Intro to marketing automation the importance of the database Mark Patron 12 th May 2014
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1 Intro to marketing automation the importance of the database Mark Patron 12 th May 2014
2 Agenda What is marketing automation? Marketing automation applications Case studies 2
3 Evolution of marketing automation ROI Database Marketing Target best customers RFM data Direct mail CRM Direct mail targeting Lifestyle data Phone Digital Marketing Multichannel campaign management Transactional data Search Marketing Automation Personalisation Event triggered Behavioural Data Mobile Social 1980 s 1990 s 2000 s 2010 s 3
4 Why B2C marketing automation is growing As number of campaigns overtake available marketing dept. resources marketing automation and campaign management become necessary 4
5 Evolution of marketing Starting Out Optimisation Marketing Automation Win by Volume Content Data Key Metrics Key Activities ESP selection List Size Send Volume Build list Send frequently Cost Opens Clicks Content Subject Lines Deliverability Reporting Segmentation None Basic - based Automation None Subscriber Welcome Series Abandon Cart Source: Nathan Decker Evo.com at etail West Conversions Engaged Subscribers Churn Contact Strategy RFM Analysis Market Basket Analysis Integration Segmentation Automation Advanced Purchase history Web history Post Purchase Welcome Win Back Campaigns Cross Merchandising Reviews 5
6 What do we mean by marketing automation? marketing Web analytics Multi-channel CRM integration Landing pages Campaign management Reporting = Marketing automation 6
7 Database is central to marketing automation INPUTS OUTPUTS Database Website Behaviour Mobile Social Engagement Single customer view enables relevant marketing communications Call Centre 7
8 Behavioural Database - our USP INPUTS DEMOGRAPHIC Gender, Age, Family PROCESSING RedEye database containing Big Data OUTPUTS TRANSACTIONAL Sales, Registrations WEBSITE ENGAGEMENT Sent, Bounce, Open, Click Single customer view database SMS BEHAVIOURAL Pages & Products Viewed SOCIAL MEDIA CAMPAIGN Search phrase, Source site CALL CENTRE 8
9 More accurate data = better targeting Competitors Jane Taylor opened the and clicked on link 214/A RedEye Jane Taylor opened the 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 9
10 Agenda What is marketing automation? Marketing automation applications Case studies 10
11 Marketing automation applications Sales funnel management Control frequency Testing Triggered Customer lifecycle Campaign management Multi-channel marketing Personalisation 11
12 Sales funnel lead management Lead scoring in B2B marketing Measuring customer engagement in B2C 12
13 engagement and frequency 13
14 Testing marketers test the easy things, marketing automation makes it easier to test the more effective things such as better targeting 14
15 Triggered behavioural gives best results Future Traditional 15
16 Customer lifecycle behavioural 16
17 Campaign management 17
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 18
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 19
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 triggers to prove ROI. For example basket and browser abandonment. Cost 2k to 3k/month 2. Once the first trigger s have proven their value the next phase is to add more triggered s 3. Consolidate your 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 20
21 Agenda What is marketing automation? Marketing automation applications Case studies 21
22 Monarch Monarch incorporated dynamic content triggered by online search into a behavioural campaign % open rate 34.37% CTR 6% conversion 17,257% ROI 22
23 Cosmos Using RedEye s integrated database Cosmos was able target their customers based on different types of online behaviour: 1. Abandon search 2. Abandon search follow up 3. Abandon booking 4. Ancillary (holiday extras) 5. Concierge 6. Welcome home 7. Anniversary Despite behavioural s only accounting for 4% of volume, 50% revenue now comes from these campaigns 23
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 marketing. 43.2% open rate 11.6% click through rate 6% conversion rate 24
25 Summary The future of digital and 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
26 THANK YOU REDEYE 26 Grosvenor Gardens Victoria London SW1W 0GT
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