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Considering Email Marketing integration with Omniture?
 

Considering Email Marketing integration with Omniture?

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If you are a current Omniture client, and are looking to improve on your email marketing capabilities, Emailvision can provide you with a very easy integration already built in. PLUG & PLAY! The ...

If you are a current Omniture client, and are looking to improve on your email marketing capabilities, Emailvision can provide you with a very easy integration already built in. PLUG & PLAY! The most advanced marketers are utilising these tools... maybe you should to.

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  • Jacques: I will introduce you two: Omar and Marcel
  • Omar: To introduce and read the agenda
  • Omar slide
  • Omar slide
  • Omar slide
  • Omar slide
  • Omar to explain the drag and drop – Marcel to explain the integration within Campaign Commander – enable/Webanalytics activation
  • Marcel slide To explain the different steps for the integration of both applications
  • Marcel slide – Let’s have a look at a concrete example – Brands4 friends one of our key customers using the full integration Omniture - Emailvision
  • Marcel How the integration is working – to explain how based on exchange of segment information, in this case Cart abandonment segment, how it is possible to do a remarketing of the email.
  • Omar slide – to explain how segments are being defined within Omniture
  • Omar to explain how the segments are being defined .... Maybe we can remove this slide and use the demonstration to explain how this is working ? Transition to Marcel, and now we can also review how these segments are being defined within Emailvision, Campaign Commander
  • Marcel slide
  • Marcel slide to explain how MVT is working with ShopVIP This functionalitiy as been developped together with Omniture – in your folders you will find a brchure with more details about MVT.
  • Omar slide – indeed MVT is based on Test and Target, ..... Omar to explain how Test and Target works
  • Marcel to explain how we have implemented it for Shop VIP
  • Marcel to explain how we have implemented it for Shop VIP
  • Marcel to explain how we have implemented it for Shop VIP And read the results – really good in this case – on average the results are improving by 20 to 25% A lot of statistics can be read between the two applications and consolidated
  • Omar slide – indeed consolidation and integrated reporting between the two applications is possible
  • Omar : As a conclusion we can say that Behavioural.... Multiple Benefits And Marcel to take over: PreBuilt Email Marketing... Continuous.... Marcel – but let’s have a look more concretely at a demonstration of the integration....

Considering Email Marketing integration with Omniture? Considering Email Marketing integration with Omniture? Presentation Transcript

  • Emailvision & Omniture The Integration
    • Principles of behavioural remarketing (e-mail)
    • Emailvision – Omniture integration setup
    • Advanced Combined Functionalities
    • Integrated Reporting
  • Behavioural Email Targeting Drives Higher Performance Behavior Target 1.1% Conversion 9.5% CTR 14% CTR* 3.9% Conversion* * Industry average e-mail conversion rates according to Jupiter Research.
  • For subscribers, the reason why to unsubscribe or stop reading emails is because the email is not relevant to them.
  • Significantly improved campaign success due to segmentation and targeting
    • “ Quadruple revenue and exponentially grow net profits .. Marketers integrating Web analytics data can generate nearly four times more revenue and 18 times greater net profits compared with marketers using simple untargeted mailings”.
    • February, 2009
    • “ Integrating Web Analytics with Email Marketing to Improve Campaign Performance” Forrester Consulting.
  • Reasons why this is not happening
    • Data sits on silo applications, the lack of data is not the problem.
    • Perceived complexity of integration
    • Cost= financial & time
    • Organisational: e-mail and web channel are separate entities.
  • Integrating Emailvision Campaign Commander and Omniture Genesis
    • Drag-and-drop interface
      • Simplifies and automates integration between Omniture and Emailvision
    • Automate Behavioural Remarketing
      • Exchanges analytics visitor data & segments between Omniture and Emailvision
  • Set Up (4) Set up trigger rules in Campaign Commander (3) Set up email campaign link report in SiteCatalyst
    • Drag Emailvision into SiteCatalyst
    (2) Activate URL Tags in Campaign Commander
  • Brands4friends Shopping Cart Abandonment Automatic e-mail offer when transaction was not completed
  • How it works Emailvision Campaign Commander
  • Automate Remarketing with Behavioral Segments Select from the standard segment library And / Or select from the list of custom segments built with the Omniture Segment Builder or Discover Select multiple segments by holding the Control key and clicking desired segments
  • Segment site visitors based on their actions and preferences
  • Program Trigger Rules
    • Choose product you wish to remarket
    • Choose trigger: product viewed or cart abandonment
    • Set the delay between web behaviour and email send
    • Create your email template
    Campaign Commander Scenario Builder
  • ShopVIP MultiVariate Testing
    • Gucci Watch Sale
    • * Test different sale banners
    • * Review real time results
    • * Improve targeting
      • Deliver content at open time
      • Test many variations in a single campaign
      • Optimize the campaign - email & site together
      • Insert dynamic recommendations (product/ content) in e-mail
    MultiVariate Testing Test & Target Test &Target & Dynamic in Email
  • How does it work? 1) Prepare e-mail campaign in Campaign Commander 2) Import MVT images into template URL 1 URL 2 URL 3 Test and Target URLs
  • 3) Set Automation Rules Manual / Automatic When and depending on what pushing the winner 4) Send Campaign How does it work?
  • 5) Read results +27.9% uplift Click Through Rate* * Based on previous average Click Through Rates of 19% How does it work?
  • Integrated Reporting Emailvision – Omniture Metrics
    • Integrated reporting combines:
      • Email campaign data from Campaign Commander
        • Sent, Open, Bounce, Impressions, Clicks, Opens
      • Onsite conversion data from Omniture
        • Revenue, Orders, Conversion Rate, Click-through Rate
  • Integrated Reporting Emailvision – Omniture Metrics Emailvision Data Omniture Data
  • Integrated Reporting Emailvision – Omniture Metrics Emailvision Data Omniture Data
  • Conclusion
    • Behavioural Remarketing is possible now
      • Increase Email marketing performance to generate additional revenue
    • Multiple benefits from integrating site & campaign data
      • Deeper insight & automated remarketing
    • Pre-built Email Marketing Integration saves time & money
      • Combining Emailvision and Omniture analytics
    • Continuous improvement process
      • Measure/ analyze/ optimize and repeat, both campaign and site.
  • Demonstration