improving the customer experience by capturing and using the right data - by silverpop

CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.

Marketing Automation Series:

Improving the Customer Experience by Capturing and

Using the Right Data

Ellen Valentine – Product Evangelist, Silverpop

Peter Chase – Executive Vice President, Scribe

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CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.3

Ellen Valentine

Product Evangelist

Silverpop

@EllenValentine

[email protected]

Improving the Customer Experience by Capturing and Using the Right Data

Peter Chase

Executive Vice President and Founder

Scribe Software

@PeterRChase

[email protected]


Agenda

• Introductions

• The benefits of a centralized marketing database

• Delivering a consistent digital experience

• The importance of a scoring model

• Getting personal via automation

• Next steps


• Scribe helps you get more value from your customer data

- Data integration

- Data migration

- Connect to all your customer data applications


Ellen Valentine@EllenValentine

Data Is a Primary Challenge for Marketers

• 71% of CMOs unprepared for Data Explosion

• Data explosion is the top pain point for marketers

• 65% of companies with advanced marketing programs are struggling with the data explosion

• Most companies have a lot of data coming from numerous sources. Marketers want to be able to use their data to the maximum effect.

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Where’s the Action?

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The Power of Behavioral & Database Marketing

The Common Approach

Batch & Blast

Segmented Send:Tennessee Prospects

Most of us do something like this

Better…but

Segmented SendGeorgia Clients

Let’s build a Master Database

Top Sail40

Sailboat

Slim & Fast 380

BoatOwned

TargetSegment

ShowVisits

Age of Boat

LastMarina

Visit

Hot Dogger

FamilyMemories

Gone Fishin

San Francisco

Lake Michigan

Miami

Hampton

6/1/2005

2 Years

5 Years

6 months

The richer your Master Database the more powerful, relevant and personal you’ll be.

Carey Smith 1000

Gateway Drive San Francisco, CA 93820

Shawn DeWitt 4992

Michigan Ave,

Chicago, IL 09030

Sheila Jones 4022

Peachtree Rd Atlanta, GA 30003

Steve Jones 888 Madison

Ave, New York NY

10022

SunsetRomantic

9/5/2012

6/1/2005

2/1/2013

10 Years

Family Cruiser

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SmoothStalker

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Hot Dogger

Next Capture & Append Behaviors

WebsiteEmailFile

Website Visits

Video’s watched

EmailBehavior

Webform/ Landing

Page Visits

Web Page Visits

PDFs Downloaded

Shawn DeWitt 4992

Michigan Ave,

Chicago, IL 09030

RavensSlim &

Fast 380Lake

Michigan 2 Years9/5/2012

Current Inventory

ProductsOwned

Product Catalog

Supplement with Related Data

Other Company DataExternal Data

5 day Weather Forecast

Rep Assigned

Hot Dogger

Shawn DeWitt 4992

Michigan Ave,

Chicago, IL 09030

RavensSlim &

Fast 380Lake

Michigan 2 Years9/5/2012

Website Visits

Video’s watched

EmailBehavior

Webform/ Landing

Page Visits

Web Page Visits

PDFs Downloaded

Rules-Based Communications: Example

Segment = Hot Dogger

Marina Visit in the last year

Owner of Fast Cigarette Boat

Example: Trade In/Upsell Campaign Rules:

Downloaded the PDF Spec Sheet of Cigarette Speedy 2014

Anyone that matchesour rule will get this email:

Hi Shawn –

We have May specials & Cigarette Boat Trade Ins

Plus we have just received new 2014 models at the Marina.

Come in to test drive this weekend.

These guys are FAST.

Congrats on the Bronco’s win!

Steve

The Automated Program Waits for Rule Matches

Message Sent

on 9/15/13

Message Sent

on 8/7/13

Message Sent

on 7/23/13

• Program actively ‘listens’ for rule match based on behaviors and data values.

• Only when there is a match is the email sent

Database Size 45,000; number of emails sent in 90 days = 300!

Set it and Forget it! Staff is free to work on other projects!

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John goes

to your

website

He signs up

for your

mailing list

to see

specials

Behavioral Marketing in Action

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3 months later, John

watches this video


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System would match my

email record

With my behavior (watching

jet ski video)

And Automatically Send out

a customized email!

Hi John –

We have May specials on Jet Skis and we have

just received new 2013 models at the Marina.

Come in to test drive this weekend.

Ralph

Marina Boats

111 Waterway Drive

Anycity, MI 33302

1-866-333-1111

Copyright 2013 Marina Boats Inc.

To Opt out from this and other Marina Boats Communications, click here


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If you’re not

Growing and improving

your list,

you’re just treading water

56% hide opt-in at the bottom

Get people to Opt In!

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New Popup Test: Personal Parenting Plan

Webforms: A great way to gather data

• Don’t ask for too much

• Use Progressive Profiling

• Ask for only what you

• Really need!

Lower the Entry Point with Social Sign-in

Social Sign in Fields passed through to your database!

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Moving to a Persistent Marketing Database

Persistent Master Database

Purchase

History

Product

Catalog

Behavioral

Data

Contact

Lists

Relational

Tables

Maintenance

ContractsSupport

CasesCRM

External

Data

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Behavioral

DataWatched a Video

Downloaded a File

Opened an Email

Clicked on a Link

Submitted a Webform

Been Sent an Email

Viewed a Website

Viewed a Webpage

The Behavior Database is Built Automatically

When Webtracking is Turned On

Behaviors Captured:

Twitter TweetTwitter ReTweet

Enter Location

Searched SiteAbandoned GoalCompleted Goal

Abandoned CartPurchasedVisited Site

Titter FollowSocial Score

Exit Location

Started VideoWatched Video

Joined ProgramChecked In

Started EventWatched Event

Started EventWatched Event

Mobile AppOpenGoalContent

SMSContestPollSMS Opt InSurvey

The Power of Universal Behaviors

The Netprospex Transformation

Our Story

Our Data

Our Way

Build Our Personas

Demand Gen Operations(Data Management)

Sales Leadership

Tech Non-Tech Tech Non-Tech Tech Non-Tech

Goal 2 – Understand Our Buyers

110 New Pieces of Content!

Offer Library

Goal 3 – Build Up a Content Library

Content Framework

Inventory

Assign

Categorize

DG DM SP10

ActionsB2B DM

GuideSales

Pro SectorPlano-Gram

What Not to Do

Try a Search

5 Strategie

s

4 Reasons

10 Cold Calls

CAN SPAM

Compliance

DQ Video

Try a Search

ConfioCase Study

Why Outsource

AG Salesworks

SD Profile

SD Profile

SP Tool Guide

Engage

Propensity

Decision

Goal 3 – Build Up a Content Library

Content flow

Christina’s profileDG DM SP

Engage Propensity Decision

Profile Data



Profile Data

DG

Engage



Profile DataEmail: [email protected] Type: B2BTech Marketer? Yes

DG

Engage

mailto:[email protected]

Christina’s profileDM SP

Propensity Decision


DG

Engage



Propensity Decision


DG

Engage PropensityEngage



Decision

Profile Data

DG


Email: [email protected] Type: B2BTech Marketer? YesName: Christina SmithTitle: Director of Marketing

Propensity


Results to Date:

1. 12.5 x increase in visit duration

2. Doubled # of pages visited

3. 30% reduction in bounce rate

4. 7% increase in conversion rate

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Email Behaviors

Opens, Clicks, Sent or not

sent, in any given time

window.

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Web Analytics Integration

WA data feed –

search, shopping cart, page

level

2

Relational Data

Ecommerce, Purchase

Data…

3

Social Feed

Mention, Follow, RT in given

time window

4

Silverpop Native Web

Feed

Site visits, page visits,

Custom web behaviors

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You can do things like this with a great data strategy

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1

2 6

3

4

5

7

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Subject Line Personalization

First name personalization

Personalized Content

Name and contact info for each customer’s personal rep

Dynamic Subject LinesThe subject line changes based on the type and duration

of club membership

Individualized Content ListsFor any customer who has purchased two or more items

in the last 90 days, list each purchase

with review links

E-commerce-driven PersonalizationDisplay totals and other engaging content to drive follow-

on purchases.

Website-driven ContentDirectly track each customer’s web activity and prompt

them to visit new areas of the site.

Send Time OptimizationThe message arrives in each individual’s inbox at

precisely the time that individual is most likely to check

email.

Data-driven Dynamic ImageImage is selected based on demographic and profile info

Score-driven Dynamic OfferDiscounts/prices vary by social influence and time since

last purchase

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3

4

5

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Data-Driven Email: Making 1-1 Marketing a Reality

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Is your marketing database in the ‘too hard’ pile?

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Have you heard the expression?

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One bite at a time!

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APIs

CRMBehavior

Data Capture

External Data

Integration

Webform

Data

Collection

Data

Blueprint

Marketing

List to

Database

Conversion

Data Appends

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Build a Data Blueprint

Build a collection & integration plan: • Integrate corporate data (which,

when, how)• Integrate external data (sources, uses) • Collect behavior data (email, web,

universal)• Collect web visitor data:

• Webforms• Landing Pages/Microsites• Social Sign-in Data

• Consider Data Append Services

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Build a Data BlueprintDevelop a data usage plan:

• Email Personalization, Dynamic Content,

• Website Personalization• Mobile App Personalization• Reporting• Consistent User Experience

Examples will go a long way towardgetting everyone on board!

Other Recommendations

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• Add a Marketing Operations staff (or

department) to the team

• IT Priority Alignment

• Create Executive Vision

• Define Data Workplan

• Milestones

• Integrations Dates

• Capabilities Rollout

Don’t Delay: Start today!

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improving the customer experience by capturing and using the right data - by silverpop

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