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)

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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'

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    11. 11. <ul><li>Identify data gaps & challenges but don’t over complicate it
    12. 12. Consolidatedata sources and capture points with CRM integration, web analytics, transactional or other sources
    13. 13. Review & optimisetouch points and include progressiveprofiling where appropriate
    14. 14. Develop content worthy of value exchange
    15. 15. UtiliseSend Time Optimisationto optimise and increase engagement levels for email</li></li></ul><li>Data is the source of fuel #silverpop<br />Australian marketers are at the beginning of the data evolution <br />#istrategy #silverpop<br />
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    22. 22. <ul><li>Utilisebehavioural marketing to trigger customer lifetime communications
    23. 23. Leverage your new insights byoptimisingcontent using improved segmentation, dynamic content, real time content or content scraping
    24. 24. Avoid over-personalisationand decorative content
    25. 25. Identify appropriate channels to market</li></li></ul><li>Data is the source of fuel #silverpop<br />Focus on the data you’re using, the purpose of your communications & what behaviour you want to change <br />#istrategy #silverpop<br />
    26. 26. <ul><li>Review internal production processes and streamline them
    27. 27. Automate key building block programs and assign a dashboard ROI
    28. 28. Reviewinsights& optimise programs every 7 days</li></li></ul><li>
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    31. 31. + 51 %<br /> Unique views to determine winner<br />70,825 Remaining viewers only saw winning prize<br />
    32. 32. + 23 %<br />+ 58%<br />
    33. 33. Data is the source of fuel #silverpop<br />Spend your time on shifting behaviour – automateeverything else <br />#istrategy # silverpop<br />
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    36. 36. Australian marketers are at the beginning of the data evolution #istrategy #silverpop<br />Data is the source of fuel #silverpop<br />Focus on the data your using, the purpose of your communications & what behaviour you want to change #istrategy #silverpop<br />Spend your time shifting behaviour – automateeverything else #istrategy#silverpop<br />
    37. 37. ?<br />

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