INTEGRATING CRM, ECOMMERCE AND ANALYTICS
MARK JONES Senior Solutions Consultant for ExactTarget Interactive marketing expert specializing on maximizing CRM data
TROY BURK CEO & Founder, Right On Interactive Recognized speaker on lifecycle marketing, marketing automation, email marketing tburk@rightoninteractive.com Twitter: @troyburk Experienced entrepreneur in technology space @roi_marketing rightoninteractive.com
MARK EMMETT Head of Analytics, Moneysupermarket.com (UK) An advocate with regards to "putting data at the heart of what you do;" value lies in utilizing customer insight to drive a business forward ExactTarget customer since 2010 I wish I was here today!
BRIAN SMITH Vice President, Data Products and Integrations for ExactTarget Orange since 2006 Love life and loves to build software
SALMAN MIAN Solutions Consultant for ExactTarget @1salman Passionate about digital marketing and analytics Enjoys running and traveling
DANGER! Disparate Data an ecommerce nightmare. Troy Burk CEO & Founder RIGHT ON INTERACTIVE
TODAY S CONVERSATION The danger of disparate data Who is your audience? The beauty of data integration Yes, we can have a single view of prospects and customers Solving chaos in the ecommerce world A customer example The next evolution of marketing What is your customer lifecycle? @roi_marketing rightoninteractive.com
WHO WE ARE A lifecycle marketing automation company that helps organizations win, keep and grow business. Founded in 2006 Software-as-a-Service (SaaS) Deep-rooted experience with technology, marketing automation and email marketing. @roi_marketing rightoninteractive.com
SOFTWARE, TECHNOLOGY & DATA Purchasing Data Inventory Data Call Center @roi_marketing rightoninteractive.com
THE DANGER OF DISPARATE DATA! The fastest growing resource in the world? How many databases does it take to run a business? Data quality over data quantity A single view of your customer is the foundation for a successful business 25% use their platforms to their full potential. @roi_marketing (2011 Focus Survey) rightoninteractive.com
THE BEAUTY OF DATA INTEGRATION The 4 main components of a business Data touches all of them Successful integration solves the who, what, why, when, how Creating a single view is key Expensive and limiting to focus solely on leads Current customers are larger source of revenue Customer lifecycle data impacts how an entire business operates @roi_marketing rightoninteractive.com
DATA: YOUR MOST POWERFUL TOOL Lifecycle marketing campaigns improve effectiveness: On average, nurtured leads result in a 20% increase in sales opportunities (DemangGen) Purchases made by nurtured leads are 47% larger than those made by non-nurtured leads (Annuitas Group) @roi_marketing rightoninteractive.com
CHAOS IN THE ecommerce WORLD The Delta Faucet Story Delta Faucet Company produces three consumer-facing brands sold through a network of distributors, showrooms, retailers, sales associates, contractors. The issue Disparate data causing problems with timely, relevant communications Unreliable data, ineffective campaigns + + + @roi_marketing rightoninteractive.com
DELTA FAUCET S STORY The solution Funnel silos of data into one solution Scoring, lifecycle logic, & analytics Real-time data accuracy to drive targeted campaigns Suspect Lead Qualified New Customer Loyal Customer Aligned all systems (Salesforce.com, ET, ROI) @roi_marketing rightoninteractive.com
INTEGRATION INNOVATION What was once a manual headache, is now an automated exercise that frees us up to tackle other things. Dave Morse Delta Faucet Internet Marketing & Technology Strategist @roi_marketing rightoninteractive.com
HOW MARKETERS ADAPT Focus on the bigger picture. Nurture all sources of revenue: leads from marketing and sales repeat customers referrals up-sells and cross-sells The key to marketing automation success is software and services. @roi_marketing rightoninteractive.com
OUR PERSPECTIVE What a lifecycle marketing solution can do for your business Integrate your data create a single view of your data Visualize relationships graphically show progress of your relationships Act on what matters automated, targeted, cross-channel campaigns Measure engagement see prospect & customer engagement levels @roi_marketing rightoninteractive.com
Newsletter to Engage-Letter Patrick Kelly, Account Director ExactTarget UK
Newsletters Are Yesterday s News Product Centric to Customer Centric Behavioral Data Drives Engagement Multiple Data Sources & Multiple Channels A Journey To Delivering a Personalized Newsletter
The UK s market-leading price comparison website 70 million + page views per month An independent service designed to save consumers money while offering expert advice across a range of industries and products Markets= Insurance, Finance, Travel, Energy, Broadband, Mobile Phones, Shopping, Deals & Vouchers
Value Proposition = Make More Of Your Money
The Journey Gaining Permission Make 1st Impression Awareness & Conversion Customer Centric, Data Driven Generic Campaign To 1-1 Rewarding Communications
Roadmap of 1-1 MoreMoney Personalized Subject Lines: MoreMoney: X Factor destinations New card pays 6% cashback Last-minute October hols Better TV/broadband/phone deals 40% off Domino s Free travel insurance with Nationwide (Based On Site Activity) Recent Activity/Renewal Date Reminder Articles Based on Relevancy
Roadmap of 1-1 MoreMoney Regionalised Travel Deals Best Buy Offers Based on Behaviour Tip Of The Week: -Based on User s Profile
A Year In The Life of Gary s MoreMoney December March June October Top Position= Energy Savings Regionalised Travel Deals Top Position= Savings Guide Product Review = Best Savings Accounts Top Position= Travel Deals Top Tip = Top Travel Insurance Offers Top Position= Home Insurance Prices (Renewal Within 30 Days) Main Article= Home Insurance
Data Driven Cross Channel Comms
It s Worth It 300+ Versions Per Week to 3 Million + Customers 33% Uplift In Open Rates Top Open Rate 35% (Avg 20%) 20% Uplift In CTR Top Click Rate 11% (avg 3%) 45% - 50% Uplift In Revenue
PANEL DISCUSSION