igo digital - portland 3sixty live

The Personalized Web

Sean Biek Senior Solutions Consultant sbiek@exacttarget.com

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What connects the consumer’s experience across all channels?

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The ExactTarget Platform

The Building Blocks of Personalization

Identify all data sources

Organize data

Personalize Take action

Relevancy = Revenue

Explicit  

Single Customer View: iGo Point of interaction: ET

Leverage Consumer Input Sources

Leverage Consumer Input Sources

Leverage Consumer Input Sources

On-Site Merchandising

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Personalizing product recommendations, like those provided by iGoDigital, can increase conversions site-wide by up to 10%. iGoDigital Customer Benchmarking Data

What’s better than predicting?

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Guided Selling – A Personal Boutique Approach

Guided Selling Tools create an “experience” that helps shoppers navigate through the product catalog and make a more informed decision.

Guided Selling Tools

Olay:  Cross-­‐Channel,  Global  Capabili:es  

Build  once,  deploy  across  retail  partners,  channels,  and  countries    

Syndication and Localization

H.H. Gregg Use Case Study

Quick Facts •  9 Guided Selling Tools •  1 Platform •  1 Front End Development •  Key Differentiator  

Average  Search  to  Cart  Rate:  

9.45%  

Search Results Based on Profiles

Consistent relevant messaging

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Personalization in Email

Lids.com

•  Identified Team and Style Based Shoppers

•  Recommendations Made: •  Onsite •  Marketing Emails •  Transactional Emails

Targeted emails based on customer demographics alone produced response rates up to 18x greater than those that were not targeted. Excerpt from McKinsey Global Institute research report.

Results:  •  Open  Rate:  52.9%  •  Click  Rate:  23.3%  •  Conversion  Rate:  17.4%  

Personalized  Product  Recommenda:ons  based  on  the  shoppers  most  recent  onsite  behavior  

Personalized,  dynamic  subject  lines  increase  open  rates  by  10%  over  sta:c  subject  lines  

 Op:miza:on  

Instant Activity-based Email via iGoDigital iGoDigital can observe cart abandonment and fire off a trigger message in order to maximize opportunity to close a pending purchase. In addition, other events and conditions can trigger a message via an iGoDigital call to the API, including:

•  Remarketing Events •  Browse Abandon •  Favorite Category •  Back-In-Stock

•  Post-Purchase •  New Sale Item •  New Item of Interest •  Other/Customized

Triggered Emails

Remarketing Best Practices!!iGoDigital triggers the first triggered email 3 hours after an individual abandons a cart. Each individual receives a personalized message. Items that are personalized include:""•  Dynamic Subject Line"•  Predominately Displayed

Abandoned Items"•  Personalized Product

Recommendations"

Fila Abandoned Cart Follow Up

Abandon event is triggered and session info is

passed to iGoDigital

Event is added to the view of customer behaviors

API call is made to ET, passing event data and

firing off a triggered send

Product recommendations turn transactional emails into conversion tools, increasing "click-through rates by up to 35% and conversion rates by up to 25% iGoDigital Customer Benchmarking Data

71% of shoppers are abandoning carts and only 19% of the top 1,000 online retailers are sending abandoned cart email messages to bring the customer back. Internet Retailer article, “Cart Abandonment E-Mails Gain More Attention From E-Retailers”

Profile powered segmentation

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By leveraging iGoDigital behavioral segmentation tool, customers have seen as much as a 50% increase in click-rate and a 56% increase in orders per send. iGoDigital Customer Benchmarking Data

Onsite Recommendations (To Drive Revenue/Visitor)

Email Recommendations (Interaction Based Recs to drive engagment + $)

Email Triggers (Interesting moments to timeliness and relevancy)

Guided Selling (To engage visitors, convert, and collect data)

Harness a Single Customer View

3 !"#$%& you can do now

1. Or%'$() *+,r -'!' Data layer is foundation

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Within your organization •  Don’t build out your program first – listen to your customers and use their behaviors to create your marketing programs

•  Leverage user generated content and review data (Bazaarvoice)- leverage what shoppers are saying in other marketing efforts

3. M'/) #! p)r&+$'. Synchronize the experience across all channels

Discussion!Q/A