Insight Session 2: Global and Multi-Channel Communication Effectiveness

Global, multi channel communications requires the ability to tailor messages appropriately to different customer segments and in a format appropriate to different regions and channels and measure the results of these messages and campaigns.  This session looks at the role of taxonomy and metadata in organizing marketing information to support effective communications and methods for analysis of customer response.  

How to Optimize Multichannel Marketing - Paul Buta

Marketers are routinely “flying blind” when making marketing mix decisions. Different channels use different metrics and techniques for determining ROI, resulting in inconsistent results that can’t be compared across channels. Furthermore, agencies responsible for specific marketing efforts are often also responsible for assessing their success, resulting in biased reporting. This presentation will review common metrics for different marketing channels and describe a methodology for creating consistent cross-channel metrics for reporting the success of marketing efforts.

Key topics covered in this presentation will include:

• An overview of the key marketing channels used by consumer marketing companies and common techniques for tracking their impact.
• The role of consistent metadata in campaign design
• Designing marketing metrics that are clear, unbiased and zero-sum.
• Example from Life Sciences Vertical - Techniques for integrating consumer, physician, and managed care marketing initiatives into one view.
• How to close the loop between marketing decisions and the tracking process.
• Integrating a marketing perspective into the budgeting process.
• Optimally implementing short-term and long-term changes to marketing budgets.

Participants will gain insights into integrating ROI measurement into marketing operations to reduce the cost and time required to judge the ROI of different initiatives and tactics.

Mining and Leveraging Metadata in Video and Rich Media Assets – Nate Treloar

More and more video and audio assets are created and leveraged in marketing communications.  In the financial services and life sciences fields, educational conference calls and video presentations are key methods for communicating with customers and influencers.  With the advent of YouTube, consumers are producing rich media that can significantly impact perceptions in the marketplace.  However, there are fundamental challenges to reusing, referencing and, in the case of user generated content, monitoring the sentiment of these assets.  Nate Treloar, former evangelist at Microsoft’s FAST search division and now with Ramp will provide examples of how advances in technology have enabled media companies to mine metadata from their assets to allow for a variety of exciting new classes of search and reuse capabilities. 

Global marketers and producers of rich media assets will learn how they can make better use of their new and archival materials for e learning, improved customer communications, market education, and sentiment analysis , Core enabling technologies of speech to text conversion combined with text mining and entity extraction will be explored along with implications for taxonomy and metadata integration.