Presentation by Amrit Kirpalani from Nectar Online Media & Matt Koppelman from Riddell at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

1. PERSONALIZE YOUR
MARKETING
1
Amrit
Kirpalani
Founder
and
CEO
of
nectarOM
Ma.
Koppelman
Digital
Marke6ng
Manager
at
Riddell

2. The Obligatory:
2
For
the
Summit:
For
this
Session:
#MUISS
#HappyCFO
#HappyCust
For:
• Social
Business
• Entrepreneurship
Counsel
• Leadership
Advice
For:
• Ironic
Pop
Culture
T-­‐shirts
• Cursing
the
CTA
• Complaining
about
the
Cubs

3. How Are You Talking To Your
Customers?
3
INDUSTRIAL AGE INFORMATION AGE CONVERSATION AGE

4. A ShiH In The MarkeIng Landscape
(again)
4

5. Already Here Today
5

6. What is Hyper-­‐PersonalizaIon?
6
hy-­‐per
per·∙son·∙al·∙iz-­‐a6on
The
quality
or
state
of
catering
to
consumers’
needs
and
wants
by
using
preference
data
to
create
meaningful
connecPons
·∙
“70% of customers
indicate a willingness to
disclose personal details
for more relevant
messaging”
Personaliza+on Sees Payoffs in Marke+ng Emails, eMarketer, January 28, 2014

7. How Does It Work?
7
Customer
Data
Personalized
Recommenda6ons

8. In AcIon
8
Two
Editors
from
The
Atlan*c
reversed-­‐engineered
the
NeTlix
microgenre
algorithm:
Netflix possesses not several hundred
genres, or even several thousand, but 76,897
unique ways to describe types of movies.
How
many
microtags
can
you
apply
to
each
member
of
your
potenPal
customer
base?

9. Sally has been Browsing Amazon to
Purchase Fitness-­‐Related Items:
9

10. Data Creates AcIonable Profiles
What
She
Buys
• Transaction History
• Ability to Segment
Purchase Behavior
• But has Selection Bias
Where
She
Goes
• Online Browsing
Habits & Preferences
• Provides Context to
Enrich Profile
How She
Lives
• Marketing Channels
• Major Life Events
• What She Believes
• Likes / Dislikes, Interests,
Activities
• Education / Family
Background
10

11. Who They Are + How They Live = AcIon
11
Name Purchase
History
Online
Behavior
Social
Profile
Life
Events
Brand
Affinity
Desired
Action
Jane Doe Loyalist “Window”
Shopper
Light
Green /
Gen-Y
Just Got
Engaged
Mid to
Upscale
Brands
Up-Sell
Jen Smith Moderate Deal
Seeker
Single
Mom /
Active
Moving for
New Job
Value
Brands
Retain
John Doe Dormant Not Known Tech-
Savvy /
Travels &
Reads
Planning a
Vacation
Upscale
Brands
Re-
Activate
Alice –
‘Best
Customer’
Loyalist Online
Influencer
Socially
Conscious
/ Younger
Family
Oriented
Mid /
Value
Oriented
Ideal
Acquisition
Target
How Customer LivesWhat Customer Does

12. Omni-­‐Channel DistribuIon
Email Website Mobile
• Dynamic on-site widgets or content
blocks, even displaying banners or
shadow boxes, depending on the
unique user experience of your site
• Don’t forget that
consumers are using a
multitude of devices to
interact with you
• Scheduled and Event-Driven
or “Triggered” Campaigns
12

13. Happy Customer Equals…
13
Increased
conversions
Increased
loyalty

14. 14
Not
At
All
Likely,
18%
Extreme
Likely,
8%
Very
Likely,
17%
Somewhat
Likely,
56%
Your Customers Will Thank You
Personaliza+on Sees Payoffs in Marke+ng Emails, eMarketer, January 28, 2014
Likelihood
that
US
Shoppers
Will
Purchase
More
Items
A9er
Receiving
Personalized
Emails
About
Products
81%
of
respondents
stated
they
are
more
likely
make
addiPonal
purchases
as
a
result
of
targeted
emails.

15. 15
Not
at
all
willing,
18%
Extremel
y
Willing,
7%
Very
Willing,
19%
Somew
hat
Willing,
56%
Willingness
of
US
Digital
Shoppers
to
Receive
AddiConal
PromoConal
Emails
from
Retailers
if
Personalized
Your Customers Will Thank You
82%
were
willing
to
handle
the
increase
in
messaging
if
personalized
Personaliza+on Sees Payoffs in Marke+ng Emails, eMarketer, January 28, 2014

16. Get On Your CFO’s Good Side
Revenue
Costs
16
Increase
of
2-­‐5%
Profit
Margin
points

17. How Hyper-­‐PersonalizaIon Decreases Costs:
17
Costs
Reduces
Returns
OpPmizes
PromoPonal
Spend
1
2

18. How Hyper-­‐PersonalizaIon Increases Revenue:
18
Increases
CTR
Increases
Conversions
Revenue
Increases
Loyalty
1
2
3

19. 3 Steps to Start Personalizing:
19
1
Conduct
a
quick
audit
2
Convince
your
CFO
3
Demand
more
from
your
partners

20. QUESTIONS?
20