Behavioural marketing: beyond email - 20 March 2013
1. Data protection 2013
Behavioural marketing:
beyond 8 February
Friday email
Wednesday 20 March
#dmadata
#dmaemail
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Supported
2. Welcome from the Chair
Skip Fidura, Vice Chair, DMA Email Marketing Council
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3. Agenda
8.30am - Registration and breakfast
9.00am - Welcome from the Chair
Skip Fidura, Vice Chair, DMA Email Marketing Council
9.10am - Good Behaviours: Marketing with Intent
5 Behavioural Actions to Automate
Antonia Edmunds, Director of Client Relationships EMEA, Silverpop
9.40am - If you got to know me…
Jonathan Lyon, Global Director of Strategic Insight, LBi
10.10am - X Marks the Emotional Hotspot
Michelle Hawkins, Head of Happiness, The Flying Dodo
10.40am - Panel discussion
Antonia Edmunds, Director of Client Relationships EMEA, Silverpop
Jonathan Lyon, Global Director of Strategic Insight, LBi
Michelle Hawkins, Head of Happiness, The Flying Dodo
James Bunting, Member, DMA Email Marketing Council
10.55pm - Closing comments from the Chair
Skip Fidura, Vice Chair, DMA Email Marketing Council
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4. Good Behaviours: Marketing with
Intent
5 Behavioural Actions to Automate
Antonia Edmunds, Director of Client Relationships EMEA,
Silverpop
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10. Behavioural Marketing
Real-time, cross-channel, insanely
relevant campaigns to one person at a
time automatically driven by
analytics of their actions, preferences
and profiles. ~ Silverpop
11. Broadcast to Behaviour
Marketing Sophistication
Bto1
Individual
Messages
Behaviour-based
Messages
(Multi-Track)
Time-based Messages
Automated (Drip, Simple Nurture)
Manual
Targeted Mailings based on Segmentation
Mass Mailing to a broad database (E-blasts)
Response Rates/
Engagement
14. Examples of Behaviour
- Visited website / product page
- Visited Blog
- Clicked to Twitter/Facebook Page
- Visited Community
- Downloaded White Paper “XYZ”
- Watched “7 Reasons” Video
- Submitted Demo Request Form
- Call Centre Conversation
- Trial software login
54. Impact of Inactives
Lost potential revenue
Inefficiencies/Reduced ROI
Fuzzy metrics
Potential reduced deliverability
55. Inactive Email recipient
does not open,
click or purchase in
Re-Engagement 45 days
Inactive Re-Engagement Email:
Update Profile - 1.1
• Goal: Reactivate customers Opens or clicks any
email or makes a
purchase in 75
before they become inactive days
• Results:
• Open Rate – 5.6%
• CTR – 0.5% Inactive Re-Engagement Email:
Pays to be Smart – 1.2
Exits Inactive Re-
Enagagement
Program
Opens or clicks any
email or makes a
purchase in 90
days
Inactive Re-Engagement Email:
10% off Order – 1.3
56. Inactive Re-Engagement
Day 45: “Help Us Day 75: “It Pays to
Serve You Better” be Smart”
Evaluate for 30 days for activity, Day 90: “We Miss
move into once a month You! Come Back
frequency for 6 months. and Save 10%”
78. With a more granular and forensic
understanding of people as people we can
architect new brand engagements...
engineered serendipity
anticipatory advertising
personalised persuasion
80. Given data about me, find new things I will
like. If I like a thing, find more of it, or
remove the thing I don’t.
Hit me with me some serendipity.
81. the new imperative
• Leverage data derived signals to uncover actionable
insight
• Understand people better, in depth, individually and at
scale
• Interrogate evidenced based behaviour to provide
actionable intelligence that shapes, guides and informs
strategy at scale and pace
83. big data landscape
Implicit and explicit
signals of
- Behaviour
- Interest
- Lifestyle
- Perception
- Consideration
- Recommendation
- Advocacy
- Purchase Propensity
84. evidenced insight through real data
provides a unique opportunity to understand what
people are paying attention to and engaging with.
Not by asking them, but by measuring moment by
moment what they engage with, when, where,
with who for how long, and how it makes them
feel and how it makes them behave.
85. our approach
• Our approach is to provide a forensic understanding of consumers beyond
transactional metrics and performance
• By understanding the ‘whole’ consumer we
provide an acute understanding of how best to drive Think
engagement
• We believe in moving beyond numbers and
humanising data to understand people as people, Feel
not metrics
• In today's omni-channel, multi-device ecosystem,
our marketing promise needs to be "right place, Say
right time, right offer"
• This requires forensic insight at scale
Do
87. data distinction
social media is the set
of applications and
platforms allowing
Vs
people to participate
in online social activities
social data
is the collective
information produced by
millions of people as they
actively participate in online
activities
88. social data DNA
demographic
recommendation product
location
social intention
data
behavioural psychographic
Interest
89. Data approach
• We focus not just on collecting data on historical behavior, but on
connecting data to anticipate how, where and when to engage
consumers
• We go beyond transactional and online behaviour
• The true significance of the massive digital and big data flows is our
ability to uncover the interests and passions through which brands
can engage consumers
91. How?
• Massive ingestion of social signals from across the social web
• We classify, categorise and map all behaviours and actions to
entities, people, places, cultural references and brands
• We create interest maps and relationship networks for each identified
profile
• We then cluster these to create tribes with behavioural markers and
augment and enrich prospect and customer profiles with this data
92. addressable audiences
Identifying Brand
addressable Connected
audiences beyond
the base is key.
Brand
Affinity
Knowing who they
are, where they are
and how to engage
them is today’s Brand
marketing Referenced
imperative.
93. Addressable Audience Profiling
Objective
Identify prospects across social touch points and
map interests, likes, behaviour, to better
understand key drivers to improve conversion with
context sensitive, relevant messaging across
display, email, social and DM
94. Match Addressable Audience to Social Identities
Social Identity Resolution
+ name@email.com
+ additional known
data points
Circa 25% match rate to
social identity
Recursive Iterative Identity Resolution
Circa 75% match rate to
social identity
95. Profile Addressable Audience with Social Data
social data ingestion
At scale in real time Brand, app, tv, music page
likes, engagement and
sharing
Following who classified by
interest and engagement
levels
Pins pinned, on which
boards, from where, which
categories
Brand / product tagged
photos
Following, circles,
engagement by brand,
interest, topic
Channel subscriptions,
video likes and comments
by theme, subject area
interest graph mapping
passions, interests, consumer tribe Check-ins by brand centric
location
social social touch behaviour
touch point point behaviour
engage, share, like, comment, contribute
98. Audience Interest Mapping
• Clustered Network Analysis for community
detection using algorithmic approach to identify
‘communities’ of interests
• Three can clearly be seen:
- Football (blue)
- Popular culture (largely females, yellow)
- General sports and sport news channels (red)
This gives us a solid foundation upon whi to understand at a higher level, what our audience is intersted in.
106. X Marks the Emotional Hotspot
Michelle Hawkins, Head of Happiness, The Flying Dodo
Please find this at - http://prezi.com/499baflfeaxf/x-marks-the-
emotional-hotspot/
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107. Panel Discussion
Antonia Edmunds, Director of Client Relationships EMEA,
Silverpop
Jonathan Lyon, Global Director of Strategic Insight, LBi
Michelle Hawkins, Head of Happiness, The Flying Dodo
James Bunting, Member, DMA Email Marketing Council
#dmaemail
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