1. MARKETING & BIG DATA
ARE YOU FUTURE PROOFED?
SHAWN MYERS
VP MARKETING, STRONGMAIL
2. “We tend to overestimate the effect of a technology in the
short run and underestimate the effect in the long run.”
- Roy Amara (1925-2007)
Proprietary and Confidential
4. The day, the minivan died…
Old “Reliable”
So what do we
get to replace it?
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5. Unexpectedly thrust into a purchase decision
Cup holder Count
Refrigerated Console
Sliding vs Regular Doors
Navigation
V8 vs V6
AWD vs FWD Sync
Self-Parking
Moonroof Roof Rack
Towing Capability
Bluetooth
Three Rows of Seats
AWD
DVD
Sunroof Tow Package
Leather
Satellite Radio Low Step In Height
Radar Cruise Control
Alloy Wheels
Heated and Cooled Seats
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6. I DON’T HAVE TIME FOR THIS!
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7. Quick! To the Interwebs!
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19. Web My Marketing Footprint
• What model did I search for?
This is what we mean
• What features did I select when I
by “Big Data”
built one?
• What color am I interested in?
Data Across Time
Mobile and Channel,
• Where was I when I was looking?
Implicit and Explicit
• When am I searching for more
Preferences
information?
• How far would I go to test drive?
Problem: the data is
Social typically siloed
• Who is influencing my decision?
• How do I self identify? Proprietary and Confidential
20. How big is “Big Data”?
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21. So what’s the solution?
The right choice of infrastructure
The right choice of analytics
The right choice of execution tools
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22. What Stands in your way?
Siloed channels and business processes
Expensive and limited storage capacity
System performance limitations
Cross-channel attribution conundrum
Data models which are inflexible
Lack of integrated infrastructure and tools
Disparate data which is difficult to centralize
Lack of talent or time to tackle the issues
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26. InterContinental Hotels Group (IHG)
Which makes managing a single customer extremely complicated
Understanding a single customer extremely complicated
27. IHG’s main problems:
Aging Infrastructure
Narrowly Defined Audiences
Fragmented Infrastructure and Disconnected
Communications
Manual vs. Automated processes
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28. The Solution
• Make the data accessible
»Integrated multi-channel
campaign management
system (Unica) with
StrongMail.
• Make the data actionable
»Real-time, personalized offers
to customers based on
behavioral and pre-defined
business rules.
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29. The Results
• Consolidated email
templates down to one
with over 37,000 variations
• Subscriber engagement
“through the roof” – 7X
increase in CTR
• Email channel revenue up
16%
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30. Best practices…
Right Infrastructure
• Flexible and extensible – retain more data
• Shared nothing architectures
Right Analytics
• Target on deep profiles and real-time behavior
• Use advanced algorithms to understand your
audience
Right Tools
• Advanced Dashboards and Reporting
• Drag and drop cross channel interaction design
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31. Quick Wins…
Start with the easy data
• Integrate web analytics and email behavior
• Use dynamic targeting to personalize
Strategize about lifecycle value creation
• Back in stock or special offer alerts
• Cart abandonment triggers
Get more advanced over time
• Prioritize channel data integration
• Test and then test again
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32. Take Aways…
Customers don’t see channels
The volume of data is staggering
Make technology choices which can:
• Adapt to new data and touch points
• Record ever increasing time horizons
• Store exponentially growing data
• React and interact in real-time
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33. THANK YOU
Shawn Myers
Vice President, Marketing
@ShawnDMyers
@strongmail
smyers@strongmail.com
Proprietary and Confidential
Notas do Editor
Roy Amara was a researcher, scientist and past president of the Institute for the Future. In 1970, he left SRI to become president of Institute for the Future, a not-for-profit research group that helps companies, governments, foundations, and other institutions think about the long-term future.
Choices Ididn’t even know were possible
Hours spent understanding the options and building various choices
Lots of time spent looking at local area inventory while out and about -- prompted a drive to San Jose to test drive
Seems OK, popular on FB and no one has given me a reason not to look at this…
Building relationship in a fun wayOpen me up to connecting at a deeper level
Note the info they are getting through this.
They know us! Helping us towards a decision while marketing to us in a beneficial manner.
1.8 ZB created and replicated in 2011 trending up to 7.9 ZB in 2015
StrongMail replaced the two email service providers it had been using: Epsilon for Marketing Email and Silverpop for Transactional Email.Key benefits:Tight integration with Unica technologies enables a best of breed approach to multi-channel and email campaign management and execution.Customers get the appropriate messages/offers in as close to real-time. Reduced email assembly time from three weeks to days for creation and deployment of a targeted, dynamic email to template-driven messages. Automated pre-stay and post-stay meassages “IHG has the ability to send prestay and poststay messages in real-time and have them automated in such a way that they are self-assembled—you don’t need the human element to get them out to the guests.” StrongMail enabled IHG to roll out prestay messages: Three or four days before a customer is due to check in, his hotel will send an email that not only confirms the reservation but also includes a local map, information about what’s going on nearby, links to restaurants, and value-added promotions. “Hotels can load in their own individual offers,” Barrett says. These can range from a free drink at the hotel bar to discounts on local attractions. IHG follows the same principle with its poststay emails. In addition to including a link to an online feedback form, these follow-up messages include personalized offers based on the guest’s previous transactions. Personalizing the transactional messages in this way allows IHG to establish “a richer dialogue,” says Barrett, “which in the end gives a greater response.”
StrongMail replaced the two email service providers it had been using: Epsilon for Marketing Email and Silverpop for Transactional Email.Key benefits:Tight integration with Unica technologies enables a best of breed approach to multi-channel and email campaign management and execution.Customers get the appropriate messages/offers in as close to real-time. Reduced email assembly time from three weeks to days for creation and deployment of a targeted, dynamic email to template-driven messages. Automated pre-stay and post-stay meassages “IHG has the ability to send prestay and poststay messages in real-time and have them automated in such a way that they are self-assembled—you don’t need the human element to get them out to the guests.” StrongMail enabled IHG to roll out prestay messages: Three or four days before a customer is due to check in, his hotel will send an email that not only confirms the reservation but also includes a local map, information about what’s going on nearby, links to restaurants, and value-added promotions. “Hotels can load in their own individual offers,” Barrett says. These can range from a free drink at the hotel bar to discounts on local attractions. IHG follows the same principle with its poststay emails. In addition to including a link to an online feedback form, these follow-up messages include personalized offers based on the guest’s previous transactions. Personalizing the transactional messages in this way allows IHG to establish “a richer dialogue,” says Barrett, “which in the end gives a greater response.”