Evolving Your Email Targeting for Increased Revenue

Evolving your email

targeting for increased

revenue

Julie Anne Reda VP of Product Strategy, Yesmail

Stephen Yu VP of Data Strategies, Infogroup

Yesmail Confidential 2

• The marketing landscape

• The evolution of targeting

• Next Steps / Takeaways

What We Will Cover Today


Consumers

have

changed…


Standards are higher

Source: DMA, Jan 2012; MyBuys & eTailing Group, June 2011


97% of marketers said

the following was highly or

somewhat valuable

• better targeting through

more detailed customer

preferences

• delivering real-time

personalized offers

Most Desired Marketing Capability

Source: RSR Research, Dec 2011


Consumers’ expectations for marketing


Excel in:

1. Data Collection

2. Data Refinement

3. Data Delivery

Provide marketing answers,

not just data

To be effective you must know

how to wield the power of all

available data faster.

To use data successful, marketers must


• UK-based student portal

• Welcome campaign

based on offers

• Offers selection criteria

– Popularity

– Profitability

• Customized on

– Sex of the subscriber

– Location

Example – StudentBeans.com

Source: MarketingSherpa


33.9% increase in click-through rate

for men (up from 4.49% to 6.01%)

Negligible increase in click-through

rate for women

Example – StudentBeans.com

Use Orange Links

instead of Blue


But getting

a clear

picture is

difficult…


74% of marketers

are collecting

demographic data

64% are collecting

transactional data

But….

Source: BRITE and NYAMA,

Marketing ROI in the Era of Big Data,

Mar 2012


Challenges

Source: BRITE and NYAMA, Marketing

ROI in the Era of Big Data, Mar 2012


Not only

that….


• Demographic

• Attitudinal

• Transactional

• Predictive

Evolution of Targeting

Predictive Analytics


Marketing Programs that use predictive analytics

receive

– 76% increase in click-through rate

– 73% increment sales lift

The Power of Prediction

Source: Aberdeen Group, Predictive Analytics for Sales and

Marketing, Jan 2012


• No guessing game – You

MUST know your target

• Vast amount of online &

offline data collected

But are they being used

properly?


• Analytics play a huge

roles in prospecting &

CRM

• Short paced marketing

cycle getting shorter

• Huge difference between

advanced marketers and

those who are falling

behind

Winners are the ones who

wield the power of all

available data faster.


• BI (Business Intelligence) Reporting

• Descriptive Analytics

• Predictive Modeling

• Optimization

Predictive Modeling for

1-to-1 Marketing

“Analytics” means different things…


• Increase Targeting Accuracy

• Reduce costs by contacting less/smart

• Stay relevant

• Consistent results

• Reveal hidden patterns in data

• Repeatable – key for automation

• Expandable

• “Supposedly” save time and effort

Why Model


• Universe is too small

• Predictable data not available

• 1-to-1 marketing channels not

in plan

• Tight budget

• Lack of resources

Why not


Common Barriers to Analytics and Modeling

Are not familiar with selection or modeling techniques

• Just need marketing answers

Have a limited budget

• Can’t afford expensive custom models

Don’t have time to develop custom models

• Tight deadlines but still need campaigns to perform

Employ non-traditional and online channels

• Need new forms of data delivery


• Games are different now • Not ranking “Customers” for 1 Merchant at a time any more

• Customize offers & products for 1 Customer at a time now

• Speed is the name of the game

• Pre-built “Marketing Answers” for Immediate Delivery

• Categorical Models

TargetReady Models: Pre-developed categorical models that are ready for immediate deployment

TargetReady Models


• Provide “Marketing Answers”:

No need for users to plow through sea of data

• Extensive Category List & Coverage:

Covers Behavioral & Attitudinal Elements (over 90 categories)

A score for every household, for every category

• Pre-built for Immediate Deployment:

No time to wait for custom models

• Significant Cost Savings:

No upfront development cost, pay as you use it

• Simple to Use:

9 means good, 0 means bad

Key Benefits of TargetReady Models


TargetReady Models: Perfect balance


Example of TargetReady Models

26

Next Steps


1. Build a comprehensive and progressive profiling

strategy and process

2. Use analytics to match profiles to content and

desired behavior

3. Test for statistical significance

4. Optimize automation

5. Repeat

Be subtle!

Building a Better Targeting Program


• Data service provided in

conjunction with Infogroup

• Industry-specific bundles

• Benefits

– Convenience

– Frequently updated

– Includes TargetReady

• Predictive attributes

without the cost

Introducing Personalization Ready Models


• Trusted 85% of Fortune 100

• Derived from Infogroup’s Consumer Database

• Permission based and publically available data

• Consumer database is updated every month

– Over 100 attributes – 210 million individuals within 115 M households

Target in confidence


Conclusion

1 Start Small

2 Test and Repeat

3 Integrate into

Overall Program

Thank you!

Questions? – [email protected]

Evolving Your Email Targeting for Increased Revenue

Business

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