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MOMENTS

THAT MATTER: 

MANAGING THE
CROSS-CHANNEL

EXPERIENCE

.  . .  . .  . .  . .  . .  . .  . .  . .  . .  . .  . .  ...
Kelly Wenzel

Chief Marketing Officer
Egg @kel| ywenzel

Gunnard Johnson

SVP of Data & Analytics
E25 @gunnardj
WE ARE AT AN
INFLECTION POINT.
ll. 

NW

.4

. E.. l V. ..
HOW WE

CONSUME
ADVERTISING

TODAY IS

DRAMATICALLY
DIFFERENT.
J; -pl-1'u, xli: <J; t1i1I

15.. 

 

 

_ ____ . .

1.  ‘Ir‘

~ ; _ ~«~.  ‘ ~

')  26*‘   K

9 III I  _ "
D A . *> All -"...
II

;1r: m'u: alit<4:! :1I1I

 

 

E 15 Jennifer Maloney
KL ?  llll m

|  played : , willful l5 that ox’?  =; *n= un. 

I...
S0 IS THE WAY

WE INTERACT
WITH BRANDS.
Lotili llllE a girl
Acl llllB a ladii
Thlnli lilie a man
llltirli lllie a boss

lnuli like a girl

Ant lilie a ladi; 
ilii...
Ra mono Jose h

In one apiro . ini:  =Bic's bizarre = womensDay r
ethe- triinking on rig .  . e WEI

Olt lllie a sexist

 ...
ccccccccccc el

THE PATH TO PURCHASE
HAS BEEN TRANSFORMED.
SD A NEW NIRVANA HAS EMERGED: 

THE CROSS-CHANNEL
BRAND EXPERIENCE

YOU KN

WHATW U D
PRICELES ?
_= «il l ifi 'j1i;1_iYi_| _i 'l_. _-'~; i;Z_l_i‘: i _~_‘» : iE: “_i}; §,| _i‘, l 5:i  1V C ll_. l_. .
CROSS-DEVICE ¢°NTEXT"A'-

ACTION EFFECTIVE 
SPACE DEAL
DEMAND-SIDE ID
CPC SERVER BID 

COST-PER-ACOUSITION

CROSS-SELLING
...
¢'. $I: I3.I. .I. VIAI

LVHM
MEDIA IN THE CONTEXT OF
THE HUMAN EXPERIENCE

ccccccccccc el
*5 AAAAAAAAAAA rs
GETTING
THERE. ..

FROM
HERE
PERFORMANCE

IS KING

3%

#crosscharmc| 
rgJANAMarkcters
PILLARS OF
PERFORMANCE

Q Q @.  @ 
POSUBE

AUDIENCE CHANNEL EXECUTION EX RESPONSE
0 of display ads don’t hit
(Q:  0 their intended demographic
AUDIENCE target

— Comscore,  April 2075

 

3%

flcrosscha nn...
i »‘« TARLGETING a= ... .-my Agra HHt
A i PROFILE:  mat:  :1:; :Icn : T=il:1~: »>

J81

AUDIENCE

2%

/ /crosschannci
I1rA...
IQ: 

AUIENCE

Ni TARGETEHG
my PROFILE: 

ADDITIONAL DETAILS: 

WORK
IT Professional

LIFESTYLE
Married
No children

INTER...
POLLING QUESTION #I

How many hours of potential reach are created
each day due to consumer smartphone usage? 

A) 1,000
B...
% or us SMABTPHONE usl-: ns
SMARTPHONE    

ADOPTION HAS CREATED   
D m 1 OVER A MILLION HOURS
CHANNEL OF POTENTIAL REACH
...
= Jnrxson

GM

/  With preseason winvs. 

' ' Goodall,  Brady most
compelling,  motivated
QB in NFL

svousonro V1

r mm. 
...
Creative quality can have

© up to 4X the sales impact
EXPOSURE as a media plan

— Comscore,  October 2070

 

E85

#cross...
©

EXPOSURE

3%

#crosschannel
@ANAMarketers

4:v---'. '-~-4—_
. ’ Ilal Q:
@

ENGAGEMENT

© 3' '= 

VIEWABILITY

TIME SPENT

    

Q
EXPOSURE +
VERIFICATION FREQUENCY
3&3
REACH gg

:1< rossclmiuiel...
CMO TENURE HAS


RESPONSE

IN THE LAST 4 YEARS

— Spencer Stuart,  March 2075
POLLING QUESTION #2

When TV is combined with digital, 
recall jumps by what percentage? 

A) 11

B) 19
c) 24
E]


RESPONSE

THE MULTICHANNEL EFFECT

9%

Combining TV with digital boosts
consumer recall by19%. 
— / AB,  February2073...
Know your customers and put
them first — then market to
their moments that matter. 

Leverage CRM and DMP
capabilities to ...
Kelly Wenzel

Chief Marketing Officer
gg @kellywenzel %

#crosschanne| 
. .  . .  . .  . .  . .  . .  . .  . .  . .  . .  ....
Managing the Cross-Channel Experience
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Managing the Cross-Channel Experience

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Centro's Kelly Wenzel, CMO, and Gunnard Johnson, SVP of Data & Analytics, walk you through the Cross-Channel experience, with performance and data as the key drivers to success.

Publicada em: Marketing
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Managing the Cross-Channel Experience

  1. MOMENTS THAT MATTER: MANAGING THE CROSS-CHANNEL EXPERIENCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . / /cross<'harm<: 2 Mmketer<
  2. Kelly Wenzel Chief Marketing Officer Egg @kel| ywenzel Gunnard Johnson SVP of Data & Analytics E25 @gunnardj
  3. WE ARE AT AN INFLECTION POINT.
  4. ll. NW .4 . E.. l V. ..
  5. HOW WE CONSUME ADVERTISING TODAY IS DRAMATICALLY DIFFERENT.
  6. J; -pl-1'u, xli: <J; t1i1I 15.. _ ____ . . 1. ‘Ir‘ ~ ; _ ~«~. ‘ ~ ') 26*‘ K 9 III I _ " D A . *> All -". ‘l», I=: -:-X. -l§. 1:; ‘ V”; /.. lll{‘ lr‘ £2 arI(ralchet)cha 3'--u. nu -rm l‘m proud Oljumplng = L ‘n-—A. ,-vi - I 9‘-‘ keep up boys
  7. II ;1r: m'u: alit<4:! :1I1I E 15 Jennifer Maloney KL ? llll m | played : , willful l5 that ox’? =; *n= un. I‘ av; ~rn V ‘ >5: _,
  8. S0 IS THE WAY WE INTERACT WITH BRANDS.
  9. Lotili llllE a girl Acl llllB a ladii Thlnli lilie a man llltirli lllie a boss lnuli like a girl Ant lilie a ladi; iliinli lilie a man i lunrti lille a boss . ... ... ... ... ... ... . ' ii Jessica Frederick Because my day needs more garbage riere‘s FBIC being Just goddamn avful in _i promoting this v. eek‘s = WomensDay timesllve co za sundaxtlmes st Farah Khalique Such a dumb quote ‘v‘h§, would i iiant to ‘look like a girl‘ or ‘think like a man‘ — l‘m a ‘.0manlIl =5“; =wgmgn5pay The Guardian ‘Look like a girl think like a man BIC causes ouirage on national v. onien‘5 day trib al dclcnox
  10. Ra mono Jose h In one apiro . ini: =Bic's bizarre = womensDay r ethe- triinking on rig . . e WEI Olt lllie a sexist INTERACT WITH US
  11. ccccccccccc el THE PATH TO PURCHASE HAS BEEN TRANSFORMED.
  12. SD A NEW NIRVANA HAS EMERGED: THE CROSS-CHANNEL BRAND EXPERIENCE YOU KN WHATW U D PRICELES ?
  13. _= «il l ifi 'j1i;1_iYi_| _i 'l_. _-'~; i;Z_l_i‘: i _~_‘» : iE: “_i}; §,| _i‘, l 5:i 1V C ll_. l_. .
  14. CROSS-DEVICE ¢°NTEXT"A'- ACTION EFFECTIVE SPACE DEAL DEMAND-SIDE ID CPC SERVER BID COST-PER-ACOUSITION CROSS-SELLING COST-PER-CONVERSION FUNNEL CPC CONVERSION WIN RA CLV PIXEI. :HANNEL DESK AD TECH
  15. ¢'. $I: I3.I. .I. VIAI LVHM
  16. MEDIA IN THE CONTEXT OF THE HUMAN EXPERIENCE ccccccccccc el *5 AAAAAAAAAAA rs
  17. GETTING THERE. .. FROM HERE
  18. PERFORMANCE IS KING 3% #crosscharmc| rgJANAMarkcters
  19. PILLARS OF PERFORMANCE Q Q @. @ POSUBE AUDIENCE CHANNEL EXECUTION EX RESPONSE
  20. 0 of display ads don’t hit (Q: 0 their intended demographic AUDIENCE target — Comscore, April 2075 3% flcrosscha nnel dwANAMarketers centre:
  21. i »‘« TARLGETING a= ... .-my Agra HHt A i PROFILE: mat: :1:; :Icn : T=il:1~: »> J81 AUDIENCE 2% / /crosschannci I1rANAMarketcrs ci3r; tri: =
  22. IQ: AUIENCE Ni TARGETEHG my PROFILE: ADDITIONAL DETAILS: WORK IT Professional LIFESTYLE Married No children INTERESTS Political Orientation: Democrat Travel: Mountain Destinations INTENT Financial Needs: Mortgage Auto: Mid-size SUV CPG: Organic Shopping: Nordstrom, Macy’s e_'r= :n«it: uif W hi I: Agra 315%: I5‘? Hm -T§‘|31Cu3iClt« VALUE - Existing Financial Customer - High Potential - Immediate Need: Mortgage for 15" home 2% #crosschanno| §lANAMarI<eiers ‘4-‘4_n. r . ".—4a—_ ‘filer ; .I e‘
  23. POLLING QUESTION #I How many hours of potential reach are created each day due to consumer smartphone usage? A) 1,000 B) 1oo, ooo c) 1,ooo, ooo
  24. % or us SMABTPHONE usl-: ns SMARTPHONE ADOPTION HAS CREATED D m 1 OVER A MILLION HOURS CHANNEL OF POTENTIAL REACH EACH DAY IN THE US 2013 2014 2015 2016 2017 2018 2019 SI centre:
  25. = Jnrxson GM / With preseason winvs. ' ' Goodall, Brady most compelling, motivated QB in NFL svousonro V1 r mm. SOMETHING = BORING ' I WELLS 5'“ FARGO TALK TOA ‘ - " - CONSULTANT Jlcrosschannei @ANAMarketers ¢: en1trc:
  26. Creative quality can have © up to 4X the sales impact EXPOSURE as a media plan — Comscore, October 2070 E85 #crosschannel <iANAMarketers centre:
  27. © EXPOSURE 3% #crosschannel @ANAMarketers 4:v---'. '-~-4—_ . ’ Ilal Q:
  28. @ ENGAGEMENT © 3' '= VIEWABILITY TIME SPENT Q EXPOSURE + VERIFICATION FREQUENCY 3&3 REACH gg :1< rossclmiuiel <1 ANAN1ciTkDt('| S centrc=
  29. CMO TENURE HAS RESPONSE IN THE LAST 4 YEARS — Spencer Stuart, March 2075
  30. POLLING QUESTION #2 When TV is combined with digital, recall jumps by what percentage? A) 11 B) 19 c) 24
  31. E] RESPONSE THE MULTICHANNEL EFFECT 9% Combining TV with digital boosts consumer recall by19%. — / AB, February2073 3% #crosscl1anne| <1 ANAMarl<eters
  32. Know your customers and put them first — then market to their moments that matter. Leverage CRM and DMP capabilities to target individuals, NOT demos or devices. Performance is everything. Focus on linking media metrics to business outcomes. Data is the great enabler. Pick partners that can apply your data to deliver sequential messages.
  33. Kelly Wenzel Chief Marketing Officer gg @kellywenzel % #crosschanne| . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . @ANAMarketerS Gunnard Johnson SVP of Data & Analytics % @gunnardj

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