implementing smart marketing

IMPLEMENTING SMART MARKETING Mike Lynch Vice President Technical Services WhatCounts

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IMPLEMENTING SMART MARKETING

Challenges and Goals • Send relevant and personalized emails. • Automate so that the personalized process can scale to over 200 markets. • Bring valuable content and deals to subscribers. • Grow active subscriber base.

SWEETJACK ECOSYSTEM

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ZohoCRM

WhatCounts

Template

NimbleCommerce

Deal & Email Schedule

Deal Data (Pricing, Creative)

Website

Calendar

Conversion Tracking

Customer Data (Purchase Data)

Subscriber Data

Scheduled Campaign

SMART MARKETING ENGINE

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IMPLEMENTING SMART MARKETING

SMART DATA

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IMPLEMENTING SMART MARKETING: SMART DATA

Smart Data

Subscriber Preferences

Email Activity Opens / Clicks

Past Deals Shown

E-Commerce Purchase

Data

Conversion Tracking

The WhatCounts system tracks subscriber open and click activity.

The WhatCounts system knows which deals subscribers have been shown in the past and what interest level subscribers have shown towards those deals.

Subscriber purchase history and transaction details are gathered from SweetJack’s eCommerce system and information is stored in WhatCounts.

SweetJack subscribers enter and update data in the Preference Center.

WhatCounts technology embedded in the SweetJack website helps measure deal conversion tracking metrics.

SMART DATA: SWEETJACK PREFERENCE CENTER

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SMART DATA: SWEETJACK PREFERENCE CENTER

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IMPLEMENTING SMART MARKETING

SMART SEGMENTS

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IMPLEMENTING SMART MARKETING: VARIOUS SWEETJACK MAILINGS

Local Daily Deal Travel

Products

Sweet Deal of the Week

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IMPLEMENTING SMART MARKETING: SMART SEGMENTS EXAMPLE

SweetJack sends out local deals to over 200 markets. • SweetJack segments daily deals to

various local markets. Local markets are set up as individual lists in WhatCounts.

• In addition to local deals, they also send travel and products related segments.

• SweetJack sends national deals to larger segments of their database which could include multiple groups of local markets.

• Re-engagement campaigns targeted towards inactive users.

• Future messaging is planed that segments off of subscriber birth date and product purchase dates.

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IMPLEMENTING SMART MARKETING: SMART SEGMENTS

Smart Segments Local Markets • Local Markets are each

set up on a separate list in WhatCounts for easy scheduling and reporting.

• National mailings such as Travel and Product are done on a master list and allow for advanced segmentation.

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IMPLEMENTING SMART MARKETING: SMART SEGMENTS

Smart Segments Active Subscribers • Subscribed less than 60 days

ago or have clicked within the last 60 days.

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IMPLEMENTING SMART MARKETING: SMART SEGMENTS

Smart Segments Inactive Subscribers • Subscribed for more

than 60 days but have not opened or clicked in the past 60 days.

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IMPLEMENTING SMART MARKETING

SMART MESSAGES

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IMPLEMENTING SMART MARKETING

Smart Messaging not only means personalized, dynamic and relevant content, but also implies

automation, especially in larger scale environments.

IMPLEMENTING SMART MARKETING: SMART MESSAGING

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SweetJack pulls in email content from many different sources and displays different deals for each city. • SweetJack uses XSLT and the

WhatCounts XSLT GET function to format and display relevant deal data.

• WhatCounts Articles are used to store editable ads used in various templates.

• Various content sections and Facebook cross promotions are pulled from the SweetJack blog also using XSLT.

• Also has static content that differs by template.

Scheduled in ZohoCRM Populated from Nimble XML

Populated from Nimble XML, requested by, timeliness, activity and city

Special “Sweet Deal of the Week” Populated by city from NimbleCommerce API

Content pulled from SweetJack’s Wordpress blog

“Jack365” Facebook cross-promotion with content pulled from blog.

Editable ad stored in WhatCounts Article

Static ad coded into WhatCounts template

Custom and Dynamic Content

IMPLEMENTING SMART MARKETING: SMART MESSAGING

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Automated Messaging At 4 p.m. every day,

WhatCounts makes API calls to SweetJack’s

ZohoCRM.

All deals going live tomorrow are

selected.

All relevant campaign data is gathered:

• Subject Line • What List to Target • Time to Run • Which template to

use

Campaigns automatically scheduled in WhatCounts

are launch the next morning.

XSLT GET – XSLT TAG

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What is XSLT? XSLT stands for Extensible Sytlesheet Language Transformations. It is a language for transforming XML documents into other formats such as HTML, plain text, etc. In our case, we transform XML to HTML for formatting in the daily deal emails. What is XSLTGET? XSLTGET is a WhatCounts tag that allows you to retrieve and format structured data and display it in an email template.

XSLT GET – XSLT TAG

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WhatCounts Tag:

%% xsltget must_contain=sweetjack&article_nm=FeatureDeal&url="http://getsweetjackdeals.com/getMerchantDealsFeed/xml?partnerKey=asq93x873-1%26offerIds=789456" %%

• XSLT GET is similar to SmartGET, but applies to structured data. • In this example, “FeatureDeal” is the article in WhatCounts that contains the XSLT formatting data. • The URL parameter points to the XML feed contains the data of the deal. • The “must_contain” parameter is a failsafe that prevents the campaign from launching unless the content return

back with specific words or phrases. This prevents campaigns from launching if the XML feed is temporarily unavailable.

XSLT GET – STRUCTURED DATA

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XML Content: <categoryName>Chicago</categoryName> <currentPrice>5.00</currentPrice> <customCategoryId>CHI</customCategoryId> <customTags><customTag> <customTagId>1151</customTagId> <customTagName>Food & Drink</customTagName> </customTag></customTags> <dealType>Local Coupon</dealType> <emailImageURL>http://product-images.imshopping.com/nimblebuy/nicodinos-pizza-co-and-cafe-1085251-original.jpg</emailImageURL> <highlights><highlight>Just $5 gets you $10 to spend at Nicodino's Pizza Co. & Cafe in Bartlett</highlight></highlights> <offerTitle>50% Off Nicodino's Pizza Co. & Cafe</offerTitle>

• This is the XML content that describes this particular deal.

• It contains all of the relevant deal data, including the image URL of the deal and the deal description.

XSLT GET – XSLT FORMATTING

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XSLT Formatting: HTML Code stored in an Article <a href="{offerPageUrl}&amp;linksrc=image" style="width: 420px; max-height: 218px; display:block;"><img src="{emailImageURL}" style="width: 420px; max-height: 218px;" border="0" width="420"/>

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IMPLEMENTING SMART MARKETING

SMART INSIGHTS

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IMPLEMENTING SMART MARKETING: SMART INSIGHTS

Smart Insights - Reporting • Standard Report Library

• Active Subscribers by Campaign • Campaign Statistics • Opt Outs • Active, Passive and Inactive

Subscribers • Engagement Counts • API Sends by Day

• Custom Reporting

• Flexible and Fully Functional • On Demand or Scheduled

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IMPLEMENTING SMART MARKETING: SMART INSIGHTS

Smart Insights – Conversion Tracking

• Conversion Tracking • WhatCounts provides email open and click

activity out of the box. Our Conversion Tracking features allows us to gather additional user activity on your website.

• The WhatCounts conversion tracking feature allows for smart insights into web activity such as product purchase, form submission and download tracking. Product page entry can also be matched to product purchase to calculate product purchase abandonment.

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IMPLEMENTING SMART MARKETING: SMART INSIGHTS EXAMPLE

In the very near future, SweetJack subscribers will get different offers based off their preferences and propensity to purchase. • SweetJack takes data from many

different sources.

• The data will be analyzed and calculations are made for each subscriber across a wide array of categories.

• These scores and other preference information are stored in the WhatCounts system for each subscriber.

• Daily Deal campaigns will use these scores to customize the email for each subscriber.

Conversion Tracking

eCommerce Purchase Data

Subscriber Preferences

Past Deals Shown

Email Activity Opens/Clicks

IMPLEMENTING SMART MARKETING - CATEGORY SCORING Each subscriber will have a score for each deal “category.” Scores are calculated as follows: ((1a + .25b + .1c) / (1 + 1x + .5y)) = category score a = purchase in a single category b = abandon in a single category c = click in a single category x = number of main deal displays in a single category y = secondary deal placement in a single category

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IMPLEMENTING SMART MARKETING – CAMPAIGN SCORING EXAMPLE

Score Calculation: ((1a + .25b + .1c) / (1 + 1x + .5y)) = category score a= purchase in a single category b= abandon in a single category c= click in a single category x= number of main deal displays in a single category y= secondary deal placement in a single category

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Subscriber history: - 3 health and beauty purchases (out of 7 MD and 10 SD displays) - 1 food and drink purchase (out of 50 MD and 45 SD displays) - 2 retail clicks (out of 10 MD and 3 SD displays) - 1 activities and events abandon (out of 3 MD and 8 SD displays) - No other category activity

Category Score

Act & Events .01

Food & Drink .04

Health & Beauty

.23

Retail & Services

.16

This subscriber would receive a health and beauty deal in side deal #1 and retail and services in side deal #2.

SWEETJACK TRAVEL

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SWEETJACK PRODUCTS

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SWEET DEAL OF THE WEEK

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IMPLEMENTING SMART MARKETING

Questions?