Behavioural marketing: beyond email - 20 March 2013
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Transcript of Behavioural marketing: beyond email - 20 March 2013
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
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
+ [email protected] + 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