eis mon 0945 jeffrey miller
TRANSCRIPT
Sense & Adapt // Real-Time Marketing
2 May 2010, Captiva Island, FL
MediaPost’s Email Insider Summit
Jeffrey R. Miller, EVP North America@AccelerationBiz
Erick Mott, VP Community@sitecore
Drew Bailey, Marketing Principal, Email & SMS@skinnydude06
Jack Hogan, CTO & Co-Founder@lifescript
Michelle Accardi, VP ePlatform Marketing@1MarketingMaven
The Interactive Brand Ecosystem April 2011
Multilayered Brand Ecosystem
Consumers Trust Websites and Email
The Interactive Brand Ecosystem April 2011
Integrated Marketing Process
Days to TravelLocation
RecencySpend Last 12 MonthsSpend
Category
$213$213St Louis
Car12 mo
21
$4,786$678
St Louis
Airline12 mo
21
$1,237$246Boston Common Mid Tier Hotel6 mo
8
$7,983$376BostonAirline
6 mo
8
$1,486$376Maui
Car1 mo
15
$7,983$758
Maui
Airline1 mo45
56 Maui1mo $2,876$2,876Luxury Hotel/ Resort
Avg Days/Travel: 25 # of Trips in Last 12 Months: 3 Total Spend: $5,523.00Average Spend: $789.00
Customer Recognition
• Link all available transaction history for each individual creating historical detail of customer interactions
Evaluate and Refine
• Increase success with customer retention activities by accessing critical dimensions that describe and predict customer actions
• Access new customers that look like your best customers
• Leverage market intelligence to identify areas of growth and operational efficiency with greatest financial return
Link to Single Data Model
Customer /TransactionData Integration
BusinessIntelligencePrograms
• Closed-loop reporting• Performance evaluation• Data training and program refinement
StrategyDevelopment& Execution
• Identify and integrate multiple consumer transactions
• Track and recognize customers and potential customers across channels
• Develop strategy and prioritize initiatives using business intelligence
• Utilize market intelligence to support enterprise-wide programs
• Create and execute across channels• Determine metric for success• Predict the future
User Personalization & Marketer ROI through Technology “Intelligent Programming” Delivers Qualified Happy Consumers
Build targeted audience segments for specific marketer campaigns
Personalize content based on subscriber interests
Drive users to the contextually relevant area on the website with targeted ads
NEW
USER SUBSCRIBESTO NEWSLETTERS
BUILD PROFILES BASED ON USER’S INTEREST
USE PROGRAMMING TO BUILD AUDIENCE FOR MARKETER CAMPAIGN
EDITORS USE PROFILES IN PROGRAMMING
PROFILES:300 POINTS OF DATA
Adding People to the ProcessAgile Marketing Checklist
Move from quarterly or 6 month plans to monthly sprints cycles.
Have daily 15-minute scrum marketing meetings. Create a burn chart against the teams commitments. Continually allow new program requirements to come in
– You can decide whether or not they make the cut for the next sprint based on resources, need and budget.
• Agile gives marketing a way to sense and adapt – Look for customer feedback in real time.– Show ROI on productivity. – Involve Sales and Customers early and often.
Q&A: Sense & Adapt // Real-Time Marketing
2 May 2010, Captiva Island, FL
MediaPost’s Email Insider Summit
Jeffrey R. Miller, EVP North America@AccelerationBiz
Erick Mott, VP Community@sitecore
Drew Bailey, Marketing Principal, Email & SMS@skinnydude06
Jack Hogan, CTO & Co-Founder@lifescript
Michelle Accardi, VP ePlatform Marketing@1MarketingMaven