Targeting for multi-channel marketing
How data and analytics are helping
to manage online and offline channels
23 November 2009
Venue: MRS, 15 Northburgh Street, London EC1
Time: 14.00 (registration from 13.30) - 17.00
Today's consumers live in a multi-channel maze, targeted by advertising, direct marketing and sales calls. And in the online world, they also receive email marketing, search engine ads and web site offers. With such a range of offline and online channels at their disposal, how do companies select their marketing resources most effectively and measure the ROI? And is there still a role for geodemographics in targeting across offline and online channels?
This half -day seminar discussed these topics and looked at data for targeting, whether online or offline, and some of the latest analytic techniques being applied to multi-channel media. There were two main thrusts:
- multi-channel targeting in 'traditional' media ( TV / press / radio / direct mail / telephone / SMS ),
- targeting digital media ( email / websites / search engine optimisation / comparison sites / affiliate marketing / social networks )
Issues of targeting across both 'old' and 'new' media were also considered.
The seminar was chaired by Dr. Barry Leventhal, who also chairs the MRS Census & Geodemographics Group. Barry has spent his career working in the information industry and has recently launched his own analytics consultancy.
Relevant for:
All those involved in analysing and targeting multi-channel media – online, offline, or both – including:
- marketers and analysts in client companies
- agencies and consultancies
- data suppliers
…and why?
- for an essential briefing on the use of data and analytics in targeting multi-channel marketing
- to understand the role of geodemographics and external data in managing multiple channels
- to learn how to use data to link the online and offline worlds
- to hear about the latest techniques for online media attribution
Essential for:
- companies using multi-channel marketing
- market analysis agencies, data suppliers and consultancies
- data-driven advertising and planning agencies
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