Targeting for multi-channel marketing - Programme & Presentations

Introduction – Barry Leventhal, Seminar Chair

Targeting for multi-channel marketing - geodemographics can only get so personal – the application of consumer preferences and personalisation - Andy Bell, Callcredit

The relevance of geodemographics to multi-channel marketing
Requirements for targeting to be more personalised
Applications of the approach to create integrated personalised marketing campaigns
Case studies from a number of leading named organisations

Using geodemographic segmentation in real-time to understand and target consumers– Rob Haslingden, Experian

The use of segmentation for targeting consumers in “real-time”
The use of consumer segmentation as an online metric and audience measurement tool

An overview of targeting for multi-channel marketing – Mark Patron, RedEye

An overview of multi-channel marketing trends
The importance of aligning offline and online channels, and the inherent difficulties
How to approach this goal
The use of market research and marketing databases to complement each other
Using data to link between offline and online
The need for multi-channel media attribution

Death of “Last Click Wins” – Garry Lee, RedEye

The relevance of ‘last click’ reporting in the online world
A new approach to attribution that includes all online media touchpoints
A case study experiment conducted for Monarch Airlines
The uses and benefits of attribution modelling

Panel Session – All Speakers

Presentations

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