more power to the marketer
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Scott Jones, ResponsysTRANSCRIPT
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More Power to the Marketer:Use Cross-Channel Behavior to Drive Results
Scott Jones, ResponsysDirector, Product Marketing + Partner [email protected]
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
The power of cross-channel…
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Email 7:26 PM
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Social 7:31 PM
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Mobile 9:10 PM
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Cross-Channel Success!
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eCommerce?
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eCommerce?
Marketing?
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eCommerce?
Marketing?
Both?
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Get familiar with cross-channel behavior.
When eCommerce and Marketing teams work together great things can happen.
Think of interactive marketing campaigns as part of the conversion funnel.
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What is cross-channel behavior?
Web activity— Browsed— Abandoned— Converted
Email activity— Opted-In / Opted-Out— Opened, Clicked— Shared
Mobile activity— Opted-In / Opted-Out— Clicked, Responded— App User
Social activity— Clicked, Shared— Reach, Influence
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How do we take advantage ofcross-channel behavior?
Measure, combine, and analyze
Segment and target
Execute campaigns
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And behavior can be augmented.
Lifecycle Stage
Customer Data– Who just bought something
in the store?
– Which customers contacted customer support?
– Which customers are our most profitable?
Demographic Data– Age
– Gender
– Geography
– Etc.
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So why aren’t we all alreadycross-channel marketers?
Complex data integration
Disconnected web, email,mobile, & social processes
Web, mobile, & social data aren’t being leveraged to drive campaigns
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Step 1: Simplify data integration
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Step 1: Simplify data integration
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Step 2: Connect processes
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Step 2: Connect processes
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Step 3: Automate new targeted campaigns
Abandonment— Abandoned Cart / Site— Offer and Cadence Testing
Browse or Affinity— Product Category Browsed— Sub Category Browsed— Browsing Frequency and Recency
Post Purchase — Cross Sell Campaigns— Up-Sell Campaigns
Custom Segment— Any custom segment can built via
Visitor Data Mart
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Step 3: Automate new targeted campaigns
Target on Web behavior
Segment on Recent
Purchases
Tailor content to segments
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Step 3: Automate new targeted campaigns
Target on Web behavior
Segment on Social and
Mobile behavior
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— Personalized emails that consider 8 different personalization factors
— Uses behavioral information to anticipate and answer prospect questions
— Sells the benefits of policies
— Includes product cross-sells
Trigger emails to abandoned leads from web or call center
MetLife:Quote Abandonment
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— Increases relevance of campaign content to maximize conversion and revenue
— Utilizes behavior to drive recommendations that insert ultra-relevant content within emails
— Tests and optimizes dynamic content based on abandoner behavior
Recapture customers who show interest, but do not complete purchases
Orbitz Recaptures Customers:Interested Abandoners
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— Targets all new customers as well as existing customers who have upgraded their phone
— Enables customers to share / update social networks about their new purchase
— Custom online sharing tool allows Forward to a Friend or Facebook, Twitter, and LinkedIn posts
— Integrates into VzW Referral Program
Acknowledge customer excitement with new phone; facilitate sharing & enable referrals
Online Sharing Tool
Sharing Email
@
Verizon First 90 Days Program:Going Beyond Permission with Social
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A new model: more power to the Marketer
Simplified data integration
Connected web, email,mobile, & social processes
Campaigns driven by web,mobile, & social data
+
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Questions?
Thank You.
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