On February 2009, I was invited to speak at Etail 2009 where I provided an overview of how StubHub used the knowledge they gathered about their customers to improve the relevancy of their emails and thus increasing customer responsiveness and revenue for the company\'s email channel.
4. Why is Segmentation Important to StubHub? Coldplay Fan San Jose Chicago Cubs & Whitesox Fans Chicago Theater Fan New Jersey EACH CUSTOMER IS UNIQUE Different customers are interested in different types of tickets based on category, region, etc.
5. Segmentation Leads to Relevancy Region Interest Interest, Region & Timing Segment-based Campaigns
11. Regional: Ticket Update What is Ticket Update? Our bi-weekly, regionally-based event newsletter How many regional versions do we feature? 30+ versions Region
12. Regional: Ticket Update Source: Based on results from Ticket Update 1/20/09. *Based on averages from all regional versions. Region Seattle Tampa +0.11% Responder Rate +0.15% Unique Click-through Rate +0.27% Unique Open Rate Regional* vs. General Version
13. Regional: Ticket Update Source: Based on results from Ticket Update 1/20/09. Region +3.0% Responder Rate +3.0% Unique Click-through Rate +3.0% Unique Open Rate Tampa vs. General Version +0.6% Responder Rate +0.7% Unique Click-through Rate +1.2% Unique Open Rate Phoenix vs. General Version +2.2% Responder Rate +2.6% Unique Click-through Rate +3.9% Unique Open Rate Pittsburgh vs. General Version
14. Interest-based: Concert Monthly What is the Concert Monthly? Our monthly, preference-based concert event newsletter personalized by region. Interest
15. Preference-based: Concert Monthly Source: Based on results from Playlist 1/6/09 and Ticket Update 1/20/09. Interest +1% Responder Rate +1% Unique Click-through Rate +1.4% Unique Open Rate Concert Monthly vs. Ticket Update SF Bay Area
16. Interest-based: College Basketball Monthly What is the College Basketball Monthly? Our monthly, preference-based College Basketball event newsletter personalized by team. Interest
17. Preference-based: College Basketball Monthly Source: Based on results from College Basketball Monthly 1/12/09 and Ticket Update 1/20/09. Interest +3.6% Responder Rate +3.7% Unique Click-through Rate +6.5% Unique Open Rate College Basketball Monthly vs. Ticket Update UCLA
18. Interest, Region & Timing: Concert Alert What is the Concert Alert? Our automated, preference and region-based concert alert sent days before the event. Interest, Region & Timing
19. Interest, Region & Timing: Concert Alert Source: Based on results from Concert Alert 1/09 and Ticket Update 1/20/09. Source: Based on results from Concert Alert 1/09 and Concert Monthly 1/20/09. Interest, Region & Timing +7.3% Responder Rate +7.5% Unique Click-through Rate +20% Unique Open Rate Concert Alert vs. Ticket Update +6.4% Responder Rate +6.6% Unique Click-through Rate +18.6% Unique Open Rate Concert Alert vs. Concert Monthly
20. Interest, Region & Timing: NFL Season Program Interest, Region & Timing NFL Monthly Playoff Alert Conference Championship Alert Super Bowl Alert Source: Based on results from 2008 Season NFL Monthlies and Postseason Alerts *Based on averages from all 2008 Season NFL Monthlies. Unique Open Rate Unique Click-through Rate Responder Rate -0.5% +0.2% +2.3% +5.5% +6.0% +5.4% +5.8% +7.4% +7.1% Postseason Alerts vs. NFL Monthly*
25. Ideas for Segmentation Registration Date Determine time of existence, day of week when they visit your site, etc. 6% Source: Results from Ticket Update 1/6/09. Results pulled on 1/14/09.
26. Ideas for Segmentation Location Use credit card information determine customer location by state or zip code Source: Based on results from Ticket Update 1/20/09. *Based on averages from all regional versions. +0.11% Responder Rate +0.15% Unique Click-through Rate +0.27% Unique Open Rate Regional* vs. General Version
27. Ideas for Segmentation Purchase Behavior What did the customer last purchase, how much did they spend, etc. Source: Based on results from initial Welcome emails during the month of December 2008. +6.0% Unique Click-through Rate +8.1% Unique Open Rate Buyer Version vs. Default +19.6% Unique Click-through Rate +31.5% Unique Open Rate Seller Version vs. Default
29. The Future of Segmentation for StubHub Behavioral Data Personalize using customer site browsing and shopping behavior data from web analytics tool. Customer Lifestage Segmentation Personalize using predefined customer segments based transaction history, type, frequency, etc.
31. Key Takeaways Data is Everything The more data you have about your customers, the better you can communicate with them. Build a Preference Center Give customers the power by providing them a way to inform you about their interests and needs. Observe and Execute Customers don’t always respond the way you expect so observe what they do and build and execute around that. @