why data is king when optimising your cusomter journey

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Why data is king when optimizing your customer journeys Joshua Jones, Senior Enterprise Manager, Pure360

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Page 1: Why Data Is King When Optimising Your Cusomter Journey

Why data is king when optimizing your customer journeysJoshua Jones, Senior Enterprise Manager, Pure360

Page 2: Why Data Is King When Optimising Your Cusomter Journey

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.

Page 3: Why Data Is King When Optimising Your Cusomter Journey

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

Page 4: Why Data Is King When Optimising Your Cusomter Journey

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

Page 5: Why Data Is King When Optimising Your Cusomter Journey

The first challenge we will discuss is a common problem for those that sit within The Broadcaster stage

on the maturity model

Page 6: Why Data Is King When Optimising Your Cusomter Journey

Problem 1: Lack of Data

Page 7: Why Data Is King When Optimising Your Cusomter Journey

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

Page 8: Why Data Is King When Optimising Your Cusomter Journey

Not having enough data to market to leaves The Broadcaster with a crucial problem…

Problem 1: Lack of Data

Page 9: Why Data Is King When Optimising Your Cusomter Journey

Problem 1: Lack of Data

Page 10: Why Data Is King When Optimising Your Cusomter Journey

Solution: Data Capture

Page 11: Why Data Is King When Optimising Your Cusomter Journey

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.

Page 12: Why Data Is King When Optimising Your Cusomter Journey

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!

Page 13: Why Data Is King When Optimising Your Cusomter Journey

Solution: Data Capture

The Big Data Report, The Drum 2016

Page 14: Why Data Is King When Optimising Your Cusomter Journey

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

Page 15: Why Data Is King When Optimising Your Cusomter Journey

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…

Page 16: Why Data Is King When Optimising Your Cusomter Journey

Behavioural Tracking:• Website behavioural tracking• Post purchase data

Solution: Data Capture

Best practice data capture methods…

Page 17: Why Data Is King When Optimising Your Cusomter Journey

Short sign up process = higher conversion rate!

Solution: Data Capture

Right Data Capture Method…

Page 18: Why Data Is King When Optimising Your Cusomter Journey

Too much information in web forms = high chance of drop outs

Solution: Data Capture

Wrong Data Capture Method…

Page 19: Why Data Is King When Optimising Your Cusomter Journey

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)

Page 20: Why Data Is King When Optimising Your Cusomter Journey

The second challenge we will discuss will directly affect those that sit within The Segmenter stage on the

maturity model

Page 21: Why Data Is King When Optimising Your Cusomter Journey

Problem 2: Data Quality

Page 22: Why Data Is King When Optimising Your Cusomter Journey

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

Page 23: Why Data Is King When Optimising Your Cusomter Journey

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

Page 24: Why Data Is King When Optimising Your Cusomter Journey

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

Page 25: Why Data Is King When Optimising Your Cusomter Journey

Free text fields in web forms = high chance of incorrect data

Problem 2: Capturing (the right) data

Bad data capture method…

Page 26: Why Data Is King When Optimising Your Cusomter Journey

Solution: Capturing the right Data

Page 27: Why Data Is King When Optimising Your Cusomter Journey

Solution: Capturing the right data

Best practice data capture method…

Page 28: Why Data Is King When Optimising Your Cusomter Journey

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.

Page 29: Why Data Is King When Optimising Your Cusomter Journey

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)

Page 30: Why Data Is King When Optimising Your Cusomter Journey

Recap

Page 31: Why Data Is King When Optimising Your Cusomter Journey

The third challenge we will discuss will directly affect those that sit within The Recommender stage on the

maturity model

Page 32: Why Data Is King When Optimising Your Cusomter Journey

Problem 3: Marketing in the dark…

Page 33: Why Data Is King When Optimising Your Cusomter Journey

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

Page 34: Why Data Is King When Optimising Your Cusomter Journey

• 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)

Page 35: Why Data Is King When Optimising Your Cusomter Journey

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.

Page 36: Why Data Is King When Optimising Your Cusomter Journey

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)

Page 37: Why Data Is King When Optimising Your Cusomter Journey

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.

Page 38: Why Data Is King When Optimising Your Cusomter Journey

Problem 3: Marketing in the dark

But how do we do it!?

Page 39: Why Data Is King When Optimising Your Cusomter Journey

Solution: A Retargeting Solution

Page 40: Why Data Is King When Optimising Your Cusomter Journey

Solution: Implement a Retargeting Solution

Page 41: Why Data Is King When Optimising Your Cusomter Journey

Solution: Implement a Retargeting Solution

Page 42: Why Data Is King When Optimising Your Cusomter Journey

Solution: Implement a Retargeting Solution

Dynamic Content

Page 43: Why Data Is King When Optimising Your Cusomter Journey

Walls & Floors case study

Pure360’s client Walls and Floors increased recovered revenue by 97% using automated campaigns utilising a retargeting solution

Page 44: Why Data Is King When Optimising Your Cusomter Journey

The final challenge we will discuss will directly affect those that sit within The Predictor stage on the

maturity model

Page 45: Why Data Is King When Optimising Your Cusomter Journey

Problem 4: Disparate data sources

Page 46: Why Data Is King When Optimising Your Cusomter Journey

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

Page 47: Why Data Is King When Optimising Your Cusomter Journey

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.

Page 48: Why Data Is King When Optimising Your Cusomter Journey

Solution: A single customer view

Page 49: Why Data Is King When Optimising Your Cusomter Journey

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

Page 50: Why Data Is King When Optimising Your Cusomter Journey

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.

Page 51: Why Data Is King When Optimising Your Cusomter Journey

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)

Page 52: Why Data Is King When Optimising Your Cusomter Journey

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.

Page 53: Why Data Is King When Optimising Your Cusomter Journey

Thanks for watching!

For more information email me at [email protected]