Data protection 2013

Friday 8 February

#dmadata

Supported by

Email measurement is evolving…are you?

Thursday 27 February 2014, TMW#dmaiab

Sponsored by

9.00am Registration and breakfast

9.30am Welcome from the ChairGuy Hanson, Director of Consulting, Return Path

9.40am Marketing – Bringing out your inner geekMatt Crole-Rees, Head of ECRM, Confused.com

10.10am Interactive session

10.25am What do I do with all of this data: beyond the noise of clicks and opensSkip Fidura, Client Services Director, dotMailer

10.55am Interactive session

11.10am SummaryGuy Hanson, Director of Consulting, Return Path

11.25am Close

Agenda

Sponsored by

Welcome from chair

Guy Hanson, Director of Consulting, Return Path

#dmaiab

Sponsored by

Email Has Always Been Measurable . . .

. . . But Now There’s a Lot More to Measure!

“If you can’t

measure it,

you can’t

manage it”

Peter Drucker

. . . But Now There’s a Lot More to Measure!

. . . But Now There’s a Lot More to Measure!

“Not everything

that can be

counted counts,

and not everything

that counts can be

counted”

Albert Einstein

Campaign Metrics

DMA National Email Benchmarking Report: October 2013 Edition

Campaign Metrics

DMA National Email Benchmarking Report: October 2013 Edition

• Total:Unique ratio

• Unsubscribe:Complaint ratio

• Sign-up:Churn ratio

• Positive vs Negative clicks

• View web version

• Disaffection index

Reputation Metrics

Engagement Metrics

?

??

Mobile Metrics

Experian Marketing Services

Competitor Metrics

Competitor 1 Competitor 2

Competitor 1 Competitor 2

Fraud Metrics

Behavioural Metrics

ROI Metrics

• Attributable transactions

• Responsiveness generated online

• Value per individual email address

• Value of email program

• Customer acquisition cost

• Marketing spend as % of CAC

• Customer LTV as % of CAC

• Payback on CAC

• % customers who are marketing attributable

Sender

Reputation

Inbox

Placement

Brand

Awareness

Competitive

Intelligence

Insight

Clicks &

Opens

Scaling the Email Measurement Summit

So – Where Do You Start?

Email measurement is evolving

...are you?

Chairman’s Introduction

Guy Hanson

guy.hanson@returnpath.com

www.returnpath.com

uk.linkedin.com/in/guyhanson

@GuyHanson, @ReturnPath

Marketing – Bringing out your inner geek

Matt Crole-Rees, Head of eCRM, Confused.com

#dmaiab

Sponsored by

Marketing – Bring out

your inner geek

Matt Crole-Rees,

Head of ECRM,Confused.com

In case over £200m of

advertising hasn’t worked

We compare car insurance

And over 50 other products

Competitive Market

We face some big challenges

Low engagement sector

Insurance is a once a year purchase

PPC is getting more expensive and Google

dominates

TV, radio and other ATL media don’t come cheap!

Mobile is growing

People are lazy!

Measurement - The Holy Grail

Measurement - The Holy Grail

All your channel tags in one area

All campaigns run through one platform

Track your customers everywhere they go

Know every action they take

Real time data and reporting across all products

Attribution model in place

MI in one place

Measurement - The Holy Grail

All your channel tags in one area

All campaigns run through one platform

Track your customers everywhere they go

Know every action they take

Real time data and reporting across all products

Attribution model in place

MI in one place

Where we’re at

Email marketing experts to run campaigns in house

Insight/BI function

Content/editorial team

Integration with customer support

A good ESP – Ebay Enterprise Solutions

Design resource

IT resource

Endless differing ways at measuring performance

What does it mean for us

Welcome new customers

Transactional emails

Renewal emails

Solus email campaigns

Fortnightly newsletters

Get the customer engaged in conversations

Reinforce our brand

Newsletter!

One size does not fit all!

The Mega Newsletter Does!Content, insight, design and email working together

Each segment receives a different version

Mobile optimised

Attribution – The HALO Effect

Direct ROI v Halo ROI

Attribution – The HALO Effect

Direct ROI

Halo ROI 26

1

How Reactive Are You?

How Reactive Are You?

Being first to market with new news is

key

ROI can more than DOUBLE

1. How quickly can you get a new

campaign out?

2. Is your ESP full service – chances are

you aren’t reactive enough

3. Do you have the right expertise

internally?

Subject lines are your shop window

Subject lines – Your shop window

How long do you spend designing and building an

email?

How long do you spend on subject lines?

Lessons to live by

Geeks are cool

Content is king

Personalise what you can

Mobile has arrived and evolving

Make time for subject lines

Track what you can – you may learn more than you

think

Any questions

THANK YOU FELLOW GEEKS

Interactive Session

#dmaiab

Sponsored by

What do I do with all of this data: beyond the noise of clicks and opens

Skip Fidura, Client Services Director, dotMailer

#dmaiab

Sponsored by

Skip FiduradotMailer, Client Services Director

What do I do with all this data ?

It’s NOT “Big Data” – it’s Smart Data

What do I do with all this data?

It’s NOT “Big Data” – it’s Smart Data

It’s Retail But Not As You Know It

• Stock and product mix changes weekly

• Cost of stock changes after it is “on the shelves” and can even change after the product has been sold

• Products cross traditional demographic buckets adding to selection and segmentation complexity

… but like retail ODEON generates literally tons of data.

Leveraging Customer Behaviour

• >2 Million members of the loyalty program – Odeon Premiere Club

– Launched 5 years ago

– Booking data – Online and box office

– Retail Data

• >2M CRM customers – Online booking data only

• Other Customer Data

– 14 Million ‘unique’ ticket buyers with booking data

– Social media interactions

– Guest Service contacts

– Web browsing activity

Big Data

• Not new – companies have always had loads

• Technology now makes it seem feasible but companies face two big risks:

– Organising the data into something usable

– Reluctance to act before finding the perfect solution

Big Data – Two Approaches

1. Take a lot of data and do loads of analysis on it

• Really big job which can stall because of risks above

• Long delay between investment and payback

2. Define what you want to achieve

• Breaks the task down into bite size chunks

• A series of quick iterative wins

Find The Audience For The Film

Customer Preferences

Purchase and Click

Behaviour

Information about the

Films

GenreCinemaActors

DirectorWriter

ProducerCrew

FormatCertificate

Ticket typeSeating

QuantityDateTime

ScreenPerformance

ChannelPromotions

Member typeEngagement

FoodDrink

The Business Case of Segmentation

Cost of Segmentation

Incr

eme

nta

l Rev

enu

e

Cost of Segmentation

Incr

eme

nta

l Rev

enu

eThe Business Case of Segmentation

STOP!

Cost of Segmentation

Incr

eme

nta

l Rev

enu

eThe Business Case of Segmentation

Fill Your Boots

How ODEON Are Working

• What are the goals for the business

– Get more visitors more often

– Sell more retail

• Work backwards to determine what the email has to deliver

The ODEON Approach

• RFV flags for each record

• Segmentation based around high level behaviour

– New

– Inactive

– Unusable

– Active

• Models to help improve targeting based on film

The ODEON Approach

Emails Sent

Opened

Clicked

Delivered

Purchased

Exploring Relevance

• Blockbuster film, but not a traditional ‘ODEON film’

• ‘Set reminder’ campaign 3 months from opening

• Father’s Day campaign– Segmented base by cinema preference and

bookings

– Drive advance book

– Segmented into IMAX, ISENSE, Gallery, The Lounge, Croma and default 3D content

• Over 20K incremental bookings

• Market leader for the film

Growing The Audience

• Good film performance on opening but wanted to improve

• Targeted genre specific IMAX audience– Targeted BFI audience, and London

and home counties with BFI message

– Used first weekend booking data in correlation model to target new members

– Overlay with IMAX up sell message for members who had never seen the format before

• ODEON jumped to no1 in second week

We Do More Than Films

• Live screenings of London theatre and other cultural events

• 2013 Stephen Fry played Malvolioin The Globe’s Twelfth Night

• Email sent to OPC members to drive advance book:– an interest in cultural events

– previously attended a cultural event

– film correlations

• High response led to 18 new cinemas being added

• Further email push drove bookings and share

Why dotMailer?

• Consolidated Data Base– Email and purchase data merged into a single platform

– Dramatically reduced campaign set-up and data selection turn around times – Data selections that used to take four days can be completed in 6 minutes

– Opportunity to focus on using their data productively

• Automation functionality around segmentation, content tailoring and campaign sending

• Usability – The team that found it complicated to brief are now able to do it themselves – Test, Trial and Think About It

What’s Next?

• Overcoming reliance on blockbuster films

– Build entire programs around the release calendar

– Group releases together into a slate of films and promote the whole slate throughout the year

• Looking at the people that are falling outside of the segments – email is all inclusive

– Who are they

– Why are they not receiving email

– What should we say to them

What’s Next?

• Marketing Automation

– A lot of what we want to say does not change from campaign to campaign

– The more we can automate the more we can focus on strategy rather than execution

– Customers’ “pulling” content based on their behaviour on web, social, purchases, etc. supplemented by push content

What’s Next?

• Using the “Big Data” to drive the business not just marketing campaigns

– Traditionally marketing or sales come up with propositions

– This gut instinct is still important but should be combined with data• More offering around occasions like date night

• Deciding which films to program and use the data as leverage over the distributors

Interactive Session

#dmaiab

Sponsored by

Summary

Guy Hanson, Director of Consulting, Return Path

#dmaiab

Sponsored by

Upcoming events

Data Protection 2014 – Friday 7 March 2014

Taking the lead: Customer acquisition barometer 2014 –Thursday 27 March 2014

Visit: http://dma.org.uk/event-listing?page=1&reset=1

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