Getting your martech and adtech stack in place is no small feat. Your next challenge can be just as daunting: getting your platforms to work together to power the best possible people-based marketing strategy. At a RampUp 2019 panel, we heard how leading brands are bringing more channels into their data-driven omnichannel marketing plans, such as Pinterest, connected TV (CTV), email automation, and more.
This session was moderated by Jessica Lustgarten Courtemanche, Vice President/Director, Data & Analysis at Digitas, and the panelists included Andrew Bloom, President of Infogroup’s Enterprise Solutions division; Aparna Menon, Vice President of Digital Acquisitions at Barclays; Jamie Power, COO at Cadent Addressable; and Krag Klages, Senior Manager, Advanced Analytics at Disney Parks and Resorts.
Watch the full panel discussion:
While the panelists filled the half-hour with focused insights and ideas, the following exchanges stood out as highlights:
How can a marketing organization achieve omnichannel harmony?
All of the panelists agreed that with customer expectations sky high, the cost of failing to deliver marketing across digital and offline channels can be severe. There was also unanimous agreement that achieving true omnichannel harmony for most advertisers is extraordinarily challenging, particularly because of the difficulty in achieving organizational buy-in.
Disney’s Krag noted the importance of finding an “inside champion” to gain support. “When I was interviewing for this position, it was so apparent that there was a shared vision across the organization to execute” an omnichannel vision. “I knew I would be supported in it. Then the education about what it means to be omnichannel (organization-wide) began.”
Jamie concurred. “The biggest challenge we see is that nobody is working together,” she said. “Everybody has built their own walled garden.”
Krag emphasized that with omnichannel marketing still in its infancy stage, organizational efforts need to be “people-powered.” He added, “The emphasis should be ‘co-opetition’” among teams and partners, “not competition. You have to connect the right people with each other, and you really need to have a leader wearing that marketing tech hat.”
Indeed, just as omnichannel marketing by its very nature is designed to connect consumers’ identities across disparate channels, Andrew from Infogroup noted that achieving omnichannel harmony internally also needs to be “a connected journey.”
So while there is no blueprint for how to achieve omnichannel harmony, the most important thing is to start building relationships and work toward that reality.
The importance of evangelizing an omnichannel marketing approach from within
Andrew touted the importance of appointing a “chief marketing technologist or evangelist” to lead this initiative. “An internal champion can foster that ownership and accountability,” he said.
Disney’s Krag noted that education and evangelism has to center on the value of the power of objective analytics “to tell the truth of what’s happening” when a consumer touches a brand. “A lot of times, the agency will tell the media team what it wants to hear, but you really want the agency to be the objective arm. That includes evangelizing what isn’t true and aligning with partners to try to achieve the same goals.”
It also requires educating different teams across the organization on what’s possible with data-driven marketing. Aparna from Barclays explained how she joins various team meetings and holds whiteboard sessions, opening their eyes to things like addressable TV and the ability to follow a consumer on their omnichannel journey.
“Whenever I do a whiteboard session, people are just amazed by the fact that you can see someone on Facebook and then follow them on other channels,” she said.
How can you measure the impact of omnichannel marketing?
A couple of panelists suggested adopting a test-and-learn approach that compares households that are (and are not) exposed to omnichannel marketing campaigns. Then, you can objectively measure any lift in sales associated with marketing and optimize targeting, messaging, and channel strategy for the next campaign.
“The first question we ask an agency or an advertiser is what audiences are you activating on other screens,” Jamie from Cadent said. Once they know the answer, “then you can perform attribution on the back end based on the viewing environment and how they perform against other channels.”
Krag advocated for multitouch attribution to “help inform what your next biggest needle-moving test” can be. “It’s all about capturing as much data as you can to serve you in whatever way makes sense. You should have more ways to perform analytics against patterns and understand clusters of customers. That’s all basic stuff, but with multitouch attribution, you’re getting different signals in the tech stack and you need to analyze them.
”Want to catch more RampUp 2019 sessions? Watch them on demand here.