case study using technology to win more sales in a holiday season
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Case Study Using Technology to Win More Sales in a Holiday Season. Ian Gomar CMO for Sporting Goods, Fitness & Toys Sears. Michael Peralta CRO MediaMath. Holiday Marketing & Sears. Ian Gomar : CMO, Sporting Goods, Fitness & Toys, Sears Holdings Corporation - PowerPoint PPT PresentationTRANSCRIPT
Case StudyUsing Technology to Win More Sales
in a Holiday Season
Ian GomarCMO for Sporting
Goods, Fitness & ToysSears
Michael PeraltaCRO
MediaMath
• Ian Gomar: CMO, Sporting Goods, Fitness & Toys, Sears Holdings Corporation
• Mike Peralta: CRO, MediaMath
Holiday Marketing & Sears
Remarketing & Dynamic Creative: a good start Daily Conversions Black Friday
Daily CPA
Remarketing & Dynamic Creative: a good start
Next step: Targeting
Awareness
Consideration & Engagement
Action/Purchase
Prospecting
Engagement
Conversion
Increase size of pool of potential convertersex. Goal-based opto, contextual targeting, site lists
Target engagers & find like profilesex. Engage visitors brought in through prospecting, contextual targeting, 3rd party data targeting
Drive conversion through dynamic remarketing
Strategy:
The whole web as your storefrontConversion is not a one-time event - target from email, change creative, discount codes
CRM
What targeting can do
Adding targeting and other higher funnel strategies scales the campaign while increasing response rate
(blinded data from retail campaign)
Ian Gomar: CMO, Sporting Goods, Fitness & Toys, Sears Holdings CorporationMike Peralta: CRO, MediaMath
Thanks!