CIM Summit: The Changing Face of Marketing - Target Internet, Daniel Rowles
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Transcript of CIM Summit: The Changing Face of Marketing - Target Internet, Daniel Rowles
![Page 1: CIM Summit: The Changing Face of Marketing - Target Internet, Daniel Rowles](https://reader033.fdocuments.net/reader033/viewer/2022051504/5a6535697f8b9a8c388b4755/html5/thumbnails/1.jpg)
@danielrowles
OMNI-CHANNEL BUT NOT OMINOUS
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@danielrowles
AUTHORCIM COURSE DIRECTOR
IMPERIAL COLLEGECEO TARGETINTERNET.COM
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@danielrowles
OMNICHANNEL IN PERSPECTIVE
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@danielrowles
![Page 6: CIM Summit: The Changing Face of Marketing - Target Internet, Daniel Rowles](https://reader033.fdocuments.net/reader033/viewer/2022051504/5a6535697f8b9a8c388b4755/html5/thumbnails/6.jpg)
@danielrowles
CHANNEL CROSSOVER
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@danielrowles
CONSTANT CHANGE
![Page 8: CIM Summit: The Changing Face of Marketing - Target Internet, Daniel Rowles](https://reader033.fdocuments.net/reader033/viewer/2022051504/5a6535697f8b9a8c388b4755/html5/thumbnails/8.jpg)
@danielrowles
What The Brand
Wants To Tell People
What Target
Audience
Want To
Engage With
Bridging The Gap With Understanding
Driven Strategy
USER FOCUS
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@danielrowles
USER JOURNEY FOCUS
ACTIVE INTEREST
POINT OF
PURCHASE
BROWSING / VAGUE NOTION
LOYALTY
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@danielrowles
DATA IN PRACTICE
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@danielrowles
ANALYTICS ANALYSIS
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@danielrowles
ANALYTICS ANALYSIS
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@danielrowles
BEYOND VOLUME
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@danielrowles
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@danielrowles
![Page 16: CIM Summit: The Changing Face of Marketing - Target Internet, Daniel Rowles](https://reader033.fdocuments.net/reader033/viewer/2022051504/5a6535697f8b9a8c388b4755/html5/thumbnails/16.jpg)
@danielrowles
OMNICHANNEL MEASUREMENT
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@danielrowles
GOING BEYOND LAST CLICK
EMAIL SEARCH CONVERSION
SEARCH CONVERSION
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@danielrowles
SET PRIMARY OBJECTIVES
BUSINESS OBJECTIVE
PRIMARY
GAP CORRELATION
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@danielrowles
SET ANALYTICS GOALS
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@danielrowles
CONTRIBUTION
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@danielrowles
CONTRIBUTION
DIGITAL CHANNEL
1
KPI 1
KPI 2
KPI 3
DIGITAL CHANNEL
2
KPI 1
KPI 2
KPI 3
DIGITAL CHANNEL
3
KPI 1
KPI 2
KPI 3
OFFLINE TRAFFIC
SOURCE 1
KPI 1
KPI 2
KPI 3
Contribution %
Contribution %
Contribution %
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@danielrowles
STEP BY STEP GUIDE
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@danielrowles
BEYOND OMNI-CHANNEL
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@danielrowles
TARGETINTERNET.COM/CIM2017