Delivering on the Promise of Cross-MediaJeffrey StewartCTO, Trekk Cross-Media

Agenda

Features of Cross-Media Challenges and Solutions Show Me

Feature of Cross-Media Campaigns Personalization / Relevancy Multiple Touch, Multiple Channels Measurable and Manageable

Relevance,Relationship,

Results

Create Once… Deploy Often

Measureable Call-To-Action

Challenges and Solutions

Cross-Discipline Reducing Complexity Testing & Measurement Rinse, Lather, Repeat Launch and Learn

Cross-Discipline

PeopleGraphics Artists, Copywriters, Interactive Designers, Account Managers, Pre-Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators

TechnologyWeb Sites, Database Servers, Variable Data Print Engines, Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s

and Integrate Integrate Integrate

Seed the Clouds With web-to-everywhere

Create message

Roadmaps to strategically engage

Define and Track

Touchpointsfor measuring ROI

“If you can’t measure it, you can’t manage it”

ROI = Return / Investment Return

Value of product sold (profit margin) Value of Qualified Lead (projected sales) Value of Customer Lifetime Loyalty (historically)

Investment Fixed Costs

Campaign Research and Concept DevelopmentTactic Design and Implementation Tracking and Measurement Tools

Variable CostsList Acquisition and CleansingPrinting and FulfillmentOffline and Online Ad PlacementOperation and Measurement

Measurement Metrics

Cost Per Impression

Cost Per Click Cost Per Conversion

A/B Testing

Super CrunchersWhy Thinking-by-Numbers Is the New Way to Be Smart

www.bantamdell.com

The End of Intuition

Why Thinking-by-Numbers Is the New Way to Be Smart

www.bantamdell.com

63% More likely you select Super Crunchers Ad

Keeping Score

Low Value Mid Value High Value All

VDP Design A

2500/500/100

VDP Design B

750/490/195

Email A 5000/1000/250

Email B 5000/800/200

2500/400/150

Banner Ad 1 30000/250/50

Banner Ad 2 25000/250/70

AdWords 45000/500/40

$0.3/$1.7/$6.7

$1.4/$7.8 /$28

$11/$18/$45 $0.01/$5/$31

$23,210 for 1055 conversions or $22 each

Rinse, Lather, Repeat

The Gilligan Effect Continuous Improvement Behaviors are A-Changing Test, Test and Test Again

Launch & Learn

Identify unique segment behavior Use test results to refine message and designs

Calculate individual tactic ROI Refine campaign for next cycle Or continuously improve midstream

“A good hockey player plays where the puck is.”

“A great hockey player plays where the puck is going to be.”

Wayne Gretzky

Show Me

TrekkMaps XMID Media Pro Dynamic Duo

Integrate Campaign

Tacticswith ‘Traditional’ CrossMedia

TrekkMaps.com Web Site

Direct Mail and Email

Mobile Devices

Twitter

Facebook Page

Trekkmaps Quantcast

XMID Campaign

XMID

Share It!

XMPie MediaPro 09 Campaign

Core XMPie functionality

CustomApplica

tion

Custom application using XMPie’s API

Core Twitter.com functionality

Following on Twitter

By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.

Acknowledging the follower

Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access.

CustomApplica

tion

Initial RURL landing page

April 12, 2023

The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise.

CustomApplica

tion

Authorising with Twitter

Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process.

CustomApplica

tion

Downloading the badge

April 12, 2023

XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.

CustomApplica

tion

Downloading the badge

April 12, 2023

XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.

CustomApplica

tion

Dynamic Duo Campaign

Get Your Lumpy Here

Tell You Friends, who tell there friends, who…

Wrap Up

Multi-Touch and Multi-Channel Works Cross Discipline Processes Integrate API’s are Key Continuous Improvement Launch & Learn

"Technology will never replace people. People who use technology will replace people who don't."

Thanks for participating!

Jeffrey StewartPartner, CTOTrekk Cross-Media Phone: 815.262.7252Fax: 815.962.2189stew@trekk.comwww.Trekk.comTwitter.com/JeffreyAStewartFacebook.com/JAStewartLinkedIn.com/in/jeffreyastewart