More Power to the Marketer

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More Power to the Marketer:Use Cross-Channel Behavior to Drive Results

Scott Jones, ResponsysDirector, Product Marketing + Partner [email protected]


The power of cross-channel…


Email 7:26 PM


Social 7:31 PM


Mobile 9:10 PM


Cross-Channel Success!


eCommerce?


eCommerce?

Marketing?


eCommerce?

Marketing?

Both?


Get familiar with cross-channel behavior.

When eCommerce and Marketing teams work together great things can happen.

Think of interactive marketing campaigns as part of the conversion funnel.


What is cross-channel behavior?

Web activity— Browsed— Abandoned— Converted

Email activity— Opted-In / Opted-Out— Opened, Clicked— Shared

Mobile activity— Opted-In / Opted-Out— Clicked, Responded— App User

Social activity— Clicked, Shared— Reach, Influence


How do we take advantage ofcross-channel behavior?

Measure, combine, and analyze

Segment and target

Execute campaigns


And behavior can be augmented.

Lifecycle Stage

Customer Data– Who just bought something

in the store?

– Which customers contacted customer support?

– Which customers are our most profitable?

Demographic Data– Age

– Gender

– Geography

– Etc.


So why aren’t we all alreadycross-channel marketers?

Complex data integration

Disconnected web, email,mobile, & social processes

Web, mobile, & social data aren’t being leveraged to drive campaigns


Step 1: Simplify data integration


Step 2: Connect processes


Step 3: Automate new targeted campaigns

Abandonment— Abandoned Cart / Site— Offer and Cadence Testing

Browse or Affinity— Product Category Browsed— Sub Category Browsed— Browsing Frequency and Recency

Post Purchase — Cross Sell Campaigns— Up-Sell Campaigns

Custom Segment— Any custom segment can built via

Visitor Data Mart



Target on Web behavior

Segment on Recent

Purchases

Tailor content to segments

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2



Target on Web behavior

Segment on Social and

Mobile behavior

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2


— Personalized emails that consider 8 different personalization factors

— Uses behavioral information to anticipate and answer prospect questions

— Sells the benefits of policies

— Includes product cross-sells

Trigger emails to abandoned leads from web or call center

MetLife:Quote Abandonment


— Increases relevance of campaign content to maximize conversion and revenue

— Utilizes behavior to drive recommendations that insert ultra-relevant content within emails

— Tests and optimizes dynamic content based on abandoner behavior

Recapture customers who show interest, but do not complete purchases

Orbitz Recaptures Customers:Interested Abandoners


— Targets all new customers as well as existing customers who have upgraded their phone

— Enables customers to share / update social networks about their new purchase

— Custom online sharing tool allows Forward to a Friend or Facebook, Twitter, and LinkedIn posts

— Integrates into VzW Referral Program

Acknowledge customer excitement with new phone; facilitate sharing & enable referrals

Online Sharing Tool

Sharing Email

@

Verizon First 90 Days Program:Going Beyond Permission with Social

http://images.google.com/imgres?imgurl=http://www.ashastd.org/images/facebook_logo.jpg&imgrefurl=http://www.ashastd.org/hpv/hpv_overview.cfm&usg=__dxi_3LSn7u9OhImhhhtFNyCAbks=&h=790&w=2100&sz=135&hl=en&start=1&itbs=1&tbnid=WnsmOCuSOUlvmM:&tbnh=56&tbnw=150&prev=/images?q=facebook&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://www.umich.edu/~umnrotc/linkedin.jpg&imgrefurl=http://www.umich.edu/~umnrotc/links.html&usg=__fvfNAmzJvf7dChi6mDJKjC-vv6M=&h=216&w=640&sz=49&hl=en&start=2&itbs=1&tbnid=d5Sjr-qb-drGeM:&tbnh=46&tbnw=137&prev=/images?q=linkedin&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://www.ccc.uci.edu/images/frontpage/twitter.jpg&imgrefurl=http://www.ccc.uci.edu/&usg=__2z6GhN-ZtfVFMc2pSjE2TKhSwq0=&h=295&w=800&sz=33&hl=en&start=2&itbs=1&tbnid=HlgeaHb1DzF49M:&tbnh=53&tbnw=143&prev=/images?q=twitter&gbv=2&hl=en


A new model: more power to the Marketer

Simplified data integration

Connected web, email,mobile, & social processes

Campaigns driven by web,mobile, & social data

+


Questions?

Thank You.

More Power to the Marketer

Technology

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