Sponsor Breakfast Presentation: Customer State & The Challenge of Real Time Marketing

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Consumer behavior and expectations are changing faster than marketers can react. Don't miss this opportunity to learn what these changes mean to us as marketers and how we need to think about our …

Consumer behavior and expectations are changing faster than marketers can react. Don't miss this opportunity to learn what these changes mean to us as marketers and how we need to think about our customer interactions and relationships in the future.

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  • Are you using customer data to derive insights and create a personal consumer experience?Are you speaking your customers’ language? Is your email mobile-ready?
  • Have a single view of your customer giving you the ability to analyze their behavior by channel in order to better target and personalize future customer interactions.Stream one-to-one communications with your customers based on real-time, data-driven insights that make every communication count.Analyze all customertouchpoint data including email, social, PoS, etc. all in one place to effectively shape your marketing strategy
  • Tell us about you…Big DataInsights-Driven StrategyCompetitive & Market IntelligenceInnovative TechnologyAward Winning Creative AgencyOur People
  • This simple framework provides an initial look at key customer segments by:Based in segment behavior it provides general guidance on types of strategies to be applied to each segment
  • This simple framework provides an initial look at key customer segments by:Based in segment behavior it provides general guidance on types of strategies to be applied to each segment
  • Sales driven by a combination of a larger active subscriber base and improved sales funnel metrics

Transcript

  • 1. Big Data is nothingbut a Big OpportunityMichael FisherPresident, Yesmail InteractiveEmail Insider SummitFriday, May 3, 2013
  • 2. Yesmail Confidential 2of customers don’t receive customized, channelspecific messagingof emails are NOT received during the timesconsumers preferof consumers have purchased as a result ofreceiving an email promotion on their mobiledevice
  • 3. Yesmail Confidential 3• Predict the need, desire, andtiming specific to your audience• Know when to communicate toyour audience via their preferredchannel• Deliver personalized, relevantcontent• Create repeatable engagingcustomer experiencesChallenges a Plenty“Many firms still operate inorganizational siloes and areburdened with legacy technologythat hinders their ability to delivercompelling cross-touchpointexperiences.”Managing The Cross-TouchpointCustomer Journey | Dec 2012
  • 4. Yesmail Confidential 4 Have a single view of yourcustomer Stream one-to-onecommunications with yourcustomers Analyze all customer touch-point data all in one placeWhat if you could… Missed opportunity?66% of consumers areengaged via the web; 22%via social, 38% via mobile;24% via videoBut consumers who interacton multiple touch-pointswant to be recognized asthey cross from touch-pointto touch-point.Source: Forrester Research
  • 5. Yesmail Confidential 5Coordinating is CriticalCreative Insights StrategyCompetitiveIntelligenceDeliverabilityDataEngagementSpecialistsCampaignManagementTechnology
  • 6. Yesmail Confidential 6Intelligent Interaction is CriticalANALYZE OPTIMIZE AUTOMATE EXECUTEAnalyze allcustomer channeldataOptimize yourchannel strategybased on data-driven insightsAutomate programsfor personalizedcustomerexperienceExecute campaignsinformed bycustomerpreference
  • 7. Yesmail Confidential 7The Critical Questions …What do your average customers and keysegments look like?How do we improve retentionand increase sales to existingcustomers?What opportunities exist forreactivation of lapsedcustomers?What are the best short termopportunities to drive revenuethrough its various channelswhen using email as the primarychannel?What’s your most lucrative customersegment
  • 8. Delivering Prioritized &Personalized EmailCommunicationsA Case Study
  • 9. Yesmail Confidential 9Purchase FrequencySize (# of Customers)RevenueStrategic Marketing Framework OverviewNumber of 2012 Purchases0 1 2 3+Re-Acquire(Lost)Welcome / Welcome Back(New & Reactivated)Win-Back /Lapsed /ReactivationCross-Sell / Upsell /PurchaseOccasions / Purchase RateRecognition/ Retention(Increasing)Loyalty / PurchaseOccasions(Declining)FanaticsNumberof2011Purchases0123+
  • 10. Yesmail Confidential 10• 70.8% of 2011 buyersdid not buy in 2012• Of 2012 customerswith a customer ID:Only 24.3% made apurchase in 2011New customersaccounted for 65% of2012 revenue• New customers lessvaluable than existingcustomers in their firstyear spending 61.7%as much per personAll Channels: Churn Reduction Top OpportunityNumber of 2012 Purchases0 1 2 3+Revenue: $0Segment Size:TBD*Welcome / Welcome Back(New & Reactivated)Revenue:$553,150,061(2011)Segment Size:15,975,602Revenue: $210,654,663(2011 & 2012)Segment Size: 3,054,064Revenue:$103,803,191Segment Size:758,000+Revenue: $108MM(2011 & 2012)Segment Size: 770,000+Revenue:$162MMSegment Size:562,000+Numberof2011Purchases0123+Revenue: $0Segment Size:TBD*Revenue: $527MMSegment Size: 15MMRevenue:$670MM(2011)Segment Size:17MMRevenue: $210MM(2011 & 2012)Segment Size: 2MMBe prepared to assemble the data
  • 11. Yesmail Confidential 11
  • 12. Yesmail Confidential 12
  • 13. Yesmail Confidential 13
  • 14. Yesmail Confidential 14
  • 15. Yesmail Confidential 15
  • 16. Yesmail Confidential 16
  • 17. Yesmail Confidential 17Purchase FrequencySize (# of Customers)RevenueStrategic Marketing Framework OverviewNumber of 2012 Purchases0 1 2 3+Re-Acquire(Lost)Welcome / Welcome Back(New & Reactivated)Win-Back /Lapsed /ReactivationCross-Sell / Upsell /PurchaseOccasions / Purchase RateRecognition/ Retention(Increasing)Loyalty / PurchaseOccasions(Declining)FanaticsNumberof2011Purchases0123+
  • 18. Yesmail Confidential 18B1B2B3B4B5C1C2C3C4C5C6P1P2P3P4P5P6P7N1N2N3A1L1L2L3L4L5EffortROIBenefitLowHighHighLowEmail Program Prioritization RecommendationBaseOffers/Events B1Newsletter B2Poll/ Survey B3Educational B4Birthday B5Anniversary B6Membership Renewal B7LifecycleWelcome (1 Touch) C1Welcome (3 Touch Series) C2Welcome (Multi Touch with Behavior) C3Re-Activation C4Lapsed C5Retirement C6Purchase CycleOrder Confirmation P1eReceipt P2Order Ship P3Education on Product P4Ratings and Review P5Follow-up on Purchase P6Cross-sell / Up Sell P7Non-Purchase TriggersAbandoned Cart N1Browse No Buy N2Preference Center Change Conf. N3AcquisitionCustomer Acquisition A1LoyaltyBest Customer L1Next Best Customer L2Forward to a Friend L3Social Magnify L4Social Contest L5Program Type2) Welcome Programs1) Abandon Cart3) Fanatic Customer6) Lapsed Customer *Top Opportunities5) General Promotions4) Newsletter
  • 19. Yesmail Confidential 1920% year-on-yearprojected revenue impactProjected Outcome0.000%0.005%0.010%0.015%0.020%0.025%0.030%0%2%4%6%8%10%12%JanMarMayJulSepNovJanMarMayJulSepNovJanMarMayJulSepNov2012 2013 2014ConversionRateOpen,Click&ConversionRatesEmail Engagement MetricsConversion Rate Open Rate Click Rate
  • 20. The Impact of PersonalizedContent
  • 21. Yesmail Confidential 21• Supporting 16 eBay divisions inCanada, EMEA, APAC, and SEA• Sending daily-buyer messagesacross global programs• Leveraging a robust datawarehousing and optimizationsolution• Executing complex testingstrategies• Engaging in full-service solutions,including insights, strategy,creative, and expert messagemanagement services• Providing a follow-the-sunprocess to support all regions andtime-zonesCustomer Success• Helping Body Shop Internationaldrive customer engagement andsales across retail store and webproperties in North America andEurope• Leveraging email as the singlebiggest driver of traffic andrevenue• In-region support being providedby US and UK-based accountteams• Seeing year-over-year growth inkey KPIs (opens, clicks, orders,revenue, and database growth)• Continuing to focus on programoptimization, including mobile andtesting strategies, and campaignautomation• Maximizing tee time availability,nationally and locally throughnational and local-coursecampaigns• Utilizing a custom email templateand campaign management toolfor local courses to easily mailtheir customers• National campaigns beingsupported by dynamically-generated content based on userpreferences and behaviors• Since migrating, seeing improvedKPIs, including Inbox placement,open and click rates, and teetime bookings• Seeing improvements inoperational efficiency
  • 22. Yesmail Confidential 22• 40% increase in open rates• 19% increase in clickthrough rates• 100% of emails reachsubscribers’ inboxes• Reporting now available inreal-time vs. in hours• Reduced need for manualintervention• Faster campaignimplementation• Greater customer targetingThe Impact of Intelligent Interactions• Over 45% increase inrevenue• 100% of emails are Inboxedthanks to improveddeliverability• 53% reduction in unsubscriberate• Reduced workload forbuilding and optimizing emailprograms• Reduced need for manualintervention• Reduced cost of operation• More robust and flexibletriggered email campaign• 50% to 75% decrease in timerequired to generate a customcompetitive report• Real-time data collection ofkey competitors enables Mrs.Fields to respond faster tocompeting campaigns andprovide counter offers tocustomers• Accurate industrybenchmarking for Mrs. Fields’campaigns allows the brand toeasily pinpoint areas ofimprovement
  • 23. Yesmail Confidential 23• BIG Data…Data…Data• Competitive & Market Intelligence• Award Winning Creative Agency• Insights-Driven Strategy• Innovative Technology– Experimental Design• Our PeopleWhy Yesmail?
  • 24. Michael FisherPresident, Yesmail Interactivemichael.fisher@yesmail.comThank you