| | July 20169CIOReview3) How to Target the Customer & Invest in the Right Channel; Implement media mix modeling to model different scenarios can help on how to optimize your marketing spend and make more informed decisions. Invest in historical RFM (recency, frequency, monetization) models and predictive or trigger based models to segment and target customers based on their behavior and inferred knowledge to personalize the messaging. 4) How to Measure the Impact of Marketing Investment; Implementation of dashboards to manage each of the marketing channels including full funnel attribution models with linkage to sales. Based on the size and scale of the business, utilize alerts that trigger based on anomalies in the data which makes it easier to manage the extremes of data, access to real-time or close to real-time data to manage campaigns and ability to change direction if the performance of the campaign is not ideal.5) Automate & Deploy Marketing Content at Scale; Building of dynamic landing pages that change based on referral source of traffic, automate the generation of display banners and ads utilizing templates and live inventory feeds, activate marketing triggers based on actual website, in-store behavior or changes to inventory and automate the deployment of campaigns based on customer journey cycles. Key decisions around the marketing team organizational structure including centralization or not, alignment by product vertical or by marketing channel will affect how you go to market and should be carefully considered.So Where to Next?We will continue to focus on the customer experience both on-line and in-store, carefully navigate the mar-tech and ad-tech integration and improve user identification capabilities as well as cross-device and cross channel tracking. All of this is to max-imize the impact of our marketing spend. Other con-siderations for auto retail are connect-ed vehicles, car-sharing services and how to ad-dress changes in consumer behavior (i.e. a n t i - sh o w -room customers). We believe the next evolution of marketing is based on customer insights, behavior and customizing the research and shopping experience based their specific preferences. This is often a multi-year journey and regardless of your business model, close collaboration and alignment with for-ward-looking and innovative IT and Analytics teams is critical to the future of effective digital marketing. The next evolution of marketing is based on customer insights, behavior and customizing the research and shopping experience based their specific preferences
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