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Hbc_review_v1.1
Hbc_review_v1.1
Hbc_review_v1.1
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Hbc_review_v1.1

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  • We are all here today because our job is to build and manage meaningful, long-term and profitable relationships with our customers. And we know it’s not easy. The explosion of new marketing channels and devices over the last decade created equally as many opportunities as challenges for brands. CLICK
  • We are all here today because our job is to build and manage meaningful, long-term and profitable relationships with our customers. And we know it’s not easy. The explosion of new marketing channels and devices over the last decade created equally as many opportunities as challenges for brands. CLICK
  • Periodic table – need to tick all the boxes to create a successful programme strategy and leverage the competitive advantage.
  • I checked, currently the welcome email does not generate too much revenue; the onboarding programme, mixed with real time triggers shall change this and positively bring new revenue stream.
  • Current Programme disadvantage – it is to have 1-to-1 communication when you don’t know much about someone
    Use behavior to discreetly figure out more about your customers, like AEO
  • Inbox crowd
    Diversity
  • Currently all transactional emails are being deployed by HBC systems’. This means that Marketers have a limited access to its performance, updates and changes are harder to integrate. Capabilities like Dynamic Content, content personalisation and data insights are not supporting those systems fully.
  • Why do we do it?

    Delivered – number of messages that did NOT bounc
    IPR (Inbox Placement Rate) - Proportion of messages that make it straight into the inbox
    IPR is determined by your IP (sender) reputation
  • Knowing your audience is not all about putting them into certain boxes with anticipated “labels” or “tags”. It is all about understanding the profile of your best customers; their habits, theirs needs, their journeys.. Multidimensional, dynamic segmentation will help you to achieve your targets through intelligent targeting, profiling and understanding your next best customer.
  • Sometimes segmentation is focused on a lifestyle rather than products or services. This can be very useful for a new company that needs to know every possible customer. But for existing companies, every customer base will have young, old, retired, business people, etc, so segmenting to lifestyle won’t tell you why they choose your business.

    We all know that young people like entertainment, sport and fashion, but that doesn’t offer any insight into why they buy a certain yoghurt, drink or mobile phone.

    Instead of new segmentation, your business may just need to make itself more attractive to core customers. Refresh the brand values to align them with your key strengths. For instance, if you are strong in customer service, differentiate your brand accordingly. Use customer research and customer base analysis to identify the strengths to focus on.
  • We are all here today because our job is to build and manage meaningful, long-term and profitable relationships with our customers. And we know it’s not easy. The explosion of new marketing channels and devices over the last decade created equally as many opportunities as challenges for brands. CLICK
  • What they look like and why they buy.
    Once you’ve identified your main customer groups, define a business goal to acquire and retain more people like them – segments don’t need trendy names to work.



    Unfortunately, many companies start their segmentation by thinking about the types of customer they want, rather than looking at their existing customer base. That makes any future customer ‘tagging’ exercise very complex indeed.

  • And these are precisely the types of questions we can help you answer. EMS will help you profile and understand your best customer, help you find more of these and engage with them with the right message, at the right time, and via the right channel

  • This is an example of analysis we performed for another apparel brand, looking for the key customers that engage with the brands and share specific trends, buying behaviours and spending value.
  • Visiting Traffic – catch them if you can.. Measure your current traffic and understand the trends behind them. It might be any of the 3 above groups, it might be your shopper = we have only 8mins to capture his attention and execute the sale. Browsers, we need to convert them, find the optimal way to engage browsing experience in buying experience; collect preferences. Finally, all prospects shall at least sign up to email, leave their data for further engagement.
  • Geo-Location – tell me more about yourself. Tell me how do you engage with me..
  • Not a social slide; Where else can you find her? How does she interact..
  • Transcript

    • 1. ©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Hudson’s Bay Company QBR, 06/12/2014
    • 2. Intros & New Team HBC and the Industry - Benchmarking Strategic Channel Programs - recommendations Segmentation and Targeting Strategy & Tools Testing and Optimization Trending Now Q&A
    • 3. 3©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3 Introductions
    • 4. 44 The Organizational Chart
    • 5. 5©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5 Your Account Team • Ensures that team is staffed and trained to meet client needs • Contract facilitation • Point of Escalation • Day-to-day contact and lead liaison to extended services • Manages & develops timelines and processes regarding production and projects • Reviews performance and recommends new services and features • Responsible for overall client satisfaction • Point of Escalation • Executive champion responsible for the overall Client Services organization and client satisfaction • Manages the overall client relationship and staffing • Account planning and strategic recommendations • Provides overall support as needed Yara Lutz Vice President, Client Services Troy Smith Senior Director, Client Services Paul Brzozowski Program Manager Helen Tong Associate Director Gabriela Cordero Senior Account Manager Mark Mazzye Senior Account Manager • Day-to-day production management • Creative Setup, Data Management, Testing & QA • Provides support for special project requests and troubleshooting Lucila Membreno Account Manager • Day-to-day production management • Creative Setup, Data Management, Testing & QA • Provides support for special project requests and troubleshooting Honieh Barakchian Sr. Implementation Lead Alex Klepach Sr. Manager, Implementations Spencer Kollas Global Director, Deliverability Additional Support Staff: Jason Tom Account Manager Maricruz Crespo Account Manager
    • 6. 66 HBC Benchmark Performance review
    • 7. 7©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7 Latest Benchmark – Q1 2014 All Industry Multi- channel Retailers Volume 22.8% 17.9% All Industry Multi- channel Retailers 7.2% 7.5% Open Rate (Unique) All Industry Multi- channel Retailers Total Click Rate 18.0% 13.9% All Industry Multi- channel Retailers 6.1% 10.7% Unique Click Rate
    • 8. 9©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9 2013 Q4 Benchmark
    • 9. 10©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10 Latest Benchmarks
    • 10. 11©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11
    • 11. 12©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12
    • 12. 13©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13
    • 13. 14©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14
    • 14. 15©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15
    • 15. 16©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16
    • 16. 1717 Know your Strategy… Channel Programs - Recommendations
    • 17. 18©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18 The eco-system Onboarding Program Preferences & Guided Selling Transactional Emails Browsers Abandoned Basket Saved Cart / Wish-List Replenishment Email Birthday/Anniver sary Service Messages Social/RAF Post- Purchase/Review s Acquisition Re-engagement & Re-Targeting VIP Geo-Targeting
    • 18. 19©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19 Welcome
    • 19. 20©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20 Onboarding Program
    • 20. 21©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 21 Perfect Welcome? Promotion / incentive Sets expectations (1 of 3) Promotes app (every email) Promotes differentiators Promotes loyalty program Educates about features Social Awareness Traffic Driver App
    • 21. 22©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22 Perfect Welcome II: ASAP please
    • 22. 23©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23 Acknowledging Acquisition Source 2 3
    • 23. 24©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24 Welcome Accuracy: Channel recognition
    • 24. 25©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25 2 5 1. User receives email with different jeans fits 2. User clicks on Slim Straight jeans 3. When user gets jeans promos, they’re personalized with Slim Straight fit Click-based Preferences
    • 25. 26©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26 Capture the momentum The 30 to 60 day period after opt-in is typically the most crucial in the email relationship
    • 26. 27©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 27 The Influence
    • 27. 28©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 28 Transactional Emails Order Confirmation Shipment Confirmation Returns Request Confirmation Contest/Competition Password Reset
    • 28. 29©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 29 Tips
    • 29. 30©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 30 Examples `
    • 30. 31©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 31 Abandoned Cart
    • 31. 32©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 32 Browsers Scoping Development Testing Live
    • 32. 33©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 33 Inactive + Re-engagement Lift in Revenue per Email Compared to bulk promotional messages
    • 33. 34©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 34 Inactives – ISPs are watching Only 76.5% of Commercial Email Delivered to the Inbox Email Blocked and Flagged as Spam Increased 24% YOY Risk of Old Data Converting to Spam Traps Source: Return Path’s Global Email Deliverability Benchmark Report, 2H 2011
    • 34. 35©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 35 Miss you
    • 35. 36©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 36 Birthday & Anniversaries No b-day campaigns; to provide insight why…
    • 36. 37©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 37 Gift Registry
    • 37. 38©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 38 VIP and Custom Targeting
    • 38. 39©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 39 Acquisition
    • 39. 4040 Segmentation & Targeting
    • 40. 41©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 41 Your Audience segmentation; targeting, profiling, understanding.. Multi-dimensional, dynamic segmentation is a much more effective strategy. It may be challenging to create, but it will be less painful in the long run. If you can meet all of the following requirements, segmentation will really work for your organization…
    • 41. 42©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 42 What you’re hoping to achieve from segmentation  Identifying customer needs to make propositions more suitable for them?  Improving customer profitability by driving up average pricing?  Identifying new target customers?  Improving customer retention?  Identifying opportunities to grow or gain market share? Be clear on business objectives and strategies
    • 42. Concentrate on the customers you already have
    • 43. 44©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 44 Start with your data
    • 44. 45©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 45 Key Value Drivers: profile and understand your best customer Best customer Engage them in their preferred channels Identify and profile your best customer Find more of them Intelligently bringing your customers closer together. Every time.
    • 45. 4646 What does she look like?
    • 46. 47©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 47 What does she look like: Identify best customer segments Experian’s consumer data Your CRM file
    • 47. 48©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 48 Truetouch Overview Online activity Psychographic and lifestyle Attitudes, opinions and beliefs Demographics Channel engagement and preference What does the customer believe? What do they value?  Motivators / Beliefs / Preferences  Understanding “value motivators” or assessment factors What does the customer look like?  Demographics – age, gender, ethnicity, etc.  Household composition – married, children, etc.  Potential value – Income, Home value, Automobile ownership What channel does the customer prefer?  Which channel is most effective? - Direct mail, telemarketing - Email, Online, Mobile, Cable Is the customer engaged online?  Engagement on other websites (e.g. competitors)  Search term usage, Web site path analysis  Social networks How does the customer live? What do they enjoy doing?  Interests, Activities, Hobbies  Charitable donations  Mail order purchases
    • 48. 49©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 49 Utilizing attitudinal information for targeting & key messaging Gender: Female Age: 32 Location: Chicago Education: College Marital Status: Single Shared Demographics & Geographics Different Ways of Thinking Look at Me Now •Premium brands •Country club member •Enjoys entertaining •Quality relationships •Safety, security Stop & Smell the Roses •Enjoys simple pleasures •Creative, cultural, spiritual •Healthy living •Outdoor enthusiasts •Activist thinking Stop & Smell the Roses •Enjoys simple pleasures •Creative, cultural, spiritual •Healthy living •Outdoor enthusiasts •Activist thinking
    • 49. 5050 Where can we find her and how can we engage her?
    • 50. 51©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 51 Shoppers, Browsers & Prospects..
    • 51. 52©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 52 Nordstrom Example
    • 52. 53©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 53 Where and How? Geo-Targeting and Geo-Understanding
    • 53. 54©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 54 Nordstrom Example Top Customer Profiles?
    • 54. 55©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 55 Nordstrom.ca – New player?
    • 55. 5656 Where else can I find her?
    • 56. 57©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 57 Social Channels – help yourself
    • 57. 58©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 58 Social Traffic “March 2014, social media sites account for 7.72 percent of all traffic to retail Websites”
    • 58. 5959 Know your Strategy.. Mobile, SMS/MMS, Social, Creative, SLs and Copy Writing, Coupons, HTML5, Gmail and other ISPs..
    • 59. 60©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 60 Mobile
    • 60. 61©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 61 SMS/MMS
    • 61. 6262 Test & Learn
    • 62. 63©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 63 SL Testing
    • 63. 64©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 64 SL keywords..
    • 64. 65©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 65 Data Quality + Deliverability = ? 1. Catch and correct syntax errors ► Ensure proper standardization and conformity to internet standards 2. Confirm email domains work ► Domain exists, is active and can accept email 3. Verify mailboxes exist ► Invalid mailboxes account for over 70% of undeliverable emails 4. Suppress spam traps & risky email addresses ► Role-based accounts = info@domain.com ► Fake emails = noemail@gmail.com ► Malicious emails = jsmith@XXX.com ► Do not mail lists ► Known complainer and suspected spamtraps
    • 65. 66©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 66  Scan your new data with edq – pos, instore  Real time widget
    • 66. 6767 What’s Trending?
    • 67. 68©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 68 April Fools! Many brands sent prank emails with fake products Click thumbnail for larger view
    • 68. 69©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 69 What we like March Madness Click thumbnail for larger view Though March Madness wasn’t a big theme in the inbox this year, some brands did take advantage of the popularity of the tournament in their emails
    • 69. 70©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. 70

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