MMC 3420 Chapter Notes - Chapter 6: Multichannel Marketing, Data Mart, Digitizing
27 May 2018
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Digitizing the Consumer Decision Journey
• Digital channels are now critical for executing promotions, stimulating sales and
increasing market share
• By 2016, the web will influence more than half of all retail transaction
• Companies need to take a different approach to managing the consumer decision – by
embracing the speed that digitization brings and focuses on capabilities in three areas:
o Discover
▪ Companies need to use advanced analytics to analyze customers’ recent
behaviors and past experiences with company
o Design
▪ Craft compelling customer experiences where all interactions are tailored
to a customer’s stage in the journey
o Deliver
▪ “Always on” marketing programs
▪ Cross-functional teams need strong collaborative and communication
skills and relentless commitment to iterative testing, learning, and scaling
• Mike and Linda washer and dryer example
o Real-time engagement on digital
o Digital touchpoints
o Companies need to improve their 3D capabilities
• Full customer portrait comes from a central data mart that has all the contacts a customer
has with a brand
o Like ClickFox and Teradata
• Business-process software can identify in real time the basic “triggers” for what
individual customers need and value
• Click-through rates and higher conversion rates
o Using data to make marketing decisions can increase productivity by between 15
and 20 percent (200 billion-dollar difference)
• Frictionless experiences – 24/7 digital “window shops” to test product ideas and customer
interactions and collect rapid feedback
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