Webinar: Paul McConville and Jason Beyer introduce ways to increase online lead generation success in multiple channels.
Thanks a lot for everyone for joining us here today. Just want to level set on some expectations for this particular webinar. It really came about because we're going to be out at LeadsCon in a couple weeks talking about how to optimize and use analytics to optimize leads across all different marketing channels and understanding and recognizing that today, lead generation can take a lot of paths. And there's a lot of opportunities to drive inbound leads through advertising and communication efforts. So how can we as TARGUSinfo* help our clients better understand who their audiences are in terms of best in performance from a lead and wanting to go out and fine tune and target those leads and drive more of them in through various marketing channels? So the first thing here is media optimization strategies and tools for making those very difficult media buying decisions.
We're hoping to address a couple of key questions around cross channel convergence, the first which that starting point of how do I segment my leads into audience groups based on their performance, based on those audiences that are most likely to be your best leads. What will help me understand which channel is doing the best job at driving those leads in so you can invest your marketing dollars in those channels and deprioritize those that aren't working that well. And then once you understand that-- OK, where do I go out and find that best audience in that channel? Is there particular programming, or schedules, or sights I should use in my targeting efforts? And frankly, which locations or parts of the country am I drawing those best leads from? Those are all things that we'll explore in addition to once we know where to find them, what's the best, most relevant message that we can deliver to those leads to drive them into our channel and then the media plan necessary to go out and get them. So we're going to take steps through our element one analytics platform, which I'll reference in a use case in doing this.
And then we're going to wrap up with an actual client of ours, an EDU Lead Gen use case that's taken this platform, implemented within their business, and seen some great results. So let's go ahead and get started here. But first wanting to talk about generally speaking how do we use segmentation? And what is segmentation? And Paul noted that a lot of this industry is using scoring to prioritize leads. What segmentation does is allows you to put a face and attributes associated with those scores.
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