commerce-driven remarketing leveraging past-purchase data to drive more orders
DESCRIPTION
Learn how to use past-purchase order data to drive more orders though this Bronto Software webinar.TRANSCRIPT
Commerce-Driven RemarketingLeveraging Past-Purchase Data To Drive More
Orders
Chris Geiss, Product Manager
January 30, 2013
GoToWebinar PSA
Audio
• Select “Mic & Speakers” for VOIP or “Telephone” and use the dial-in information displayed
Questions
• Please email them to [email protected]
Additional Info
• This webinar is being recorded and will be sent afterward
Announcement
http://brontosummit.com
Topics
The Value of Past-Purchase Data
New Features in Bronto
1. Order Import2. RFM Metrics3. New Segmentation System 4. Reports & Other Metrics
Commerce-Driven Remarketing Use Cases
Relevant Service Offerings
Other Customer Resources
Questions
The Value of Past-Purchase Data
More than 80% of e-commerce buyers have only purchased once
The most efficient path to higher revenue is through existing customers
Past purchases are the best indicator of future purchases
Detailed past-purchase information enables smarter lifecycle marketing (post-purchase, VIP and loyalty programs, etc)
New Features in Bronto…
…to help you take advantage of past-purchase data
New Features in Bronto
✓
New Features – Order Import
What Is An Order?
• A tracked purchase
What Is A Conversion?
• An order that isassociated with aBronto delivery
Conversions
Orders
New Features – Order Import
API Calls
addConversionaddOrUpdateOrders (new!)
deleteOrders (new!)
JavaScript Calls
addConversionaddOrder (coming 1H-13)
Partner Integrations
New Features – Order Import
Data Captured
• Order ID• Order Date• List of Products
• SKU• Name• Category• Description• Image• URL• Quantity• Price
• Contact (and, optionally, Delivery) Association
Please take the quick poll…
Using any Bronto-specific order/conversion tracking?
• No, none.• Pixel or Basic JavaScript (no product details)• Advanced JS or API Conversion Calls (w/ product details)• New Order API Calls• New Partner Integrations (Magento, Demandware, ATG)
New Features in Bronto
✓ ✓
New Features – RFM Metrics
Recency – Frequency – Monetary Value
• First Order Date• Last Order Date• Last Order Total• Total Orders• Total Revenue• Average Order Value
All Contacts Grid
Beta Segments
New Features in Bronto
✓ ✓ ✓
New Features – Beta Segments
Benefits of the New System
• Faster Calculation Times
• New Criteria
• Keep Membership Updated
New Features – Beta Segments
Keep Membership Updated
• Process updates as events occur• No refreshes needed
99100
Males OnSpecial Deals
List
SEGMENTS
Females On Special Deals
List
123
47On VIP ListNotification
Center
Susan fills out Manage Preferences
webform and
subscribes to your Special
Deals list
New Features – Beta Segments
New Features – Beta Segments
Combine Order Criteria…
… But Be Careful With Product Attributes
New Features in Bronto
✓ ✓ ✓ ✓
New Features – Reports
Contact Order History
New Features – Reports
Split Revenue By Channel
New Features – Reports
Orders Allocation
New Features in Bronto
✓ ✓ ✓ ✓
Commerce-Driven Remarketing
Use Cases
• Upgrade & Cross-Sell
• VIP & Loyalty Programs• Treat everyone fairly, but not equally… Leverage RFM Metrics
• Don’t Clean Recent Purchases From Your Lists• Leverage ‘Last Order Date’ and be careful with “We Miss You”
• Product Review, Care Tips and Warranty Info• Follow-up with people that purchased specific products
• Determine What To Focus On By Analyzing Orders• Make generic marketing more targeted
– Subject, Hero Images, Promotions, etc.
Strategy-as-a-Service
Every Bronto strategist has been in your shoes
Almost 60 years of combined email-focused experience
3-tier subscription-based service; 1-on-1 best practice coaching & implementation guidance
Getting Started – Strategic Sprints
Packaged project implementation
to accelerate time-to-revenue
Proven best practice advice +
implementation
Simplified packaged pricing
Consistent approach
Flexible—buy one Sprint or many;
start at any point of contract term
Choose from our Sprint library…
http://bronto.com/services/scope#sprints
Let our experts install, configure, and validate the Bronto extension to save time and ensure success
Expert installation completed in five days or less
Configuration of all Magento / Bronto settings
Validation that all functionality works as intended
Magento Implementation Service
Not Using Magento?
Other options for getting the data in…
Developer Kickstart
API Welcome Kit Preliminary consultation to review integration plans Step-by-step project plan, complete with sample code Follow-up consultation to ensure successful
integration
FTP Upload
Import contact and/or order history information We’ll create custom fields in Bronto to match file
fields Using the Direct Import feature, a regularly scheduled
job will run on Bronto to update information
Key Resources
1. Bronto.com/Product-Blog New Feature Alerts Product Updates
2. Bronto.com/Resources White Papers & Guides On-Demand Webinars Holiday Resources
3. Community.Bronto.com API Documentation Solutions & Code Samples
Bronto White Paper
Uncovering Missed Revenue Opportunities: Exploring the Customer Lifecycle
http://a.bron.to/0o7
Summit Reminder
http://brontosummit.com
