Epsilon Sponsored Lunch
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Email Insider Summit, Deer Valley, Utah, Day 2 - Lauren Gentile and Christine Bradford - Harnessing the Power of Machine Learning to Create 1:You Communications
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Epsilon Sponsored Lunch
- 1. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HARNESSING THE POWER OF MACHINE LEARNING TO CREATE 1:YOU COMMUNICATIONS Lauren Gentile VP Executive Creative Director, Digital Solutions Christine Bradford Senior Client Account Director, Digital Client Services
- 2. 2 © 2019 Conversant, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. 1. Introductions / about Epsilon 2. Machine Learning & the influence of personalization 3. Brand in action ~ Dell Brazil 4. Exploring some additional brands 2 © 2019 Conversant, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. AGENDA
- 3. 3 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. TRANSFORM EVERYDAY CUSTOMER EXPERIENCES INTO MEANINGFUL HUMAN EXPERIENCES THAT MATTER “By adding Epsilon’s data to our creative, media and technology firepower, our clients leapfrog their competition. They solve all their marketing challenges with a seamless, end-to-end service.” – Arthur Sadoun, CEO, Publicis Groupe • Industry-leading identity, data science and technology • Software with service • Increased firepower with Publicis Groupe • 50+ years of proven results
- 4. 4 © 2019 Conversant, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. SERVING CLIENTS ACROSS INDUSTRIES Technology Telecom Insurance Healthcare TravelCPG Auto Financial Svcs.Retail RestaurantsMedia & Ent. B2B FORTUNE 1000 CLIENT BASE
- 5. 5 © 2019 Conversant, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. EPSILON: WE’RE HERE TO DRIVE YOUR SUCCESS DATA ACTIVATION MEASUREMENT ID MACHINE LEARNING Highest-performing identity 96% accuracy, 80%+ match, 80% persistence #1 transactional & behavioral data in the industry High-definition view of 200M active consumers Fastest, most efficient AI 1B+ model updates every 5 minutes Driven by performance Independent, unbiased, focused on your outcomes with truth, proof and transparency PRIVACY AT THE FOREFRONT
- 6. 6 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. CONNECT WITH MORE CUSTOMERS THAN EVER BEFORE 92% matched = 9.2M 80% = 7.4M 96% = 7.1M 80% = 5.7M 50% matched = 5M 30% = 1.5M 60% = 0.9M Onboarding 12-month buyers Reach past 90 days Accuracy verified individuals Persistence 12-month retention OTHER 35% = .32M 10M PEOPLE 17X THE SCALE
- 7. 7 © 2019 Conversant, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. CORE DATA: ENABLES THE MOST COMPREHENSIVE VIEW OF YOUR CUSTOMERS Transactions CRM Customer Research Loyalty Drivers Panel Demo- graphics Transactional BehaviorInterests/ behaviors/ locations Psycho- graphic Location data Behavior Interactions Digital Consumption Digital transactions Device behavior
- 8. 8 © 2019 Conversant, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. WHAT IS MACHINE LEARNING & AI Data Science ”Produces Insights” Machine Learning “Produces Predictions” Artificial Intelligence “Produces Actions” 8 © 2019 Conversant, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 9. 9 © 2019 Conversant, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. CONTINUOUS MACHINE-LEARNED OPTIMIZATION Consumer intel Performance & pacing Ad quality Audience selection & targeting Marketing channels Dynamic creative Contextual awareness Brand intel CORE AI Data inputs Controls Delivery outputs Loyalty app message Visited brand website Promotional email No action Display ad Clicked on email Purchased Direct mail 7 MILLISECONDS a lap 200 BILLION laps daily 178 DAILY DECISIONS PER CUSTOMER based on the actions they take with your brand and others
- 11. 11 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. PERSONALIZATION CHALLENGES Real-time Decisioning How long does it take to arrive at the right decision? Too long! Creating & Managing Content Are your customers segments? Or are they individuals? Holistic Measurement If you don't know what it means, what have you really learned? Channel Alignment & Optimization Okay so you've figured out what to say and when. Just one more...where? Aligning & Activating Data Data is everywhere, and it's messy
- 13. 13 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. EMAIL PERSONALIZATION… Header Choice 1 Message Dell Brazil marketing provided personalized product offers using different ML models for each email. Included; laptops, desktops, and accessories. Program ran for 8 weeks with an email file processed once per week. Core solution leveraged; Dell transactional data, Epsilon’s email platform and our machine learning run-time engine.
- 15. 15 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. PROGRAM OVERVIEW 2.3M sends w/99.7% delivery rate 698K subscribers received personalized messages 173K subscribers with 1+ open
- 16. 16 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. $354K new revenue +10% lift 1,134 new orders +28% lift LEARNING BY THE NUMBERS *OPO = order per open +26% more OPO* with ML $1.10 revenue for every $1 invested
- 17. 17 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. MACHINE LEARNING OUTPERFORMS CONTROL INSIGHTS ORDERS PER OPEN 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.45% 0.50% 8/22/2019 8/29/2019 9/5/2019 9/12/2019 9/19/2019 9/26/2019 10/3/2019 10/10/2019 CTRL ML LIFT Total for the 8-week test = .34% vs. .28% and 29% lift. Subscriber’s propensity to purchase increased the more often they were exposed to personalized content. Subscribers who received 7 personalized emails generated $.84 in revenue per person, subscribers who received less than 4 personalized sends generated $.36 per person. Most valuable and likely to thrive segments performed better then a general email engagement.
- 18. 18 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. MULTI-CHANNEL ATTRIBUTION 29% OF PURCHASES THAT ENDED UP IN-STORE WERE PRECEDED BY EMAIL AND WEBSITE VISITS 11/5 STORE PURCHASE EMAIL SENT DESKTOP IMPRESSION WEBSITE VISIT CONSUMER 11/1 11/4 11/12 11/12 WEBSITE VISIT Missing touchpoint Known touchpoint
- 19. 19 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. © 2019 Epsilon Data Management, LLC. All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners. 1 “ “ Challenge Solution Results Epsilon brings us innovative ideas. They’re always looking to help us solve problems and do better with new solutions. Guilherme Cohen Email Vehicle Lead at Dell Brazil Dell Brazil improves engagement and revenue with personalized emails 28% lift in new orders 26% more orders per open 94% more revenue/subscriber who received 4+ personalized emails • Dell Brazil was faced with static email KPIs, deploying single- campaign creative designs to their full customer base. • They wanted to move toward a data- driven, personalized strategy, using known customer data points to customize email campaigns. • We developed an 8-week pilot program to help Dell test the impact of more personal messaging. • First, we matched each profile to attributes in the model. Using that insight, combined with demographic, behavioral and engagement data, categories were identified for the selected audiences. • Then, leveraging Agility Harmony and Agility IQ, Epsilon created and automated weekly customer modeling to deliver 1:1 email personalization of the entire email design within the Showcase campaign. TO LEARN MORE, DOWNLOAD OUR DELL CASE STUDY https://explore.epsilon.com/eis-case-studies
Notas do Editor
- So over the next 15-20 minutes we wanted to share with you a little bit about: Epsilon and some of the exiting changes we’ve had in the last year Machine Learning and the influence of personalization in driving email performance A look at one of our clients Dell Brazil and how they are achieving tremendous success Finally, we’ll explore some additional brand case studies
- Epsilon was acquired by Publicis in July of this year. And we are Positioned at the core of Publicis Groupe Epsilon’s Mission: To empower marketers to make every interaction count—and transform customer experiences into meaningful, human experiences that matter. We do this through: Industry-leading identity management, data science and technology #1 identity cross-device accuracy and persistence #1 transactional, behavior and intent data set in US Leader in Loyalty Technology Platform, Loyalty Services #1 CRM in the US Software with service We’re not just selling a seat. We bring people who actually understand how to expertly apply technology – who will meet you where you are today and take you where you need to be. Service expertise in strategy, analytics, digital experience, dynamic creative and campaign operations/orchestration Increased firepower with Publicis Groupe 3rd largest communications group in the world Leader in creativity, data and technology, strategy Together we bring the most complete end-to-end services, from unparalleled data and personalization capabilities to unrivaled creative and reach, to accelerate your sales while reducing costs 50+ years of demonstrating real results We’re setting the bar – accelerating change, better customer experience
- For over five decades, we’ve been working with top brands representing all industries Our client base includes at least 7 out of top 10 U.S. companies in main industries Our top 50 clients have an average tenure of 14 years and 8% average annual revenue growth Demonstrating brand intelligence gained over five decades
- Epsilon’s mission is to drive performance – to drive your success We help you escape the walls by replicating the people-based marketing the walled gardens bring and scaling that across all the places where consumers spend their time We lead the industry in identity management, data science, AI, and measurable performance—all with consumer privacy at the forefront of everything we do Bringing what others don’t: The highest performing, highest fidelity ID The largest transactional data repository, with the most comprehensive consumer behavior, intent and action data in the industry The fastest, most efficient AI to continuously activate and optimize personalized experiences – and eliminate media waste And we’re driven by unbiased performance – focused on your outcomes with truth, proof and transparency
- Here’s a real example that shows how Epsilon’s identity management compares to a combination of : - onboarding vendor - DMP vendor - DSP vendor when a leading retailer wanted to reach 10M of their customers. Epsilon drove greater percentage in terms of onboarding, reach, accuracy and persistance Ultimately Epsilon drove 17X the scale
- The more data we have the more intelligent the decisions and the more personalized we can get with messaging Epsilon has the richest, most comprehensive view by combining a brands’ first-party view with our differentiated third-party data assets plus CORE’s digital behavior at scale From the power of our data (third-party/transactional), marketers are able to increase their understanding of their customers through a complete, data-rich customer view built from the industry’s largest transactional data repository, with most comprehensive consumer behavior, intent and action data We have a high-definition view across 7,000+ profile attributes, covering demographic, transactional, media consumption, browsing, location and device data (key datapoints) Profiles are built with historical data that updates in real time, so you’re able to personalized experiences based on past behavior but able to predict future behavior Consumer privacy is always a priority for Epsilon, surrounding everything we do. Customer identity is 100% pseudonymous. No name-based (PII) data is ever used for online profiles Backed by 10 years of privacy audits Philosophy of privacy-by-design GDPR compliant CCPA ready Bring 50 years of experience managing sensitive first-party data
- So before Christine shares how Dell put this in action, I want Data Science products insights Machine Learning produces Predictions AI productions actions Machine learning leverages algothrims to teach computers what we as humans do naturally Those self learning algothrims then consume information direcly from various data sources to make decisions And…those altoghtims can adapt to improve their performance in an ever changing environment Ultimately finding patterns and predictions in the data to generate insights to make better decisions With computational speed and accuracy we can then process insights across a broad data set in seconds Machine learning is the scientific study of algorithms and statistical models that computers and software use to progressively improve the performance of a specific task.
- We can use ML to optimize communications across channels. Epsilon’s continuous machine learning makes intelligent decisions about who to target, what to say to them, how and when to deliver your marketing and when to hold back. For example, we can predict what channel the customer is most likely to take action in whether that’s in app, web, email, or even direct mail and whether or not we need to send communication. Consumers’ constantly changing actions and behaviors are reflected in real-time profile updates Messages shift as we anticipate each customer’s changing needs, and the products we predict they’ll be most receptive to Client performance and efficiency are continuously observed and fine-tuned—driving toward their business’s most important outcomes Over time: we are optimizing all touchpoints throughout the customer journey
- Ready to see it in action?
- And Ulimately we do this in an effort to drive personalization. Because we know personalization not easy….there are challenges in achieving personalization It’s starts with aligning and activating data. Although brands have access to data, its often not in one place and difficult to activate within the channel Real-time decisioning is another challenge marketers face, often times it’s not necessarily real-time but driven by the recency of the data. Real time is important so it feels like a seamless conversation with the customer. Creating & Managing Content: We hear a lot from brands as the need for content creation at an individual level can be overhelming and difficult to scale Channel Alignment and Optmization – while you’ve figured it out for one channel, connecting across channels and devices is important to ensure you are reaching the customer in the moment/channel that is most relevant to them Measurement – having an understanding of holistic measurement and the impact of your actions is often the most difficult, yet the most important
- Have you ever had this happen to you? Not just a look back, but look forward, Here’s what you can do for the year. In order to achieve Alist preferred you need X more… How have I engaged in your network. What categories am I most likely earn in… As an organization you are doing a lot to recognize my loyalty, but WHAT MORE CAN YOU Do…. Just bc someone is a loyal flyer, doesn’t mean they always understand your program. I was talking to collegue about dining rewards and they didn’t know you could do that… Imagine if you did progressive profiling at beginning of year: - get to Hawaii earn a list preferred etc welcome to the new year series then they can layout predictive roadmap for you. Based on how you earned/burned . Here are partner offers, rank in order and recommend in lieklyhood A personal Journey.. I fly SWA exclusively for business and leisure. A couple years ago, i was so close to companion pass. And it was December 12th, weeks away from the end of the year. Unfortunately, SWA didn't recognize this as a moment and provide me with any content/tips on how to close that gap. I didn't receive any partner offers, or content in this message. In fact, my Dec statement email had banner telling me to get the CC, which i already had and had a very small dining rewards button I didn’t recognize. So I decided for an upcoming business trip, I would extend my stay for the weekend and book the hotel thru SW in an effort to earn another 6,000 RR points for the stay. I only knew this was an option after searching on my own, as I always book hotels direct thru Marriott. In addition, it was December, holiday time -where I increase my online purchases and dine out frequently with friends and family but didn’t know about RR extensive partner network When I finally did earn companion pass I received my annual year in review email. It was fun, and leveraged dynamic content to recognize how many miles I flew, where I visited, how many points I earned even how many flight attendants I saw. But what the message didn’t do was help me plan how to earn and where new places to go in that new year. It didn’t predict what you WANT to do, SHOULD do, WILL do.
- Have you ever had this happen to you? Not just a look back, but look forward, Here’s what you can do for the year. In order to achieve Alist preferred you need X more… How have I engaged in your network. What categories am I most likely earn in… As an organization you are doing a lot to recognize my loyalty, but WHAT MORE CAN YOU Do…. Just bc someone is a loyal flyer, doesn’t mean they always understand your program. I was talking to collegue about dining rewards and they didn’t know you could do that… Imagine if you did progressive profiling at beginning of year: - get to Hawaii earn a list preferred etc welcome to the new year series then they can layout predictive roadmap for you. Based on how you earned/burned . Here are partner offers, rank in order and recommend in lieklyhood A personal Journey.. I fly SWA exclusively for business and leisure. A couple years ago, i was so close to companion pass. And it was December 12th, weeks away from the end of the year. Unfortunately, SWA didn't recognize this as a moment and provide me with any content/tips on how to close that gap. I didn't receive any partner offers, or content in this message. In fact, my Dec statement email had banner telling me to get the CC, which i already had and had a very small dining rewards button I didn’t recognize. So I decided for an upcoming business trip, I would extend my stay for the weekend and book the hotel thru SW in an effort to earn another 6,000 RR points for the stay. I only knew this was an option after searching on my own, as I always book hotels direct thru Marriott. In addition, it was December, holiday time -where I increase my online purchases and dine out frequently with friends and family but didn’t know about RR extensive partner network When I finally did earn companion pass I received my annual year in review email. It was fun, and leveraged dynamic content to recognize how many miles I flew, where I visited, how many points I earned even how many flight attendants I saw. But what the message didn’t do was help me plan how to earn and where new places to go in that new year. It didn’t predict what you WANT to do, SHOULD do, WILL do.
- Subscribers with 4+ personalized sends generated 94% more revenue per subscriber than those with less than 4 personalized sends The program will reach its full potential with the removal of the testing structure because all subscribers will receive personalized content week over week. During testing, revenue per subscriber increased with each additional personalized send. This could potentially increase the campaign revenue by 50% more than control group if that trend continues. Week over week the test group outperformed the control in orders per open. Overall, the test group generated 26% more orders per open than the control group. Subscribers respond to the CTA image in a campaign. Personalized images increase conversion rates on the showcased product.
- What touches are leading to conversions? Many of our clients are still asking this question, with few concrete answers. In this journey, what’s seen and trackable back to a customer is really the email open and delivery of the direct mail piece, or the blue/green circles. And luckily, the customer does indeed purchase. DM and Email get all the glory, while the efficacy of the media campaign is in question. With the online to offline ID alignment Bridge provides, we can see that the customer journey was indeed very different. Within the same lookback window, we can now see that the customer was served multiple impressions, clicked on one and visited the site. Now clients have a more transparent view into this customers journey and can give credit where credit is due. This is another key example of how Bridge is filling in digital blind spots for our clients, while providing a more holistic view of their customers journey. In this multichannel customer journey example, our client can link email and direct mail in the path to conversion. What they didn't see was this person was served 2 media impressions. When you include the digital data from Bridge, it becomes a different journey than what we thought it was. This is where reach and network effect is important. And it’s not just the impression Bridge is aligning, it’s also if a click occurred, when the impression is served, the campaign name and the type of device the engagement occurred on, all of which is providing incremental insight that can be aligned to a known customer.