Optimising multichannel campaigns: case studies
Are you still using ‘last click wins’ online measurement? Still struggling to crack attribution modelling? Is your head exploding with too many statistics, but no insight? TV to online? Web to call centre? Affiliates to email?
Mat Finch will provide some real-life case studies from his time at Warner Leisure Hotels and Dell on how to effectively implement, track and measure multichannel campaigns.
No agency pitch or industry best practice here! Mat will provide some simple and practical techniques that you could go away and implement, such as using simple behavioural targeting to drive up conversion, using the data you already have and how to build measurement points into your campaigns. If you work for a multichannel brand and are struggling with some of the basics, this is the session for you.
About the speakers
Matthew Finch, Head of Sales and Commercial , Warner Leisure Hotels
Mat is Head of Sales and Commercial for Warner Leisure Hotels, who offer UK Short breaks just for grown-ups, part of the Bourne Leisure Group which also operates Butlins and Haven. With 80% of sales coming direct via the call centre and website, Mat knows a bit about optimising multichannel campaigns to maximise sales and return on investment.
Prior to this, Mat worked at Dell as Head of UK Consumer Marketing and then Head of Retail across EMEA. Some of his work included creating the MTV European sponsorship platform and executing the highly catchy "lollipop" colourful laptop campaign across TV, Radio and outdoor media. He was also part of the team that executed Dell's consumer retail strategy across Europe, Middle East, Africa and Russia.
Mat started his career in web design and web marketing, before broadening into the wider marketing mix. His stint at digital technology company DoubleClick (part of Google), gave him a great understanding of tracking technology and measuring multichannel results. He remains passionate about digital marketing, especially in tracking, behavioural targeting and the multi-channel mix.
Mat has presented at numerous industry events Marketing Week Live and eTail, and Econsultany's Digital Cream. He has also written a regular blog for Econsultancy.com, including numerous articles on multichannel tracking and the death of last-click-wins.
His presentation promises to offer an insightful and practical view of managing multichannel campaigns in the real-word, with some simple hints and tips that any client could implement.
You can follow Mat on twitter: @Matfinchuk