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Date: Tuesday, January 31, 2012
Time: 1:00 p.m. ET / 10:00 a.m. PT
From search to social, customers are interacting with your brand across a variety of channels, most likely created by many different people, in many different departments. However, chances are your customer thinks of your brand as just one entity, purchasing across channels, oblivious to your internal structure and processes. Providing a consistent message and customer experience is critical, so savvy marketers are optimizing campaigns through automated marketing programs and integrated data strategies.
This cross-channel approach lets you to reach your customer where they are and when they want to interact. Attributing the source of a conversion correctly is difficult-- a customer may see several banner ads before converting with an email push, or may interact with your brand's social media page before placing a call. A “last click wins” approach is an insufficient way to measure performance of your digital marketing. Being able to track which channels are performing well will give you the information you need for optimizing your marketing resources.
Learn exactly what it takes to build successful integrated marketing campaigns with an attribution model that gives credit where credit is due in this informative editorial webcast.
Attend this webcast and you will learn:
- The benefits of integrating marketing across digital channels
- The impact of attribution
- The benefits of measuring marketing channels throughout the sales cycle
- Strategies for building attribution models for cross-channel marketing
- How to align your marketing teams throughout the conversion funnel
Featured speakers
Robert Brosnan, senior analyst, Forrester Research
Matt Comstock, VP, business intelligence, Razorfish
David Daniels, CEO/founder, The Relevancy Group
Moderator
Dianna Dilworth, contributing editor, Direct Marketing News
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