Prior to joining WHERE in 2005, Walt played key roles at numerous consumer media companies including MapQuest (TWX), DialPad (YHOO), Net2Phone (ATT), and GameSpot (CNET). His career began in Hong Kong with Dow Jones (DJ) where he was a part of the international expansion for dial-up and broadcast news and information products. Walt was named a finalist in the Ernst & Young Entrepreneur Of The Year® 2010 program and was also named a Massachusetts High Tech All Star. Walt serves on the leadership board of the Massachusetts Technology Leadership Council.
San Francisco 2015 » Agenda » Day One Agenda » 4:00PM
From Purchase Funnel to Purchase Pretzel: Navigating Multiple Touchpoints in a Multiscreen World
We are witnessing a sea change in the way people shop and engage with content across different screens and in the physical world. A consumer may begin their purchase journey in a store, on a phone, at their desktop, or on a tablet, then engage with the same brand or product across a multitude of different mediums and devices to discover, research, price check, etc. The end of that journey (or purchase) can occur at any one of those same touch points. The boundaries between the physical and digital world have disappeared and the purchase funnel has become a purchase pretzel! No longer is there e-commerce, offline commerce, m-commerce – there is simply commerce. Advertisers now need the ability to reach their consumers across all of these touchpoints and mediums to drive a variety of responses, be it foot traffic to a retail location via mobile to check out a sale or redeem an offer, online when they are deep into research or post transaction when they may be looking for complimentary products or services. Brands need to be omni-present for consumers, and connect with them at the right time, the right place, and with the right message. Walt Doyle, GM of PayPal Media Network, will discuss how advertisers can not only reach an audience but also reach the right audience at the right time and place by tying together data, location, and purchase history to deliver hyper-relevant and, when appropriate, hyper-local advertising and offers.
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