The Problem
Marketers are faced with the challenge of implementing and valuating digital campaigns with convoluted, fragmented tools and ambiguous data.
Our Solution
CAKE’s SaaS platform simplifies the performance marketing process. Our intuitive, multi-channel hub allows marketers to track attribution at a granular level, providing unbiased insight into their campaign data, and empowering them to optimize and clarify their digital spend.
Set the table for attribution but come back to it later.
Attribution is in the news: Adometry/Google, Convertro/AOL
How does it effect you and why you need to know about it?
Attribution-
Understanding the entire customer journey –Knowing exactly where a customer comes from – which channel, ad or keyword
Optimization-
Tracking and optimizing the customer’s journey through display, mobile, retail, lead-gen and affiliate channels – true multi-channel real-time targeting
Integration-
Two-way integrations with a wide set of marketing technologies to provide complete insights into the customer’s journey
Talk about how these channels all interact to provide the customer journey–
Attribuiton- tell the Hawaii story
ADD ANIMATION:
Define Marketing Intelligence
Understanding the customer journey. i.e. where you aquire the customer
Define Marketing Automation
ADD ANIMATION:
Define Marketing Intelligence
Understanding the customer journey. i.e. where you aquire the customer
Define Marketing Automation
ADD ANIMATION:
Define Marketing Intelligence
Understanding the customer journey. i.e. where you aquire the customer
Define Marketing Automation
ADD ANIMATION:
Define Marketing Intelligence
Understanding the customer journey. i.e. where you aquire the customer
Define Marketing Automation
“Not linear”
All the roles exsit but not in certain order
Things like “retargeting” continues to recreate the customer journey by constantly creating awarness over and over
Legalzoom self-help legal services website
LLC, Patents, living trust, will’s etc.
Start with seeing ad on Linkdin
Then recieves email from Affiliate marketer targeting new business owners
Highlight relationships with AMEX and other 3rd party partners, tracking sales through partners
See a display add targeted on NEWBUSINESS.COM
Click on the add and fills out a customer inquiry
3 insights you will gain
From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
Every interaction is a link within the context of a communication supply chain.
Don’t look at each discrete message, or even each campaign, as a unique event. Marketing is not a candy machine.
This is more like what you want your communications to be….
This is more like what you want your communications to be….
This is more like what you want your communications to be….
To capitalize on this opportunity requires building relationships
Individualized – Get to know me as a person (when I wanted to be contacted, how I wanted to be contacted, at what times I want to be contacted, etc..)
Personalized – focus on customer’s behavior instead of demographic, timely & meaningful interactions
Durable – last a life time across various stages in life or buying cycle: ie. Credit card (younger) to mortgage rates to life insurance (older)
Directed – Clear customer journeys with call to actions in place
Engage LearnEvaluate BUY
Buy Enjoy TrustADVOCATE
Own UseValue RENEW
Marketers can control more than advertising & awareness
Guide the customer journey
Directly own the consumer relationship
But most brands are still running campaigns
Campaigns are company centric, not customer centric
Campaigns are time-bound
Campaigns have no memory; they lack context
Marketers must build relationships with consumers over time
Help new customers feel like an existing customer
They’ll know you, trust you, buy from you when they’re ready
Keep existing customers coming back
Why now? The marketer with the most customer relationships will win.