From email to cross-channel: Building a cross-channel roadmap
Cross-channel marketing is creating new opportunities for email marketers to learn
new skills and change their approach to program creation. While testing and optimizing
subject lines or generating dynamic content is still tremendously important, it's
the ability to fold these programs around a strategy and uniform approach to engaging
customers, regardless of channel, that will make the competitive difference.
Download this webcast to watch, Marcus Tewksbury, Global Vice President of Product
Strategy for Experian Marketing Services and Dan LeBlanc, VP Customer Intelligence
and Relationship Management with Provide Commerce, discuss how marketers can successfully
advance from single or multiple channel execution toward truly integrated, cross-channel
marketing programs, centered on the customer.
Key takeaways from the webcast include:
Understanding how to create a customer-centric experience vs. “pushing product”
Examples of how to build and segment customer profiles based on key data points
Examples of targeted profiles and seamless customer experiences across all channels
About the presenters:
Marcus Tewkesbury Global Vice President, Product
Strategy, Experian Marketing Services
Marcus Tewksbury has over 20 years of experience helping leading retailers and B2B’s
harness the nexus of technology, data, and marketing to drive growth and achieve financial
results. In his current role as Global Vice President of Product Strategy for Experian
Marketing Services, Marcus leverages his deep technology background to help clients
develop new campaigns and programs built on the emergence of addressable, cross-channel,
audiences (digital TV, display, online radio, Facebook, etc.) whose performance can
be attributed and measured back at the individual or household level.
Marcus is a frequent speaker, having appeared at events for the American Marketing
Association (AMA), Canadian Marketing Association (CMA), Direct Marketing Association
(DMA), Integrated Marketing Summit, The Economist, Media Post, and Illinois Technology
Association (ITA). His writing and presentations have appeared or been cited in numerous
publications like Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth
Marketing Association (WOMMA).
Dan LeBlanc Vice President, Customer Intelligence and Relationship
Management, Provide Commerce.
Dan LeBlanc has over 10 years of experiencing conducting analytics and leading
teams to maximize consumer intelligence.
Most recently, his focus has been on the online retail industry, using both internal
and external data to help Provide Commerce—the company behind ProFlowers, RedEnvelope,
and other gifting brands—create a “WOW” experience for their customers
and the customers’ gift recipients. Through thoughtful analytics and partnerships
with product development, merchandising, marketing and business development, he enables
Provide Commerce to develop better products, target customers more effectively, and
explore new business opportunities for their customers.
Prior to Provide Commerce, Dan worked at both Capital One Financial and Encore
Capital Group leading teams tasked to better understand consumer spending and payment
behavior. He holds a Masters of Science in Aerospace Engineering from The Pennsylvania
State University and a Bachelors of Mechanical Engineering from McGill University.
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