Conquering the Omni-Channel Challenge

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Jenn Vlahavas gave a presentation on conquering the omni-channel challenge. She discussed how digital now accounts for 57% of global media consumption and consumers are using multiple channels in their purchasing journeys. She outlined six best practices for brands to address the omni-channel opportunity: leverage data, embrace transparency, create partnerships, own the strategy internally, achieve internal alignment, and make educated bets on new approaches. Vlahavas emphasized that brands must break down silos and use technology and data to engage customers across channels.

Marketing

Conquering the Omni-Channel Challenge
v
Jenn Vlahavas, VP Account Strategy
©2014 MEDIAMATH INC. 1
MIMA Summit – October 2014

@JENNVLAHAVAS @MEDIAMATH #MIMASUMMIT
Who the heck is this gal?

@JENNVLAHAVAS @MEDIAMATH
Is Omni-Channel defined as the…
Sales Channel?

Is research prior to a purchase…
considered omni-channel?
@JENNVLAHAVAS @MEDIAMATH

@JENNVLAHAVAS @MEDIAMATH
Does Omni-channel include the environment
…where a consumer is exposed to your message?

@JENNVLAHAVAS @MEDIAMATH
What about Channel Assets?
And how they engage with your customers?
Live Chat via your Web site?

@JENNVLAHAVAS @MEDIAMATH
In-store Employees?

Is… Organizational Structure
@JENNVLAHAVAS @MEDIAMATH
a consideration when building your strategy?

…historically defined omni-channel
through the lens of the consumer
expanded
to include
definition hwas ho cares?
infrastructure
the
and
organizational components...

Digital Media
Digital now accounts for 57% of global
media consumption
@JENNVLAHAVAS @MEDIAMATH
Source: GlobalWebIndex: Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time, Q4 2012

@JENNVLAHAVAS @MEDIAMATH
67% completed the purchase elsewhere
Source: comScore
Consumers who started shopping on one device or in-store

Mobile coupon usage increased by 41%
Versus last year, Source: comScore
@JENNVLAHAVAS @MEDIAMATH

Pre-Meditated Showrooming is on the Rise!
Up 8% versus last quarter, Source: comScore
@JENNVLAHAVAS @MEDIAMATH

Combined online & web-influenced sales to reach
$1.8 trillion by 2017!
Up from $1.3 trillion in 2013
Forrester Research
@JENNVLAHAVAS @MEDIAMATH

@JENNVLAHAVAS @MEDIAMATH
READ: HUGE OPPORTUNITY

@JENNVLAHAVAS @MEDIAMATH
Think Multiple Channels -
Give Credit Where Credit is Due

@JENNVLAHAVAS @MEDIAMATH
   
Siloed Data is Sad Data

Point Solutions Are The Enemy
They are immature, selfish & don’t play nice with others

@JENNVLAHAVAS @MEDIAMATH
One-Size-DOES NOT-Fit-All

Programmatic can help you SEIZE it
Read: Let us help!
@JENNVLAHAVAS @MEDIAMATH
The opportunity exists…

@JENNVLAHAVAS @MEDIAMATH
It no longer makes
economic sense to send a
message to the many in hopes
of persuading the few.
- Lawrence Light
Former CMO, McDonald’s

@JENNVLAHAVAS @MEDIAMATH
The opposite of
programmatic is manual,
not premium.
- Marissa Mayer
CEO Yahoo!

@JENNVLAHAVAS @MEDIAMATH
Why would I not
buy media in a way
that I can get data back
and use it to make
smart decisions?
- Bonin Bough
VP, Global Media &
Consumer Engagement,
Mondelez International

@JENNVLAHAVAS @MEDIAMATH
Six Best Practices
[ ] Leverage Data
[ ] Embrace Transparency
[ ] Create “Yes And” Partnerships
[ ] OWN It
[ ] Internal Alignment
[ ] Make Educated Bets

[2] Embrace Transparency
Peel back the onion (there may be tears!)
@JENNVLAHAVAS @MEDIAMATH

@JENNVLAHAVAS @MEDIAMATH
Transparency into:
[] Your Working Media Dollars
Transparency into:
[] What’s Working*
Transparency into:
[] What Isn’t Working*

@JENNVLAHAVAS @MEDIAMATH
[5] Internal Reorientation & Alignment…
Break Down the Silos!

@JENNVLAHAVAS @MEDIAMATH
[5] Internal Reorientation & Alignment…
Break Down the Silos!
Goals*
Aligned, but Weighted
Education*
Align Goals & Roles
Technology
Foundation for Sharing & Centralization

It’s not just an adoption, it’s an evolution:
@JENNVLAHAVAS @MEDIAMATH
[last one!] Make an Educated Bet!

@JENNVLAHAVAS @MEDIAMATH
Build Competitive Advantage
…Grow Market Share

If you wait until there is another
case study in your industry,
you will be too late.
- Seth Godin,
Author: ‘Permission Marketing’

THANK YOU
Jenn Vlahavas
@MediaMath
©2014 MEDIAMATH INC

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Conquering the Omni-Channel Challenge

2. Thank You, Summit Sponsors

3. @JENNVLAHAVAS @MEDIAMATH #MIMASUMMIT Who the heck is this gal?

4. @JENNVLAHAVAS @MEDIAMATH Is Omni-Channel defined as the… Sales Channel?

5. Is research prior to a purchase… considered omni-channel? @JENNVLAHAVAS @MEDIAMATH

6. @JENNVLAHAVAS @MEDIAMATH Does Omni-channel include the environment …where a consumer is exposed to your message?

7. @JENNVLAHAVAS @MEDIAMATH What about Channel Assets? And how they engage with your customers? Live Chat via your Web site?

8. @JENNVLAHAVAS @MEDIAMATH In-store Employees?

9. Is… Organizational Structure @JENNVLAHAVAS @MEDIAMATH a consideration when building your strategy?

10. …historically defined omni-channel through the lens of the consumer expanded to include definition hwas ho cares? infrastructure the and organizational components...

11. Digital Media Digital now accounts for 57% of global media consumption @JENNVLAHAVAS @MEDIAMATH Source: GlobalWebIndex: Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time, Q4 2012

12. @JENNVLAHAVAS @MEDIAMATH 67% completed the purchase elsewhere Source: comScore Consumers who started shopping on one device or in-store

13. Mobile coupon usage increased by 41% Versus last year, Source: comScore @JENNVLAHAVAS @MEDIAMATH

14. Pre-Meditated Showrooming is on the Rise! Up 8% versus last quarter, Source: comScore @JENNVLAHAVAS @MEDIAMATH

15. Combined online & web-influenced sales to reach $1.8 trillion by 2017! Up from $1.3 trillion in 2013 Forrester Research @JENNVLAHAVAS @MEDIAMATH

16. @JENNVLAHAVAS @MEDIAMATH READ: HUGE OPPORTUNITY

17. @JENNVLAHAVAS @MEDIAMATH The Struggle is Real. Or is it? [ ] Attributing credit to the most effective marketing channels [ ] Activating data [ ] Execution fragmentation [ ] Telling your brand story to consumers

18. @JENNVLAHAVAS @MEDIAMATH Think Multiple Channels - Give Credit Where Credit is Due

19. @JENNVLAHAVAS @MEDIAMATH     Siloed Data is Sad Data

20. Point Solutions Are The Enemy They are immature, selfish & don’t play nice with others

21. @JENNVLAHAVAS @MEDIAMATH One-Size-DOES NOT-Fit-All

22. Programmatic can help you SEIZE it Read: Let us help! @JENNVLAHAVAS @MEDIAMATH The opportunity exists…

23. @JENNVLAHAVAS @MEDIAMATH It no longer makes economic sense to send a message to the many in hopes of persuading the few. - Lawrence Light Former CMO, McDonald’s

24. @JENNVLAHAVAS @MEDIAMATH The opposite of programmatic is manual, not premium. - Marissa Mayer CEO Yahoo!

25. @JENNVLAHAVAS @MEDIAMATH Why would I not buy media in a way that I can get data back and use it to make smart decisions? - Bonin Bough VP, Global Media & Consumer Engagement, Mondelez International

26. @JENNVLAHAVAS @MEDIAMATH Six Best Practices [ ] Leverage Data [ ] Embrace Transparency [ ] Create “Yes And” Partnerships [ ] OWN It [ ] Internal Alignment [ ] Make Educated Bets

27. [1] Leverage Data High Value, Under-Utilized @JENNVLAHAVAS @MEDIAMATH UNDE RS TAND TARGE T MEASUR E  Align offline and online  Purchase and media data  Leverage 3rd party data  Create single view  Find new customers  Drive repeat purchases  Drive loyalty & retention  Influence hand-raisers  Sales &/or Brand impact  Fractional Attribution  Close the loop  Test and learn

28. [2] Embrace Transparency Peel back the onion (there may be tears!) @JENNVLAHAVAS @MEDIAMATH

29. @JENNVLAHAVAS @MEDIAMATH Transparency into: [] Your Working Media Dollars Transparency into: [] What’s Working* Transparency into: [] What Isn’t Working*

30. @JENNVLAHAVAS @MEDIAMATH [3] Create “Yes and...” Partnerships Tech Enables… & Agency Brand Ad tech …but you need an operational framework to drive success

31. @JENNVLAHAVAS @MEDIAMATH

32. @JENNVLAHAVAS @MEDIAMATH [5] Internal Reorientation & Alignment… Break Down the Silos!

33. @JENNVLAHAVAS @MEDIAMATH [5] Internal Reorientation & Alignment… Break Down the Silos! Goals* Aligned, but Weighted Education* Align Goals & Roles Technology Foundation for Sharing & Centralization

34. It’s not just an adoption, it’s an evolution: @JENNVLAHAVAS @MEDIAMATH [last one!] Make an Educated Bet!

35. @JENNVLAHAVAS @MEDIAMATH Build Competitive Advantage …Grow Market Share

36. If you wait until there is another case study in your industry, you will be too late. - Seth Godin, Author: ‘Permission Marketing’

Conquering the Omni-Channel Challenge

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