why data is king when optimising your cusomter journey
TRANSCRIPT
Why data is king when optimizing your customer journeysJoshua Jones, Senior Enterprise Manager, Pure360
A little bit about me
• Senior Enterprise Manager
• Working at Pure360 since 2014
• My Role is to aid customers in identifying what areas of the Pure360 Marketing Suite can help them drive growth and deliver the best results as well as providing them with the insight to optimise their customer journeys.
About Pure360
• Established in 2001
• Based in Brighton, with over 120 expert staff
• Serving over 1,300 clients
• Proven success in improving customer results in Retail, Travel, Publishing & Media, Banking & Finance, and with Digital Agencies
Focused on customer success:
• Proud holders of the Customer Service Excellence Award, the only digital marketing provider to hold this accolade
Agenda
• Introduction to the email marketing maturity model & best practice framework
• 3 problems that face marketers when dealing with data
• How we can conquer these 3 problems in order to improve the customer journey and generate the most ROI from your campaigns
• Some best practice examples of your customer journey & the effects they can have on your results when done right
• Key Takeaways & Questions
The first challenge we will discuss is a common problem for those that sit within The Broadcaster stage
on the maturity model
Problem 1: Lack of Data
Agenda
• Introduction to the email marketing maturity model & best practice framework
• 3 problems that face marketers when dealing with data
• How we can conquer these 3 problems in order to improve the customer journey and generate the most ROI from your campaigns
• Some best practice examples of your customer journey & the effects they can have on your results when done right
• Key Takeaways & Questions
Not having enough data to market to leaves The Broadcaster with a crucial problem…
Problem 1: Lack of Data
Problem 1: Lack of Data
Solution: Data Capture
The Direct Marketing Association’s Data Guide discussed the importance of data capture for
companies, highlighting the need for a robust data capture strategy to support your communications and
marketing.
Solution: Data Capture
Things to think about before capturing data.• How many steps to subscribes or to complete a purchase?
• Is it easy and visible for the prospect to subscribe?
• Ask for email opt-in at point of purchase
• What information is vital at this stage?
• What data can you collect at a later date?
• What information do you need to make your campaigns more effective?
• Make sure you are testing and optimising the process!
Solution: Data Capture
The Big Data Report, The Drum 2016
Best practice data capture methods…
Forms:• Website/newsletter sign up forms• Social media sign up forms• Multi stage forms• Progressive Profiling• Gated content• Point of sales sign ups
Solution: Data Capture
Promotion and advertising:• PPC advert extensions• Competitions, viral campaigns and surveys• SMS sign up• In store or at events
Solution: Data Capture
Best practice data capture methods…
Behavioural Tracking:• Website behavioural tracking• Post purchase data
Solution: Data Capture
Best practice data capture methods…
Short sign up process = higher conversion rate!
Solution: Data Capture
Right Data Capture Method…
Too much information in web forms = high chance of drop outs
Solution: Data Capture
Wrong Data Capture Method…
Welcome campaign
Example lifecycle campaign
Welcome email campaign open rates have an average of 57.8%, as opposed to other promotional mailings at 14.6%. Clicks average 14.4% compared to 2.7%
(Experian)
The second challenge we will discuss will directly affect those that sit within The Segmenter stage on the
maturity model
Problem 2: Data Quality
Agenda
• Introduction to the email marketing maturity model & best practice framework
• 3 problems that face marketers when dealing with data
• How we can conquer these 3 problems in order to improve the customer journey and generate the most ROI from your campaigns
• Some best practice examples of your customer journey & the effects they can have on your results when done right
• Key Takeaways & Questions
The quality of data provides marketers with new problems:
1. Unable to personalise2. Unable to utilise more advance segmentation 3. Incorrect data into CRM, CMS or ESP
Problem 2: Data Quality
Marketers ranked the quality of customer or prospect data as the single most important factor in delivering marketing effectiveness, far higher than creative design or the timing of campaigns in order to generate the best results from their campaigns.
Smart Insights, Big Data Report, October 2016
Free text fields in web forms = high chance of incorrect data
Problem 2: Capturing (the right) data
Bad data capture method…
Solution: Capturing the right Data
Solution: Capturing the right data
Best practice data capture method…
Re-engagement campaign
Automating campaign types such as re-engagement emails allows you to recover potential lost or disengaged customers/subscribers and allow them to indicate changes in their preferences.
Proven Success
Using segmentation to deliver personalised content
• Increased open rates by 225%
• Targeted segments to engaged customers
• Average CTR 95%
Segmented and targeted emails generate 58% of all revenue.
(The Direct Marketing Association, 2015)
Recap
The third challenge we will discuss will directly affect those that sit within The Recommender stage on the
maturity model
Problem 3: Marketing in the dark…
Agenda
• Introduction to the email marketing maturity model & best practice framework
• 3 problems that face marketers when dealing with data
• How we can conquer these 3 problems in order to improve the customer journey and generate the most ROI from your campaigns
• Some best practice examples of your customer journey & the effects they can have on your results when done right
• Key Takeaways & Questions
• The Recommenders goal is to deliver the right content, to the right people, at the right time.
Problem 3: Marketing in the dark
• They want to utilise more data assets mainly focussing on web behaviour.
• In short they want to become hyper-personalised.
Personalised emails deliver six times higher transaction rates (Adobe, 2015)
Problem 3: Marketing in the dark
The problem comes in that most mid-marketers only have access to or utilise their free Google
Analytics (GA) tracking.
Problem 3: Marketing in the dark
GA tracking only allows you to view website activity as a whole, but this doesn’t give you the granular detail needed (i.e. which individual has done what action)
Problem 3: Marketing in the dark
• Step one is to track what each individual is doing or what products people are interested in on each page of your site.
• Step two is to be able to action and deliver the content that the individual has show interest in, in real time.
Problem 3: Marketing in the dark
But how do we do it!?
Solution: A Retargeting Solution
Solution: Implement a Retargeting Solution
Solution: Implement a Retargeting Solution
Solution: Implement a Retargeting Solution
Dynamic Content
Walls & Floors case study
Pure360’s client Walls and Floors increased recovered revenue by 97% using automated campaigns utilising a retargeting solution
The final challenge we will discuss will directly affect those that sit within The Predictor stage on the
maturity model
Problem 4: Disparate data sources
Agenda
• Introduction to the email marketing maturity model & best practice framework
• 3 problems that face marketers when dealing with data
• How we can conquer these 3 problems in order to improve the customer journey and generate the most ROI from your campaigns
• Some best practice examples of your customer journey & the effects they can have on your results when done right
• Key Takeaways & Questions
Problem 4: Disparate data sources
Disparate data source serves up problems for The Predictor when optimising their customer journey.
• No complete single customer view of your data.
• Data management is reliant on other departments who own different data sets.
• Manual data consolidation, management and reporting.
Solution: A single customer view
Consolidate customer data from multiple
online and offline sources
Gain a single customer view for
insight and segmentation
Automate highly targeted,
multichannel automations
Solution: A single customer view
Solution: A single customer view
• Understand your customers’ behaviour across email, mobile, web and social by Combine your existing systems and data points, both online and offline.
• Data is automatically pulled into a central hub giving you full access and ownership.
Solution: A single customer view
25% of online consumers would give up chocolate for a month to receive personalised content (Janrain Online Personal Experience study, 2013)
Conclusion / Key findings
Key Takeaways:
• Data Capture is key but make sure you keep it simple and streamlined.
• To ensure the quality of your data is accurate try using preference centres and re-engagement campaigns.
• A Retargeting solution will allow you to deliver the right content, to the right persons, at the right time.
• Having a single customer view will allow you have full sight of your data to optimise every touchpoint on your customer journey.
• Don’t forget that as you progress through these stages and become more sophisticated, to keep focus on all four of these areas through testing and optimising in order to maximise the results from every part of your customer journey.