Quicken Loans
How do you tell if your television ads are driving web traffic? Easy, just stop advertising on TV for a couple of years and see what happens. Matt shares what Quicken Loans learned when they did just that. He reviews branding vs. direct sales ads and their effect on different search phrases. He also divulges some of their collaborative analysis techniques, the tools they use and the value of letting metrics flow between media in an un-siloed business environment.