Thriving in Today s Customer Driven World > Let s Get Personal. Loren

Transcription

1 Thriving in Today s Customer Driven World > Let s Get Personal Loren

2 Dear Loren, The rest of this is

3 Inserting Dear %%FNAME%% is NOT how you personalise

4 Personalisation is about providing a superior customer experience that also increases engagement and revenue.

5 But we usually take the easy path,

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7 Home Décor pages Loren McDonald

8 Generic Welcome Welcome! First jackets oops

9 Onboarding (s) Dynamic Welcome! based on specific category items browsed 3-5 s series Top sellers/recommendati ons Ends with best offer

10 So where do

11 Capturing Data for Personalisation

12 Personalisation goes well beyond profile data

13 But you must connect to everything SMS Events SMS Mobile Blogs Call Center Location Communities Customer Interactions Push Facebook Twitter Wearables Retail Devices+

14 Which leads to multiple opportunities 1 Subject Line Personalization First name personalization 2 Personalized Content Name and contact info for each customer s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership 4 Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalization Display totals and other engaging content to drive follow-on purchases Website-driven Content Directly track each customer s Web activity and prompt them to visit new areas of the site Send Time Optimization The message arrives in each individual s inbox at precisely the time that individual is most likely to check Data-driven Dynamic Image Image is selected based on demographic and profile info Score-driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase

15 The challenge then, with personalisation is of course the

16 Who is the subscriber? Relationship and value? What actions have they taken / not taken? What date/time is it?

17 Customer Behavior Customer Profile Personas Personalisation Data Sources

18 What data do you need to Drive engagement? Create behavior? Drive increased results?

19 What is your must have data Proximity to physical stores Loyalty membership Value/quality vs convenience/cost

20 Personalisation in Action

21 Customer Behavior Customer Profile Personas Personalisation Data Sources

22 one and done data collection everything but your first born data collection

23 Use Progressive Web Forms Reduce form abandonment and build out a contact s profile over time with progressive Web forms.

24 Take it easy Progressive Profiling - Complete 4 fields - Watch a video 43% Abandon 20% Abandon

25 Customer-Driven Marketing 25

26 Store the Data PPP1_ADD PPP2_ODD PPP3_SchoolDiscipline PPP4_Drinking Drugs PPP5_Angry Outbursts PPP6_Disrespectful PPP7_Violent PPP8_Consequences

27 Design the Nurture PPP_Violent PPP_Disrespectful PPP_Consequences 27

28 Selected Program Tracks 28

29 Customizing the Nurture

30 Data Driven Nurture Results Increased Capture on Website by 400% 62% Avg Open Rate for Personal Parenting Plan s (vs. avg. 22% for newsletter) 260% lift in Total Transformation Sales over other Welcome Campaign

31 Customer Behavior Customer Profile Personas Personalisation Data Sources

32 To know a person watch what they do, not what they say. Danny Santagato

33 PaperStyle Custom Invitations - Sending batch and blast - No targeting - Response rates declined Agency Whereoware - Analyzed site behavior - Purchase patterns - Wedding process - Created wedding timeline

34 Purchased wedding products Your wedding? Clicked on wedding link BRIDAL SEGMENT Wedding nurturing Yes No Friend s wedding nurturing 7 days 7 days Wedding essentials Bridal shower invites 6 weeks 7 days Wedding favors Shower tableware 3 weeks 7 days Bridal party gifts Bach. invites 7 days 7 days Thank you cards Nurture Program Bach. tableware Wedding gifts 7 days

35 Web site or click behavior drops you into Your Wedding or Friend s Wedding nurture

36 Your Wedding Track

37 Friend s Wedding Track Results Avgs Across Both Programs - Open Rate Increased % - CTR Increased % - Revenue Per Mailing Increased %

38 Customer Behavior Customer Profile Personas Personalisation Data Sources

39 Let s build a Master Database RV Owned Persona Show Visits Last Dealer Visit Age of RV The richer your Master Database the more powerful, relevant and personal you ll be. Carey Smith 1000 Gateway Drive San Francisco, CA Shawn DeWitt 4992 Michigan Ave, Chicago, IL Sheila Jones 4022 Peachtree Rd Atlanta, GA Fleetwood Expedition Thor Motor Coach Keystone Vantage Silver Explorer Tailgater Family Camper San Francisco Michigan Miami 6/1/2005 9/5/2012 6/1/ Years 2 Years 5 Years BuyerPersona.com Steve Jones 888 Madison Ave, New York NY Coachman Freedom Livin Large Hampton 2/1/ months

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41 Personas: The Key to Relevant Marketing Caregiver of Infant PKU (0-1) Caregiver of Young Child (1-4) PKU Caregiver of Child (5-12) PKU Teen (13-17) PKU Non-PKU HCP Other/Unknown

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44 Non-PKU PKU Child PKU Adult

45 All s Reflect Selected Persona/Condition in Every Way Possible! Images change Free samples change

46 In summary,

47 can be deployed in multiple ways.

48 increases customer satisfaction and brand affinity.

49 helps take your marketing to a higher level

50 Let s do this personalisation thing!

51 Loren The Silverpop Digital Marketing Platform