2. We Make Your Digital
Marketing Awesome & Lucrative
Create More Revenue
a lot

3. Erik Severinghaus
CEO
Long time in Email
(Founding team for iContact)
Big Data Nerd
Patent #20080320482A1
“Management of Grid Computing
Resources Based on Service Level
Environments”
Marketing Knowledge
Kellogg MBA
About The Speaker:
erik@simplerelevance.com | 312-569-9431 | @SimpleRelevance

4. About SimpleRelevance
Founded by a co-founder of market-leading
ESP iContact and Partner in IBM’s IT
Optimization consulting team with 10+ years
experience in digital marketing optimization.
Funded by top Venture Capitalists, incubated
at the 1871 technology center in Chicago.
Patent-pending algorithm from University of
Chicago researchers developed over 2+ years.
Market leading industry partners & Fortune
500 clients.

5. 0
12.5
25
37.5
50
Mobile Social Display Search Email
Return on Investment per $1 Spent
Email is Still King
Source: Direct Marketing Association

7. Politics Sports Marketing
The World Is Changing

8. Math Men

12. Accounting 101
Income Statement How much money
did you make?
Cash Flows Statement How much cash
did that generate?
Balance Sheet What are your assets
and liabilities?

13. The Balance Sheet
Your email list is probably worth millions of dollars.
Youshouldtreatitlikeavaluableasset.

14. Mirrors Ecology

15. Business World

16. Understand The Value

17. The Challenge
√
√
√
marketers can’t make data
actionable for individuals

18. Most Email Is:
Batch & Blast
Maybe A|B Testing
Some Segmentation
Really Manual (“Hard”)

19. Email Should Be:
Personalized
Totally Data Driven
Automated (“Simple”)

20. Data

21. Math You Like
Personalized
Totally Data Driven
Automated (“Simple”)
30-300% Improvement
in Email Metrics

22. The Process
Segment at the Individual Level to improve messaging and
conversion with personalization
Close the Loop using data to continuously, automatically
optimize campaign with a iteration cycle measured in minutes
Define Dynamic Workflows to move prospects through the
funnel
ReportingDeploy CampaignSetup CampaignIdentify Segment

23. Full Loop Marketing
crm profiles
social shares,
likes, profile info,
email opens &clicks
cart purchases and clicks
First Party Data
Third Party Data
auto content creation,
demographics,
other metadata
Taking Action
optimized,
automated,
emails, tweets
andothermarketing

24. Use Cases
Optimize all email sends for time of day based on
likelihood of conversion.
Optimize all email subject lines for likelihood to open.
Optimize creative, location, subject line, and time of
day personalization for cross-sell messaging.
Optimize offers, creative, subject line, and time of day
targeting for upsell communication.

25. Profile
Li-Ning is the third largest sportswear
company in the world, a market leader
in Asia and emerging brand in the
United States receiving endorsements
from superstars such as Dwayne
Wade.
Challenge
When Li-Ning launched in the U.S.
they put tremendous emphasis on
establishing a relationship with their
customers. Because they were
different, Li-Ning wanted to
personalize their experience.
Solution
After launching, Li-Ning introduced
SimpleRelevance data
personalization into their email
campaigns
52% increase in revenue
20+% AOV increases
Improvement

26. Profile
The johnnie-O line has evolved into an
apparel and lifestyle brand distinctly
defined as "west coast prep". Items for
men, women, and children include
shirts, belts, hats, socks, sweatshirts,
and specialty items.
Challenge
johnnie-O wanted to increase online
sales by sending data driven,
personalized email marketing to its
customers
Solution
j o h n n i e - O i m p l e m e n t e d
SimpleRelevance’s product
recommendation engine into their
branded emails
Improvement 40-50% increase in revenue per email campaign
SimpleRelevance quickly became johnnie-O‘s most
successful marketing strategy from an ROI perspective

27. Profile
A successful Fortune 500 car
manufacturer with headquarters
overseas.
Produces standard as well as luxury
models.
Challenge
The manufacturer wanted to
incorporate SimpleRelevance’s data
analytics into their social media
marketing, specifically Twitter, to
influence customer’s purchase
decisions when car shopping.
Solution
SimpleRelevance created tailored
landing pages and integrated smart
analytics into a custom twitter
m o n i t o r i n g t o o l t h a t a l l o w e d
SimpleRelevance to deliver custom,
targeted tweets to users who had
tweeted about car shopping.
Improvement $160,000 in sales in the first month
“Those who get an offer [from SimpleRelevance] closed
2x more often than those who didn’t.“ – VP of Marketing

28. Get In Touch
Email: erik@simplerelevance.com
Cell: 202-431-5699
Office: 312-569-9431
Twitter: @SimpleRelevance
http://www.simplerelevance.com

29. How It Works
The SimpleRelevance engine tracks and analyzes every interaction
between each customer and your email marketing.
For each message, we track a plethora of data points including:
Time Of Day and Day of Week
“From” Address, Subject Line, Word Count
What Creative & Content Was Included
What Links Were Clicked
We correlate those responses with each customer, as well as the existing
demographic and psychographic data to build a predictive model for
each individual customer.
We continuously learn with every interaction, so the system gets smarter
with time.
Because the algorithms do the optimization, you don’t need to do it all
manually.

30. Bayesian Learning
The system is constantly evaluating each of the data points that are
integrated into our system, looking for both data points that resonate
across segments of users as well as predictive elements that stand out
for certain users.
With each new data point, the entire system becomes smarter.
The engine regenerates itself nightly, evaluating new data and updating
propensity models to take into account new information.
The system can be tuned for different types of interactions and objects,
optimizing on any number of variables so long as metadata is structured
coherently.