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Case Study Using Technology to Win More Sales in a Holiday Season

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

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Case Study Using Technology to Win More Sales in a Holiday Season

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  1. 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

  2. Holiday Marketing & Sears • Ian Gomar: CMO, Sporting Goods, Fitness & Toys, Sears Holdings Corporation • Mike Peralta: CRO, MediaMath

  3. Remarketing & Dynamic Creative: a good start Daily Conversions Black Friday

  4. Remarketing & Dynamic Creative: a good start Daily CPA

  5. Next step: Targeting Strategy: Increase size of pool of potential converters ex. Goal-based opto, contextual targeting, site lists Awareness Prospecting Consideration & Engagement Target engagers & find like profiles ex. Engage visitors brought in through prospecting, contextual targeting, 3rd party data targeting Action/Purchase Engagement Drive conversion through dynamic remarketing Conversion The whole web as your storefront Conversion is not a one-time event - target from email, change creative, discount codes CRM

  6. What targeting can do Adding targeting and other higher funnel strategies scales the campaign while increasing response rate (blinded data from retail campaign)

  7. Thanks! Ian Gomar: CMO, Sporting Goods, Fitness & Toys, Sears Holdings Corporation Mike Peralta: CRO, MediaMath

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