Whitepapers Live 4
Case study presentations from leading practitioners on how to optimise and join up your marketing across online and offline.
e-Dialog looked at 2.6 billion ad impressions, 268 million clicks and £307m from purchase path activity and this is what we learned. Find out how leading brands generate higher ROI from email throughout the purchase path. Join us on the day to discover how you can create efficiencies in your media spend, increase conversion rates & average order value, and manage campaigns to improve ROI from email.
We all recognise that our customers are not online or offline - they are both. However making multi-channel strategies and approaches work require challenging the thorny issues of data, technology and customer experience integration. Toby will talk about practical experiences gleaned from CACI's engagements across the globe with companies such as Vodafone, Co-op, Bauer Media, Symantec, Virgin, Estee Lauder, Starwood, Mobistar and many others.
Do you measure the performance of your digital marketing channels using the standard version of Google Analytics? Do you use a paid tool? Do you use both? Regardless of which platforms you are currently using, Google Analytics offers a rich source of free data (Multichannel Funnels) that moves way beyond the last click and can be used to identify the role each channel plays within your customers’ online journeys. Dara Fitzgerald, Head of Insight at digital marketing agency Fresh Egg (a Google Analytics Certified Partner), will use practical examples to demonstrate the intelligence that can be gleaned from the MCF reports. If your business is still relying on last click and you know that many of your channels or campaigns are being undervalued, Dara will explain what useful data may already be at your fingertips.
Insight – it’s the special sauce that transforms the mediocre into the marvellous and uncovering the “unknown unknowns” – the things you didn’t know you didn’t know – can provide some of the best opportunities for optimising digital marketing strategy and execution. Autonomy enables a host of leading companies worldwide to understand their customer interaction data and derive actionable insights to attract, convert and retain customers. Drawing on customer examples, Will Cook will share some surprising examples of the complexities of digital marketing optimisation.
Mobile devices originate more than 10% of all paid search clicks, and their share is growing at a staggering rate. In this session, Marin Software will present unique data about the future of mobile, using statistics culled from the Marin Global Advertising Index.
The presentation will also cover detailed best practices for mobile success, including:
• Strategies for building mobile campaigns from scratch
• How mobile campaigns are different from desktop search, down to the creative and call to action
• How to use device specific targeting to increase click-through rates
• The importance of the landing page, and whether or not you need a mobile site
What is the ROI of our investment? How can we improve on that? These are the questions our marketers face day in, day out. But fundamentally, what are we trying to achieve? Let’s go back to basics and ask ourselves, ‘What are our business objectives and critical success factors and what do we need to measure in order to achieve the fundamental business goals?’ This presentation looks at the process of establishing these fundamental building blocks and reviews the measurement strategy.
Almost all retailers operate in both online and offline environments today, and in its 2012 E-Commerce Report presentation Intershop investigates the challenges they face. During this session, Jochen Moll, CEO of Intershop will present the results of a pan-European survey, compiled from independent interviews with 310 senior IT and business decision makers at retailers in the UK, France, Germany, Nordics, Italy and Benelux. More than half of European retailers are confident of growth in their online operations in 2012, but the majority are struggling to operate an effective and consistent mobile strategy. Jochen will suggest solutions for retailers to build their websites with support for multiple channels right at their heart.
In a world where digital advertising is growing and changing at a rapid pace, advertisers are seeking greater accountability and transparency when it comes to online ad delivery and validation. Advertisers want to ensure that their campaigns have the opportunity to actually make an impact, which inherently means that the ad must be viewable by the target consumer, in the right geography, next to appropriate ‘brand safe’ content and not subject to fraud.
The digital advertising industry is recognizing this need for greater accountability and across the globe, and transparency is beginning to take center stage. comScore has conducted studies in both Europe and the U.S., which includes major brands such as Procter & Gamble, Kellogg’s, Nivea and Telefonica and provides a better understanding of the issues relating to campaign delivery and validated measurement.
Our presentation will review the results of our latest research around ad viewability and conclude with a comprehensive review of how to best measure digital advertising effectiveness based on lessons learned from comScore’s extensive research on this topic. It will also address the tools that publishers can leverage and the tactical steps they should be taking to decrease potential revenue exposure and grow margins in this new viewability-based economy.