3 illustrations represent the steps to improving commerce strategies: Assess maturity and set goals. Break down silos and share data. Optimize on a loop. ► Assess maturity and set measurable goals
For companies looking to increase investment in end-to-end commerce management, we recommend starting with an honest audit of your capabilities. A commerce maturity assessment—of organizational structure, operations, category, momentum, and more—starts an informed conversation, establishes where the organization stands, and clearly maps twitter database out the tools and processes needed to reach the next level.
An executive sponsor, such as the chief digital officer, can help champion this process, driving a credible agenda and influencing the necessary change at all levels of the business.
A business maturity assessment can especially help establish a shared scoreboard, with common goals and consistent measurement. For many clients, their assessments inform media budget models and key bi-annual media decisions,
Silos eventually carry over into the agency structure, which can lead to a disjointed client narrative.
►Breaking down silos and sharing data
Client organizations are often built in silos and make decisions as separate entities, despite engaging the same audiences. These silos ultimately carry over into the agency structure, which can lead to a disjointed customer narrative. Remember, while our goal is to drive sales, it’s also about making the buying process simple and consistent across multiple brand interactions.
In our experience, agency teams that brief as one, ideate as one, and feel as one deliver more seamless brand experiences . At Publicis Commerce, we bring people from different functions across our agency into one “room” to leverage their expertise and align on KPIs.
Since everyone sees data from different parts of the business, this synchronization helps us put the pieces together and extract valuable insights, whether from digital media, offline sales, or on-site analytics.
At each insight and ideation session, a commerce expert, familiar with a client’s sales data and analytics, is present. They help challenge our partners to think about the specific business outcomes that can be generated, regardless of the type of campaign .
As commerce tools are now available across social media and through integrated technologies, these specialists can inform each report with channel-specific metrics and mechanisms.
