Next Generation Omnichannel Marketing

Omnichannel marketing is often confused with multichannel marketing, but they are not the same. Omnichannel marketing is the next generation in data-driven marketing. In this module, you will learn what sets omnichannel and multichannel marketing apart, the similarities and differences in these two approaches, and how to implement the important factors forming the basis of successful omnichannel marketing, using data.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in next generation omnichannel marketing.

Course Outline

Lesson 1: Introduction

    • Defining Omnichannel Marketing
    • Omnichannel v. Multichannel Marketing
    • Global Demand for Omnichannel Marketing as a Solution
    • Omnichannel Marketing Process – Overview: Map, ID, & Transmit

Lesson 2: Identifying Data

    • What is data?
    • Consumer Data: 1st & 3rd Party Data
    • Definition of Big Data
    • Challenges of Big Data
    • Breaking Big Data into Small Data
    • RFM Data – Recency, Frequency, Monetary
    • Using Key Business Cases in Identifying Data to Build Single Customer Views & Up-sell Products

Lesson 3: Data Analysis

    • Analytics
    • Statistical Relevance
    • High-lifetime-value Customers & Prospects
    • Why High-lifetime-value Customers Matter
    • High-value prospects – Target, Predict, and Optimize
    • Key Business Cases in Using Analytics

Estimated Length of Completion:

Approximately 40 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember $149



James Fink

CEO/Managing Partner, Optikal

James began his career in sales, within the media industry. He has successfully closed several deals and his achievements quickly moved him from sales into management. He's managed divisions for top-rated radio stations in Los Angeles, for CBS and for Univision. Later, at Univision, James was promoted to Director of Sports and oversaw broadcast negotiations with several NFL, MLB, and college sports teams. Eventually, he found himself in the role of CMO for a Direct Response ad agency, focused on driving ROI for ad campaigns on radio and TV. Having combined experiences in various marketing roles, James was dissatisfied with the idea of wasted ad space and scattered targeting. He wanted to find a way to center ads on the individual and better ensure success for brands, both on a sale/ROI level and a brand awareness level. James wanted to change the mindset of how companies reach their core consumers and high-level potential prospects. His solution is Optikal, an omnichannel marketing agency, powered by integrated technology, data analytics, and optimizing media strategies based on data-driven results. James and his team are redefining omnichannel marketing to make advertising more precise and to deliver better results.


Joel Otten

Digital Strategist/Partner Optikal

Joel has had over 10 years of experience in digital marketing, incorporating new technology and media with database marketing. Currently, as Vice President, Partner, and Digital Strategist at Optikal Inc., he works with a range of clients, including Health Net, Mass Mutual, and other Fortune 500 companies. He is redefining Omnichannel Marketing by utilizing big data analytics, machine learning, and predictive modeling to target high-value prospects and customers across media channels that allow exact targeting. Prior to working at Optikal, Joel was Director of Targeted Advertising / SMI (search marketing integration) at ScreenPush Inc., a digital design & development agency, and Director of Strategic Partnerships at Snakk Media, a division of the Hyperfactory. In addition to his experience, Joel is certified by Google, Microsoft, Facebook, and other advertising networks, which gives him the ability to reach high-level contacts at all publishers. Joel takes a strategically creative approach to solving complex marketing problems, such as multi-channel attribution models. His passion lies in helping start-ups reach goals, using the same techniques that work for Fortune 500 companies.