Intelligent Interactions: Improve Response Rates by Getting to Know Your Cus...
Relevvant case study (retail)
1. Email & Push Case Study: Retail
Leverage your Data to Drive Marketing Performance
2. Key Considerations
• 50 million members
• Diverse interests,
demographics, locations
• Multi-lingual
• Website & mobile app
• Unlimited inventory and
product diversity
• Collects web and app
activity
• Online only, no physical
presence
• In-app social tools
• Client has existing email
service provider for email
delivery (ExactTarget)
• Client uses existing push
services company for push
delivery (UrbanAirship)
Although its customer base continues to grow, this retailer is experiencing
declining click through rates (CTR’s) and conversion rates from core
members. This has a direct negative effect on the company’s revenue growth
rate and is a top priority to address.
Problem Statement
Client
This retailer is a global dual-marketplace e-commerce company where people
around the world connect to buy and sell unique goods.
They generate more than $1.4B in total merchandise sales, and have over 50
million members across 200 countries.
The major drivers for revenue are email campaigns that drive customers
to their website and push notifications from their native application.
3. Internal research pointed to plateauing overall performance and conversion rates. This was
result of general customer campaign fatigue due to lack of content relevancy.
#%@!?
Challenge
1
CAMPAIGN SUBSCRIBER LIFECYCLE
ConversionRate
Plateauing
Performance
Campaign
Fatigue
Campaign
Launch
Peak Awareness
2
Lack of relevancy has limited campaign performance
across all channels.
Campaigns leveraged little customer data, so client’s
daily campaigns were not relevant to most.
4. Solution
To solve for inabilities in leveraging internal data to drive performance, Relevvant first
served as a platform to unify their customer-centric data as illustrated below. As the system
of record (SOR) which aggregated its disparate data sources, Relevvant unlocked the full
picture of their customers.
1
Learn about customers by integrating data from
disparate sources.
• DEMOGRAPHICS *
• LOCATION *
• WEBSITE ACTIVITY *
• PURCHASES *
• SOCIAL
• MARKETING
PERFORMANCE *
• DEVICE ID *
• IP ADDRESS
• COOKIES*
Jon Doe | bo. 6/15/81 | ph.
4155531234 | em. jd@gmail.com
tw. @jondoe | fb. 128278391n9 |
ci. San Francisco | st. CA | male
2
Easily leverage aggregated data for rules-based
audience selection, targeting, and personalization.
CRM Location
Purchas-
ing
Web
Activity
Social
Data
Mobile
Ad
Perfor-
mance
* Data elements used by client
5. Solution (cont.)
Client began to create marketing based on their own internal data and range of motion
improved instantaneously as cross-channel abilities were delivered through an easy-to-use
UI.
3
Execute independent or coordinated multi-channel
campaigns.
4
Create rules that behind each campaign module for
dynamic, data-driven content personalization.
PUSH
EMAIL
6. Results
Client began seeing results very quickly. Data-driven content drove better productivity and
improved email conversion rates. With more relevant content, improving open rates also
followed.
2
Machine learning ensured that relevant content is
delivered to all members at the right time.
1
Client increased number of unique versions of daily
email by > 20x with rules-driven personalization.
7. DATA
Personalization
Targeting
Programmatic
Optimization
Relevvant easily
connects to almost any
existing channel provider
As “wrapper” for existing ESPs and push services,
Relevvant data-driven optimization enhances KPIs.
3
Better personalization and dynamic content delivery
improved performance across both channels.
3-Month Campaign Results
EMAIL PUSH
42%Conversion Lift
16%Open Rate Lift
12%Retention Increase
23%Engagement Lift
Results (cont.)
When marketers are empowered to harness the power of customer data from disparate
first-party data warehouses and third-party sources, their campaigns are more
personalized, targeted and optimized for each audience member.
