The document discusses how behavioral marketing solutions from Silverpop can be integrated with digital properties from Ektron and mobile apps to personalize experiences based on captured behaviors and context. It provides examples of how Silverpop tracks behaviors across channels and integrates this data with CRM and other systems to power automated personalized campaigns and content. Specific integration approaches are outlined for Ektron websites and mobile apps to leverage Silverpop's behavioral database.

1. Simon Annicchiarico, Chairman - Appius
Simon Lye, Partner Manager EMEA - SilverPop
www.appius.com
www.silverpop.com
Cross-Channel Personalisation & Behavioural Marketing
twitter.com/appius_uk
www.linkedin.com/in/annicchiarico
01202 553744
simon@appius.com

2. Appius Strengths and Technology Partnerships
Bridging the gap between
marketing and technology
for better business results.
your digital solutions team
Elite Partner
Gold Partner

3.  Product interest
 Visit patterns
 Previous purchases
 Campaign
responses
Site Behaviour
 Location
 Time zone
 Device type
 Browser
Environment
 Referring domain
 Search keyword
 Traffic type
Source
 Salesforce
 Dynamics
CRM
Context
 Twitter
 Facebook
 LinkedIn
 Google
Social Graph
Where does Context come from?

4. ￭ Search Engine Optimization
￭ Manual and automated URL aliasing
￭ Search engine friendly URLs and menus
￭ URL Alias Redirects
￭ Conversion Rate Optimization
￭ A|B|N, Multivariate Testing
￭ Content Targeting
￭ Rules-based personalization
Ektron – Marketing Optimization

5. Ektron Marketing Optimization – Multivariate Testing

6. The Targeted Content widget can evaluate the
following information about a page's site visitor.
￭ search engine or URL that directed him to the
page
￭ the page's URL parameters
￭ the user's device, such as a Smart Phone
￭ the page from which he was directed
￭ regional visitor information: county or country
￭ information in the visitor's Facebook profile,
such as if his marital status is single
￭ whether a certain cookie is on his computer
￭ if logged in
￭ user or membership group to which he belongs
￭ any of his custom user properties that match your criteria
￭ the current date and time on the Ektron server?
Ektron Marketing Optimization – Content Targeting

7. Silverpop is..
the unified digital marketing platform
that delivers superior return on relationship
powered by the deepest insight
into the way each customer behaves.
Silverpop introduction

8. Silverpop introduction

9. A really simple idea
Capture
action
Apply rules Generate
the best
interaction
Early years Silverpop Engage

10. • Behavioural marketing
campaigns
• If… then…
• Clicked, opened, submitted,
watched
• Product lifecycle
campaigns
• Cross-sell
• Up-sell
• Renewal/replenish
• Customer lifecycle
campaigns
• Welcome
• Birthday
• Reactivation
Multi-Track Automated Campaigns

11. • Welcome/Onboarding
• Browse Abandonment
• Cart Abandonment
• Recommendation
• Product Review Request
• Happy Birthday
• Replenishment/Re-order
• Cross Sell
• Purchase Anniversary
• Re-engagement
Automate something!

12. Shrinking
segments
Shrinking segments

13. CUSTOMERS ARE A SINGLE AUDIENCE
The Mass Market Approach

14. SEGMENT 1 SEGMENT 2 SEGMENT 3
CUSTOMERS ARE MANY LITTLE AUDIENCES
The Segmented Audience Approach

15. CUSTOMERS ARE INDIVIDUALS
INFLUENCER SCORE: 73
UPSELL SCORE: 45
CHANNEL PREF: MOBILE
SITE VISTS: 2X IN 3MO
STORE CHECKIN: ATL, GA
PREFERS: FLASH SALES
32 LIKES, 521 FRIENDS
24 RETWEETS
INFLUENCER SCORE: 12
UPSELL SCORE: 87
CHANNEL PREF: EMAIL
SITE VISTS: 5X IN 1MO
PURCHASES: $45.23 ON 4/5
$22.13 ON 6/1
PREFERS: FREE SHIPPING
3 LIKES, 124 FRIENDS
INFLUENCER SCORE: 34
UPSELL SCORE: 12
CHANNEL PREF: SITE
SITE VISTS: 2X IN 3MO
PREFERS: DISCOUNTS
0 RETWEETS
The Behavioral Marketing Approach

16. What’s missing?
1
By Profile
2
By Preference
3
By Now?
What’s missing?

17. Hey Sarah!
Check out our newest
line of running shoes!
Listen & Get Personal Ideas

18. Hey Jim!
Thanks for the social
love! Check out this
Tip Sheet:
Listen & Get Personal Ideas

19. Mary,
Need Help with
your trip
to Italy?
Italy?
Listen & Get Personal Ideas

20. The goal:
segments of one
Segments of one

21. A really simple idea, refined
Capture
behaviour
Apply rules Generate
the best, most
personalized
interaction
MeasureCombine
with existing
knowledge
Refined

22. A really simple idea,
refined and turbo-charged
Capture
behaviour
from any
channel
Apply rules Generate
the best, most
personalized
interaction
And most
relevant track
across all
channels
Measure
and store
learning to
inform rules
Combine
with existing
knowledge
from profiles,
preferences
and past
actions across
all channels
Turbo-charged

23. The 5 big questions
1
Which
behaviours
matter most?
How do we
turn this insight
into action?
How to
do it at scale?
How do we
do it across
all channels?
How do we
capture and
learn from
them?
2 3 4 5
Big questions

24. Which behaviours to track?
• Age
• Gender
• Nearest store
• Product
preferences
• Buy for self/as a
gift
• etc
Demographics
• Opened email
• Did not open
email
• Clicked on link
in email
• Bounced
• No mailing
activity
Email behaviour
• Purchase history
• Survey results
• Loyalty points
• Product searches
• Abandoned carts
• etc
Relational data
• Cart
abandoned
• Product
searched
• Form completed
• File downloaded
• Video viewed
• Custom event
Web behaviour
• Voucher redemption
• Store purchase
• Event attendance
• Call centre activity
• Catalogue request
• etc
Off-line behaviour
What to track?

25. How Does Silverpop Help You Get
Personal with your Customers?
Get Personal with your Customers

26. Silverpop Engage Platform

27. What if your ektron website could leverage
Silverpop’s Behavioural Marketing Database
in real time to treat each visitor as a person?
Behavioural Marketing with your Ektron website

28. Ektron Website. Meet Silverpop.
Ektron Website. Meet Silverpop.

29. Behavioural
Database
Ektron Website
Email
Social
CRM
Sales & support data
Revenue & pipeline
Bricks &
Mortar
POS
Location
A Behavioural Marketing Wrapper to your Ektron Website

30. Ektron Website. Meet Silverpop.
Shared Editors
PageBuilder widgets and
use of solution APIs
Shared Data
Integrated into Ektron CMS,
with DxH or Web Services
Simple…
…but separate. Code snippets
in developer templates
Flexible approach to the level of integration

31. What if your Mobile Apps could leverage
Silverpop’s Behavioural Marketing Database
in real time to treat each visitor as a person?
Behavioural Marketing with Mobile Apps

32. Mobile Apps. Meet Silverpop.
Behavioural Marketing with Mobile Apps

33. Developers
Reference Code
Mobile App - UB
Oauth / API
Contact Database
Message Send Engine
Marketers
Single Identity
App Content
Understand Behaviours
Add to Programs
Behavioural Marketing on Mobile Apps

34. Mobile App
Universal
Behaviors
Install App
Open App
Abandon Goal
Complete Goal
Single Identity
Behaviour Scoring
A Mere Truffle

35. Dynamic Content
Scoring Point
Levels
Profile Update
A Mere Truffle

36. Mobile App
Universal Behavior
Program
Automation
Email
APP URL
App Context
A Mere Truffle

37. Last Purchase
Visited Store
Opened Mobile App
Retweeted @Brand
SilverPop Universal Behaviors in Action

38. Simon Annicchiarico, Chairman - Appius
Simon Lye, Partner Manager EMEA - SilverPop
www.appius.com
www.silverpop.com
Any Questions?
twitter.com/appius_uk
www.linkedin.com/in/annicchiarico
01202 553744
simon@appius.com