DIGITAL STRATEGY OCTOBER 2015 BUILDING YOUR OWN MARKETING CLOUD

Top Tips on How to Really Tackle Data and Personalisation

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Building a data layer and DMP to centrally store, segment, and manage all customer data

Leveraging the data layer to optimise media spend, reduce wastage, and improve campaign targeting

Creating a marketing cloud to deliver consistent personalised lifecycle messaging across email, display, in-social, and on-site

DATA LAYER 01

MARKETING CLOUD 02

MEDIA OPTIMISATION 03

CONTENTS THE WHY, WHAT, AND HOW OF OUR JOURNEY WITH DATA & PERSONALISATION

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OUR STORY AUSTRALIAN NATURAL & ETHICAL BRAND USING NATIVE INGREDIANTS NOW EXPANDING GLOBALLY

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FUELLING ORGANIC GROWTH 12 STEPS TO CUSTOMER EXCELLENCE WITH DEDICATED STRATEGIES FOCUSED ON EACH

Discover

Experience

Convert

Delight

Learn

Resolve Continue

Replenish

Extend

Engage

Advocate

Discover our brand story

Experience our products by sampling & trying them

Convert to being a customer, making a first order

Delight in their experience with us

Learn how to use each product and achieve key looks

Resolve any issues quickly and easily

Continue to shop with us taking advantage of the loyalty program

Replenish their products before they run-out

Extend their range by discovering complimentary products

Participate in shaping our products & service

Engage with our community of likeminded customers

Advocate our brand by sharing with friends & family

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DIGITAL CUSTOMER VALUE PROPISTION FOCUSED ON DELIVERING AN EXCELLENT CX WITH GREAT VALUE, SERVICE, AND FULFILMENT

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VOICE OF CUSTOMER IMPLEMENTING PROCESS TO PLACE CUSTOMER FEEDBACK & PARTICIPATION AT THE HEART OF DECISION MAKING

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DIGITAL CUSTOMER VALUE PROPISTION FOCUSED ON DELIVERING AN EXCELLENT CX WITH GREAT VALUE, SERVICE, AND FULFILMENT

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“People today expect to be able to move seamlessly through each

phase of the life cycle, finding the right content or connection they

seek along the way.” (Forrester)

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LIFECYCLE MARKETING ADDRESSING THE INDIVIDUALS NEEDS AS THEY EVOLVE AT EACH STAGE OF THEIR JOURNEY

*Forrester - adopt The Customer life Cycle To Win in The age of The Customer - 2014

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WHAT DID WE WANT TO ACHIEVE?

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LIFECYCLE CAMPAIGNS AUTOMATED AND PERSONALISAED COMMUNICATION (EMAILS & ONSITE) WHEN RELEVENT AT EACH STAGE

Newsletter Sign Up Trigger to automatically start program

They fall into a ‘prospect welcome program’ designed to build brand engagement and drive first order conversion

Service Feedback Sending after they’ve received their order

Checking everything was okay with their capturing NPS

Learn Sent the day after the product lands

Providing them with links to video and content on how best to use that product

Purchase Order confirmation and trigger to start program

Once we’ve successful acquired a new customer making their first purchase they’ll fall into that ‘products lifecycle program’

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Product Feedback 2 weeks after they’ve had the product

Asking them to review and provide feedback on the product

05 Cross Sell 3 weeks after they’ve had the product

Introducing complimentary products to the ones they purchased

06 Replenish 2 weeks before the typical lifespan period has expired for that product

Incentivising them to re-order “don’t run out, get 10% off”

07 Customer Satisfaction 1 week after replenishment email

Asking customers to complete customer satisfaction surveys so we can learn and improve

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MARKETING CLOUD AMBITIONS Without the blue sky budgets

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CROSS CHANNEL PERSONALISATION Taking personalisation beyond the website

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SAME CONSISTENT MESSAGE ACROSS ALL CHANNELS AUTOMATED LIFECYCLE MARKETING PROGRAMS TO IMPROVE RELEVENCE

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PERSONALISATION ACROSS ALL CHANNELS AUTOMATED LIFECYCLE MARKETING PROGRAMS TO IMPROVE RELEVENCE

Continuing the same messaging on the website to each segment based on their

journey stage

Email

On-site

Off-site

Extending the reach to target customer segment via display, social, and mobile

Mobile friendly automated replenishment reminders, advice, and cross sells

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MEDIA OPTIMISATION Using data & insights to improve performance and reduce wastage

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Using these customer segments to reach most valuable and exclude least valuable

Running AB tests, firing 50% tags for two different retargeting solutions to give a fair test of performance

Measuring segment performance in BI tool to gain insight and optimise future spend

INCREASED TARGETING 01

CAMPAIGN ANALYSIS 02

AB TESTING PARTNERS 03

IMPROVING PERFORMANCE ROI USING THE DATA LAYER AND DMP TO IMPROVE TARGETING, REDUCE WASTAGE, AND AB TEST PARTNERS

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AB TESTING PARTNERS USING THE TAG MANAGEMENT SOLUTION TO DECIDE WHICH TAGS TO FIRE THEM MEASURING PERFORMANCE

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INCREASED INSIGHT Better understanding of how our customers are interacting with us across multiple channels & devices

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VISITOR STITCHING TRYING TO GET A UNIFIED VIEW OF OUR MULTI -DEVICES CUSTOMER

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COMBINED DIGITAL PROFILE CREATING A DIGITAL WALLET FOR EVERY VISITOR WHICH GET PIECED TOGETHER OVER TIME

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UNLOCKING OUR DATA NEEDED A WAY TO LIBERATE, EXPLORE, AND ACTION OUR DATA FROM DISPERATE SOURCES

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DATA LAKE & VISUALISATION CONSOLIDATED ALL DATA IN A SINGLE REPORTING BIG DATA WAREHOUSE & BI TOOL

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HOW DID WE ACHIEVE THIS?

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WE BULIT OUR OWN MARKETING CLOUD USING THE BEST SOLUTIONS IN EACH SOLUTIONS FOR EACH JOB

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VENDOR STACK & LANDSCAPE KNITTING TOGETHER OUR OWN MARKETING CLOUD & DATA LAKE

WEBSITE

DATA LAYER & TAG MANAGEMENT

CUSTOMER DMP

INSIGHTS

EMAIL

DISPLAY

CRO & PERSONALISATION

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Our Technology Stack Picking best solution for each area with more freedom to move platforms

MARKETING CLOUD: 6 STEPS THE HEART OF THE MARKETING CLOUD IS THE CUSTOMER DATA PLATFORM

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DATA LAKE: 4 STEPS Liberating data & insights from disparate systems into a single place and management tool

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STEP 1: DATA LAYER & TAG MANAGEMENT PUTTING IN AN ENTERPRISE TAG MANAGEMENT SOLUTION TO HELP BUILD OUR DATA LAYER

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STEP 2: BUILD SEGMENTS IN CUSTOMER DMP SETTING UP ALL RULES AND SEGMENTS IN THE CUSTOMER DATA PLATFORM

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STEP 3: DYNAMIC TRIGGER EMAILS MANDRILL CONNECTOR ENABLE THE SENDING OF PERSONALISED 1TO1 EMAILS

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INTEGRATING LOYALTY POINTS DATA WE GIVE POINTS FOR PURCHASE, EMAIL SIGN UP, FIRST ORDER, REVIEWS, AND SOCIAL SHARES

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PERSONALISED EMAILS

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STEP 4: PERSONALISED RETARGETED DISPLAY TRIGGERED VIA ADROLL INTEGRATION TO EXTEND THE REACH IN SOCIAL, MOBILE, AND MEDIA SITES

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STEP 5: ONSITE PERSONALISATION

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ONSITE PERSONALISATION TEALIUM DMP AUDIENCE SEGMENTS AVALIABLE IN OPTIMIZELY TURNING IT INTO A PERSONALISATION ENGINE

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SETTING UP THE DATA LAKE BETTER UNDERSTANDING OF OUR CUSTOMERS AND MARKETING CAMPAIGN PERFORMANCE

CONNECT PREPARE STORE EXPLORE VISUALISE OPTIMISE

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1: CONNECT USING 300+ EXISTING CONNECTORS OR INGESTING EXCEL FILES TO AUTOMATE

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2: PREPARE USING THE BUILT IN EXTRACT, TRANSFORM, AND LOAD (ETL) TOOLS WITHOUT NEED FOR SQL

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3: EXPLORE USING CARD BUILDER TO EXAMINE DATA TO LOOK FOR INSIGHTS & TREDNS

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4: VISUALISE BRING DATA TO LIFE AND GIVE IN MEANING THROUGH THE VISUALIATION OPTIONS

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NEXT STEPS PLANS TO TAKE THIS TO NEXT LEVEL

1. OPTIMISE Monitor performance then optimise

2. INCLUDE VoC Use customer feedback to improve personalisation

3. AUTOMATE Setup triggers based on actions to improve CX

4. SCALE Build out dynamic content capability to start doing personalisation at scale

TOP TIPS On how to tackle data and personalisation

1.TAKE OWNERSHIP

2. WALK BEFORE YOU RUN

3. BUILD CUSTOMER DMP

4. BUILD A DATA LAKE

5. Dive In

“When all is said and done, more is said,

than is ever done”

“a little less conversation, a little more action”

Thanks! Gavin Merriman