Eis mon 0945 jeffrey miller

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Eis mon 0945 jeffrey miller

  1. 1. Sense & Adapt // Real-Time Marketing 2 May 2010, Captiva Island, FL MediaPost’s Email Insider Summit Jeffrey R. Miller, EVP North America @AccelerationBiz Erick Mott, VP Community @sitecore Drew Bailey, Marketing Principal, Email & SMS @skinnydude06 Jack Hogan, CTO & Co-Founder @lifescript Michelle Accardi, VP ePlatform Marketing @1MarketingMaven
  2. 2. <ul><li>Process </li></ul><ul><li>Technology </li></ul><ul><li>People </li></ul>
  3. 3. The Interactive Brand Ecosystem April 2011 Multilayered Brand Ecosystem
  4. 4. Consumers Trust Websites and Email The Interactive Brand Ecosystem April 2011
  5. 5. Integrated Marketing Process Customer Recognition <ul><li>Link all available transaction history for each individual creating historical detail of customer interactions </li></ul>Evaluate and Refine <ul><li>Increase success with customer retention activities by accessing critical dimensions that describe and predict customer actions </li></ul><ul><li>Access new customers that look like your best customers </li></ul><ul><li>Leverage market intelligence to identify areas of growth and operational efficiency with greatest financial return </li></ul>Link to Single Data Model Customer / Transaction Data Integration Business Intelligence Programs <ul><li>Closed-loop reporting </li></ul><ul><li>Performance evaluation </li></ul><ul><li>Data training and program refinement </li></ul>Strategy Development & Execution <ul><li>Identify and integrate multiple consumer transactions </li></ul><ul><li>Track and recognize customers and potential customers across channels </li></ul><ul><li>Develop strategy and prioritize initiatives using business intelligence </li></ul><ul><li>Utilize market intelligence to support enterprise-wide programs </li></ul><ul><li>Create and execute across channels </li></ul><ul><li>Determine metric for success </li></ul><ul><li>Predict the future </li></ul><ul><li>Days to Travel </li></ul><ul><li>Location </li></ul><ul><li>Recency </li></ul><ul><li>Spend Last 12 Months </li></ul><ul><li>Spend </li></ul><ul><li>Category </li></ul><ul><li>$213 </li></ul><ul><li>$213 </li></ul><ul><li>St Louis </li></ul><ul><li>Car </li></ul><ul><li>12 mo </li></ul><ul><li>21 </li></ul><ul><li>$4,786 </li></ul><ul><li>$678 </li></ul><ul><li>St Louis </li></ul><ul><li>Airline </li></ul><ul><li>12 mo </li></ul><ul><li>21 </li></ul><ul><li>$1,237 </li></ul><ul><li>$246 </li></ul><ul><li>Boston Common </li></ul><ul><li>Mid Tier Hotel </li></ul><ul><li>6 mo </li></ul><ul><li>8 </li></ul><ul><li>$7,983 </li></ul><ul><li>$376 </li></ul><ul><li>Boston </li></ul><ul><li>Airline </li></ul><ul><li>6 mo </li></ul><ul><li>8 </li></ul><ul><li>$1,486 </li></ul><ul><li>$376 </li></ul><ul><li>Maui </li></ul><ul><li>Car </li></ul><ul><li>1 mo </li></ul><ul><li>15 </li></ul><ul><li>$7,983 </li></ul><ul><li>$758 </li></ul><ul><li>Maui </li></ul><ul><li>Airline </li></ul><ul><li>1 mo </li></ul><ul><li>45 </li></ul><ul><li>56 </li></ul><ul><li>Maui </li></ul><ul><li>1mo </li></ul><ul><li>$2,876 </li></ul><ul><li>$2,876 </li></ul><ul><li>Luxury Hotel/ Resort </li></ul><ul><li>Avg Days/Travel: 25 </li></ul><ul><li># of Trips in Last 12 Months: 3 </li></ul><ul><li>Total Spend: $5,523.00 </li></ul><ul><li>Average Spend: $789.00 </li></ul>TM In Market Behaviors Propensities Attitudes Lifestyles Clustering/Segmentation Demographics Name, Postal or E-Mail Address
  6. 6. User Personalization & Marketer ROI through Technology “Intelligent Programming” Delivers Qualified Happy Consumers Build targeted audience segments for specific marketer campaigns Personalize content based on subscriber interests Drive users to the contextually relevant area on the website with targeted ads NEW USER SUBSCRIBES TO NEWSLETTERS BUILD PROFILES BASED ON USER’S INTEREST USE PROGRAMMING TO BUILD AUDIENCE FOR MARKETER CAMPAIGN EDITORS USE PROFILES IN PROGRAMMING PROFILES: 300 POINTS OF DATA
  7. 7. Adding People to the Process Agile Marketing Checklist <ul><li>Move from quarterly or 6 month plans to monthly sprints cycles. </li></ul><ul><li>Have daily 15-minute scrum marketing meetings. </li></ul><ul><li>Create a burn chart against the teams commitments. </li></ul><ul><li>Continually allow new program requirements to come in </li></ul><ul><ul><li>You can decide whether or not they make the cut for the next sprint based on resources, need and budget. </li></ul></ul><ul><li>Agile gives marketing a way to sense and adapt </li></ul><ul><ul><li>Look for customer feedback in real time. </li></ul></ul><ul><ul><li>Show ROI on productivity. </li></ul></ul><ul><ul><li>Involve Sales and Customers early and often. </li></ul></ul>
  8. 8. Q&A: Sense & Adapt // Real-Time Marketing 2 May 2010, Captiva Island, FL MediaPost’s Email Insider Summit Jeffrey R. Miller, EVP North America @AccelerationBiz Erick Mott, VP Community @sitecore Drew Bailey, Marketing Principal, Email & SMS @skinnydude06 Jack Hogan, CTO & Co-Founder @lifescript Michelle Accardi, VP ePlatform Marketing @1MarketingMaven

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