About Margaret Robertson

Margaret is European Marketing Director for Canvas Holidays where she is responsible for the marketing strategy of the organisation, working on brand and product development and e-commerce. Previously, she has worked across various brands such as Airtours Holidays, and DeVere resorts, and across most marketing specialisms.

Her generalist experience helps her to keep the big picture in sight, and to get the best from specialists. Currently, her main focus is making e-commerce work across several European markets, and nurturing a team to deliver results.

About PANEL: Cross-channel optimisation is the Holy Grail. So where do you start to look for it?

Joining it up. Channel integration is essential if you're going to optimise your business. Which departments need to be talking to one another? What kind of data do they need to be sharing? How should you be training staff and stakeholders to make this happen?

ROI. You're already spending massive budgets on TV ad campaigns, and SEO, and PPC. Do you really understand the effect of all of these activities upon one another? 

Coordination. What should come first: TV, print, online or mobile? Are your campaigns agile enough? Can you react quickly enough? How can campaign data inform future decision-making in this area?