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iGo Digital - Portland 3sixty Live

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Author: Sean Biek

Author: Sean Biek

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  • 1. The Personalized WebSean BiekSenior Solutions Consultantsbiek@exacttarget.com
  • 2. variable speedschopping actionice crusherrefurbishednew40 oz.5-year warrantybrandsoup & gazpacho$$$$easy to cleanpureeingjuicesDishwasher safe350 wattdimensions
  • 3. Robust Customer Profile
  • 4. What connects the consumer’sexperience across all channels?Personalization
  • 5. The ExactTarget Platform
  • 6. The Building Blocks of PersonalizationIdentify alldata sourcesOrganizedataPersonalizeTake action
  • 7. Relevancy = Revenue
  • 8. Explicit  Single Customer View: iGo Point of interaction: ET
  • 9. Leverage Consumer Input Sources
  • 10. Leverage Consumer Input Sources
  • 11. Leverage Consumer Input Sources
  • 12. On-Site Merchandising
  • 13. 21  
  • 14. Personalizing product recommendations, likethose provided by iGoDigital, can increaseconversions site-wide by up to 10%. iGoDigital Customer Benchmarking Data
  • 15. What’s better than predicting?Asking!
  • 16. Guided Selling – A Personal Boutique ApproachGuided Selling Tools create an “experience” that helpsshoppers navigate through the product catalog andmake a more informed decision.
  • 17. Guided Selling Tools
  • 18. Olay:  Cross-­‐Channel,  Global  Capabili:es  Build  once,  deploy  across  retail  partners,  channels,  and  countries    Syndication and Localization
  • 19. H.H. Gregg Use Case StudyQuick Facts•  9 Guided Selling Tools•  1 Platform•  1 Front End Development•  Key Differentiator  Average  Search  to  Cart  Rate:  9.45%  
  • 20. Search Results Based on Profiles
  • 21. Consistent relevant messagingEmail Recommendations
  • 22. Personalization in Email
  • 23. Lids.com•  Identified Team and StyleBased Shoppers•  Recommendations Made:•  Onsite•  Marketing Emails•  Transactional Emails
  • 24. Targeted emails based on customerdemographics alone produced responserates up to 18x greater than those that werenot targeted.Excerpt from McKinsey Global Institute research report.
  • 25. Results:  •  Open  Rate:  52.9%  •  Click  Rate:  23.3%  •  Conversion  Rate:  17.4%  Personalized  Product  Recommenda:ons  based  on  the  shoppers  most  recent  onsite  behavior  Personalized,  dynamic  subject  lines  increase  open  rates  by  10%  over  sta:c  subject  lines  
  • 26.  Op:miza:on  
  • 27. Instant Activity-based Email via iGoDigitaliGoDigital can observe cart abandonment and fire off a trigger message in order tomaximize opportunity to close a pending purchase.In addition, other events and conditions can trigger a message via an iGoDigital call tothe API, including:•  Remarketing Events•  Browse Abandon•  Favorite Category•  Back-In-Stock•  Post-Purchase•  New Sale Item•  New Item of Interest•  Other/Customized
  • 28. Triggered EmailsRemarketing Best Practices!!iGoDigital triggers the first triggeredemail 3 hours after an individualabandons a cart. Each individualreceives a personalized message.Items that are personalized include:""•  Dynamic Subject Line"•  Predominately DisplayedAbandoned Items"•  Personalized ProductRecommendations"
  • 29. Fila Abandoned Cart Follow Up
  • 30. Abandon event is triggeredand session info ispassed to iGoDigitalEvent is added to theview of customer behaviorsAPI call is made to ET,passing event data andfiring off a triggered send
  • 31. Product recommendations turn transactionalemails into conversion tools, increasing "click-through rates by up to 35% andconversion rates by up to 25% iGoDigital Customer Benchmarking Data
  • 32. 71% of shoppers are abandoning carts andonly 19% of the top 1,000 online retailers aresending abandoned cart email messages tobring the customer back. Internet Retailer article, “Cart Abandonment E-Mails Gain More Attention From E-Retailers”
  • 33. Profile powered segmentationAudience Builder
  • 34. 54  
  • 35. By leveraging iGoDigital behavioralsegmentation tool, customers have seen asmuch as a 50% increase in click-rate and a56% increase in orders per send. iGoDigital Customer Benchmarking Data
  • 36. Onsite Recommendations(To Drive Revenue/Visitor)Email Recommendations(Interaction Based Recs todrive engagment + $)Email Triggers(Interesting moments totimeliness and relevancy)Guided Selling(To engage visitors,convert, and collect data)Harness a Single Customer View
  • 37. 3 thingsyou can do now
  • 38. 1. Organize your dataData layer is foundation
  • 39. 2. Talk to Your FellowMarketersWithin your organization•  Don’t build out your program first – listen to your customersand use their behaviors to create your marketing programs•  Leverage user generated content and review data(Bazaarvoice)- leverage what shoppers are saying in othermarketing efforts
  • 40. 3. Make it personalSynchronize the experienceacross all channels
  • 41. Discussion!Q/A