Multichannel Marketing Measurement: How to Attribute Online-Offline Impact
Event on 2013-05-23 07:30:00
We live in extraordinary times for marketers. Never before has there been so many ways to communicate with our customers and prospects, yet few marketers have the ability to truly measure the success of their marketing campaigns. More difficult still is the ability to truly allocate the budget correctly to ensure that the marketing spend is optimized.
Nevertheless, many marketers still rely on a "last touch" approach for assigning credit to their marketing activities. This calls for attributing a customer’s conversion (or purchase) to their “last action,” such as responding to a direct mail flyer or clicking an online banner advertisement.
However, marketers are beginning to acknowledge that this approach overstates the impact of the last action and understates the impact of previous marketing activities. Fortunately, there is a new approach that solves this dilemma. It’s called multichannel marketing measurement.
Join us for an incredible event featuring Jason Coots, Vice President of Marketing at EverBank, a BN financial institution and national leader in banking, mortgage, and investment services. Learn how Jason and his team measure marketing success and drive record conversions across multiple marketing channels including pay per click, display advertising, affiliate marketing, partnership marketing, direct mail, e-mail, outbound calling programs, and conferences/trade shows.
About Jason Coots
Jason is responsible for all marketing and advertising for the bank and wealth management business units including new client acquisition, current client marketing, retention and loyalty for EverBank. This includes crafting marketing vision and strategy from corporate objectives, setting long term vision, management of effective marketing team, matrix management across functional business lines, organizational development, and measurement.
As a marketing executive, Jason is focused on creating high level vision and management for consumer focused businesses including banking, lending, and wealth management. He is a skilled strategist in consumer marketing media including TV, online, SEM/SEO, social media integration, trade show, direct mail/email, and outdoor. Jason also led the strategy and activation of football naming rights sponsorship with EverBank Field, home of the Jacksonville Jaguars to drive brand awareness and engagement locally, regionally and nationally.
Many thanks to our sponsors, the Fairfield Inn & Suites Butler Boulevard, Conscious Eats (a social enterprise of Character Counts! Jacksonville), the Jacksonville Business Journal, Folio Weekly, and Advantage Business Magazine.
at Fairfield Inn & Suites
4888 Lenoir Avenue
Jacksonville, United States