Presentación Antony McGregor Dey - eRetail Day México 2015
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Diapositivas presentadas por Antony McGregor Dey, Director of Marketing and Global Lead Gen Emarsys, en el eRetail México 2015 en la plenaria "TREND PITCH RETAIL ECOMMERCE I >>COMO MEJORAR EL ROI A TRAVÉS DE ESTRATEGIAS DE PERSONALIZACIÓN, CLUSTERIZACION Y SEGMENTACION".
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Presentación Antony McGregor Dey - eRetail Day México 2015
- 1. @antonymd Personalizing Commerce: TURNING BIG DATA INTO INTIMATE MOMENTS
- 2. @antonymd Welcome Antony McGregor Dey 15+ years in Digital Marketing Director of Marketing at Emarsys Sent my first email campaign in 1996!
- 3. @antonymd 10,000+ automated programs 250,000 campaigns per month 390 million personal recommendations served in a month 6 billion+ messages a month Global offices 20,000+ active users more than 1,300 customers Collect, store, manage, analyze, 1.6 billion contacts on behalf of our customers How Much Data Does Emarsys Deal With?
- 4. @antonymd The amount of data is growing daily.
- 6. @antonymd Network power is increasing with multiple mediums (Metcalfe’s Law)
- 7. @antonymd
- 8. @antonymd No human could compute it all
- 9. @antonymd B2C customers are irrational actors. Often their preferences are built up over years for unknown reasons.
- 10. @antonymd The only way to engage with B2C at scale is by using past data married with real-time analytics to predict future behavior.
- 11. @antonymd There is almost no value in the first purchase – it’s done at a loss. The sale is the beginning of a process not the end of a process.
- 12. @antonymd The B2C problem is about how do I convert leads into recurring customers.
- 13. @antonymd Source: Emarsys, August 2015. Average Conversion Rate Per Lifecycle 7% 13% 36% 18% 6% Lead First Time Buyer Active Customer Defecting Customer Inactive Customer
- 14. @antonymd Source: Emarsys, August 2015, in Euro. Average Order Value Per Lifecycle 134 147 152 194 192 Lead First Time Buyer Active Customer Defecting Customer Inactive Customer
- 15. @antonymd Personalisation Across Channels 40% of consumers buy more from retailers who personalize across all channels 41% of consumers buy more from retailers who send them personalized emails
- 16. @antonymd We Want to be Treated as Individuals 84% of consumers would no longer buy from an organization that didn’t treat them as an individual.
- 17. @antonymd Combine multichannel data with real-time customer analytics. Then use predictions to increase engagement with your customers
- 18. @antonymd What's the Reality? Automation based on behavior Use of targeted email 25% 20% 20% 20% 19% 19% Lapsed customers Selling complementary products Subscription due for renewal Abandoned basket Up-sell Content viewed on site 26% 25% 25% 24% 18% 18% 15% 9% Activation Post-purchase Up-/cross-sell promotional Date triggered Triggered based on website behavior Event countdown Win-back/ re-engagement Shopping cart abandonment
- 19. @antonymd Product & Category Affinities Lifecycle Segments Personalized Recommendations Customer Lifetime Value Value Segments SEGMENTATION The Data Points That Make Personalization Possible Data from 3rd Party Software Purchase Behaviour Email Behaviour Additional Offline Data Website Behaviour Contact Data COLLECTION TRANSFORMATIONUNIFICATION
- 20. @antonymd Working Across the Lifecycle Shopping Cart Abandonment First Purchase Welcome Browser Behavior Refer-a Friend Social Sign-Up Email Sign-Up Purchase Social Ads via Lookalike Audience Newsletter Preference Center Anniversary Apology Birthday Inactive Client Win-Back Subscriber Reactivation Defecting Client Win-Back Social Ads SMS Up/Cross-Sell In Transactional Loyalty Programs Dedicated Cross-Sell First Time to Active Repurchase Stock Clearance ACQUIRE Suspects GROW Customers RETAIN Active Customers CONVERT Prospects WIN-BACK Inactive Customers
- 21. @antonymd Knowing Your Product Vs. Knowing Your Customer Jeans Size: 12 Women's Material: Cotton, Spandex Color: Cobalt Blue T-shirt Size: M Men’s Material: Silk Color: Orange Boots Size: 42 Men’s Material: Leather, Rubber Color: Tan & Black
- 22. @antonymd Girl Age:14 Speaks English Wears Size 7 Orange Shoes Woman Age: 56 Speaks Spanish Loves Mermaids $37k Income Man Age:38 Speak Germans Loves My Little Ponies $80k Income
- 23. @antonymd You’ve Got to Know Your Customers…
- 24. @antonymd Big Data can create intimate moments when humans & machines collaborate.
- 25. @antonymd #1Deserting Diana. Browses the Cash Cow. Radio Silence.
- 26. @antonymd Use product recommendations from browsing history
- 27. @antonymd Step 3: Automate Responses What if you don’t have their email?
- 28. @antonymd #2Hesitant Henrietta. Loads up the Cart. No Follow Through.
- 30. @antonymd Personalized product recommendations Differentiate content based on lifecycle stage Abandoned Shopping Cart Facebook ads Integrated on a multi- step multi-channel recovery A/B testing of timing Capture more abandoned carts, based on Unified Profile identification
- 32. @antonymd Fickle Fiona Reactivation Email
- 33. @antonymd #4Golden Gordon. Best Customer. Stops Buying.
- 35. @antonymd Email isn’t free… Because it’s so personal it’s one of the most expensive channels. Quality vs. Quantity
- 36. @antonymd The #1 Factor in Personalization at Scale ONE UNIFIED PROFILE Spent 20min on the site last week, browsing dresses and bags Opened, clicked in last 15 days Bought an expensive jacket 90 days ago • Female • Age 29 • Lives in NYC • Shoes size 7.5
- 37. @antonymd Contact Twitter: @Emarsys Antony McGregor Dey Email: adey@emarsys.com @AntonyMD www.emarsys.com The B2C Marketing Cloud
- 39. @antonymd You’ve Got to Know Your Customers…
Notas do Editor
- CORE MESSAGE: Introducing the company VISUAL: Boilerplate slide on Emarsys. Year founded. Map with Global statics to show our experience: emails sent monthly, 1300+ clients, countries we're in around the world. 1.6million people in our database (1/5 worlds population), etc
- CORE MESSAGE: Highlight the overwhelming volume of data points marketers have access to now - literally hundreds of variables- credit rating, location, time of year, purchase history, age, origin, etc. VISUAL: Something showing a lot of data points
- CORE MESSAGE: Highlight the overwhelming volume of data points marketers have access to now - literally hundreds of variables- credit rating, location, time of year, purchase history, age, origin, etc. VISUAL: Something showing a lot of data points
- CORE MESSAGE: Highlight the overwhelming volume of data points marketers have access to now - literally hundreds of variables- credit rating, location, time of year, purchase history, age, origin, etc. VISUAL: Something showing a lot of data points
- CORE MESSAGE: Highlight the overwhelming volume of data points marketers have access to now - literally hundreds of variables- credit rating, location, time of year, purchase history, age, origin, etc. VISUAL: Something showing a lot of data points
- The problem marketers have is that we have lots of different types of behaviour – email, website, contact (CRM systems) 2nd/3rd party data sources etc. What are we going to do about all this data, not just warehouse it together, what are you going to do with it to make the first steps to delivering a more personalised experience for your customers. Think about the end product before you transform your data. What do you want to do? Are we looking to create segments? Personalised content? Where are customers are in their lifecycle? It doesn’t have to complex, recognising a lead from a customer and identifying a high value customers can help us send more relevant marketing messages. ________________________________ Boost engagement with email When to use other channels One of marketers biggest challenges what channel to use, when to send, what content
- CORE MESSAGE: Merchandisers know product, but they can't know the customers. You can at-a-glace know everything about a pair of jeans, color, material, size, manufacture Products are static, but people are constantly changing. VISUAL: A typical retail store full of clothing
- CORE MESSAGE: It's easy to know a few hundred thousand products intimately at-a-glace, But it's impossible to know even 1 person at-a-glace let a lone at scale Marketers need to be able to match what merchandisers are good at with what customers need. VISUAL: Street in New York full of people with personal data points above their heads
- CORE MESSAGE: Marketers still play an important role, humans and machines can work together VISUAL: Handshake between a human hand and a robot
- DESERTING DIANA. When a customer browses a product, displaying purchase intent, it makes sense to store information about the product and category affinity. Regardless of whether they buy. But where a product was considered but no purchase was made, you can trigger a multi channel revenue recovery programme across social, email and mobile designed to re-engage them. It’s time to bounce back.
- This client uses several tactics to make this email recover abandoned browses: Firstly, they show the product browsed but they’ve also included predictive recommendations – specifically, the products that people who browsed that product, then went on to buy. With recommendations, you’re far more likely to convert from the email. Secondly, Discount Supplements also include Click-and-Collect info. Third: this email is integrated with other channels. Even if Deserting Diana never opens that email when she next visits the Discount Supplements website, she will see those recommended products. Other clients doing this include: A luxury retailer, who send a 10% off code 3 days later, including the products and a ‘still not tempted?’ offer. (Amara) Australia’s #1 shopping deals retailer who send a similar email, including in a prime position their 3 USPs around returns, shipping and loyalty rewards. (CrazySales) Turkey’s leading DIY retailer also use this strategy with product recommendations, and there’s a whole case study on what they did and how it worked on our website if you’d like a take-away example. (Tekzen)
- In the case that you don’t have the email address of the person browsing the best move you can make when they indicate they’re leaving your website, is to capture their email address before they go. For example, by using a behavioural overlay that offers an incentive for subscribing. That way you capture an address for life, but can also remarket immediately based on their browsing behaviour.
- Next up, we have Hesitant Henrietta. She represents 70% of people that actually make it to the cart. She was so close, but now she’s gone: never to be seen again. Unless you do something. If you are not responding to the strongest possible signal that someone wants to buy, start now.
- 13% of abandoned carts are recovered (not converted), through these emails sent by one of our clients. They focus on inviting customers back to browse the category – not just the product. By including predictive recommendations particularly designed for this purpose you have a far stronger chance of converting. And for customers who don’t open the email, it makes sense to re-send, and include recommendations in future emails and on the website – for their next visit. Those sending SECOND abandoned cart emails generate about a 50% increase in abandoned carts recovered compared to just their first abandoned cart mailing. http://www.experian.com/assets/marketing-services/reports/ccm-abandoned-cart-ebook.pdf http://link.evmambo.com/u/gm.php?prm=7t7vymTB3Q_292480744_102163_5567
- But there’s more that you can do. A recovery campaign should be one part of a multichannel programme. You have a sophisticated email: with recommendations, and the content targeted at that specific customers' lifecycle stage, or category affinity, for example. This email can be split-tested, to optimise it (since it’s so important). And you can combine it with Facebook Ads, and SMS: if the email goes unopened, you still have a strong chance of reaching that customer on another channel
- If your visitor has finally become a customer, congratulations: they’re likely to be far easier to convert again. But that still takes work. Yes, they should probably receive the promotions you send to your active customers (if they’re opted-in) but when they’re just not engaging with you, need a reactivation campaign.
- Animal Planet Pet Food do just that. By sending a campaign that promotes their direct debit subscription model they converted 9% more first time buyers into active customers. That’s a huge increase in subscription revenue. Another retailer we know, also use a 15% voucher followed by a reminder email when that 15% off expires. If they’re just not buying, you don’t have much to lose with a reasonable incentive.
- With 8% of customers generating 41% of revenue, any loss is a concern. But when your highest spending customers stop buying, it’s time to givie it your best shot. It’s winback time.
- For one of our clients, a luxury goods retailer, they take this very seriously. They send their best customers a beautiful etched silver loyalty card in the post. After an unusual period of inactivity, they’ll ship their customers a luxury Candle Gift to rekindle the relationship. It’s retention done well. You can use a similar approach: if there are 30 people critical to your revenue that are leaving: call them. Animal Planet Pet Food also use an incentivised reengagement campaign for high-spending but defecting customers. This allows them to re-engage and convert 11% of those – which actually resulted in an 89% increase in revenue from that segment. No matter who you’re talking to: Fickle Fiona, Deserting Diana, Hesistant Henrieta or Golden Gordon, what’s going to make the biggest difference to your campaigns is coverage: Let me explain.
- CORE MESSAGE: The number of opportunities with customers is limited, you can't send an e-mail every day to everybody. Quality, not quantity- the cost of sending e-mails is not free, the cost is your relationship with your customers. Emails are actually the most expensive channel you have. Beauty without data is a waste of time - i.e. You can have the most beautiful email ever, but if you send it to the wrong people, it will not be appreciated. VISUAL: A full inbox, crowded with hundreds of e-mails
- With most marketing tech, you’re limited to the ability to capture customer data after the customer has signed up. But things have moved on and now, with the right tech in place, you don’t have to wait for the email address to start capturing data. Emarsys can append a customer's entire history to a record once a customer signs up. In addition, that history is aggregated from all the devices and channels they’ve interacted with you on – that means their mobile browsing history is appended even if they sign up using say, a tablet in a different country. This unified customer profile enables you to reach around 5 times more customers with personalised content and that’s informed by more of their behaviour data. As a result, revenue is more likely to be recovered. We call this Unified Profile and are happy to talk more about the detail of it offline if you’re interested in how this can be achieved: but because it makes your customer intelligence so much richer, and because it means you can send more campaigns, it is the #1 factor in revenue recovery.
- CORE MESSAGE: Twitter, E-mail, URL VISUAL: Twitter, etc. icons