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MediaPost’s Email Insider Summit<br />Sense & Adapt // Real-Time Marketing<br />Jeffrey R. Miller, EVP North America<br />...
Process<br />Technology<br />People<br />
Multilayered Brand Ecosystem<br />The Interactive Brand Ecosystem <br />April 2011 <br />
Consumers Trust Websites and Email<br />The Interactive Brand Ecosystem <br />April 2011 <br />
TM<br /><ul><li>Recency
Days to Travel
Category
Location
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Eis mon 0945 jeffrey miller

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  1. 1. MediaPost’s Email Insider Summit<br />Sense & Adapt // Real-Time Marketing<br />Jeffrey R. Miller, EVP North America<br />@AccelerationBiz<br />Erick Mott, VP Community<br />@sitecore<br />Drew Bailey, Marketing Principal, Email & SMS<br />@skinnydude06<br />Jack Hogan, CTO & Co-Founder<br />@lifescript<br />Michelle Accardi, VP ePlatform Marketing<br />@1MarketingMaven<br />2 May 2010, Captiva Island, FL<br />
  2. 2. Process<br />Technology<br />People<br />
  3. 3. Multilayered Brand Ecosystem<br />The Interactive Brand Ecosystem <br />April 2011 <br />
  4. 4. Consumers Trust Websites and Email<br />The Interactive Brand Ecosystem <br />April 2011 <br />
  5. 5. TM<br /><ul><li>Recency
  6. 6. Days to Travel
  7. 7. Category
  8. 8. Location
  9. 9. Spend Last 12 Months
  10. 10. Spend
  11. 11. 56
  12. 12. 1mo
  13. 13. $2,876</li></ul>In<br />Market<br /><ul><li>Maui
  14. 14. Luxury Hotel/ Resort
  15. 15. $2,876
  16. 16. Maui
  17. 17. $7,983
  18. 18. 45
  19. 19. $758
  20. 20. Airline
  21. 21. 1 mo
  22. 22. Maui
  23. 23. $1,486
  24. 24. 15
  25. 25. $376
  26. 26. Car
  27. 27. 1 mo
  28. 28. 8
  29. 29. $7,983
  30. 30. $376
  31. 31. Airline
  32. 32. Boston
  33. 33. 8
  34. 34. $246
  35. 35. Boston Common
  36. 36. Mid Tier Hotel
  37. 37. $1,237
  38. 38. 6 mo
  39. 39. $678
  40. 40. 6 mo
  41. 41. $4,786
  42. 42. 21
  43. 43. Airline
  44. 44. St Louis
  45. 45. 12 mo
  46. 46. $213
  47. 47. $213
  48. 48. Car
  49. 49. 21
  50. 50. St Louis
  51. 51. 12 mo
  52. 52. Avg Days/Travel: 25
  53. 53. # of Trips in Last 12 Months: 3
  54. 54. Total Spend: $5,523.00
  55. 55. Average Spend: $789.00</li></ul>Behaviors<br />Propensities<br />Attitudes<br />Lifestyles<br />Clustering/Segmentation<br />Demographics<br />Name, Postal or E-Mail Address<br />Integrated Marketing Process<br /><ul><li>Link all available transaction history for each individual creating historical detail of customer interactions</li></ul>Customer /<br />Transaction<br />Data Integration<br /><ul><li>Identify and integrate multiple consumer transactions
  56. 56. Track and recognize customers and potential customers across channels</li></ul>Customer <br />Recognition<br /><ul><li> Closed-loop reporting
  57. 57. Performance evaluation
  58. 58. Data training and program refinement</li></ul>Link to Single <br />Data Model<br />Evaluate and Refine<br />Strategy<br />Development<br />& Execution<br /><ul><li>Leverage market intelligence to identify areas of growth and operational efficiency with greatest financial return
  59. 59. Develop strategy and prioritize initiatives using business intelligence
  60. 60. Utilize market intelligence to support enterprise-wide programs
  61. 61. Create and execute across channels
  62. 62. Determine metric for success
  63. 63. Predict the future</li></ul>Business<br />Intelligence<br />Programs<br /><ul><li>Increase success with customer retention activities by accessing critical dimensions that describe and predict customer actions
  64. 64. Access new customers that look like your best customers</li></li></ul><li>User Personalization & Marketer ROI through Technology “Intelligent Programming” Delivers Qualified Happy Consumers<br />Build targeted audience segments for specific marketer campaigns<br />Personalize content based on subscriber interests <br />Drive users to the contextually relevant area on the website with targeted ads<br />User subscribes<br />to Newsletters<br />build profiles based on user’s interest<br />NEW<br />Profiles:<br />300 points of data<br />Editors use profiles in programming<br />use programming to build audience for marketer campaign<br />
  65. 65. Adding People to the ProcessAgile Marketing Checklist<br /><ul><li>Move from quarterly or 6 month plans to monthly sprints cycles.
  66. 66. Have daily 15-minute scrum marketing meetings.
  67. 67. Create a burn chart against the teams commitments.
  68. 68. Continually allow new program requirements to come in</li></ul>You can decide whether or not they make the cut for the next sprint based on resources, need and budget.<br />Agile gives marketing a way to sense and adapt <br />Look for customer feedback in real time.<br />Show ROI on productivity. <br />Involve Sales and Customers early and often.<br />
  69. 69. MediaPost’s Email Insider Summit<br />Q&A: Sense & Adapt // Real-Time Marketing<br />Jeffrey R. Miller, EVP North America<br />@AccelerationBiz<br />Erick Mott, VP Community<br />@sitecore<br />Drew Bailey, Marketing Principal, Email & SMS<br />@skinnydude06<br />Jack Hogan, CTO & Co-Founder<br />@lifescript<br />Michelle Accardi, VP ePlatform Marketing<br />@1MarketingMaven<br />2 May 2010, Captiva Island, FL<br />
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