CIM LONDON | MARKETING CLUBS | 2018 - 2019
Head of College
CIM LONDON | MARKETING CLUBS | 2018 - 2019
phone is on
keep it on!)
– don’t keep
Co-founder and content director of
SmartInsights.com - a marketing
learning platform with > 1/2 million
Premium members in over 100
countries use our planning guides
and templates to Plan, Manage and
Optimise their digital marketing.
Insights director at search, CRO
and inbound agency
Digital Marketing strategist, consultant,
trainer and author since ‘97
About Dave Chaffey
About you. Q. Which marketing activity will most
INCREASE your commercial returns in 2019?
• 1. Artificial Intelligence and Machine Learning
• 2. “Big Data” including predictive analytics
• 3. Content Marketing
• 4. Conversion Rate Optimisation
• 5. Marketing Automation
(incl. email, lead scoring, personalisation)
• 6. Mobile Marketing
• 7. Social media marketing
“Multichannel is an operational view – how you allow the customer to
complete transactions in each channel.
Omnichannel, however, is viewing the experience through the eyes of your
customer, orchestrating the customer experience across all channels so that it
is seamless, integrated, and consistent.
Omnichannel anticipates that customers may start in one channel and move
to another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put, omni-
channel is multi-channel done right!”
John Bowden, Senior VP of Customer Care at Time Warner Cable
What drives business growth?
Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association
Example listening community
Source: Vision Critical
The company launched the PRU for You (PFY)
community in July 2016 to allow greater
engagement with customers and to give them a
voice in developing new products and services. PFY
has 4,500 members: 88% are customers and 12%
Mistake – Not
Audience use of
website and social >
Commercial goals >
tactics and tools
DVP = Digital Value Proposition
= Brand adding value to audiences
Help me Buy! (Online OR offline)
Help me Use products
Help me do my job / live my life
Help me develop / learn
Make me look good (to colleagues or family)
Example of testing USPs/OVPs
• An A/B test that included USPs on the
homepage resulted in a 6.2% increase in new
visitor conversion rate and a 3.7% increase in
overall conversion rate.
• Following this, Eurostar created targeted
messaging for registered users to increase
the number of registrations on site to help
improve their customer insights.
• Generating significant double-digit increases
in conversions for new users
GDPR = done. Are you ready for ePR?
The ePR focuses on the confidentiality of
users’ electronic communications. It will
also regulate activities such as:
• direct marketing,
• website audience measurement,
• the transmission of communications
across devices and browsers, and
• cookies set on users’ machines.
• According to ePR Recital 2, it intends
to “particularise and
complement” the provisions for
personal data laid down by the GDPR
by “translating its principles into
“The use of functional Magnetic
Resonance Imaging (fMRI), brain
electronic scanning devices or other
technologies used to measure people’s
responses to marketing creative such as
copywriting, product descriptions,
pricing, packaging and advertising”
Mark Hall, Smart Insights guide to
Practical Neuromarketing referencing
Kahneman’s System 1 and System 2
Automation Using a layered targeting
email system with dynamic content
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights Digital Impact conference
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
Customised content: (Customer Lifecycle)
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Product modules can vary in number and format.
Maximum of 8 modules per email.
Vote – what are your plans for transformation?
• A: No plans to run a transformation programme
• B: Planning a programme within 12 months
• C: Just started (within 2 years)
• D: Mature programme (in place for 2 years)
AI experimentation example
• We wanted to ensure that we’re bringing data-informed
decision making to the forefront of our processes by
establishing a true data and experimentation culture
that could ultimately become a competitive advantage in
today’s fast-changing world.
• Zalando has always been a data-driven company and
analytics has been one of our key success factors. We
believe that much of the success (or failure) of a product
rides on data, and on how it is used.
• This brought about the following question: How can we
elevate Zalando to the next level of data-informed
decision making? This is how the Product Analytics
department came to life.
Have you reviewed your digital capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
Do you have the personal skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan
Let’s Connect – Questions and discussion welcome!
Notas do Editor
Image source: https://www.pexels.com/photo/surfing-surfer-wave-sea-7862/
Based on common mistakes I see and opportunities for more sophisticated. Showing examples of good practice.
Source: IrishTimes in 2017 https://www.irishtimes.com/news/world/europe/child-smartphone-addiction-growing-says-german-drug-agency-1.3101529
Showing the need to integrate web experiences with other paid, owned, earned channels
Some examples in Awards mentioned performance improvements