Data protection 2013

Friday 8 February

#dmadata

Supported by

Behavioural marketing:

beyond email Wednesday 20 March

#dmaemail

Sponsored by

Welcome from the Chair Skip Fidura, Vice Chair, DMA Email Marketing Council

#dmaemail

Sponsored by

Agenda

8.30am - Registration and breakfast

9.00am - Welcome from the Chair

Skip Fidura, Vice Chair, DMA Email Marketing Council

9.10am - Good Behaviours: Marketing with Intent

5 Behavioural Actions to Automate

Antonia Edmunds, Director of Client Relationships EMEA, Silverpop

9.40am - If you got to know me…

Jonathan Lyon, Global Director of Strategic Insight, LBi

10.10am - X Marks the Emotional Hotspot

Michelle Hawkins, Head of Happiness, The Flying Dodo

10.40am - Panel discussion

Antonia Edmunds, Director of Client Relationships EMEA, Silverpop

Jonathan Lyon, Global Director of Strategic Insight, LBi

Michelle Hawkins, Head of Happiness, The Flying Dodo

James Bunting, Member, DMA Email Marketing Council

10.55pm - Closing comments from the Chair

Skip Fidura, Vice Chair, DMA Email Marketing Council

Sponsored by

Good Behaviours: Marketing with

Intent

5 Behavioural Actions to Automate Antonia Edmunds, Director of Client Relationships EMEA,

Silverpop

#dmaemail

Sponsored by

Message Overload

Some Consumers are Tuning Out

Pounding isn’t the answer…

…because hope is not a marketing strategy.

Batch & Blast

Behaviour & Automation

Behavioural Marketing

Real-time, cross-channel, insanely

relevant campaigns to one person at a

time automatically driven by

analytics of their actions, preferences

and profiles. ~ Silverpop

Manual

Automated

Response Rates/ Engagement

Ma

rket

ing

So

ph

isti

cati

on

Behaviour-based Messages (Multi-Track)

Time-based Messages (Drip, Simple Nurture)

Targeted Mailings based on Segmentation

Mass Mailing to a broad database (E-blasts)

Broadcast to Behaviour

Bto1 Individual Messages

Behavioural triggered campaigns perform 325% better than simple blast campaigns

(Silverpop B2B research)

- Visited website / product page - Visited Blog - Clicked to Twitter/Facebook Page - Visited Community - Downloaded White Paper “XYZ” - Watched “7 Reasons” Video - Submitted Demo Request Form - Call Centre Conversation - Trial software login

Examples of Behaviour

Programs – Mass Personalization

Customer Behaviour Drives the Actions

16

5 Behaviours to Automate

Join / Subscribe

Browse

Abandon Basket

Purchase

Go Inactive

5 Behaviours to Automate

Behaviour 1: Join / Subscribe Action: Onboarding Emails

Within two months of opt-in, the open rate

typically falls 20% to 25%.

Source: MarketingSherpa

1/3 of U.S. largest retailers

Send zero welcome emails

Single Email Welcome Email Series

Welcome emails are one of the most important emails your company will send.

Move to onboarding based on behaviour/preferences…

Web Tracking Behaviour

?

Mint.com

Mint Welcome

Mint Activation 1

Users who have not added their banks

after 7 days

Mint Activation 2

Users who have not added their banks

after 14 days

Behaviour 2: Web Browse Abandonment Action = Content-Based Nurture Series

Browse Abandonment: Expressing Interest

Sent

Delivered

Opened

Clicked

Product Views

Basket Additions

Checkouts

Orders

Revenue

Units

Browse Behaviour

• 37.6% Open Rate

• 7.35% CTR

• $0.44 Rev/Email

Browse Behaviour

Browse Behaviour

Browse Behaviour

Behaviour 3: Shopping Basket Abandonment

Action = Remarketing Series

— Multiple Sources

“60–70%”

Abandoned Baskets = Lost Revenue

38

Up to 70% of Shopping Baskets are abandoned before Checkout

Basket Abandonment: 1-step from revenue

Sent

Delivered

Opened

Clicked

Product Views

Basket Additions

Checkouts

Orders

Revenue

Units

Up to

50%

conversion!

Relative Volume

Abandon Cart

Emails

0.3%

Promotional

Emails

99.7%

DEMCO: Basket vs Broadcast Emails

Relative Sales

Abandon Cart

Emails

18.6%

Promotional

Emails

81.4%

High % of sales relative to volume

Message A – 1 day after

Message B – 3 days after

Message C – 5 days after

DEMCO Cart Results

Cart Email A

Day 1

Cart Email B

Day 3

Cart Email C

Day 5

AVERAGE

Open Rate 40% 39% 32% 37%

Click-to-Open 44% 47% 28% 41%

Click-thru-Rate 18% 18% 9% 15%

Conversion Rate 22% 15% 24% 20%

Sales/email $8.60 $8.40 $5.04 $7.46

47

Behaviour 4: Make A Purchase Action = Upsell Emails

SmartPaks Upsell Emails Customer orders supplements in buckets for their horse

GOAL: Convert customer to order supplements in AutoShip SmartPaks

SmartPaks Upsell Emails

• Focus on the most important product purchase

• Suppress recipients who convert

SmartPaks Upsell Emails

Behaviour 5: Going Inactive Action = Automated Reengagement

52

Inactive customers are painful!

Typical Actives vs. Inactives Ratio

Lost potential revenue

Inefficiencies/Reduced ROI

Fuzzy metrics

Potential reduced deliverability

Impact of Inactives

Inactive

Re-Engagement

• Goal: Reactivate customers before they become inactive

• Results: • Open Rate – 5.6% • CTR – 0.5%

Email recipient does not open,

click or purchase in 45 days

Inactive Re-Engagement Email: Update Profile - 1.1

Opens or clicks any email or makes a

purchase in 75 days

Inactive Re-Engagement Email: Pays to be Smart – 1.2

Opens or clicks any email or makes a

purchase in 90 days

Inactive Re-Engagement Email: 10% off Order – 1.3

Exits Inactive Re-Enagagement

Program

Inactive Re-Engagement

Day 45: “Help Us Serve You Better”

Day 75: “It Pays to be Smart”

Day 90: “We Miss You! Come Back and Save 10%”

Evaluate for 30 days for activity, move into once a month frequency for 6 months.

More time on the beach

Behavioural Marketing Automation Is Going to Be VERY BIG!

Q & A / Contact Information

Antonia Edmunds

aedmunds@silverpop.com

www.slideshare.net/silverpop Twitter: @Silverpop www.silverpop.com

If you got to know me… Jonathan Lyon, Global Director of Strategic Insight, LBi

#dmaemail

Sponsored by

IF YOU GOT TO

KNOW ME…

Jonathan Lyon

Global Director of Strategic Insight

people are more than the

actions we ask them to take

we need to understand them

beyond the context in which we

asked them to act

the math and the music

the pixel and the portrait

It’s about data driven storytelling to uncover truth

mining and mapping digital desire paths

not charting customer journeys

It’s about going beyond the analysis of impressions

and mapping expressions

of intent, desire, passion and interest

mining the big data flows to create a representation…

not of all of us

but each of us

think, feel, say and do

With a more granular and forensic understanding of people as people we can architect new brand engagements...

engineered serendipity

anticipatory advertising

personalised persuasion

“I AM THE QUERY”

Hit me with me some serendipity.

Given data about me, find new things I will like. If I like a thing, find more of it, or remove the thing I don’t.

the new imperative

• Leverage data derived signals to uncover actionable

insight

• Understand people better, in depth, individually and at

scale

• Interrogate evidenced based behaviour to provide

actionable intelligence that shapes, guides and informs

strategy at scale and pace

the web is changing

big data landscape

Implicit and explicit

signals of

- Behaviour

- Interest

- Lifestyle

- Perception

- Consideration

- Recommendation

- Advocacy

- Purchase Propensity

evidenced insight through real data

provides a unique opportunity to understand what people are paying attention to and engaging with. Not by asking them, but by measuring moment by moment what they engage with, when, where, with who for how long, and how it makes them feel and how it makes them behave.

our approach

• Our approach is to provide a forensic understanding of consumers beyond transactional metrics and performance

• By understanding the ‘whole’ consumer we provide an acute understanding of how best to drive engagement

• We believe in moving beyond numbers and humanising data to understand people as people, not metrics

• In today's omni-channel, multi-device ecosystem, our marketing promise needs to be "right place, right time, right offer"

• This requires forensic insight at scale

Think

Feel

Say

Do

big data implications

It’s not about

BIGGER spread

sheets, it’s

about bigger

ideas

data distinction

social media is the set

of applications and platforms allowing people to participate in online social activities

social data is the collective

information produced by millions of people as they

actively participate in online activities

Vs

social data DNA

social data

demographic

product

intention

psychographic

Interest

behavioural

location

recommendation

Data approach

• We focus not just on collecting data on historical behavior, but on

connecting data to anticipate how, where and when to engage

consumers

• We go beyond transactional and online behaviour

• The true significance of the massive digital and big data flows is our

ability to uncover the interests and passions through which brands

can engage consumers

SO HOW DO WE THIS?

How?

• Massive ingestion of social signals from across the social web

• We classify, categorise and map all behaviours and actions to

entities, people, places, cultural references and brands

• We create interest maps and relationship networks for each identified

profile

• We then cluster these to create tribes with behavioural markers and

augment and enrich prospect and customer profiles with this data

addressable audiences

Identifying addressable audiences beyond the base is key.

Knowing who they are, where they are and how to engage them is today’s marketing imperative.

Brand Connected

Brand Affinity

Brand Referenced

Objective Identify prospects across social touch points and map interests, likes, behaviour, to better understand key drivers to improve conversion with context sensitive, relevant messaging across display, email, social and DM

Addressable Audience Profiling

Match Addressable Audience to Social Identities

+ name@email.com + additional known data points

Social Identity Resolution

Circa 25% match rate to social identity

Recursive Iterative Identity Resolution

Circa 75% match rate to social identity

Profile Addressable Audience with Social Data

Brand, app, tv, music page likes, engagement and sharing

Following who classified by interest and engagement levels

Pins pinned, on which boards, from where, which categories

Brand / product tagged photos

Following, circles, engagement by brand, interest, topic

Channel subscriptions, video likes and comments by theme, subject area

Check-ins by brand centric location

interest graph mapping passions, interests, consumer tribe

social touch point behaviour

social data ingestion At scale in real time

social touch point behaviour engage, share, like, comment, contribute

experience continuation

interest mapping

display

CRM

configurator

“mapping audiences –

fashion retailer”

Audience Interest Mapping

• Clustered Network Analysis for community

detection using algorithmic approach to identify

‘communities’ of interests

• Three can clearly be seen:

- Football (blue)

- Popular culture (largely females, yellow)

- General sports and sport news channels (red)

This gives us a solid foundation upon whi to understand at a higher level, what our audience is intersted in.

Interest Engagement

0%

5%

10%

15%

20%

25%

30%

BBCSporf

piersmorgan

GaryLineker

Joey7Barton

footballacca

UberFacts

SkySportsNews

MarioBaloltelli

rioferdy5

BBCSport

YouTube

themichaelowen

frankieboyle

RobbieSavage8

FootyAccums

FootballFunnys

rickygervais

RoyCropperNOT

timlovejoy

Lord_Sugar

sickipediabot

Footy_Jokes

SkySports

GazGShore

WayneRooney

JodieMarsh

GNev2

JeremyClarkson

Comedy/ banter

Football players/ pundits

Facts & news

Celebrities

Venue Identification

Content Engagement (video)

A FINAL THOUGHT

digital information is just people in disguise

THANK YOU

X Marks the Emotional Hotspot Michelle Hawkins, Head of Happiness, The Flying Dodo

#dmaemail

Sponsored by

Please find this at - http://prezi.com/499baflfeaxf/x-marks-the-

emotional-hotspot/

Panel Discussion Antonia Edmunds, Director of Client Relationships EMEA,

Silverpop

Jonathan Lyon, Global Director of Strategic Insight, LBi

Michelle Hawkins, Head of Happiness, The Flying Dodo

James Bunting, Member, DMA Email Marketing Council

#dmaemail

Sponsored by

Closing comments Skip Fidura, Vice Chair, DMA Email Marketing Council

#dmaemail

Sponsored by