Michael Twomey, Silverpop - 'Building ROI'
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Michael Twomey, Silverpop - 'Building ROI'

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iStrategy Conference Melbourne 2011: Michael Twomey, Silverpop, 'From Social Media to Email | Building your company's ROI' - Interactive Workshop (Day One)

iStrategy Conference Melbourne 2011: Michael Twomey, Silverpop, 'From Social Media to Email | Building your company's ROI' - Interactive Workshop (Day One)

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  • The operator wondered which content would maximize the effectiveness of the campaign. They decided to create different images and test them with 8Seconds Optimizer. In this way, the recipients will point out what works best.
  • The operator wondered which content would maximize the effectiveness of the campaign. They decided to create different images and test them with 8Seconds Optimizer. In this way, the recipients will point out what works best.
  • The operator wondered which content would maximize the effectiveness of the campaign. They decided to create different images and test them with 8Seconds Optimizer. In this way, the recipients will point out what works best.
  • The operator wondered which content would maximize the effectiveness of the campaign. They decided to create different images and test them with 8Seconds Optimizer. In this way, the recipients will point out what works best.

Michael Twomey, Silverpop - 'Building ROI' Michael Twomey, Silverpop - 'Building ROI' Presentation Transcript

    • Identify data gaps & challenges but don’t over complicate it
    • Consolidatedata sources and capture points with CRM integration, web analytics, transactional or other sources
    • Review & optimisetouch points and include progressiveprofiling where appropriate
    • Develop content worthy of value exchange
    • UtiliseSend Time Optimisationto optimise and increase engagement levels for email
  • Data is the source of fuel #silverpop
    Australian marketers are at the beginning of the data evolution
    #istrategy #silverpop
    • Utilisebehavioural marketing to trigger customer lifetime communications
    • Leverage your new insights byoptimisingcontent using improved segmentation, dynamic content, real time content or content scraping
    • Avoid over-personalisationand decorative content
    • Identify appropriate channels to market
  • Data is the source of fuel #silverpop
    Focus on the data you’re using, the purpose of your communications & what behaviour you want to change
    #istrategy #silverpop
    • Review internal production processes and streamline them
    • Automate key building block programs and assign a dashboard ROI
    • Reviewinsights& optimise programs every 7 days
  • + 51 %
    Unique views to determine winner
    70,825 Remaining viewers only saw winning prize
  • + 23 %
    + 58%
  • Data is the source of fuel #silverpop
    Spend your time on shifting behaviour – automateeverything else
    #istrategy # silverpop
  • Australian marketers are at the beginning of the data evolution #istrategy #silverpop
    Data is the source of fuel #silverpop
    Focus on the data your using, the purpose of your communications & what behaviour you want to change #istrategy #silverpop
    Spend your time shifting behaviour – automateeverything else #istrategy#silverpop
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