Conversant Chief Marketing Officer Scott Eagle discussed ways that organizations can improve their digital marketing during a Thought Leadership Spotlight Presented by Conversant at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Five Ways to Drive Digital Marketing Excellence Through Sharper Thinking,” Eagle dispelled several common marketing myths. Eagle noted there are five common marketing myths: Personalized marketing is a powerful idea, but it is not yet possible. It’s too tough to demonstrate digital marketing’s impact on offline sales. Vendor dating is better than vendor marriage. Simplistic attribution models are viable options for marketers. Marketing teams constantly need to execute on “what’s hot in digital.” Building a picture of a target consumer and a marketing strategy to garner this consumer’s attention can help marketers ensure that they connect with their target audiences consistently, Eagle said: “If you know who [the target consumer] is and can find [this consumer], you have to put the right intelligent communication in front of them based on what you believe the next purchase they’re going to want. That’s creation of millions and millions of ad [permutations].” Test and control digital marketing models, Eagle said, can help an organization learn more about its target audiences than ever before. An organization that constantly focuses on finding ways to bolster its digital marketing, Eagle added, can achieve consistent, incremental improvements: “There’s no reason to dive right in again and get married. We pilot it [and] we work through a few things. There are lots of ways you can truncate and cut down on that.” - See more at: http://www.argylejournal.com/chief-marketing-officer/thought-leadership-spotlight-presented-by-conversant-five-ways-to-drive-digital-marketing-excellence-through-sharper-thinking-scott-eagle-chief-marketing-officer-conversant/#sthash.TWQX82aQ.dpuf

1. 5 WAYS TO DRIVE
DIGITAL MARKETING
EXCELLENCE
THROUGH SHARPER THINKING
Presented by
Scott Eagle
© 2014, Conversant, Inc. All rights reserved.

2. DOTOMI MEDIAPLEX
COMMISSION JUNCTION VALUECLICK MEDIA
© 2014, Conversant, 2 Inc. All rights reserved.
GREYSTRIPE SET MEDIA

3. © 2014, Conversant, 3 Inc. All rights reserved.
Personalized marketing is a
powerful idea, but not possible yet
It’s too tough to demonstrate
digital’s impact on offline sales
Vendor dating is better than vendor marriage
Simplistic attribution models like last click get
us “close enough” to the answers
Your team needs to constantly be executing
on “what’s hot” in digital
THE
“BIG 5”
DIGITAL
MYTHS

4. PERSONALIZATION
MARKETING IS A
POWERFUL IDEA,
BUT NOT POSSIBLE YET
1
MYTH
© 2014, Conversant, 4 Inc. All rights reserved.

5. PERSONALIZATION
MARKETING IS A
POWERFUL IDEA,
BUT NOT POSSIBLE YET
© 2014, Conversant, 5 Inc. All rights reserved.
IMPOSSIBLE
1
MYTH

6. © 2014, Conversant, 6 Inc. All rights reserved.
“There are solutions available today
that properly integrate disparate
data sources and types while
adhering to strict guidelines that
protect privacy.”
1
MYTH

7. 1
MYTH
Fall Product Launch Fall Fashion Event Featured Products Fall Promotion Best Next Opportunity
© 2014, Conversant, 7 Inc. All rights reserved.

8. 65
OF THE
INTERNET
RETAILER 100
© 2014, Conversant, 8 Inc. All rights reserved.
5.1M
SALES
PER DAY
1.8M
ADS/MONTH
FOR
1 RETAILER
4X-32X
ROAS
1
MYTH

9. IT’S TOO TOUGH TO
DEMONSTRATE DIGITAL’S
IMPACT ON OFFLINE SALES
2
MYTH
BY YOURSELF
© 2014, Conversant, 9 Inc. All rights reserved.

10. IT’S TOO TOUGH TO
DEMONSTRATE DIGITAL’S
IMPACT ON OFFLINE SALES
BY YOURSELF
2
MYTH
© 2014, Conversant, 10 Inc. All rights reserved.

11. Online/Offline Purchase Data
Site Visits
Product Search
Mobile Device ID
Display Click Through
Conversion Matching
Network Web Match
Household ID Matching
First-Party Cookie Present
Direct and Indirect Matching
Location Device
RTB Expertise
Attribution Methodologies
Personalized Dynamic Creative
2
MYTH
© 2014, Conversant, 11 Inc. All rights reserved.

12. VENDOR DATING
IS BETTER THAN
VENDOR MARRIAGE
3
MYTH
© 2014, Conversant, 12 Inc. All rights reserved.

13. 89% 27
OF AGENCY BUYERS
CHANGE VENDORS
FREQUENTLY
© 2014, Conversant, 13 Inc. All rights reserved.
AVERAGE NUMBER
OF DIGITAL VENDORS
FOR A COMPANY
LARGE COMPANIES
SAY IT’S A HUGE
HEADACHE
BETTER RESULTS COME
FROM MORE AND
UNITED DATA
VENDOR DATING
IS BETTER THAN
VENDOR MARRIAGE
3
MYTH

14. 3
MYTH
BETTER DUE DILIGENCE
PROOF OVER VAPOR
HISTORY OF SUCCESSFUL INTEGRATION
PAY AS YOU GO
© 2014, Conversant, 14 Inc. All rights reserved.

15. 4
MYTH
MYTH
SIMPLISTIC ATTRIBUTION,
LIKE LAST CLICK, GETS
US “CLOSE ENOUGH”
© 2014, Conversant, 15 Inc. All rights reserved.

16. © 2014, Conversant, 16 Inc. All rights reserved.
68%
4
MYTH
69%
RETAILER USE
OF LAST CLICK
RETAILER BELIEFS
ABOUT LAST CLICK
32%
DON’T
USE IT
68%
USE IT
69%
THINK IT’S
INEFFECTIVE
31%
THINK IT’S
EFFECTIVE
SIMPLISTIC ATTRIBUTION,
LIKE LAST CLICK, GETS
US “CLOSE ENOUGH”
16
MYTH

17. 4
MYTH
MYTH
© 2014, Conversant, 17 Inc. All rights reserved.

18. © 2014, Conversant, 18 Inc. All rights reserved.
TEST CONTROL
4
MYTH

19. YOUR TEAM NEEDS TO
CONSTANTLY BE EXECUTING
ON WHAT’S “HOT” IN DIGITAL
5
MYTH
© 2014, Conversant, 19 Inc. All rights reserved.

20. YOUR TEAM NEEDS TO
CONSTANTLY BE EXECUTING
ON WHAT’S “HOT” IN DIGITAL
© 2014, Conversant, Inc. All rights reserved.
20
5
MYTH

21. © 2014, Conversant, 21 Inc. All rights reserved.
Personalized marketing is a
powerful idea, but not possible yet
It’s too tough to demonstrate
digital’s impact on offline sales
Vendor dating is better than vendor marriage
Simplistic attribution models like last click get
us “close enough” to the answers we need
Your team needs to constantly be executing
on “what’s hot” in digital
THE
“BIG 5”
DIGITAL
MYTHS

22. © 2014, Conversant, 22 Inc. All rights reserved.

23. Thank You
Scott Eagle
© 2014, Conversant, 23 Inc. All rights reserved.