MAPexpo 2012 - Eric Prugh (Director Solutions Consulting, ExactTarget)
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MAPexpo 2012 - Eric Prugh (Director Solutions Consulting, ExactTarget)
- 1. Why Marketers Hate Data Presented by: @eprugh 5 October 2012
- 2. What is the ultimate goal of marketing? Follow me! @eprugh
- 3. What is a campaign? Follow me! @eprugh
- 7. Advertisers used to dictate what a brand was & what it means to consumers. Follow me! @eprugh
- 11. “NPS plays a central role in the daily management of Apple’s stores.” - Steve Denning, Forbes Follow me! @eprugh
- 12. If you remember anything: Customer-centric, not company-centric Follow me! @eprugh
- 13. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studies Follow me! @eprugh
- 14. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studies Follow me! @eprugh
- 19. Personalised messages Follow me! @eprugh
- 20. Achieving scale Follow me! @eprugh
- 21. Meet Eric: He’s been a customer before. Follow me! @eprugh
- 22. 26 January 2011 Eric moves to Sydney 3 March 2011 Eric opts into communications 2 May 2011 Eric converts & books all travel 30 March 2011 in Vietnam through Agoda Eric tweets about a trip he’s booked to Vietnam 16 March 2011 24 April 2011 Eric looks at hotels in Eric is recommended to Phu Melbourne when he goes 1x Quoc and website Agoda per month 13 April 2011 Eric books parents’ hotel for stay in Sydney on Wotif.com Follow me! @eprugh
- 23. 26 January 2011 Eric moves to Sydney 3 March 2011 Eric opts into communications 2 May 2011 Eric converts & books all travel 30 March 2011 in Vietnam through Agoda Eric tweets about a trip he’s booked to Vietnam 16 March 2011 24 April 2011 Eric looks at hotels in Eric is recommended to Phu Melbourne when he goes 1x Quoc and website Agoda per month 13 April 2011 Eric books parents’ hotel for stay in Sydney on Wotif.com Where are your Follow me! @eprugh touch points?
- 26. What data do we have? • Open • Name • Click • Gender • Products browsed • Salary • Purchases • Age • Added to cart • Location • Facebook login • Devices • Facebook likes • In-store vs. online • Comments • Cross-site browsing • Twitter follows • Preferences • Klout score • Net Promoter Score Follow me! @eprugh
- 27. Centralise and Standardise Your Data Follow me! @eprugh
- 28. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studies Follow me! @eprugh
- 30. Follow me! @eprugh 30
- 31. The World’s Largest Brands Choose Us Follow me! @eprugh
- 32. Follow me! @eprugh 32
- 33. Relevancy delivers ROI Follow me! @eprugh
- 34. Compa Custom ny er Follow me! @eprugh
- 36. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studies Follow me! @eprugh
- 38. EMAIL MARKETING …how hard can it be? Follow me! @eprugh
- 39. Have you ever been creeped out by an email? Follow me! @eprugh
- 40. User Profile Facebook integration Aggregates all of my site Requires login to Facebook activity and my status Site to Facebook Looks at Facebook friends and shows relevant reviews Knows my home city Grabs my location and uses to determine flights near me Flights integration Scripts & loops through the relevant flights in my area Actual marketing The actual promotion & reason for the email Follow me! @eprugh
- 41. Relational Data: GAH! Subscribers Behaviour Non-Customer Related Data Browse Frequent Flier No. Subscribers Segment name Date Alerts Email Available Flights Name Flight # Flight # Abandoned Frequent Flier No. Frequent Flier No. Segment name Alert Description Zip Segment name Departure Time Partner Offers Date Gender Arrival Time Name Engagement Picture Description Preferences Bookings Price Price Frequent Flier No. Segment name Cross-Sells Price Related Date Cross-Sell Category Follow me! @eprugh
- 43. Multi-step data-driven programs Follow me! @eprugh
- 45. Follow me! @eprugh 45
- 46. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studies Follow me! @eprugh
- 49. How do enterprise organisations build this? By aligning their overall business strategy with technology and operations to deliver customer-centric interactions. Follow me! @eprugh
- 50. How do enterprise organisations build this? By aligning their overall business strategy with technology and operations to deliver customer-centric interactions. Follow me! @eprugh
- 51. Four Dimensions of Interactive Marketing By aligning their overall business strategy with technology and operations to deliver customer-centric interactions. Follow me! @eprugh
- 52. Four Dimensions of Interactive Marketing Follow me! @eprugh
- 53. We help customers focus on the foundations Interactions (campaigns) are what is visible to most. But to be successful, you must focus on the 3 dimension “below the waterline.” Follow me! @eprugh
- 54. Current State Interac ons: Opera ons: Technology: Strategy: Aspira onal Experienced Transformed Follow me! @eprugh
- 55. Focus Areas Follow me! @eprugh
- 56. Why be a customer? Organisational Company vs. Customer Alignment Measure Success Profile -> Interactions Follow me! @eprugh
- 57. Current Goals Drive revenue to the business: Measured in sales & conversions Drive growth in customers: Measured in subscriber list growth Current KPI Email: Deliverability, open, click, and conversion/redemption rate Social: Engagement? Missed Success Criteria Customer-centric KPI’s centred around loyalty, likelihood to recommend, and engagement Follow me! @eprugh
- 58. Customer-centric KPI’s How do you measure success? • Loyalty & likelihood to • Number of purchases recommend per customer • Brand advocacy & Net • Days between Promoter Score purchases • Days to first purchase • Subscriber tenure • Unsubscribe rate • Customer tenure purchaser/subscriber • Behaviour by tenure • Multi-product purchases • Engagement Follow me! @eprugh
- 59. 8 purchases Number of purchases 7 purchases 1% 9 purchases 10 or more 1% 1% purchases 2% 6 purchases 2% 5 purchases 4% 4 purchases 3 purchases 6% 10% 1 purchase 53% 2 purchases 20% Follow me! @eprugh
- 60. Segmentation ideas Macro segmentation Micro segmentation 1. Opened/Clicked 30 • If exists, show products days, Interested in top in relevant categories categories, first completed purchase (30) • If last purchase included 2. Opened/Clicked 60 shipping cost, offer free days, Interested in any shipping categories, • Re-order navigation completed purchase (60) according to preferences 3. etc. Follow me! @eprugh
- 61. CRM, Analytics and POS Reusable, Syndicate d and System 360 View Reporting and BI Time and Flexibility Follow me! @eprugh
- 62. Smart Blocks to Bring Content to life Product Recommendations Smart Block Follow me! @eprugh
- 63. Skillset vs. Headcount Migrate, Operate and Deliverability Evolve Efficiency, Effectiveness Relevancy and Testing and Cross Channel Follow me! @eprugh
- 64. Subject Line • Most IMPORTANT thing you can write in an email • Should NOT be the last • This is the point where you have the MOST eyeballs • A good Subject Line must possess at least 2 of the 5 • 1 of the 2 elements almost always is the relevance or the value • Test your subject lines -- Andrew Kordek – Trendline Interactive Follow me! @eprugh
- 65. Images Off Preview Panel: 300px-300px Currently your emails have no presence with images off. In order for an email open to be registered the images need to be downloaded. Follow me! @eprugh
- 66. Images Off Optimisation MAC email when images don’t load. Follow me! @eprugh MAC - Impressive
- 67. Images Off Optimisation Follow me! @eprugh Pizza Express -
- 68. Bulletproof Buttons Preserves integrity of the button and maintains its functionality. Follow me! @eprugh Skype: Images
- 69. Media Queries Follow me! @eprugh Deskto Mobil
- 70. Social Media Follow me! @eprugh
- 71. Animated GIF Follow me! @eprugh
- 72. Animated GIF Follow me! @eprugh
- 73. Touch Points Preferences and Timing and Goals Collaboration Unengaged Value to Customer Follow me! @eprugh
- 74. Welcome Program Welcome, Confirm, an d Thank Reinforce Value Proposition Educate on Other Industry welcome emails Opportunities typically see 2X the open rate Learn More About and 3X the click rate as Subscribers normal email campaigns Follow me! @eprugh
- 75. UTILISE CLICK BEHAVIOUR Top Banner categories - Create groups of members based on click behaviour. - Best place to start would be top banner. - Enable you to send more targeted emails to your members. Follow me! @eprugh
- 76. First Purchase • Use this as an opportunity to get more info • Get engaged customers to buy Follow me! @eprugh
- 77. Where do you start? Follow me! @eprugh
- 78. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studies Follow me! @eprugh
- 81. What would you do? Follow me! @eprugh
- 82. What they did… Follow me! @eprugh
- 83. 2011 Best Pure Play Online Retailer 2011 Best Use of Technology 2012 Online Retailer of the Year Follow me! @eprugh
- 93. “Empowered buyers demand a new level of customer obsession.” Shar VanBoskirk, Forrester Research “The Future of Interactive Marketing”, 2011 Follow me! @eprugh
- 94. A customer service company that just happen to sell __________. Follow me! @eprugh
- 96. THANK YOU! Email: eprugh@exacttarget.com Follow: @eprugh Connect: au.linkedin.com/in/prugh
Notas do Editor
- TO DRIVE SALES? Brand exposure may also be acceptable but really isn’t it all about sales?
- Now we’re in an era where true 1:1 marketing is possible. Sure, marketers are still using mass media to drive massive brand exposure but the promise of true 1:1 marketing is taking over. But here’s the rub, even though consumers now have a seemingly infinite number of channels to engage and consume media from, very few of us have 5x or 10x the budget to try and engage with individuals in today’s multi-channel world. However, the challenge we’re faced with is the following..how many of 10x the budget or resources
- Now we’re in an era where true 1:1 marketing is possible. Sure, marketers are still using mass media to drive massive brand exposure but the promise of true 1:1 marketing is taking over. But here’s the rub, even though consumers now have a seemingly infinite number of channels to engage and consume media from, very few of us have 5x or 10x the budget to try and engage with individuals in today’s multi-channel world. However, the challenge we’re faced with is the following..how many of 10x the budget or resources
- Now we’re in an era where true 1:1 marketing is possible. Sure, marketers are still using mass media to drive massive brand exposure but the promise of true 1:1 marketing is taking over. But here’s the rub, even though consumers now have a seemingly infinite number of channels to engage and consume media from, very few of us have 5x or 10x the budget to try and engage with individuals in today’s multi-channel world. However, the challenge we’re faced with is the following..how many of 10x the budget or resources
- Now we’re in an era where true 1:1 marketing is possible. Sure, marketers are still using mass media to drive massive brand exposure but the promise of true 1:1 marketing is taking over. But here’s the rub, even though consumers now have a seemingly infinite number of channels to engage and consume media from, very few of us have 5x or 10x the budget to try and engage with individuals in today’s multi-channel world. However, the challenge we’re faced with is the following..how many of 10x the budget or resources
- Can someone describe to me a very personalised communication you’ve received from a brand lately? One that you’ve connected with. One that got to you. What was in it?
- Now I know you haven’t entered the corporate world yet, so you may not be familiar with this term. I’m curious to hear what your thoughts are on what it means?
- Integrations can be made with many different systems and in many different ways.A typical organization technology stack will typically consist of the following buckets of data systemsCRM, Front Office, operational (point of sale, ecommerce, CRM system, customer service)Business intelligence (Web analytics, customer intelligence system possibly utilizing SPSS, SAS, or can even just be a database experts own personal computer or hard drive)Data Warehouse (All or some of this information could come together in a data warehouse, which would house and archive this information over time)Where do the integrations exist between these systems? How do they talk to one another? Where from and how does the data get into the IMH? We can integrate into any of these systems. However, it is important to note that each incremental step in data flow creates friction by adding a point of failure and spreading out the time from when data is captured to when it gets into the IMH for messaging purposes, potentially limiting timeliness of the messages themselves.
- Email is a retention channel to communicate in a “spooky” yet “creepy” way. Have you ever been creeped out by an email?
- Map out and demostrate the flexibility of a relational data model in scaling data on customers, and increasing the usability of that data within messaging
- THE END RESULT! Amazingly simple for so much bloody work.
- SO WHY DO IT?
- Replace with your company’s scores. Use circles to pinpoint their weak points that play into your phased recommendations
- Write out a customers business goals (this should be overall business objectives like increasing revenue, increasing leads, etc, not email specific goals like increase open rate). Then write out the current KPI’s they are using to measure success of their program. Are current KPI’s adequately measuring business objectives? If not, write out what is missing the mark.
- It’s not “just a Subject Line” – it’s everythingHow many find subject line to be the last thing you think of when sending an email?I see subject line as an exciting and rewarding challenge that is always teaching you to become a better marketer and communicator. It is the easiest thing in an email to test.Curiosity:“Want to spoil yourself like an Oscar winner?” You aren't curious about things you already know.Urgency: “Read this paragraph before it’s too late!” NO – “Save $100 on every $300 you spend, 5 days only!” You can tell people to hurry all the time but when it is mixed with relevancy or value it becomes BIGGER!Relevancy: Make sure you data is current, people change so relevancy is hard, so connect with core values of your company. What do you stand for? Why do subscribers sign up in the first place? Why do your subscribers care about this?Value: The worth of the email and importance. Don’t mistake value for savings. It is more what knowledge you can provide your customers and how you can help them. Talk to your customers to find out what value they like getting from you?Emotion: ”SHOP NOW!” – ok stop screaming at me. Use excitement, happiness in your subject lines, when you feel you have exciting news use an exclamation point. Make sure your not screaming at your audience.
- Must have had a lot of time up there sleeves!
- A DIFFERENT KIND OF COMPLEX – CONTENT, DESIGN, AND CODE PLANNING TO RESULT IN A UNIQUE EXPERIENCEThis example picks up on the screen size of the device and switches between style sheets in order to achieve this result.Using your finger as a mouse on a mobile device makes it difficult to click on small buttons. So enlarge buttons, enlarge text and make layout one column.SIMPLIFY. LESS IS MORE!
- Attention!!
- How does TripAdvisor drive sales? By having a shitload of impressions… And how do they drive impressions?
- What woul