leveraging customer data to drive sales

Leveraging Customer Data to Drive Sales

Get the data you need to increase engagement and conversions

2016 GreenRope Webinar

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Speakers

Phil Davis Chief Business Officer, TowerData• Former CEO of Rapleaf• Former president of ConsumerBase• PDavis@TowerData.com• 224-456-2300• @TowerData• Towerdata.com

Alessandra Ceresa Content Specialist, GreenRope• aceresa@greenrope.com• 310-968-3561• @MissAleCristina• @GreenRope• GreenRope.com

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Agenda•Company Overviews•Know the Customer•Data Sources•Stages of Personalization•Leveraging Personalization•Ways to Personalize an Email•The Don’ts of Engagement•Best Practices/Examples•Getting Started•Q & A•Contact Info

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TowerData makes it easy for marketers to access the data they need to better engage the customer behind the email address.

Company Overviews

• Serving the digital marketing community since 2001

• Validating email for 100s of millions of U.S. and international emails annually

• 3.2 billion API calls per quarter• 300 million+ unique emails per

quarterMore Data

To Love

Acquired Rapleaf from LiveRamp in

Q4’13

GreenRope delivers an complete sales and marketing platform for small and medium online merchants.

• Providing over 1500 businesses around the world with easy-to-use CRM and marketing automation.

• Helping businesses transform their success through customer-centric strategies.

• Serving sales and marketing professionals since 2001

• Over 1 million emails sent from the GreenRope platform.

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Know the Customer

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Data Sources

Data Point Example Field Analysis

User email dave@gmail.com User is likely male“Gmail” address is likely to respond to discounts

Time of day 7 a.m. User likely to buy early mornings

Click history Early mornings and late nights only

User opens emails early mornings and texts late at night

Zip code 60613 Chicago residents purchase winter jackets in October

Purchase history Item 4903889-2 Customer buys hand towels every 6 months

1st Party Data 3rd Party DataData Point Example

FieldAnalysis

Demographic 35 35-year-olds tend to shop on the weekends

Behavioral Redeems offers on Tuesday mornings

Reacts to SMS offers Tuesday mornings at 9 a.m.

Contextual Targeting

$100k+ incomeThree kids

Likely to react to offers for toys around holidays

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Resulting Data Set

I’m remodeling a new

home I’m a Mother

I shop online

at nightI’m a

bargain shopper

I love to travel

I am a foodie and

love to cook

DemographicAgeGenderIncomeMarital Status

BehavioralPurchaseTime of DayDeviceMonthly Spend

Contact DataEmail AddressHome AddressMobile IDCookie

I stay connected

on my Iphone and MacBook

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Stages of Personalization

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Leveraging Personalizationto drive engagement and ultimately sales

1: Use Demographics, such as gender, income, & location 2: Understand the buyer’s journey 3: Engage on the right channels at the right times4: Boost loyalty 5: Leverage purchase behavior and history

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Ways to Personalize an Email

From: Lucky BrandDate: Mon. May 5, 2015 at 9 a.m.Subject: 30% off everything!To: Laura@gmailcom

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The Don’ts of Engagement

• Scheming Subject Lines• Confusing Layout (Ignoring Mobile

Friendly Design)• “Out Of Context” Promotions• Retargeting For Too Long• Personalization Based On Low

Frequency Searches• Being Overly Personal (Too Soon)• Same Mailing Frequency To All

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Best Practices - ExamplesCustomized Offers

Personalized email content using demographic data resulted in a 300% increase in revenue

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Best Practices - ExamplesOnline Retail Client

Hypothesis: Segmented Emails will provide greater results then one-size-fits-all

Solution

• Used demographic and purchase data to build segments• Created drip campaigns with personalized content and graphics for each segment• Measured and compared segmented campaigns with control group

Results

• Increased site traffic by 912% in a 5 month period• 22x ROI (measured by revenue) for campaigns from segmented emails compared with

the control group

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Getting Started

• Understand your current data• Fill your data holes• Be realistic about your

capabilities – What are your resources?

• Determine how complicated you can get

• Use your data set and get started

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Q & A

Any questions

?

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Contact InfoPhil Davis Chief Business Officer TowerData• Former CEO of Rapleaf• Former president of ConsumerBase• PDavis@TowerData.com• 224-456-2300• @TowerData• Towerdata.com

Alessandra Ceresa Content Specialist, GreenRope• aceresa@greenrope.com• 310-968-3561• @MissAleCristina• @GreenRope• GreenRope.com