relational database + you = why it matters webinar
TRANSCRIPT
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BEFORE WE GET STARTED…
• Having technical difficulties?- Use the Q&A dialog box to let us know.- If we can’t help you call Citrix at 888-259-8414 for technical
support.- Or you can chat with a Citrix representative at
www.citrixgcs.com/chat.
• To submit questions during the webinar, use the Q & A chat box.
• Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 1 - 2 business days.
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TWEET!
Follow us on Twitter!
@WhatCounts
@timbrechlin
Tweet about this webinar using #WCRelational
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WHO I AM
Tim BrechlinInbound Marketing Manager
WhatCounts, Inc.@timbrechlin
• Ten years’ digital marketing experience
• Extensive background in travel / tourism, media / publishing and agency verticals
• Lover of life, living and deep-fried cheese
• Standard, traditional way of setting up email databases
• Somewhat limited in function and scope
• One record per user
• To have multiple actions per user, you then need an individual record per action– Resulting in many, many records, creating a large, even potentially
unmanageable database
“FLAT” DATABASE
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• A restaurant (or any business involved in the selling of goods) will be monitoring both inventory and customer behavior
• Commonly monitored behavior at a restaurant: Frequency of dining, size of party, average cost of meal, average cost of beverages …
• With a flat database, for each customer and for each individual behavioral action, you would need to create a new individual record– Again, resulting in a ton of data in one single
database
“FLAT” DATABASE EXAMPLE: RESTAURANTS
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WHY IS THIS A PROBLEM?
• In the old days, you won by volume: Sending more email than everyone else
• Focus was on cost and volume
• That doesn’t necessarily fly anymore: Consumers and subscribers have gotten a lot smarter
THE NEED TO “UN-FLATTEN”
• The game has changed…
– Using dedicated ESPs, basic segmentations, first-name values was good at first
– But true segmentation goes deeper than that
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WHAT’S IN IT FOR ME?
• By using deep segmentation to send smarter, more personalized messages, your communication is more effective
• A message without value to the recipient means you’ve wasted your time and theirs
• Sending the wrong content does nothing to help you retain a customer or a subscriber, and it doesn’t help you grow your business
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RELATIONAL DATABASE DEFINED
• A relational database goes beyond the traditional flat “database with many fields and records” methodology
• Simply put, a relational database comprises multiple tables, each of which has its own fields with their own records
• Each table represents its own subject – Customer data, order data, supplier data, etc.
• One record per customer
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POTENTIAL USES
• Reward loyal customers who dine at this restaurant often
• Segment email campaigns based on time of day – frequent lunch meals during the work week, for example
• Segment based upon meal or beverage affinity (“We noticed you like steak, so here’s a deal on steak”
• Use your imagination
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SEND THE RIGHT CONTENT TO THE RIGHT PEOPLE
• Basket analysis is an excellent strategy– You bought the phone, you probably want the charger or the headset
• Be mindful of the timing– Someone who just bought a set of golf clubs probably isn’t looking for a new
driver anytime soon– But targeted ads for new shoes at the beginning of golf season?– Or last year’s holiday shoppers?
• Use the data you’ve collected to make your messages personalized– You ARE collecting data, even if you don’t necessarily realize it
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SO WHY DOES A RELATIONAL DATABASE MATTER?
• Makes your data much more manageable, easier to update
• Allows for deeper, richer segmentation
• Allows for even more granular reporting / drill-downs
• Data is easily modified (in WhatCounts, data is managed the same as other lists – upload manually or via API)
• Did we mention segmentation?
UPCOMING CHICAGO ROAD SHOW
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• Join us for the FREE “We Love Email” Road Show in Chicago! Thursday, March 27, 2014W Hotel City Center, Chicago
• Industry-leading best practices, the latest trends, key performance benchmarks, time with our CEO and more!
• www.whatcounts.com/roadshow
REACH OUT TO US
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WhatCounts
3630 Peachtree Road, NESuite 900Atlanta, GA 303261-866-804-0076
www.whatcounts.com
Twitter: @whatcounts