Building and Maximising Value from a Building and Maximising Value from a

consumer databaseconsumer database

March 2010Matt Bateman

MD

Viva9 Pty Ltd

Twitter: @matthieub

The Power of Social...The Power of Social...

AgendaAgenda

• How to: – build a deep-profiled email database. – Use email and online performance marketing to target key

influencers and target demographics – Run bespoke research campaigns using already existing email

databases.

• The Model

• 4 Simple Rules

• ROI

Building a Database Building a Database

• Build a relationship with someone • Communicate more effectively • Get over that awkward ‘getting to know

you’ phase • Once someone has opted-in, then you can

communicate with them and their peers for a relatively low cost

• ‘Media’ cost is:

One upfront cost

How do you build an effective database? How do you build an effective database?

• Quickest way to build a database? • An integrated promotion using TV and

ATL media as well as online• Average cost-per-record? $20+

Performance Marketing Model Performance Marketing Model

Lifecycle of an eDM customerLifecycle of an eDM customer

Initial Offer ‘Dowlnoad Information’ ‘Register for free’$3 CPL un-targeted

Profile Customer Commercial Rel’ship

Continue conversation via Targeted eDM

Build audiences Market to them Achieve end result – ROI

Meet Sandy Meet Sandy

Age: 40s Lives: Adelaide, SA- Married, Two Children

Household Income: $150k p.a

Worries about: MortgagePaying for kids education

MGB for the household

Medium to Heavy Internet User

Cares about: The Environment Education

Sandy’s Journey Sandy’s Journey

Australia Post – Australian Lifestyle SurveyAustralia Post – Australian Lifestyle Survey

• 35,000 signups in a six-week period across all demos in Australia

Latest Survey Offer for Household Surveys members

Hi Sandy,

Meet Rob Meet Rob

• Age: 23• Bachelors Degree • Lives:

– Country NSW

• Huge online social network – 500+ connections

• Likes to research best deals on line

• Heavy Internet user • Infrequent consumer of network

TV, radio or newspapers• Interested in – Deals, cool stuff

Survey Choice Landing Page Survey Choice Landing Page

4 Rules for generating an email database

Rule No.1 – Understand your target audience & aimsRule No.1 – Understand your target audience & aims

• Who are you trying to talk to? • How prepared are you for ongoing dialogue? • What does success look like?

– traffic to a Web site – a registration – request for information?– Sale? – A booking – A lead

Rule no. 2 - 3Ts and an ARule no. 2 - 3Ts and an A

• Trust

• Transparency

• Truth

• Accountability

Source: Lee Hopkins 2009 – Better Communication Results

Rule 3 Optimise and test Rule 3 Optimise and test

• Continue to test: – Messaging – Creative (KISS works)– Landing pages and information flows

• Send users directly to the information they are after• Make email creative and banners effective and easy to use• Work with the right partners

Rule 4 – Once you’ve got them, don’t forget them Rule 4 – Once you’ve got them, don’t forget them

• Have database acquisition built in as part of your overall communications strategy

• Ensure that you have a frequency in mind• 5 x a day is probably too much, but monthly may not be

enough • Work out how email ties in with other communications

strategies

Building a database – cost effectivelyBuilding a database – cost effectively

• By using a combination of email marketing (eDM) and Web traffic, including key social media applications, we can help build a cost-effective large database

• Only pay per registered user in the database within a pre-defined target market

• A database that you can continue to market to via email and mobile

• We can target via: – Age, Sex, Geographic location, profession, interests

ConclusionsConclusions• You can build a targeted email/mobile

database • Deliver a message quickly and cost

effectively• Use what you already have – are you

getting the most out of current databases?

• Key takeaway – this is simply the start of a relationship – can you maintain and grow it and Deliver true ROI?

Questions?