
2. People: You will need someone in the organization who ‘owns’ this model. This is usually a Chief Digital Officer. He will make sure that you have your weekly meetings with the relevant C-level or Heads and he has to ensure that there are a proper preparation and follow-up of the meeting. He will also document the test’s/activities that should run. In this weekly meeting, you will also need the people who are responsible for marketing effectiveness (CMO), consumer touchpoints (your Chief Product or Experience Manager) and service/product offerings (your Chief Operating Officer). It is not only important to get their buy-in for each test/activity but also that they know WHY yo…
a. Example: At DailyDeal we were able to track our TV performance and its impact on our SEM ads as we structured the content of the TV spots with 3 main keywords in the plot of the TV spot. When there was a TV flight we saw a spike for these 3 specific keywords (and/or a combination thereof) in our Search volume and we were able to identify which user segment responded best to which TV campaign (on which TV channel & time). Back then it was not possible to link the TV performance with your SE…
As you can imagine, these models missed out on essential parts from a consumer journey or they looked purely on a subset of it without considering the dependencies and consequences. You can run a simple example on your existing marketing model and check whether you can find neede…