Building Omnichannel Teams, Technology and Goals

1. Building Omni-Channel Teams & Experiences

3. INTRODUCTION

4. 3000+ more INTRODUCTION

5. INTRODUCTION

6. INTRODUCTION

7. SILOS INTRODUCTION

8. SILOS“Silo” is a dirty word, so why does it still exist? INTRODUCTION

9. Silosallow... INTRODUCTION 1. Internal teams to take credit for the same customer without regard for any level of real attribution. 2. Managers to be accountable to metrics that make themselves look good without regard to organizational objectives. 3. Vendors to exist and grow, without delivering top-line ROI to an organization.

10. Silosallow... INTRODUCTION 1. Internal teams to all take credit for the same customer without regard to any level of real attribution. 2. Managers to be accountable to metrics that make themselves look good without regard for organizational objectives. 3. Vendors to exist and grow, without delivering top-line ROI to an organization.

11. Silosallow... INTRODUCTION 1. Internal teams to all take credit for the same customer without regard to any level of real attribution. 2. Managers to be accountable to metrics that make themselves look good without regard to organizational objectives. 3. Vendors to exist and grow, without delivering top-line ROI to an organization.

12. But our world is integrated.

13. Our customers don’t just have separate interaction online vs offline. OUR WORLD IS INTEGRATED

14. Brands have dozens of touchpoints, and yet, most agencies, vendors, and employees in the ecosystem are not thinking about that customer holistically. They are thinking about their individual goals. OUR WORLD IS INTEGRATED

15. OUR WORLD IS INTEGRATED Here’s what we mean... Everyone does paid search.

16. Here’s who brands typically hire to run paid search... OUR WORLD IS INTEGRATED

17. Here’s who brands typically hire to run paid search... OUR WORLD IS INTEGRATED 2 years of experience in paid search

18. Here’s who brands typically hire to run paid search... OUR WORLD IS INTEGRATED 2 years of experience in paid search Expected to do bid management, competitiveanalysis, audience research, segmentation, writecopy, understand brand strategy, analytics, attribution, understand digital strategyto map paid search to company goals, landing page optimization to optimize CVR, AB testing, sitetagging, and reporting.

19. Here’s the team you actually need to be successful… ● Paid Media Analyst ● Paid Media Manager ● Creative Director ● Production Designer ● Copywriter ● UX designer ● Developer ● Digital Strategist ● Data Engineer ● Data Scientist OUR WORLD IS INTEGRATED

20. OUR WORLD IS INTEGRATED And if you want an omni-channel marketing team...

21. OUR WORLD IS INTEGRATED ● Marketing Product Manager ● Paid Media Analyst ● Paid Media Manager ● Social/Content Strategist ● Community Manager ● Creative Director ● Production Designer ● Motion/Videographer ● Copywriter ● UX Designer ● Developer ● Digital Strategist ● Brand Strategist ● Data Engineer ● Marketing Ops (team)

22. OUR WORLD IS INTEGRATED But only if they work together as a team.

23. OUR WORLD IS INTEGRATED

25. So what do you do?

26. Stay Calm! Stay calm!

27. 10 Practical Steps To Omni-Channel Nirvana

28. 1 Make sure that every single KPI ladders up to your company’s objectives. Thinking back to paid search, it’s easy for someone to optimize to channel revenue (a single KPI) but that doesn’t serve broader objectives. WHAT DO YOU DO? Goals & Culture

29. 1 Make sure that every single KPI ladders up to your company’s objectives. Thinking back to paid search, it’s easy for someone to optimize to channel revenue (a single KPI) but that doesn’t serve broader objectives. Goals & Culture WHAT DO YOU DO?

30. 2 Use a crawl, walk, run approach to avoid the “shiny toy syndrome” and ensure you’re not investing in landscaping when your plumbing is broken. Make sure your teams are focusing their energy on the right things. WHAT DO YOU DO? Goals & Culture

31. Ecosystem Area Category What it means to... Crawl What it means to... Walk What it means to... Run Audience Customer Journey / Segmentation Basic understanding of pre-purchase behavior Basic understanding of pre- and post- purchase behavior Deep, data-driven understanding of pre- and post-purchase behavior Audience Loyalty / Lifetime Value Optimization Customer loyalty is considered but not measured Beginning to measure lifetime value of a customer and begin associated programs Strong customer loyalty program Audience CRM and Messaging High-level customer segmentation for measurement Data-driven segments with personal experiences UUID cross-device personalization and optimization Brand Brand Promise / Differentiators Brand promise and differentiator integrated into messaging Brand promises and differenatiors differ by stage of the journey and content medium Brand promises and differentiations optimized by consumer segment Brand Visual Design / Aesthetic Consistent visual identity Unique and immediately recognizable visual identity Consistent visual identity both on and offline Brand Brand Marketing / Brand Awareness Brand awareness/equity efforts KPIs to measure impact of brand marketing Optimizing brand awareness to impact the bottom line Comms Paid Media Ongoing optimization of targeting and bid adjustments Regular A/B testing of copy/creative Dynamic media/creative Comms Owned Media Follows SEO fundamentals Integration of content marketing and social efforts #1 or #2 on SERPs for relevant keywords Comms Earned Media Active social channels with branded content An engaged following across channels Social driving measurable impact on the business Marketing Technology Analytics Default analytics platform used on an ad- hoc basis Custom KPIs reported on a regular cadence Advanced reporting mapping custom segments to the customer journey Marketing Technology Technology Regular site updates by dedicated resources Content managed via CMS or eComm system Marketing technology is a competitive differentiator Marketing Technology User Experience Mobile-friendly/optimized site Conversion rate optimization & A/B testing CX/Full journey optimization

35. 3 If you find yourself in a silo, start making friends: others in the organization with shared goals and KPIs. Explore how you might work together to get better results than you could individually. Present this to your boss(es) and propose a cross- functional team. Goals & Culture WHAT DO YOU DO?

36. 4 Stop trying to hire unicorns; be realistic about what (and how long) it takes to build a team. People & Partners WHAT DO YOU DO?

37. 5 Invest in Product Managers over marketers that can help the team think about 1) developing marketing capabilities and 2) thinking about the customer experience more broadly. Your customer experience is a product management challenge. People & Partners WHAT DO YOU DO?

38. 6 Stop throwing things over walls. Build integrated teams or bring on integrated agency partners that can solve business challenges vs optimizing channels. People & Partners WHAT DO YOU DO?

39. 7 Create a process for prioritization and investment (align budgeting and prioritization against organizational goals). [Spoiler Alert] You’ll soon find that budgeting is dead. Your budget is now whatever you can spend profitably. Process WHAT DO YOU DO?

40. 8 Fire your full featured ESP (and most of your channel- specific technology partners). Move the budget to omnichannel orchestration. Specialization serves silos, not your overall objectives! P.S. Think of what you’re paying your ESP. You should be paying 5-10% for email if you make this change. Technology CUSTOMER DATA (ALL TOUCHPOINTS) EXTRACT, TRANSFORM AND LOAD (ETL) DATA MODELING BIDATA WAREHOUSE SEGMENT + PERSONALIZE + AUTOMATE OMNICHANNEL EXECUTION CUSTOMER ANALYTICS REAL- TIME WHAT DO YOU DO?

41. 9 Connect to best-in-class channel deployment tech (must have great APIs). Your new tech won’t make many decisions, will be considerably cheaper and will perform better. Technology WHAT DO YOU DO?

42. 10 87% of marketers compare the experiences they deliver against Apple, Google, Amazon, and Netflix. Why? Because these companies are responsive. They're able to take the signals that customers provide and honor them. They provide space for discussion, disclosure, and engagement. Chances are you already have enough data to do this. With these steps, you’ll be able to use it! Customer Marketing WHAT DO YOU DO?

43. RECAP 1. Ensure KPIs ladder up to objectives. 2. Take crawl, walk, run approach to change. 3. Find friends to build cross-functional teams. 4. Be realistic about hiring - no unicorns. 5. Invest in Marketing Product Managers. 6. Fire any agency that flings work over walls. 7. Create a process to prioritize investments. 8. Fire your [single channel] tech vendor & bring on a CDP. 9. Hook up best-in-class deployment partners. 10. Use the data you already have to create responsive experiences. Questions?

Building Omnichannel Teams, Technology and Goals

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