Performance Marketing Technology: What is the Next Big Innovation?
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Speakers: Mark Andres, vouchercloud, Menno Kolkert, Plot Projects, Gianluca Carrera, Reward Insight, Oren Cohen, Optimizely & Owen Geddes, Appflare Technology is spurring performance marketing to more growth and it is here where the channel’s real innovation originates. It is why industry stakeholders need to be quick on the uptake or risk falling by the wayside. Mark will introduce four of the latest technologies to have disrupted performance marketing. Four representatives from the areas of geo fencing, card-linked marketing, iBeacons and in-app real-time split testing will talk through how you can use these innovations to lead the pack and squeeze more ROI from your campaigns.
Transcript of Performance Marketing Technology: What is the Next Big Innovation?
AB Testing ON MobileAPPS
Oren CohenOptimizely
Going Mobile
How can you
boost your
coupon redeems
by 300%?
With Geofencing Notifications!
What are
Geofencing
Notifications?
USER JOURNEY
CLICK THROUGH RATES
BannersPush
notifications
Geofencing
Notifications
0,1% 2%
30%
7% conversion to sales!
perfect
timingredeems
300%
salesfoot
traffic
Some companies already using our Geofencing service:
Let Plot Projects take care
of your Geofencing
needs.
Deliver Mobile
campaigns
Install and
maintain
beacons
Provide a
platform for
apps
1 2
318
What do we do?
What are beacons?
beacons do nothing by themselves
move apps from a pull to a push
experience
The consumer has enabled app on
their handset
1
App engages the consumer with an offeras they enter the store
2
Consumer uses offer at the
point of sale
3
A typical user experience
beacons enable a journey
What else is possible?
App engages consumer reminding
them to use their loyalty points
Consumer path through store can be
tracked
Content surfaced based upon
proximity and dwell
Loyalty, collection or payments triggered
at POS
1
2
3
4
LocationPlatforms engaged
to date
18
%
82
%
52% reduction
in uninstalled apps
14x increase in engagement
12x increase in redemptions
4x increase in active users after
4 weeks 1,300 UK retail locations
4 shopping
apps
How could beacons help your mobile engagement?
Results from first wave of Appflare beacon campaigns
6 engagements per active user per month
over 124k data
points
thank you
The 12 principles
Simple
It all starts with a clear message
Rewarding
Every interaction has to be a value exchange
Purposeful
Don’t ever engage without real focus
Push Not Pull
Consumers will not hunt for your marketing
Contextual
Proximity is key, but keep it human
Easy
Don’t ask the consumer to do anything
Personal
Location is not enough, need to act on profile
Honesty
Be clear about what you are doing
Complementary
Aide real-world interactions
Enthusiasm
Don’t over-do it, less is more
Measure
Keep and use all data points - beacons prove
ROI
Delightful
Something people want to play with
1 2 3 4
5 6 7 8
9 10 11 12
Customer Linked
Offers
29th October 2014
Gianluca Carrera
COO
28
Introducing CLO and the Offer Cloud
1. The CLO platform
Customer Linked Offers
2. Business Model
29
The Reward CLO ecosystem – why it works
+ Rich data
+ Loyalty
+ Targeted offers
+ Revenues
+ Goals
+ Budget
+ Raw data
+ Eyeballs
+ Segments
+ Deals
+ Opportunity
+ Raw data
+ Engagement
+ PIS
+ Customers
+ Rich data
+ Footfall
+ Scope
Customers Publishers Merchants
SPEND SALES
Customer Linked Offers
30
CLO offers the ultimate Performance Marketing Channel
105%
Overall sales uplift
13%
Overall sales uplift
33%
Overall sales uplift
It’s as simple as…
What?
What you want to
achieve with our offers
Who?
Which customers you
want to target
How?
The deployment
of the offers
Private and confidentialCustomer Linked Offers 31
3. How it works – Merchant perspective
Plan Create Offers specifically tailored to your loyalty objectives.
MatchThe Reward Offer Cloud Matches your offer
to specific customers.
Earn Your Customers Earn and Burn rewards through your offers.
Drive sales You reap the Rewards by driving profitable incremental sales.
AssessMeasure offer performance with unparalleled Marketing Insight
Technology.
Private and confidentialCustomer Linked Offers 32
4. Working with CLO
Engaged customers
buy more
Private and confidential
Working with CLO – Publisher opportunity
Customer Linked Offers 33
4. Working with CLO – Publisher perspective
Customer LoyaltyConsistently deliver a positive added value experience to your core
customers.
Deeper EngagementFrequent interaction and increased expectations mean a more engaged,
sticky user.
Increased ValueReward your members by making them feel special with targeted relevant
offers.
Increased ProfitsBuild a new revenue stream funded by our merchants, for access to your
members.
Feel Rewarded Your members and you are rewarded through this partnership.
5. Working with CLO
CLO – Frictionless for customers
Rewarding
Spend at everyday retailers
and earn rewards
Convenient
Pay with preferred payment
card and earn
Easy
No opt in
or coupons/codes required
Secure
Your data is safe
Personalised
Rewards delivered to
customer’s chosen
programme
Simple
No extra card
in wallet
Appropriate
Content you want to read; not
advertising you want to avoid
Why not?
Private and confidentialCustomer Linked Offers 34
Contact details
Gianluca Carrera
Reward COO
+44 (20) 3397 4000
35Customer Linked Offers
