leveraging behavioural data for success silverpop ibm festival of marketing

Vision,  Skills,  Data:  Leveraging  Behavioural  Data  for  Success  

Loren  McDonald  @LorenMcDonald  

Big  Data    It  is  the  answer  to  all  of  your    

Marketing  dreams,    right?  

@LorenMcDonald  

Or  does  the  thought  of  it  make  you  want  to  scream?  

For  marketers,  is  it  really  about  BIG  DATA?  

Or  rather  actionable    data  about  each    

individual  customer?    

@LorenMcDonald  

"To  me,  photography  is  the  simultaneous  recogni5on,  in  a  

frac5on  of  a  second,  of  the  significance  of  an  event  as  well  as  of  a  precise  organisa5on  of  forms  which  give  that  event  its  proper  

expression.”    

Henri  Car)er-­‐Bresson  

The  Decisive      Moment  

Data  ultimately  must  create  a  better  customer  experience.  

Types  of  Data  …  

Categories  of  data.  

What  they  tell  us.   What  they  do.   What  the  tech  tells  us.  

What  they  tell  us.  

Profile  Data  

What  they  do.  

http://www.  

Behavioral  

What  the  machines  tell  us.  

Ops  data,  everything  else  that’s  important…  

To  know  a  person  …  watch  what  they  do,  not  what  

they  say.    

Danny  Santagato  

Good  Better  (demographics  and  form  submissions)      (behavioral  insights  driving  marketing  and  sales)    

Title:  VP  or  Mgr    Strategic  white  paper  or  demo  Selection:  3  months    Visited  site  3  times  in  last  2  days  Budget:  $50k    Custom  ROI  calculator  results  Industry:  Mfg    Clicked  on  a  vertical  case  study  in  

   email  

Gender:  Male  Age:  28  City:  Milton  Keynes  Interest:  Mountain  biker  

You  send:    mountain    

bike    offers  

But  their  site    browse  behaviour  

says  they  want  a  road  bike  

Behaviours  that  Matter    What    pages  did  they  visit?      

   Did  they  post  on  Twitter?    How  long  since  their  last  visit?    

How  many  emails  did  they  open?    Which  articles  did  they  click  to  read?    

Did  they  watch  the  video?  

Off-­‐line  Behavior  

Custom  Behavior  

Email  Behavior  

Web  Behavior  

Video  Behavior   Behaviors    signal  

your  customer  is  moving  forward  

But  this  shift  to    increasingly  leverage    

behavioural  data  also  requires    a  shift  in  thinking  …  

Marketing  teams  will  need  more  “left-­‐brain”  peeps  

You  need  to  connect  to  everything  

Customer  Interactions  

Mobile                              Events  

Facebook   Twitter   Devices+  

Communities  Location  

Retail  

Blogs  

SMS  

SMS   Call  Center  

Push   Wearables   Email  

Centralised Marketing Database

Individualised Content

Automation Engine

Social Graph

Email

Mobile Apps

Location

Check In’s

Purchase History

Forms

CRM

Video File Downloads

Site/Page Visits

Blog Visits

Support History

Postal

Web

Mob

ile \

Geo

Business D

ata And move to a centralised marketing database  

Traditional  Marketing   Behavioural  Marketing  It’s  all  about  “the  plan”:  Filling  up  the  Calendar  

It’s  all  about  the  customer:  Acting  like  a  great  Concierge  

4  per  week   50  per  day  

Getting  scale  through  automation    

Process  becomes  more  critical  than  creative  

IT  must  be  on  your  team,  not  the  enemy!  

A  Few  Examples  …  

Capturing  Intent    Via  Link  Behaviour  

@LorenMcDonald  

Implicit  Profiling:  Add  Intelligence  to  your  Database  

Engineering  Solutions  Inc.  Provides  Solutions  for:  

Designing Engineering Efficiency

Button  =  Landing  Page!  

Engineering  Solutions  Inc.  Provides  Solutions  for:  

Get  Throughput  Assessment  

Hidden  Fields    Store  

 Persona  Type  &  More  

Designing Engineering Efficiency

Engineering  Solutions  Inc.  Provides  Solutions  for:  

Process  Abandonment    Remarketing  

@LorenMcDonald  

Supplement Wizard  

Supplement Wizard – Abandoned, Finished Process  

•  Sent  when  a  customer  receives  their  results  but  does  not  add  items  to  cart  or  checkout  

•  40.17%  Open  Rate  •  4.18%  CTR  •  $0.38  Rev/Email  

Supplement Wizard – Abandoned, Did not get results  

•  Sent  when  a  customer  starts  the  Wizard,  but  does  not  get  to  the  results  page  

•  44%  Open  Rate  •  7.61%  CTR  •  $0.25  Rev/Email  

Rules  Based    Automated    

Communications      

@LorenMcDonald  

Rules-­‐Based  Communications:  Example  

Segment  =  Hot  Dogger  

Marina  Visit  in  the  last  year    

Owner  of  Fast  Cigarette  Boat    

Example:  Trade  In/Upsell  Campaign  Rules:  

Downloaded  the  PDF  Spec  Sheet  of  Cigarette  Speedy  2015  

Anyone  that  matches  our  rule  will  get  this  email:  

Hi Shawn – We have May specials & Cigarette Boat Trade Ins Plus we have just received new 2015 models at the Marina. Come in to test drive this weekend. These guys are FAST.

Steve PS. If you can make it to the Southampton Boat Show, we have some amazing prize giveaways!

3  months  later    

Behavioral  Marketing  in  Action  

 Shaun  watches  this  video    Behavioral  Rules  with  multichannel  automated  campaigns  allow  us  to  respond  immediately:    Shaun  gets  a  personalized  SMS  with  the  new  Trade-­‐in    program  

The  Automated  Programs  Waits  for  Rule  Matches  Message  Sent  

on  5/23/14  

Message  Sent  

on  4/15/14  

Message  Sent  

on  6/21/14  

•  Programs  actively  ‘listens’  for  rule  match  based  on  behaviors  and  data  values.  

•  Only  when  there  is  a  match  is  the  email  sent  

Database  Size  45,000;  number  of  emails  sent  in  90  days  =  300!    Set  it  and  Forget  it!  Staff  is  free  to  work  on  other  projects!  

Using  Scoring    To  Detect  Churn  

@LorenMcDonald  

Likelihood  to  churn  scoring  model  

Subscriber  

Activated  their  System    

Annual  Churn  ~13%  

Power  User  

Arms  their  home  security  system  regularly    Annual  Churn  ~8%  

Notification  User  

Receives  text/email  messages  for  alerts  in  their  home  Annual  Churn  ~5%  

Super  User  

Uses  interactive  services  regularly    Annual  Churn  ~1%  

Takeaways  Profile  +  

Behavioural  

Data  

Senses  Customer  

Path  

Actionable  

Use  Scoring  

Re-­‐align  Skills  /Process  

The  Silverpop  Digital  Marketing  Platform  

silverpop.com  silverpop.com/marketing-­‐resources  

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