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Ektron London Conference: Cross Channel Personalisation and Behavioural Marketing with Ektron & Silverpop

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Simon Annicchiarico, Chairman -Appius and Simon Lye, Partner Manager EMEA -SilverPop …

Simon Annicchiarico, Chairman -Appius and Simon Lye, Partner Manager EMEA -SilverPop

Learn how your Ektron website can leverage Silverpop’s Behavioural Marketing Database in real time to treat each visitor as a person.

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  • 1. Simon Annicchiarico, Chairman - Appius Simon Lye, Partner Manager EMEA - SilverPop www.appius.com www.silverpop.com Cross-Channel Personalisation & Behavioural Marketing twitter.com/appius_uk www.linkedin.com/in/annicchiarico 01202 553744 simon@appius.com
  • 2. Appius Strengths and Technology Partnerships Bridging the gap between marketing and technology for better business results. your digital solutions team Elite Partner Gold Partner
  • 3.  Product interest  Visit patterns  Previous purchases  Campaign responses Site Behaviour  Location  Time zone  Device type  Browser Environment  Referring domain  Search keyword  Traffic type Source  Salesforce  Dynamics CRM Context  Twitter  Facebook  LinkedIn  Google Social Graph Where does Context come from?
  • 4. ■ Search Engine Optimization ■ Manual and automated URL aliasing ■ Search engine friendly URLs and menus ■ URL Alias Redirects ■ Conversion Rate Optimization ■ A|B|N, Multivariate Testing ■ Content Targeting ■ Rules-based personalization Ektron – Marketing Optimization
  • 5. Ektron Marketing Optimization – Multivariate Testing
  • 6. The Targeted Content widget can evaluate the following information about a page's site visitor. ■ search engine or URL that directed him to the page ■ the page's URL parameters ■ the user's device, such as a Smart Phone ■ the page from which he was directed ■ regional visitor information: county or country ■ information in the visitor's Facebook profile, such as if his marital status is single ■ whether a certain cookie is on his computer ■ if logged in ■ user or membership group to which he belongs ■ any of his custom user properties that match your criteria ■ the current date and time on the Ektron server? Ektron Marketing Optimization – Content Targeting
  • 7. Silverpop is.. the unified digital marketing platform that delivers superior return on relationship powered by the deepest insight into the way each customer behaves. Silverpop introduction
  • 8. Silverpop introduction
  • 9. A really simple idea Capture action Apply rules Generate the best interaction Early years Silverpop Engage
  • 10. • Behavioural marketing campaigns • If… then… • Clicked, opened, submitted, watched • Product lifecycle campaigns • Cross-sell • Up-sell • Renewal/replenish • Customer lifecycle campaigns • Welcome • Birthday • Reactivation Multi-Track Automated Campaigns
  • 11. • Welcome/Onboarding • Browse Abandonment • Cart Abandonment • Recommendation • Product Review Request • Happy Birthday • Replenishment/Re-order • Cross Sell • Purchase Anniversary • Re-engagement Automate something!
  • 12. Shrinking segments Shrinking segments
  • 13. CUSTOMERS ARE A SINGLE AUDIENCE The Mass Market Approach
  • 14. SEGMENT 1 SEGMENT 2 SEGMENT 3 CUSTOMERS ARE MANY LITTLE AUDIENCES The Segmented Audience Approach
  • 15. CUSTOMERS ARE INDIVIDUALS INFLUENCER SCORE: 73 UPSELL SCORE: 45 CHANNEL PREF: MOBILE SITE VISTS: 2X IN 3MO STORE CHECKIN: ATL, GA PREFERS: FLASH SALES 32 LIKES, 521 FRIENDS 24 RETWEETS INFLUENCER SCORE: 12 UPSELL SCORE: 87 CHANNEL PREF: EMAIL SITE VISTS: 5X IN 1MO PURCHASES: $45.23 ON 4/5 $22.13 ON 6/1 PREFERS: FREE SHIPPING 3 LIKES, 124 FRIENDS INFLUENCER SCORE: 34 UPSELL SCORE: 12 CHANNEL PREF: SITE SITE VISTS: 2X IN 3MO PREFERS: DISCOUNTS 0 RETWEETS The Behavioral Marketing Approach
  • 16. What’s missing? 1 By Profile 2 By Preference 3 By Now? What’s missing?
  • 17. Hey Sarah! Check out our newest line of running shoes! Listen & Get Personal Ideas
  • 18. Hey Jim! Thanks for the social love! Check out this Tip Sheet: Listen & Get Personal Ideas
  • 19. Mary, Need Help with your trip to Italy? Italy? Listen & Get Personal Ideas
  • 20. The goal: segments of one Segments of one
  • 21. A really simple idea, refined Capture behaviour Apply rules Generate the best, most personalized interaction MeasureCombine with existing knowledge Refined
  • 22. A really simple idea, refined and turbo-charged Capture behaviour from any channel Apply rules Generate the best, most personalized interaction And most relevant track across all channels Measure and store learning to inform rules Combine with existing knowledge from profiles, preferences and past actions across all channels Turbo-charged
  • 23. The 5 big questions 1 Which behaviours matter most? How do we turn this insight into action? How to do it at scale? How do we do it across all channels? How do we capture and learn from them? 2 3 4 5 Big questions
  • 24. Which behaviours to track? • Age • Gender • Nearest store • Product preferences • Buy for self/as a gift • etc Demographics • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity Email behaviour • Purchase history • Survey results • Loyalty points • Product searches • Abandoned carts • etc Relational data • Cart abandoned • Product searched • Form completed • File downloaded • Video viewed • Custom event Web behaviour • Voucher redemption • Store purchase • Event attendance • Call centre activity • Catalogue request • etc Off-line behaviour What to track?
  • 25. How Does Silverpop Help You Get Personal with your Customers? Get Personal with your Customers
  • 26. Silverpop Engage Platform
  • 27. What if your ektron website could leverage Silverpop’s Behavioural Marketing Database in real time to treat each visitor as a person? Behavioural Marketing with your Ektron website
  • 28. Ektron Website. Meet Silverpop. Ektron Website. Meet Silverpop.
  • 29. Behavioural Database Ektron Website Email Social CRM Sales & support data Revenue & pipeline Bricks & Mortar POS Location A Behavioural Marketing Wrapper to your Ektron Website
  • 30. Ektron Website. Meet Silverpop. Shared Editors PageBuilder widgets and use of solution APIs Shared Data Integrated into Ektron CMS, with DxH or Web Services Simple… …but separate. Code snippets in developer templates Flexible approach to the level of integration
  • 31. What if your Mobile Apps could leverage Silverpop’s Behavioural Marketing Database in real time to treat each visitor as a person? Behavioural Marketing with Mobile Apps
  • 32. Mobile Apps. Meet Silverpop. Behavioural Marketing with Mobile Apps
  • 33. Developers Reference Code Mobile App - UB Oauth / API Contact Database Message Send Engine Marketers Single Identity App Content Understand Behaviours Add to Programs Behavioural Marketing on Mobile Apps
  • 34. Mobile App Universal Behaviors Install App Open App Abandon Goal Complete Goal Single Identity Behaviour Scoring A Mere Truffle
  • 35. Dynamic Content Scoring Point Levels Profile Update A Mere Truffle
  • 36. Mobile App Universal Behavior Program Automation Email APP URL App Context A Mere Truffle
  • 37. Last Purchase Visited Store Opened Mobile App Retweeted @Brand SilverPop Universal Behaviors in Action
  • 38. Simon Annicchiarico, Chairman - Appius Simon Lye, Partner Manager EMEA - SilverPop www.appius.com www.silverpop.com Any Questions? twitter.com/appius_uk www.linkedin.com/in/annicchiarico 01202 553744 simon@appius.com

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