In the early days of digital advertising, data was what everyone wanted. Decades later, it turns out that data is relatively easy to come by. The useful, refined output from data is insight.
And data without actionable insight has little value to marketers. As Skai’s VP of Product Marketing, Megan Harbold, said earlier this year at our ShopAble event, “Data on its own is just noise. Data that is segmented or fragmented is noise. Data that is not accessible across the different functions across your organization is noise.”
For the better part of a year, Skai’s product team has met with clients and industry experts to better understand how we can deliver the best insight-driven solutions to enhance our industry-leading omnichannel marketing platform.
One of those new innovations is Skai Decision Pro.
As the very first screen clients now see when they log into Skai, Skai Decision Pro brings together the insights that matter most to marketers in one front-and-center view. This groundbreaking vantage point enables more intelligent decision-making, faster insight-to-action, and improved marketing performance.
Understanding Omnichannel Marketing Software
What Is Omnichannel Marketing?
Omnichannel marketing is a holistic approach that offers a seamless customer experience across all channels and touchpoints. It integrates physical channels like storefronts with digital ones, such as websites and social media, to deliver a consistent narrative and service level. Leveraging customer data from every interaction ensures cohesive customer service, marketing efforts, and supply chain commerce.
This unified commerce benchmark has set new standards for customer engagement. By focusing on real customer journeys, omnichannel marketing software adjusts marketing strategies based on customer behavior, ensuring personalized experiences and maximizing customer satisfaction. It’s a vital tool for brands aiming to remain competitive in today’s fast-paced market.
The best omnichannel marketing software provides valuable insights into customer preferences and behaviors. These insights enable marketers to craft marketing campaigns that resonate with their audience, leading to real purchases and enhanced customer loyalty. In a nutshell, omnichannel marketing streamlines communication across all platforms to offer a cohesive brand experience.
Role and Importance of Omnichannel Marketing
Role of Omnichannel Marketing in Driving Business Growth
Omnichannel marketing plays a pivotal role in driving business growth by enhancing customer experience. Consistent and personalized customer communications nurture customer relationships and encourage loyalty. This strategic approach leads to increased customer retention, higher conversion rates, and ultimately, business growth.
Omnichannel commerce also optimizes the supply chain by integrating inventory management and ensuring inventory visibility across channels. This results in efficient operations, reduced costs, and improved customer satisfaction due to timely and accurate order fulfillment.
Furthermore, omnichannel marketing software solutions offer marketers the latest insights and tools to adapt quickly to market changes and customer needs. These adaptive strategies not only secure a competitive edge but also unlock new avenues for revenue and growth.
Key Features of an Efficient Omnichannel Marketing Platform
An efficient omnichannel marketing platform should have robust features to manage diverse marketing strategies and channels. Essential features include:
- Advanced audience segmentation: This enables marketers to categorize customers based on their behavior, preferences, and past interactions, allowing for more targeted and personalized marketing campaigns.
- Marketing automation: Automation tools help streamline marketing processes, ensuring timely and relevant customer communications while increasing efficiency.
- Real-time analytics and predictive insights: These features offer valuable insights into customer behavior, campaign performance, and market trends, helping in making informed decisions.
- Unified customer data management: A central repository for customer data ensures consistency across all channels, improving customer service and experiences.
Integrating these features, the best omnichannel marketing software serves as the backbone of modern marketing strategies, empowering brands to deliver personalized experiences and engage customers effectively across all touchpoints.
The Shift towards AI-Powered Omnichannel Marketing
The ongoing shift towards AI-powered omnichannel marketing is transforming how brands interact with their customers. Skai, leading the charge, uses AI and machine learning to provide predictive intelligence, optimize campaigns, and analyze vast amounts of customer data. This strategic application of technology enables brands to stay ahead of consumer trends and market shifts.
Skai’s innovative approach includes features like predictive analytics, which forecasts future customer behaviors and market dynamics. These capabilities not only streamline marketing efforts but also enhance ROI through more effective campaign measurement and optimization. By offering a suite of data-driven products, Skai empowers brands to navigate the complexities of omnichannel marketing with ease.
What is Skai Decision Pro?
Skai Decision Pro provides a bird’s eye perspective of paid search and retail media campaign data that can be customized for the most useful highlights. With an intuitive, widget-based UX, advertisers can quickly review key, cross-channel insights the moment they enter Skai.
In talking to our clients, we heard time and again how critical time-to-insight is when campaigns are active. Any issues with budget allocation, anomalies in performance, structural problems, or human error can have a catastrophic impact if not caught early. Most of all, marketers need their technology solutions to offer clear indications if something’s not right and how to fix it.
Skai Decision Pro offers an engaging omnichannel experience that cuts through the noise and crystallizes the insights that matter most by surfacing campaign anomalies and important business KPIs across their digital advertising campaigns. By staying always-on and integrated with day-to-day workflows, it brings to light what’s important across all of your investments — and what to do about it — fast.
How do Skai clients use it?
Another finding that our research revealed is that no two Skai clients have the same specific interests or needs. This makes sense, given that every business is unique. That’s why it was important to us that Skai Decision Pro be customizable for a personal experience that’s truly useful to each of our clients. Based on the controls you set up to track, our AI distills the most critical action items related to that scope of work.
Skai Decision Pro is perfect for the omnichannel marketer or those aspiring to work more omnichannel in that it unifies and centralizes takeaways from all data sources across all Skai channels and all Skai publishers in a single view. If you’re a director or a manager looking to understand your programs across Google, Amazon, Walmart, etc., in the true context of one another, you can get that omnichannel view.
If, on the other hand, you’re a channel-specific practitioner who only wants to see what’s immediately relevant to your work, Skai Decision Pro can be configured more narrowly, to that end, as well. Whatever you want to see from your Skai campaign data, you can configure it to show as soon as you log in.
Skai Decision Pro enables clients to:
- Simplify the data with visual and responsive omnichannel dashboards that can be personalized to your specific day-to-day needs
- Clarify the opportunity with automated alerts across your paid search and retail media activity (paid social alerts coming soon)
- Amplify the impact of insights through suggested fixes from holistic cross-channel audits that are prioritized by the influence it will have on a marketing program
Why does Skai Decision Pro matter?
In order to succeed in this chaotic, data-rich environment, marketers need scale efficiencies and top-tier technology to continuously improve advertising performance. Siloed views can mislead, slow things down, and drain resources at a time when most can’t afford even opportunity costs.
According to a Salesforce survey, 98% of marketers emphasize the importance of having a complete, centralized view of their cross-channel marketing. Yet, according to the same survey, only 27% of marketers say their organization exceeds expectations when it comes to connecting data across channels, and just 11% are monitoring cross-channel data in real-time.
“Ultimately, we wanted the user to feel a sense of calm,” says Skai Product Manager Casey Gordon. “After interviewing so many marketers, one thing that has become incredibly clear to me is that their days are full. We wanted them to know that we hear them and that we’re working on ways to drive marketing ROI and help make their jobs easier. We wanted to ensure they had the tools to do their jobs based on data effectively. Based on the facts. Based on the things that are driving performance or bringing it down.”
Who can access Skai Decision Pro?
Skai clients who use our platform for paid search or retail media advertising are the first users. Paid social data will be in our next release sometime in the early new year.
Early Skai Decision Pro users say that they love knowing that everything’s working as expected within moments of logging in every morning. That’s the peace of mind that every marketer deserves from their technology partners.
“Skai Decision Pro is just the start of an evolution in how we’re going to bring features from around Skai that serve different purposes and different channels into this experience together,” says Gordon. Even seasoned Skai clients will suddenly be exposed to valuable parts of our platform that they may have never used before simply because they’re showing up in Skai Decision Pro. That way, they’re more relevant than before.”
The Advantage of Skai’s Omnichannel Marketing Platform – Skai Decision Pro
Skai stands out as a beacon of innovation in the crowded space of omnichannel marketing platforms. With its AI-powered engine, Skai is dedicated to propelling brands forward by streamlining decision-making processes and enhancing business growth through strategic data consolidation and insight gathering. This approach is not just about connecting the dots—it’s about constructing a comprehensive picture of customer behavior, market trends, and campaign performance to enable smarter, more impactful marketing.
The platform is expertly designed to cater to the needs of both B2C and B2B marketing leaders, brand managers, performance marketers, and agencies. Skai’s toolset addresses the essential elements of omnichannel marketing—integrating data from diverse sources, offering advanced predictive analytics, and providing a seamless experience across all customer touchpoints. It’s a strategic solution for those aiming to deliver a truly personalized customer experience while maximizing return on investment.
Skai’s Data-Driven Product Suite for Market Intelligence and Media Activation
Skai’s comprehensive product suite is engineered to empower marketers with actionable insights. This includes advanced features for market intelligence and omnichannel media activation:
- Media Intelligence: Skai offers a panoramic view of the market landscape, helping brands understand their standing and identify strategic opportunities. By tapping into real-time data, brands can quickly adapt their strategies to stay ahead of the curve.
- Omnichannel Media Activation: This feature allows marketers to engage customers across all channels seamlessly. From social media to traditional physical channels, Skai ensures that your message is unified and resonates with your target audience.
By harnessing these tools, marketers can keep a finger on the pulse of the market, adjust their tactics agilely, and activate media with unprecedented precision. It paves the way for highly targeted and efficient marketing campaigns, ultimately driving more meaningful engagements and conversions.
Growth Opportunities with Predictive Analytics
Predictive analytics stands as a cornerstone of Skai’s offering, which transforms raw data into strategic foresight. This advanced feature enables marketers to anticipate market changes, customer needs, and potential growth areas before they manifest. It’s about staying one step ahead and making informed decisions rooted in deep insights into future trends.
- Forecasting Demand: By analyzing historical data and market signals, Skai predicts future customer demand, helping brands prepare and optimize their supply chain and inventory management.
- Optimizing Campaigns: Predictive analytics guide the allocation of marketing budgets, ensuring resources are focused on the most promising channels and customer segments for maximum impact and efficiency.
This predictive prowess afforded by Skai cultivates a proactive rather than reactive approach to marketing. Marketers can unlock new opportunities for growth by accurately forecasting demand and refining their strategies based on predictive insights.
Enhancing ROI with Campaign Measurement and Optimization
In omnichannel marketing, the ability to measure and optimize campaign performance accurately is crucial. Skai excels in this domain by offering robust features for campaign measurement and optimization:
- Comprehensive Campaign Measurement: Skai provides detailed insights into campaign performance, helping marketers understand which strategies work and why. This visibility is key to tweaking campaigns for better results.
- Real-Time Optimization: With AI-driven insights, Skai enables the dynamic adjustment of marketing campaigns. Marketers can fine-tune their efforts in real-time, based on the latest data, to maximize engagement and ROI.
These features are essential for any marketing team looking to deliver personalized experiences that resonate with their audience and drive real returns. By closing the loop between planning and execution, Skai ensures that every marketing dollar is spent wisely, delivering tangible benefits to the bottom line.
Are you ready for the next innovations in omnichannel technology? See the Skai difference
Skai empowers the world’s leading brands and agencies across industries to manage omnichannel digital marketing campaigns. Our omnichannel marketing platform includes solutions for retail media, paid search, paid social, and app marketing. We’ll keep you at the forefront of the digital evolution with data and insights, marketing execution, and measurement tools that work together to drive powerful brand growth.
Client results include:
- 461% increase in Amazon Ads ROAS and 57% increase in page traffic for Bondi Sands
- 280% increase in installs for DraftKings
- 10% increase in new account openings for the Royal Bank of Canada
- 756% increase in conversions for New York Magazine
- 600% increase in Facebook leads for Inova
For more information, schedule a brief demo today to see Skai’s innovation for yourself!
