Personalising your approach: Using data to deliver custom communications Per Caroe, Global Marketing Evangelist, IBM Marketing Cloud

Transcription

1 Personalising your approach: Using data to deliver custom communications Per Caroe, Global Marketing Evangelist, IBM Marketing Cloud Slid.do code MWLIN16 #MWL16

2 Personalizing Your Approach: Using Data to Deliver Custom Communications Per

3 Name: Get your free RV Resource Guide: - 93 pages of tips - Inside sources and - video how to s and more! Get your Free PDF Guide The Relationship Journey Starts We never sell or rent your name Privacy Policy

4 Now What?

5 Then what do you do?

6 BAM! BAM! BAM!

7 Intense Focus: The details The finer points of creative execution Continuing the product push

8 Unsubscribe Ignore you Unsubscribe Ignore you

9 500,000 subscribers X 50% of your 4 broadcast s per week > (200+ database s annually) = gone X 0.25% unsubscribe rate OUCH! = 1250 lost per X 200 s = 250,000 lost subscribers 9

10 Are you going to get knocked out? Forrester Research

11 A Multipurpose Digital Toolkit for Marketers Segmentation Automation SMS Scoring Personalization Landing Pages Webforms Integrations Alerts & Routing Universal Behaviors Centralized Database Behavioral Marketing Reporting Social Connect

12 You must capture the address to begin the customer journey

13 A Whole New Approach with a Personalized Customer Experience

14 Break down the Emerging Silos Website Data Warehouse/ Analytics Inventory DW Content/ Offers

15 Work Across the Organization IT Content Support Website Product Analytics Data Finance Transform The Customer Experience

16 Let s walk through an example

17 The Common Approach Batch & Blast

18 Let s build a Master Database Equipment Owned Person a Show Visits Last Dealer Visit Age of Equip The richer your Master Database the more powerful, relevant and personal you ll be. Carey Smila 59½ Southwark St, London SE1 0AL, UK Shawn Herson Hope St, Hamilton, Lanarkshire ML3 6AF, UK Sheila Vik 30 Main St, Broxburn, West Lothian EH52 6LD, UK Bobcat A770 Clark 340 Kubota 8000 HOA Maintainer Local Roads Constructor Developer North Hyde Gardens UB3 4QQ, UK Tower Rd, Twickenham TW1 4PP, UK 8 Drovers Rd, Broxburn EH52 5ND, UK 6/1/2005 9/5/2012 6/1/ Years 3 Years 1 Years BuyerPersona.com Steve Jensen North Stand, Hamilton S. Lanarkshire ML3 0LX UK Jdeere Hauler 230 Warehouser Whistleberry Park, Hamilton ML3 0ED, UK 2/1/ Years

19 Don t have a rich database?

20 Explicit Profiling: Add Intelligence to your Database Using Webforms To Capture Data Use Progressive Profiling To ask A few fields at a time

21 Take it easy Progressive Profiling 43% Abandon 20% Abandon

22 Implicit Profiling: Add Intelligence to your Database Engineering Solutions Inc. Provides Solutions for:

23 Button = Silverpop Landing Page! Engineering Solutions Inc. Provides Solutions for: Designing Engineering Efficiency

24 Engineering Solutions Inc. Provides Solutions for: Hidden Fields Store Persona Type & More Get Throughput Designing Engineering Assessment Efficiency

25 Next Capture & Append Behaviors Website File Behavior Website Visits Webform/ Landing Page Visits Video s watched Web Page Visits PDFs Downloaded

26 Web Site Video Behavior Behavior Off-line Behavior Custom Behavior

27 Web Behavior Video Behavior Off-line Behavior Behaviors signal your customer is moving forward Behavior Custom Behavior

28 created trial account optedin re-purchased lapsed customer customer advocate large purchase re-purchased added to wish list Likely more than 50 different behaviors no purchase requested a demo attended webinar downloaded white paper called call center responded to promotional text used rewards points purchased downloaded white paper registered registered browse abandoned signed up for text alerts added to shopping cart used mobile app freemium user browsed website visited website contacted sales rep clicked visited store returned a product

29 Which behaviors matter most to you?

30 Build out your Relational Tables Behavior Webform/ Landing Page Visits Web Page Visits Other Company Data External Data Website Visits Current Inventory Video s watched Products Owned PDFs Downloaded Product Catalog 5 day Weather Forecast Rep Assigned

31 Rules-Based Communications: Example Example: Trade In/Upsell Campaign Rules: Segment = Warehouse Operator Dealership Visit in the last year Owner old of Bobcat A330 stand mixer at least 10 years Downloaded the PDF Spec Sheet of 2015 Bobcat A770 Special

32 Anyone that matches our rule will get this Hi Shawn We have May specials & Bobcat Trade Ins Plus we have just received new 2016 models in the Showroom. Come in to test drive this weekend. Steve 59½ Southwark St, London SE1 0AL, UK

33 The template has become a skeletal framework.. we add the rest of the body at send time based on values in the database

34 Behavioral Marketing in Action 3 months later Shaun watches this video Behavioral Rules with multichannel automated campaigns allow us to respond immediately: Shaun gets a personalized SMS with the new Tradein program

35 The Automated Programs Waits for Rule Matches Programs actively listens for rule match based on behaviors and data values. Only when there is a match is the sent Message Sent on 4/15/14 Message Sent on 5/23/14 Message Sent on 6/21/14 Database Size 45,000; number of s sent in 90 days = 300! Set it and Forget it! Staff is free to work on other projects!

36 Automation gives you scale

37 enter Scoring

38 Step 2: Build 1 st Scoring Model Using Indicators

39 Part 1: Demographic Score Demographic Elements Homeownership Credit Score Lead Generation Source

40 Part 2: Behavioral Score Behavioral Elements Clicks on Buy Now in s Visits purchaseoriented pages Opening lead nurture s

41 Ranking: Make it Meaningful

42 Initial Findings: Behavior, Behavior, Behavior Overall Score Conversion > % > % > % > % > % > % >0 1.20% Behavioral Score Conversion > % > % > % > % >0 2.63% Lead Rank Conversion A 9.85% B 9.26% C 1.82% D 1.32% F 2.22%

43 Helping B2B Sales Focus on Hot Leads

44 IKEA Thank you for being a client, here s your cake.

45 GJÖRA TROGEN

46 Dyson Seasonal Weather Campaigns Dyson Silverpop Database Query 1 1 Query 2 2 AccuWeather Silverpop Relational Table Query 3 3 Dyson provided IBM Marketing Cloud with the customer database for the campaign. AccuWeather set up an integrated API feed to a IBM Marketing Cloud Relational Table. Silverpop s CIS team developed the import process that compared AccuWeather s Average Temperature for that day to the Forecasted Temperature. IBM Marketing Cloud created a program that will deploy 3 Mailings every Thursday targeted at people s whose temperature is lower than the weekend s Average Temperature and did not receive an the previous week. Dyson then provides IBM Marketing Cloud with a list of people who converted so that they would be suppressed from future mailings.

47 Recap: 6 areas to Make Massive Action Happen: 1. Get the Whole Team on Board 2. It starts with a great Magnet 3. Build a Phenomenal Database Inventory Existing 4. Build a Rich Rules-Based Automated Communication Engine 5. Close The Loop: Did you Buy 6. Take BIG Action on the BIG picture

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49 Thank You Per