leveraging behavioural data for success silverpop ibm festival of marketing
TRANSCRIPT
Vision, Skills, Data: Leveraging Behavioural Data for Success
Loren McDonald @LorenMcDonald
Big Data It is the answer to all of your
Marketing dreams, right?
@LorenMcDonald
Or does the thought of it make you want to scream?
For marketers, is it really about BIG DATA?
Or rather actionable data about each
individual customer?
@LorenMcDonald
"To me, photography is the simultaneous recogni5on, in a
frac5on of a second, of the significance of an event as well as of a precise organisa5on of forms which give that event its proper
expression.”
Henri Car)er-‐Bresson
The Decisive Moment
Data ultimately must create a better customer experience.
Types of Data …
Categories of data.
What they tell us. What they do. What the tech tells us.
What they tell us.
Profile Data
What they do.
http://www.
Behavioral
What the machines tell us.
Ops data, everything else that’s important…
To know a person … watch what they do, not what
they say.
Danny Santagato
Good Better (demographics and form submissions) (behavioral insights driving marketing and sales)
Title: VP or Mgr Strategic white paper or demo Selection: 3 months Visited site 3 times in last 2 days Budget: $50k Custom ROI calculator results Industry: Mfg Clicked on a vertical case study in
Gender: Male Age: 28 City: Milton Keynes Interest: Mountain biker
You send: mountain
bike offers
But their site browse behaviour
says they want a road bike
Behaviours that Matter What pages did they visit?
Did they post on Twitter? How long since their last visit?
How many emails did they open? Which articles did they click to read?
Did they watch the video?
Off-‐line Behavior
Custom Behavior
Email Behavior
Web Behavior
Video Behavior Behaviors signal
your customer is moving forward
But this shift to increasingly leverage
behavioural data also requires a shift in thinking …
Marketing teams will need more “left-‐brain” peeps
You need to connect to everything
Customer Interactions
Mobile Events
Facebook Twitter Devices+
Communities Location
Retail
Blogs
SMS
SMS Call Center
Push Wearables Email
Centralised Marketing Database
Individualised Content
Automation Engine
Social Graph
Mobile Apps
Location
Check In’s
Purchase History
Forms
CRM
Video File Downloads
Site/Page Visits
Blog Visits
Support History
Postal
Web
Mob
ile \
Geo
Business D
ata And move to a centralised marketing database
Traditional Marketing Behavioural Marketing It’s all about “the plan”: Filling up the Calendar
It’s all about the customer: Acting like a great Concierge
4 per week 50 per day
Getting scale through automation
Process becomes more critical than creative
IT must be on your team, not the enemy!
A Few Examples …
Capturing Intent Via Link Behaviour
@LorenMcDonald
Implicit Profiling: Add Intelligence to your Database
Engineering Solutions Inc. Provides Solutions for:
Designing Engineering Efficiency
Button = Landing Page!
Engineering Solutions Inc. Provides Solutions for:
Get Throughput Assessment
Hidden Fields Store
Persona Type & More
Designing Engineering Efficiency
Engineering Solutions Inc. Provides Solutions for:
Process Abandonment Remarketing
@LorenMcDonald
Supplement Wizard
Supplement Wizard – Abandoned, Finished Process
• Sent when a customer receives their results but does not add items to cart or checkout
• 40.17% Open Rate • 4.18% CTR • $0.38 Rev/Email
Supplement Wizard – Abandoned, Did not get results
• Sent when a customer starts the Wizard, but does not get to the results page
• 44% Open Rate • 7.61% CTR • $0.25 Rev/Email
Rules Based Automated
Communications
@LorenMcDonald
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 2015
Anyone that matches our rule will get this email:
Hi Shawn – We have May specials & Cigarette Boat Trade Ins Plus we have just received new 2015 models at the Marina. Come in to test drive this weekend. These guys are FAST.
Steve PS. If you can make it to the Southampton Boat Show, we have some amazing prize giveaways!
3 months later
Behavioral Marketing in Action
Shaun watches this video Behavioral Rules with multichannel automated campaigns allow us to respond immediately: Shaun gets a personalized SMS with the new Trade-‐in program
The Automated Programs Waits for Rule Matches Message Sent
on 5/23/14
Message Sent
on 4/15/14
Message Sent
on 6/21/14
• Programs 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!
Using Scoring To Detect Churn
@LorenMcDonald
Likelihood to churn scoring model
Subscriber
Activated their System
Annual Churn ~13%
Power User
Arms their home security system regularly Annual Churn ~8%
Notification User
Receives text/email messages for alerts in their home Annual Churn ~5%
Super User
Uses interactive services regularly Annual Churn ~1%
Takeaways Profile +
Behavioural
Data
Senses Customer
Path
Actionable
Use Scoring
Re-‐align Skills /Process
The Silverpop Digital Marketing Platform
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