Make it All About Me

This book is a guide for those who want to develop their business and use digital media and data to orchestrate the perfect omnichannel experience for each and every customer. If you find that you are paying too much for AdWords, that it is hard to be relevant to your customers, and that you cannot really penetrate the boardroom with your omnichannel vision, then this is the right book for you.

On the basis of the experience and input of over 50 specialists from the Danish business community, as well as the latest articles and literature in the field, this book offers you the Omnichannel Hexagon, a model that provides a framework for targeting your marketing efforts and ensuring'that every step you take is a step closer to the perfectly tailored customer experience — without sacrificing profitability.

• Introduction
• Foreword
• A fictional story that could be true
• This book…
• What is omnichannel?
• Is omnichannel only for the large B2C companies?
• Why now?
• The Omnichannel Hexagon
• The Objective of the Omnichannel Hexagon
• Possibilities of the The Omnichannel Hexagon
• Take the survey to measure and benchmark your company's maturity
• The test is your reading guide

1. Customer Recognition and Permission Gathering
• How many of your customers can you recognize across channels?
• Why build up your own customer and permissions database?
• Working with customer recognition and permission gathering
• Identification and recognition
• Various types of permissions — initiative for communication
• Lead generation and permissions
• Permission gathering campaigns
• Permission gathering via paid media
• How does one store permissions?
• Maturity for Customer Recognition and Permission Gathering
2. Data Collection
• Your company's memory of customers
• What is customer data?
• Why gather data?
• Collection of customer data
• Integration and storage
• Legal issues associated with data collection and storage
• Maturity for Data Collection
3. Data Discovery
• There's gold in the analysis
• What is big data?
• Why do data discovery on customer-related data?
• What can one typically find in the analyses?
• Importance of internal communication
• Topics for systematic data discovery work
• Maturity for Data Discovery
4. Communication and Service
• Boots is on a journey
• The use of data and insight increases the efficiency of communication and service
• The fourth discipline in omnichannel marketing
• How customers come to feel like the focal point
• The channels
• What characterizes the individual channels?
• System support
• Barriers to implementing 1:1 communication on owned media
• Think differently about your mass communication
• Maturity for Communication & Service
5. Performance Analysis
• Why treat performance analysis as a distinct discipline?
• What should you measure?
• Incorporating performance analysis in your organization
• Pitfalls of being excessively numbers-oriented
• Measurement culture
• Maturity for Performance Analysis
6. Organizing and Management
• It's not only about technology
• Organization and incentive structure
• Placement of "Digital" in the company
• Marketing—IT collaboration
• Competence
• Corporate culture
• A healthy technical platform
• Maturity for Organizing and Management

• Cases
• Case: SPORTMASTER
• Case: DSB (Danish Railways)
• Case: metroxpress
• Case: Stofa
• Case: Brødrene Dahl
• Appendices
• Appendix 1: Is Big Brother watching you?
• Appendix 2: Omnichannel and change management
• Appendix 3: The Omnichannel Survey and Benchmark Tool — amplifying the value of this book.