AUDIENCE BUILDER & IMH REPORTING IN ACTION

PANELISTS:

JIM MCINTOSH

JOE LEKOSTAJ

LAURENCE ROTHMAN

JEFF SCHLITT

MODERATOR:

JIM EUP

AGENDA

• Audience Builder & IMH Reporting 411 Jim McIntosh ExactTarget

• Audience Builder Case Study Joe LeKostaj

threadless

• IMH Reporting: Discover Beta Case Study Laurence Rothman Crown Partners

• Customer Data Best Practices Jeff Schlitt Aginity

• Open Questions & Answers YOU

AUDIENCE BUILDER & IMH REPORTING 411

JIM MCINTOSH

EXACTTARGET

• Common view of consumer for cross-channel interactive marketers

• Marketer control

• Drag & drop segmentation

• Relevant dynamic content messages with little or no scripting

AUDIENCE BUILDER SEGMENTATION DATA MART

CONSOLIDATES DEMOGRAPHIC & BEHAVIORAL DATA INTO MARKETER-FRIENDLY FORMAT

• Standard Email Behavior & Subscriber Attributes

• Custom Dimensions – Products Purchased

– Web Analytics

– Customer Scoring

– Geo Targeting

IMH REPORTING ROADMAP: CENTRAL ACCESS TO OLD & NEW REPORTS – STANDARD & CUSTOM

Current Email Reports Email reports in same tool

New IMH Reports Tool More Flexibility –

Build from Templates

Discover Pivot table + analytics &

visualizations

DISCOVER: PREMIUM REPORTING DATA MART IN BETA SINCE Q1 2012

• Data mart for ad-hoc analysis & discovery

• Drag & drop pivot-tables + interactive visualizations

• Custom calculations

DRAFT: All information subject to change without notice

DISCOVER DOES NOT REQUIRE CUSTOM DEVELOPMENT SERVICES

• Standard data supported now

• Custom data in the future with Contacts Meta Data Tool

threadless + Audience Builder =

$$$$$$ Joe LeKostaj

threadless.com

• 100% community designs

• Founded in 2000

• Not just t-shirts!

• Focus on challenges

– Partners including Gap, Disney, Marvel, Sony

“TRADITIONAL GREETING”

What can I promote to someone who bought this hoody?

• Other designs by this artist

• Other designs tagged with “Nerdy,” “Sci-Fi”

• Other high price-point items

• Focus on guy stuff

WHY AUDIENCE BUILDER IS COOL

• As good as the data you fill it with

• Instantly calculate audience size for partners

• Create laser-targeted small audiences, or break up large groups into segments for dynamic content

• Waterfall priority segmentation

• Easy dynamic content

• Awesome for split-testing

WHAT’S NEXT FOR THREADLESS?

• Smart content blocks

• Optimizing transactional emails

• Much more community focus

– Dynamic notifications when new designs are submitted/printed by an artist you like

– Scoring incentives

– Badges

IMH REPORTING: DISCOVER CASE STUDY

LAURENCE ROTHMAN

CROWN PARTNERS

WHO I AM…

• Laurence Rothman Principal Consultant, Digital Messaging Practice

• Crown Partners

• A full service, full life cycle eBusiness firm

WHY DISCOVER?

• Drive decision making

• Understand what’s happening now

• Data to make informed decisions

HOW I USED DISCOVER

• Typical points made are made better in real time and graphically

• Many measures make your point

THE COMPARISON

• Everyone wants to benchmark

• How are we doing versus…

Enabling Email Channel Management

• Starts from the baseline

• Understand your trends

• Win budget and priority

CUSTOMER DATA BEST PRACTICES

JEFF SCHLITT

AGINITY

We help our clients build meaningful relationships with their customers and take profitable action based on deep customer insight.

Organize…

Disparate

Data

How do we get a single version of

the accurate

t ruth while

consuming

ext remely varied sources of data?

…

Database

Sizes

How do we process,

analyze and store

very large volumes

of data

( t ransact ion, clickst ream, social

media,

behavioral)?

…

Data

Qualit y

How do w e achieve

the level of data

qualit y needed

w ithout

significant , expensive, t ime

consuming

manual clean up?

Analyze

through

Advanced

Analyt ics

How do w e drive repeatable,

predict ive

analyt ics that

can be

integrated int o company

decision making

processes?

Realize

Benefi ts

How do we capitalize on

customer insights?

How do we ut ilize

interact ive report ing

and dynamically drill down to gain

insights?

CUSTOMER DATA BEST PRACTICES TO HELP YOU GET READY

• Get the right people involved

• Make sure your data is ready

• Make sure you and your marketing team is ready

• Plan for post-deployment

Audience Builder: Who is Involved?

• Marketing managers

• Marketing data analyst

• Information technology customer database specialist

• Your ET services team

– Creative specialists

– Project manager

– Audience Builder data/technical architect

Audience Builder: Data Readiness

• Single customer identifier and source

• Centralized customer database?

Audience Builder: Data Readiness

• Data extension model

• Import process defined and validated

Audience Builder: Am I Ready?

• Segmentation use case inventory – How many customers bought product A in the last 30

days? • Do I understand “my” data?

– How will we validate and feel comfortable with the data Audience Builder is showing?

• Am I familiar with Interactions @ ET – Activities – Programs

Audience Builder: Am I Ready?

• Am I an existing customer converting from Data Filters or Query Activities to Audience Builder?

• How is segmentation done currently if not at ET?

• Data extension model design

Audience Builder: Post-Deployment

Crawl Run Walk

• Layer in email behavior to the

segments

• Prioritize offers based on most

profitable segments

• Adjust or manage frequency to

optimize and increase click rate

Walk Run Crawl

• Use Audience Builder as a

discovery and analysis tool

• Use source lists to as a

dimension

• Analyze segment behavior with

same content using the

segment report

• Manual execution

• Save simple segment models

(Product affinity, cyclical

customer)

• Drive simple dynamic content

based on segment assignment

• Link Web Analytics and ET

Segments – Google Analytics

• Begin Automation

Val

ue

Audience Builder: Post-Deployment

• How can we accelerate our iterative deployment?

– Flexible attribute add-on

– Audience Builder Base + Email Edition

– Additional services – SLA or ad-hoc driven

QUESTIONS & ANSWERS