Mark patron 10.30am-11.15am
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Transcript of Mark patron 10.30am-11.15am
Intro to marketing automation –
the importance of the database
Mark Patron 12th May 2014
2
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
3
Evolution of marketing automation
Database
Marketing
Target best
customers
RFM data
Direct mail
CRM
Direct mail
targeting
Lifestyle data
Phone
Digital
Marketing
Multichannel
campaign
management
Transactional
data
Search
ROI
1980’s 1990’s 2000’s 2010’s
Marketing
Automation
Personalisation
Event triggered
Behavioural
Data
Mobile
Social
4
Why B2C marketing automation is growing
As number of campaigns overtake available marketing dept. resources
marketing automation and campaign management become necessary
5
Evolution of email marketing
Starting Out Optimisation Marketing Automation
Win by Volume Content Data
Key Metrics List SizeSend Volume
OpensClicks
ConversionsEngaged SubscribersChurn
KeyActivities
Build listSend frequently
ContentSubject Lines
Contact StrategyRFM AnalysisMarket Basket Analysis
ESPselection
Cost DeliverabilityReporting
IntegrationSegmentationAutomation
Segmentation None BasicEmail - based
AdvancedPurchase historyWeb history
Automation None Subscriber Welcome SeriesAbandon Cart
Post Purchase Welcome Win Back CampaignsCross MerchandisingReviews
Source: Nathan Decker Evo.com at eTail West
6
What do we mean by marketing automation?
• Email marketing
• Web analytics
• Multi-channel
• CRM integration
• Landing pages
• Campaign management
• Reporting
= Marketing automation
7
Database is central to marketing automation
Website Behaviour
Email Engagement
Database
INPUTS OUTPUTS
Mobile
Social
Call Centre
Single customer view
enables relevant
marketing
communications
8
Behavioural Database - our USP
OUTPUTSINPUTS
TRANSACTIONAL
Sales, Registrations
DEMOGRAPHIC
Gender, Age, Family
EMAIL ENGAGEMENT
Sent, Bounce, Open, Click
BEHAVIOURAL
Pages & Products Viewed
CAMPAIGN
Search phrase, Source site
WEBSITE
SMS
SOCIAL MEDIA
CALL CENTRE
PROCESSING
Single
customer view
database
RedEye database
containing Big Data
9
More accurate data = better targeting
Competitors
• Jane Taylor opened the email
and clicked on link 214/A
RedEye
• Jane Taylor opened the email and
clicked on link 214/A
• She first went to the website 4 months
ago and 5 visits later registered.
• She has visited 3 pages on product
XYZ and 2 pages on product ABC using
her tablet, smartphone and a shared PC
• 2 of those visits have been as a result
of the search term “low cost XYZ” and 2
visits as a result of “best quality ABC”
10
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
11
Marketing automation applications
• Sales funnel management
• Control email frequency
• Testing
• Triggered email
• Customer lifecycle email
• Campaign management
• Multi-channel marketing
• Personalisation
12
Sales funnel lead management
Lead scoring in B2B marketing
Measuring customer engagement in B2C…
13
Email engagement and frequency
14
Testing
Email marketers test the
easy things, marketing
automation makes it
easier to test the more
effective things such as
better targeting
15
Triggered behavioural email gives best results
Future email
Traditional email
16
Customer lifecycle behavioural email
17
Campaign management
18
Multichannel marketing
• Martini effect – consumers expect
anytime, any place, anywhere
• Consistent customer experience
• Multichannel buyers are two to three times more
valuable
• More effective results
• Measureable and accountable
19
Personalisation
• Improved customer experience
• 74% of marketers know that personalisation increases
customer engagement
• Better results
• Increases conversions
• Gives marketers more control
• Keeps the website fresh
20
How to implement cost effectively
• Think big, start small and move fast
• To de-risk B2C marketing automation implementation use a phased
approach, for example:
1. Start with two or three email triggers to prove ROI. For example
basket and browser abandonment. Cost £2k to £3k/month
2. Once the first trigger emails have proven their value the next phase
is to add more triggered emails
3. Consolidate your email marketing on one marketing automation
platform
4. Start to combine other channels such as SMS and call centre
5. Personalise website content so it is more relevant to the consumer
21
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
22
Monarch
Monarch incorporated dynamic
content triggered by online search
into a behavioural email campaign.
• 56.53% open rate
• 34.37% CTR
• 6% conversion
• 17,257% ROI
23
Cosmos
1. Abandon search
2. Abandon search follow up
3. Abandon booking
4. Ancillary (holiday extras)
5. Concierge
6. Welcome home
7. Anniversary
Using RedEye’s integrated database Cosmos was able target their
customers based on different types of online behaviour:
Despite behavioural emails only accounting for 4% of email volume,
50% email revenue now comes from these campaigns
24
Sainsbury’s Bank
Using data collected through the offline purchase by customers using a
nectar card, Sainsbury’s Bank was able to target opted-in users with a
relevant insurance product via email marketing.
• 43.2% open rate
• 11.6% click through rate
• 6% conversion rate
Summary
• The future of digital and email marketing is relevant
communications:
• Right offer, right person, right time, right channel
• Relevance is achieved through:
• Personalisation, segmentation and targeting
• Behavioural data
• The enabling technologies are:
• Marketing automation
• A good database
REDEYE
26
THANK YOU
26 Grosvenor Gardens
Victoria
London
SW1W 0GT
020 7730 9958
www.redeye.com