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Using Customer Data to Improve Email Relevancy

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Using Customer Data to Improve Email Relevancy

  1. 1. Using CustomerData to ImproveEmail Relevancy
  2. 2. Introductions Adam Bravo Director, Campaign Operations, Corporate Marketing MGM Resorts International Paige O’Neill Vice President, Marketing Aprimo – Teradata @paige_oneill
  3. 3. Connecting to Customers: M life3
  4. 4. IsEmailDead.com
  5. 5. The Truth.11
  6. 6. New Reality: Consumers can quickly “sweep” and filter email messages they don’t find interesting. In fact, that process is automated.Even permission-based messagesare marked as “spam.”12
  7. 7. Typical Email Marketing Stream Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?13
  8. 8. Lifecyle Email Marketing Welcome! We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?14
  9. 9. Cross Channel Marketing Welcome Email. We like you. It’s Free Taco Tuesday. Pls RT Hi, are you ready to buy? Thanks for buying! Text in to join our party! Dear Pamela, you might also like…. Hi, are you ready to buy? Visit Facebook: What do others like?! Sale 4 U 2Day! Cool content you might like. Mobile coupon! Are you ready to buy? Something special for you! Any of your friends like this?15
  10. 10. Dialogue Segment Broadcast The Email Marketing Evolution from “Batch & Blast” to “Engage & Customize” is powered by automation and data integration.16
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  13. 13. MGM Data Challenge21
  14. 14. Simple MGM Dialogue22
  15. 15. Customizing with Extended Attributes24
  16. 16. Data DrivenLifecycle Triggers• Customized balances without the account statement feel• Imagery specific to the room the customer has available• Variable offer components according to the guest’s transactional history• Events based upon our inventory needs
  17. 17. Leveraging creative space based upon data from a customer’s web presence26
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  19. 19. MGM M life Member Experience On Booking Pre Arrival Check In Post Visit Property
  20. 20. ARIA Lifecycle Customization30
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  23. 23. Segment Methodology 1. SEGMENTATION: identify logical groups to which the same basic messages are  Hotel vs. Gaming likely to resonate.  Spend level  Property Preference 2. TARGETING: align messaging to the engagement patterns of each segment.  Active M life  Deal vs. event driven  Lifecycle programs 3. PERSONALIZATION: add the finishing  Best time to send touches that make the communication feel personal.  Gender  Past events/dining/games of interest  Presence of children33
  24. 24. Why Bother With All This? • Better customer experience • Improved response rates • Improved inbox placement • Sender Reputation as a KPI • Deeper understanding of customer • Shared learnings across properties = Optimization • Digital marketing “seat” at the table34
  25. 25. A/B Testing35
  26. 26. “With great power comes great responsibility.” - Uncle Ben36
  27. 27. Thank you & Questions37

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