Going back to fundamentals — engagement models for triggered communications
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Transcript of Going back to fundamentals — engagement models for triggered communications
Going back to fundamentals
Engagement models for triggered
communications
Kelly Soligon
@ksoligon
Julie Rezek
@JulieRezek
“Humans generated
more data in 2009 than
in the previous 5,000
years combined.”Dave Evans – Chief Futurist for Cisco Systems
Facebook’s best year:
130% increase in
registered users
Twitter traffic up 1,282%
between February 2008
and 2009
LinkedIn traffic jumped
tenfold in the first six months
of 2011
“Not everything that
can be counted
counts, and not
everything that
counts can be
counted.”Albert Einstein
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“Intuition becomes increasingly valuable in the new information society precisely because there is so much data.”
John Naisbitt
Business challenges
• B2C vs. B2B lifecycle
• Who is our customer?
• Intense competition
• Limited funding
Decision making
process: Office
External
Internal
Create business use
case; build consensus
Between IT and division
Heads to finalize proposal
with brand, ROI, and
business value
Managing directors
present proposal to
executive committee
Executive committee meets to make
decision
Awareness
External and internal
Build consensus / create business case
Initial discussion
Internal
discussion
Sharing of information
Information
Online /
develop vendor shortlist
Review
proposal
Managing directors meet
Authorize budget /
make the decision
Executive committee meets
Analyze vendors
and features
Why we get excited
Marketing + Math. Data quality, quantity, and
accessibility have brought math to marketing.
New digital tools, predictive models, and behavioral
targeting will turn insight into foresight.
Source: Booz Allen Hamilton: HD Marketing 2010:Sharpening the Conversation
Hierarchy of communications
Predict
& recommend
other products
Utilize and
engage with
product
Customer owns Office
in 3-year Enterprise
Agreement
Promotion of
benefits
Core
communications
Based on
behavior &
license
agreement
Communication Message
The fundamental evolution
Then
• Transactional – one size fits all
• Batched communications
• Based on the marketer’s
goal, not the customer’s need
Now
• Relationship
marketing –
tailored to the
individuals in an
organization
• Modeling
• Behavioral insight
• Real-time
• Based on the
customer moment
of truth
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40
What we didIDENTIFY
Next Logical Purchase
License Agreement
Contactable IT Pro / Dev
FILTER
DELIVER TRIGGERED
COMMUNICATIONS
EI Data Set
Developer : Azure
IT Pro/TDM: Private Cloud
IT Pro: Systems Center
MEASURE, REFINE, ANALYZE
A/B
Testing
Open > Click >
RedemptionControl
Groups
2
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Behaviorally targeted
ads are
more effectivethan non-targeted ads
NAI: The Value of Behavioral Targeting, Howard Beales, March 2010
Targeted
reach:
23,000
accounts
30% higher
open rate
vs.
historical
Significant
uptake:
• Trials
• Books
• eLearning
10% IRR
VS.
MSFT
historical
300 leads
generated
Over
$2.3M
in
pipeline
Results
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