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2014 Retail & Consumer Goods Exchange Presentations

Download the presentation decks from the 2014 Retail & Consumer Goods Executive CRM Exchange, hosted at the Wequassett Resort & Golf Club, Cape Cod, from September 8-9. 

Group Discussion: Organizational Challenges in an Omnichannel Environment

Presented by: Mike Mojica, EVP & General Manager, Retail Practice, Merkle and Paul Schottmiller, Senior Vice President of Strategy, Retail and Consumer Goods, Merkle

In an omnichannel world, the ability to effectively manage a customer experience runs up against obstacles in terms of organizational boundaries, operating model issues, and skill and experience gaps among other issues. As a group, we will discuss the issues and the lessons learned as our respective organizations seek to engage customers more consistently across multiple interaction channels.

Module 1: Addressability Applied — A Use Case

Presented by: Ken Geis, VP, Retail & Consumer Goods, Merkle

In this module, we expand on the core concepts of AAS and walk through a practical application of these capabilities in a hypothetical use case scenario. We employ the methods and tools available to marketers and examine their usage across various media platforms including search, display, and paid social.

Module 2: Leveraging First Party Data and Addressability at Scale in an Omnichannel World — Core Concepts

Presented by: Patrick Hounsell, EVP & Chief Digital Officer, Merkle

Merkle defines "Addressability at Scale: (AAS) as leveraging your first party customer data (e.g. purchase history, customer value) to define and target high value segments in the digital media landscape that will improve media efficiency while also expanding the addressable universe and ultimately growing the size of the purchase funnel. It’s an enablement platform that is one part technology, one part analytics and one part media strategy execution. This module will explore the core concepts for AAS that will ground how retail and consumer brands can leverage these capabilities across channels.

Module 3: Addressable Media Across Devices

Presented by: Megan Pagliuca, VP & GM, Digital Media, Merkle

Continuing the focus on managing relationships and experiences across channels this session will examine the maturity of mobile platforms. The digital media industry has evolved enabling person-level targeting across devices by audience platforms, primarily Facebook, Twitter, and Google. Consumer time spent on mobile devices has surpassed the desktop, yet the challenges of marketing through mobile have prevented dollars from moving to this medium. This session will discuss how marketers can overcome these challenges and take advantage of available mobile platforms in reaching consumers.

Module 4: Integrating Addressability Across Marketing, Merchandising, and Channel Operations to Drive Enhanced Customer Experiences and Relationships

Presented by: Mike Mojica, EVP & General Manager, Retail Practice, Merkle and Chris Matz, VP, Quantitative Marketing Group, Merkle

Is Marketing utilizing a customer segmentation model that is different than Merchandising? Are promotions for specific product offerings aligned with inventory allocations in the target markets? Does the store associate know how valuable a relationship the retailer has with the customer in front of them? In this module we examine the challenges facing retail and consumer brands in integrating capabilities like Addressability with its key back office and front office processes. We provide a straightforward roadmap for starting the journey and discuss key factors to integration success including not just technology infrastructure needs but also organizational and operational implications.