Why Marketers Hate Data    Presented by: @eprugh        5 October 2012
What is the ultimate goal         of marketing?Follow me! @eprugh
What is a campaign?Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Advertisers used to     dictate what a brand was        & what it means to            consumers.Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
“NPS plays a central role     in the daily management         of Apple’s stores.”                     - Steve Denning, For...
If you remember                 anything:            Customer-centric,           not company-centricFollow me! @eprugh
Today’s discussion     •   Why interactive marketing?     •   Where do ExactTarget fit in this?     •   How is email strat...
Today’s discussion     •   Why interactive marketing?     •   Where do ExactTarget fit in this?     •   How is email strat...
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Personalised messagesFollow me! @eprugh
Achieving scaleFollow me! @eprugh
Meet Eric:                     He’s been a customer                     before.Follow me! @eprugh
26 January 2011         Eric moves to Sydney                                3 March 2011                                Er...
26 January 2011         Eric moves to Sydney                                3 March 2011                                Er...
Follow me! @eprugh
Follow me! @eprugh
What data do we have?   •   Open               •   Name   •   Click              •   Gender   •   Products browsed   •   S...
Centralise and Standardise Your DataFollow me! @eprugh
Today’s discussion     •   Why interactive marketing?     •   Where do ExactTarget fit in this?     •   How is email strat...
Follow me! @eprugh
Follow me! @eprugh   30
The World’s Largest Brands     Choose UsFollow me! @eprugh
Follow me! @eprugh   32
Relevancy delivers ROIFollow me! @eprugh
Compa   Custom                        ny   erFollow me! @eprugh
Follow me! @eprugh
Today’s discussion     •   Why interactive marketing?     •   Where do ExactTarget fit in this?     •   How is email strat...
Follow me! @eprugh
EMAIL MARKETING    …how hard can it be?Follow me! @eprugh
Have you ever been     creeped out by an email?Follow me! @eprugh
User Profile                 Facebook integration   Aggregates all of my site    Requires login to Facebook   activity and...
Relational Data: GAH!   Subscribers         Behaviour                Non-Customer Related Data                          Br...
Follow me! @eprugh
Multi-step data-driven programsFollow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh   45
Today’s discussion     •   Why interactive marketing?     •   Where do ExactTarget fit in this?     •   How is email strat...
Follow me! @eprugh
Follow me! @eprugh
How do enterprise organisations build     this?            By aligning their overall business                         stra...
How do enterprise organisations build     this?            By aligning their overall business                         stra...
Four Dimensions of Interactive     Marketing            By aligning their overall business                         strateg...
Four Dimensions of Interactive     MarketingFollow me! @eprugh
We help customers focus on the     foundations                          Interactions (campaigns)                          ...
Current State      Interac ons:      Opera ons:      Technology:        Strategy:                     Aspira onal   Experi...
Focus AreasFollow me! @eprugh
Why be a customer?Organisational                                Company vs. CustomerAlignment          Measure Success    ...
Current Goals                 Drive revenue to the business: Measured in sales & conversions                  Drive growth...
Customer-centric KPI’s   How do you measure success?   •   Loyalty & likelihood to   •   Number of purchases       recomme...
8 purchases           Number of purchases       7 purchases       1%                          9 purchases                 ...
Segmentation ideas   Macro segmentation           Micro segmentation   1. Opened/Clicked 30         •   If exists, show pr...
CRM, Analytics and                            POS Reusable, Syndicate      d and System                               360 ...
Smart Blocks to Bring Content to life                       Product Recommendations Smart BlockFollow me! @eprugh
Skillset vs. Headcount                                               Migrate, Operate and       Deliverability            ...
Subject Line     •   Most IMPORTANT thing you         can write in an email     •   Should NOT be the last     •   This is...
Images Off   Preview Panel: 300px-300px   Currently your emails have no presence with   images off. In order for an email ...
Images Off Optimisation                     MAC email when images don’t load.Follow me! @eprugh             MAC - Impressive
Images Off OptimisationFollow me! @eprugh       Pizza Express -
Bulletproof Buttons   Preserves integrity of the   button and maintains its   functionality.Follow me! @eprugh            ...
Media QueriesFollow me! @eprugh   Deskto   Mobil
Social MediaFollow me! @eprugh
Animated GIFFollow me! @eprugh
Animated GIFFollow me! @eprugh
Touch Points    Preferences and                      Timing and Goals       Collaboration              Unengaged          ...
Welcome Program                     Welcome, Confirm, an                          d Thank                       Reinforce ...
UTILISE CLICK BEHAVIOUR  Top Banner categories   -   Create groups of members based on click behaviour.   -   Best place t...
First Purchase     • Use this as an       opportunity to get       more info     • Get engaged       customers to buyFollo...
Where do you start?Follow me! @eprugh
Today’s discussion     •   Why interactive marketing?     •   Where do ExactTarget fit in this?     •   How is email strat...
Follow me! @eprugh
Follow me! @eprugh
What would you do?Follow me! @eprugh
What they did…Follow me! @eprugh
2011 Best Pure Play Online Retailer                     2011 Best Use of Technology                     2012 Online Retail...
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
Follow me! @eprugh
“Empowered buyers     demand a new level of     customer obsession.”                        Shar VanBoskirk, Forrester Res...
A  customer service company  that just happen to sell __________.Follow me! @eprugh
Follow me! @eprugh
THANK YOU!Email: eprugh@exacttarget.com        Follow: @eprugh          Connect: au.linkedin.com/in/prugh
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MAPexpo 2012 - Eric Prugh (Director Solutions Consulting, ExactTarget)

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My ticket to a career in marketing, advertising and public relations

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  • TO DRIVE SALES? Brand exposure may also be acceptable but really isn’t it all about sales?
  • Now we’re in an era where true 1:1 marketing is possible. Sure, marketers are still using mass media to drive massive brand exposure but the promise of true 1:1 marketing is taking over. But here’s the rub, even though consumers now have a seemingly infinite number of channels to engage and consume media from, very few of us have 5x or 10x the budget to try and engage with individuals in today’s multi-channel world. However, the challenge we’re faced with is the following..how many of 10x the budget or resources
  • Now we’re in an era where true 1:1 marketing is possible. Sure, marketers are still using mass media to drive massive brand exposure but the promise of true 1:1 marketing is taking over. But here’s the rub, even though consumers now have a seemingly infinite number of channels to engage and consume media from, very few of us have 5x or 10x the budget to try and engage with individuals in today’s multi-channel world. However, the challenge we’re faced with is the following..how many of 10x the budget or resources
  • Now we’re in an era where true 1:1 marketing is possible. Sure, marketers are still using mass media to drive massive brand exposure but the promise of true 1:1 marketing is taking over. But here’s the rub, even though consumers now have a seemingly infinite number of channels to engage and consume media from, very few of us have 5x or 10x the budget to try and engage with individuals in today’s multi-channel world. However, the challenge we’re faced with is the following..how many of 10x the budget or resources
  • Now we’re in an era where true 1:1 marketing is possible. Sure, marketers are still using mass media to drive massive brand exposure but the promise of true 1:1 marketing is taking over. But here’s the rub, even though consumers now have a seemingly infinite number of channels to engage and consume media from, very few of us have 5x or 10x the budget to try and engage with individuals in today’s multi-channel world. However, the challenge we’re faced with is the following..how many of 10x the budget or resources
  • Can someone describe to me a very personalised communication you’ve received from a brand lately? One that you’ve connected with. One that got to you. What was in it?
  • Now I know you haven’t entered the corporate world yet, so you may not be familiar with this term. I’m curious to hear what your thoughts are on what it means?
  • Integrations can be made with many different systems and in many different ways.A typical organization technology stack will typically consist of the following buckets of data systemsCRM, Front Office, operational (point of sale, ecommerce, CRM system, customer service)Business intelligence (Web analytics, customer intelligence system possibly utilizing SPSS, SAS, or can even just be a database experts own personal computer or hard drive)Data Warehouse (All or some of this information could come together in a data warehouse, which would house and archive this information over time)Where do the integrations exist between these systems? How do they talk to one another? Where from and how does the data get into the IMH? We can integrate into any of these systems. However, it is important to note that each incremental step in data flow creates friction by adding a point of failure and spreading out the time from when data is captured to when it gets into the IMH for messaging purposes, potentially limiting timeliness of the messages themselves.
  • Email is a retention channel to communicate in a “spooky” yet “creepy” way. Have you ever been creeped out by an email?
  • Map out and demostrate the flexibility of a relational data model in scaling data on customers, and increasing the usability of that data within messaging
  • THE END RESULT! Amazingly simple for so much bloody work.
  • SO WHY DO IT?
  • Replace with your company’s scores. Use circles to pinpoint their weak points that play into your phased recommendations
  • Write out a customers business goals (this should be overall business objectives like increasing revenue, increasing leads, etc, not email specific goals like increase open rate). Then write out the current KPI’s they are using to measure success of their program. Are current KPI’s adequately measuring business objectives? If not, write out what is missing the mark.
  • It’s not “just a Subject Line” – it’s everythingHow many find subject line to be the last thing you think of when sending an email?I see subject line as an exciting and rewarding challenge that is always teaching you to become a better marketer and communicator. It is the easiest thing in an email to test.Curiosity:“Want to spoil yourself like an Oscar winner?” You aren't curious about things you already know.Urgency: “Read this paragraph before it’s too late!” NO – “Save $100 on every $300 you spend, 5 days only!” You can tell people to hurry all the time but when it is mixed with relevancy or value it becomes BIGGER!Relevancy: Make sure you data is current, people change so relevancy is hard, so connect with core values of your company. What do you stand for? Why do subscribers sign up in the first place? Why do your subscribers care about this?Value: The worth of the email and importance. Don’t mistake value for savings. It is more what knowledge you can provide your customers and how you can help them. Talk to your customers to find out what value they like getting from you?Emotion: ”SHOP NOW!” – ok stop screaming at me. Use excitement, happiness in your subject lines, when you feel you have exciting news use an exclamation point. Make sure your not screaming at your audience.
  • Must have had a lot of time up there sleeves!
  • A DIFFERENT KIND OF COMPLEX – CONTENT, DESIGN, AND CODE PLANNING TO RESULT IN A UNIQUE EXPERIENCEThis example picks up on the screen size of the device and switches between style sheets in order to achieve this result.Using your finger as a mouse on a mobile device makes it difficult to click on small buttons. So enlarge buttons, enlarge text and make layout one column.SIMPLIFY. LESS IS MORE!
  • Attention!!
  • How does TripAdvisor drive sales? By having a shitload of impressions… And how do they drive impressions?
  • What woul
  • MAPexpo 2012 - Eric Prugh (Director Solutions Consulting, ExactTarget)

    1. 1. Why Marketers Hate Data Presented by: @eprugh 5 October 2012
    2. 2. What is the ultimate goal of marketing?Follow me! @eprugh
    3. 3. What is a campaign?Follow me! @eprugh
    4. 4. Follow me! @eprugh
    5. 5. Follow me! @eprugh
    6. 6. Follow me! @eprugh
    7. 7. Advertisers used to dictate what a brand was & what it means to consumers.Follow me! @eprugh
    8. 8. Follow me! @eprugh
    9. 9. Follow me! @eprugh
    10. 10. Follow me! @eprugh
    11. 11. “NPS plays a central role in the daily management of Apple’s stores.” - Steve Denning, ForbesFollow me! @eprugh
    12. 12. If you remember anything: Customer-centric, not company-centricFollow me! @eprugh
    13. 13. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
    14. 14. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
    15. 15. Follow me! @eprugh
    16. 16. Follow me! @eprugh
    17. 17. Follow me! @eprugh
    18. 18. Follow me! @eprugh
    19. 19. Personalised messagesFollow me! @eprugh
    20. 20. Achieving scaleFollow me! @eprugh
    21. 21. Meet Eric: He’s been a customer before.Follow me! @eprugh
    22. 22. 26 January 2011 Eric moves to Sydney 3 March 2011 Eric opts into communications 2 May 2011 Eric converts & books all travel 30 March 2011 in Vietnam through Agoda Eric tweets about a trip he’s booked to Vietnam 16 March 2011 24 April 2011 Eric looks at hotels in Eric is recommended to Phu Melbourne when he goes 1x Quoc and website Agoda per month 13 April 2011 Eric books parents’ hotel for stay in Sydney on Wotif.comFollow me! @eprugh
    23. 23. 26 January 2011 Eric moves to Sydney 3 March 2011 Eric opts into communications 2 May 2011 Eric converts & books all travel 30 March 2011 in Vietnam through Agoda Eric tweets about a trip he’s booked to Vietnam 16 March 2011 24 April 2011 Eric looks at hotels in Eric is recommended to Phu Melbourne when he goes 1x Quoc and website Agoda per month 13 April 2011 Eric books parents’ hotel for stay in Sydney on Wotif.com Where are yourFollow me! @eprugh touch points?
    24. 24. Follow me! @eprugh
    25. 25. Follow me! @eprugh
    26. 26. What data do we have? • Open • Name • Click • Gender • Products browsed • Salary • Purchases • Age • Added to cart • Location • Facebook login • Devices • Facebook likes • In-store vs. online • Comments • Cross-site browsing • Twitter follows • Preferences • Klout score • Net Promoter ScoreFollow me! @eprugh
    27. 27. Centralise and Standardise Your DataFollow me! @eprugh
    28. 28. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
    29. 29. Follow me! @eprugh
    30. 30. Follow me! @eprugh 30
    31. 31. The World’s Largest Brands Choose UsFollow me! @eprugh
    32. 32. Follow me! @eprugh 32
    33. 33. Relevancy delivers ROIFollow me! @eprugh
    34. 34. Compa Custom ny erFollow me! @eprugh
    35. 35. Follow me! @eprugh
    36. 36. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
    37. 37. Follow me! @eprugh
    38. 38. EMAIL MARKETING …how hard can it be?Follow me! @eprugh
    39. 39. Have you ever been creeped out by an email?Follow me! @eprugh
    40. 40. User Profile Facebook integration Aggregates all of my site Requires login to Facebook activity and my status Site to Facebook Looks at Facebook friends and shows relevant reviews Knows my home city Grabs my location and uses to determine flights near me Flights integration Scripts & loops through the relevant flights in my area Actual marketing The actual promotion & reason for the emailFollow me! @eprugh
    41. 41. Relational Data: GAH! Subscribers Behaviour Non-Customer Related Data Browse Frequent Flier No. Subscribers Segment name Date Alerts Email Available Flights Name Flight # Flight # Abandoned Frequent Flier No. Frequent Flier No. Segment name Alert Description Zip Segment name Departure Time Partner Offers Date Gender Arrival Time Name Engagement Picture Description Preferences Bookings Price Price Frequent Flier No. Segment name Cross-Sells Price Related Date Cross-Sell CategoryFollow me! @eprugh
    42. 42. Follow me! @eprugh
    43. 43. Multi-step data-driven programsFollow me! @eprugh
    44. 44. Follow me! @eprugh
    45. 45. Follow me! @eprugh 45
    46. 46. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
    47. 47. Follow me! @eprugh
    48. 48. Follow me! @eprugh
    49. 49. How do enterprise organisations build this? By aligning their overall business strategy with technology and operations to deliver customer-centric interactions.Follow me! @eprugh
    50. 50. How do enterprise organisations build this? By aligning their overall business strategy with technology and operations to deliver customer-centric interactions.Follow me! @eprugh
    51. 51. Four Dimensions of Interactive Marketing By aligning their overall business strategy with technology and operations to deliver customer-centric interactions.Follow me! @eprugh
    52. 52. Four Dimensions of Interactive MarketingFollow me! @eprugh
    53. 53. We help customers focus on the foundations Interactions (campaigns) are what is visible to most. But to be successful, you must focus on the 3 dimension “below the waterline.”Follow me! @eprugh
    54. 54. Current State Interac ons: Opera ons: Technology: Strategy: Aspira onal Experienced TransformedFollow me! @eprugh
    55. 55. Focus AreasFollow me! @eprugh
    56. 56. Why be a customer?Organisational Company vs. CustomerAlignment Measure Success Profile -> InteractionsFollow me! @eprugh
    57. 57. Current Goals Drive revenue to the business: Measured in sales & conversions Drive growth in customers: Measured in subscriber list growth Current KPI Email: Deliverability, open, click, and conversion/redemption rate Social: Engagement? Missed Success Criteria Customer-centric KPI’s centred around loyalty, likelihood to recommend, and engagementFollow me! @eprugh
    58. 58. Customer-centric KPI’s How do you measure success? • Loyalty & likelihood to • Number of purchases recommend per customer • Brand advocacy & Net • Days between Promoter Score purchases • Days to first purchase • Subscriber tenure • Unsubscribe rate • Customer tenure purchaser/subscriber • Behaviour by tenure • Multi-product purchases • EngagementFollow me! @eprugh
    59. 59. 8 purchases Number of purchases 7 purchases 1% 9 purchases 10 or more 1% 1% purchases 2% 6 purchases 2% 5 purchases 4% 4 purchases 3 purchases 6% 10% 1 purchase 53% 2 purchases 20%Follow me! @eprugh
    60. 60. Segmentation ideas Macro segmentation Micro segmentation 1. Opened/Clicked 30 • If exists, show products days, Interested in top in relevant categories categories, first completed purchase (30) • If last purchase included 2. Opened/Clicked 60 shipping cost, offer free days, Interested in any shipping categories, • Re-order navigation completed purchase (60) according to preferences 3. etc.Follow me! @eprugh
    61. 61. CRM, Analytics and POS Reusable, Syndicate d and System 360 View Reporting and BI Time and FlexibilityFollow me! @eprugh
    62. 62. Smart Blocks to Bring Content to life Product Recommendations Smart BlockFollow me! @eprugh
    63. 63. Skillset vs. Headcount Migrate, Operate and Deliverability Evolve Efficiency, Effectiveness Relevancy and Testing and Cross ChannelFollow me! @eprugh
    64. 64. Subject Line • Most IMPORTANT thing you can write in an email • Should NOT be the last • This is the point where you have the MOST eyeballs • A good Subject Line must possess at least 2 of the 5 • 1 of the 2 elements almost always is the relevance or the value • Test your subject lines -- Andrew Kordek – Trendline InteractiveFollow me! @eprugh
    65. 65. Images Off Preview Panel: 300px-300px Currently your emails have no presence with images off. In order for an email open to be registered the images need to be downloaded.Follow me! @eprugh
    66. 66. Images Off Optimisation MAC email when images don’t load.Follow me! @eprugh MAC - Impressive
    67. 67. Images Off OptimisationFollow me! @eprugh Pizza Express -
    68. 68. Bulletproof Buttons Preserves integrity of the button and maintains its functionality.Follow me! @eprugh Skype: Images
    69. 69. Media QueriesFollow me! @eprugh Deskto Mobil
    70. 70. Social MediaFollow me! @eprugh
    71. 71. Animated GIFFollow me! @eprugh
    72. 72. Animated GIFFollow me! @eprugh
    73. 73. Touch Points Preferences and Timing and Goals Collaboration Unengaged Value to CustomerFollow me! @eprugh
    74. 74. Welcome Program Welcome, Confirm, an d Thank Reinforce Value Proposition Educate on Other Industry welcome emails Opportunities typically see 2X the open rate Learn More About and 3X the click rate as Subscribers normal email campaignsFollow me! @eprugh
    75. 75. UTILISE CLICK BEHAVIOUR Top Banner categories - Create groups of members based on click behaviour. - Best place to start would be top banner. - Enable you to send more targeted emails to your members.Follow me! @eprugh
    76. 76. First Purchase • Use this as an opportunity to get more info • Get engaged customers to buyFollow me! @eprugh
    77. 77. Where do you start?Follow me! @eprugh
    78. 78. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
    79. 79. Follow me! @eprugh
    80. 80. Follow me! @eprugh
    81. 81. What would you do?Follow me! @eprugh
    82. 82. What they did…Follow me! @eprugh
    83. 83. 2011 Best Pure Play Online Retailer 2011 Best Use of Technology 2012 Online Retailer of the YearFollow me! @eprugh
    84. 84. Follow me! @eprugh
    85. 85. Follow me! @eprugh
    86. 86. Follow me! @eprugh
    87. 87. Follow me! @eprugh
    88. 88. Follow me! @eprugh
    89. 89. Follow me! @eprugh
    90. 90. Follow me! @eprugh
    91. 91. Follow me! @eprugh
    92. 92. Follow me! @eprugh
    93. 93. “Empowered buyers demand a new level of customer obsession.” Shar VanBoskirk, Forrester Research “The Future of Interactive Marketing”, 2011Follow me! @eprugh
    94. 94. A customer service company that just happen to sell __________.Follow me! @eprugh
    95. 95. Follow me! @eprugh
    96. 96. THANK YOU!Email: eprugh@exacttarget.com Follow: @eprugh Connect: au.linkedin.com/in/prugh

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