Multi-channel marketing
Plan prezentacji
- Przedstawienie się
- Żarcik o spamie
- Czym jest multi-channel marketing
- Dyskusja - kto powinien z tego korzystać i dlaczego
- Wymienienie możliwości multichannel marketingu
- Pokazanie danych
- Pokazanie przykładów
- Listening task - filmik z SAS institute
- Trudności - insight - not numbers
- Pokazanie w którym kierunku to zmierza
- Skomplikowane algorytmy itd
- Wzmianka o marketing automation i dyskusja czy to zabierze ludziom prace
SPAM
because without it your inbox would be a lonely, lonely place...
MEET YOU CUSTOMER WHERE THEY ARE
dyskusja
- Jakie firmy powinny inwestować w marketing wielokanałowy
- Coca-Cola, Zalando, Answear
- Jakie to daje możliwości
- szerokość geograficzna - nie ma limitu
http://www.sas.com/en_my/insights/marketing/multichannel-marketing.html
DANE
http://blog.autopilothq.com/multi-channel-marketing-statistics/
Rebecca Minkoff
https://www.youtube.com/watch?v=1i4KpNAY8uY
Today, organizations understand the concept of multichannel marketing but are grappling with the implementation.
Brands like Apple and Rebecca Minkoff, who, as newer players in the market have been able to quickly and effectively evolve their multichannel strategies as new technologies are born, will be the leaders to watch as best practices for this channel develop.
TO BĘDZIE INACZEJ - WRZUCAM, ŻEBY NIE ZGUBIĆ
SAS insitiute
https://www.youtube.com/watch?v=cFC9Xb07Ye8
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And suddenly...
"The purpose of computing is insight, not numbers."
- Richard Hamming, 1969
HOUSTON...
...we have a problem challenge
While personalization is the hottest buzzword in the retail industry, the execution has been poor! Simply put, retailers fail to recognize their consumers and therefore fail to design the right offers for them. Retailers struggle with integrating data from multiple organizational and data silos like loyalty programs, POS transactions, online sales, demographics, and responses to promotions. Other data sources like social media interactions, online reviews, or calls into the call center are often just ignored because they are unstructured and too complex to evaluate in Relational Systems designed for rows and columns. Most statistical models built to predict future purchases and responses to promotions are often based on a very limited set of demographic and transactional data and ignore the richness of consumer data that is now available. So while the data for 1:1 marketing and personalization now exist, very few retailers are any good at leveraging it!
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RESULTS
- http://measurementmojo.com/expertise/innovation/integrated-multichannel-marketing-mix/
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Multi-channel acquisition
http://www.thebridgecorp.com/wp-content/uploads/MultiChannelPlayBook16.pdf
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Dyskusja
- Czy to jest etyczne
- Czy to zabierze ludziom pracę
- Co z ochroną danych osobowych - które dane są danymi osobowymi - np. moje interakcje w sieci?
MARKETING AUTOMATION
PREDICTIVE ALGORITHMS
Na rozluźnienie
https://hub.uberflip.com/blog/ted-talks-for-marketers - multichannel marketing robi się sam
http://www.businessinsider.com/christian-siriano-shopping-mall-future-fashion-designer-project-runway-2016-11?IR=T - listening?
"Intelligence appears to be the thing that enables a man to get along without education.
Education enables a man to get along without the use of his intelligence."
Albert Edward Wiggam