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Edwin Lee, VP Strategic Accounts, MediaMath presented at eTail East on August 12th, 2014.
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Reengineering the Omni-Channel Opportunity
Edwin Lee, VP Strategic Accounts, MediaMatheTail East, August 12th, 2014
@DWIN1 @MEDIAMATH #ETAILEAST”
Who the heck is this guy?
”
The Rebel Without a Cause
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Not a scary whirlpool of confusion!Think multiple channels -
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Siloed Data is Sad Data
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@DWIN1 @MEDIAMATH #ETAILEAST
Point Solutions Are The Enemy
The Opportunities are Out There… [ ] Identify the business metrics that matter most to your retail organization
[ ] Give credit where credit is due to expose the marketing channels that work best
[ ] Unify data sets to create a meaningful view of consumers for cross-channel campaigns
[ ] Cut through clutter of technology by using on central marketing operating system
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Programmatic can help you SEIZE itLet us help!
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”
”
economic sense to send a
- Lawrence Light Former CMO, McDonald’s
It no longer makes
of persuading the few.message to the many in hopes
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”
”
programmatic is manual,
- Marissa Mayer CEO Yahoo!
The opposite of
not premium.
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””
buy media in a way
- B Bonin BoughVP, Global Media & Consumer Engagement, Mondelez International
Why would I not
that I can get data back and use it to makesmart decisions?
@DWIN1 @MEDIAMATH #ETAILEAST
Six Best Practices[ ] Leverage Data[ ] Embrace Transparency[ ] Create “Yes And” Partnerships[ ] OWN It[ ] Internal Alignment[ ] Make Educated Bets
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[1] Activate DataHigh Value, Under-Utilized
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U N D E R S TA N D TA R G E T M E A S U R E
Align offline and online Purchase and media data Leverage 3rd party data Create single view
Find new customers Drive repeat purchases Increase order values Influence hand-raisers
Online sales impact In-store sales impact Close the loop Test and learn
[2] EmbraceTransparency
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[] Your Working Media DollarsTransparency into:
[] What’s Working*Transparency into:
[] What Isn’t Working*Transparency into:
@DWIN1 @MEDIAMATH #ETAILEAST
@DWIN1 @MEDIAMATH #ETAILEAST
[3] Create “Yes and...” Partnerships
&Agency
Brand
Ad tech
…but you need an operational framework to drive success
Tech Enables…
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Bring the technology in-house
L Build a history of what’s working
L Create one holistic view of your customer
L Establish a transparent view into how your money is spent
L Own and control your 1st party data
L Facilitate the sharing of data internally
to build a programmatic practice
[4] OWN IT!
Break Down the Silos![5] Internal Reorientation & Alignment…
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@DWIN1 @MEDIAMATH #ETAILEAST
TechnologyFoundation for Sharing & Centralization
Education*Align Goals & Roles
Goals*Aligned, but Weighted
Break Down the Silos![5] Internal Reorientation & Alignment…
[last one!] Make an Educated Bet!It’s not just an adoption, it’s an evolution:
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Build Competitive Advantage
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…Grow Market Share
A Whirlwind of Opportunities
@DWIN1 @MEDIAMATH #ETAILEAST
Six Best Practices[ ] Leverage Data[ ] Embrace Transparency[ ] Create “Yes And” Partnerships[ ] OWN It[ ] Internal Alignment[ ] Make Educated Bets
@DWIN1 @MEDIAMATH #ETAILEAST
The Power of the OS
