Data-Driven ROI:
How Targeted Remarketing Enhances Email
Campaign Performance

          Kevin Bobowski
          Director...
Overview
• Acting on your web analytics data is critical to driving email campaign
  conversion and ROI

• This session wi...
Takeaways
• Make the most of the tools and contacts you already have

• Segmentation is crucial for the most relevant mess...
Stage-Setting Needs
• The Importance of Targeted Messaging

• Market, Measure, Market

• Automating Processes for Improved...
The Importance of Targeted Messaging


“
Shopping cart abandonment programs that merge
email, web analytics, and e-commerc...
The Importance of Targeted Messaging


“
Effective lead nurturing means organizations can
reduce lead generation budget an...
The Importance of Targeted Messaging
Market, Measure, Market


“
Direct marketers tell us that insufficient measurement and
lack of a centralized view of their...
Integrate and Automate for Improved ROI


“
Integration efforts are only as good as the accuracy
of the data.

Email marke...
Use What You Have
• Tools for Effective Remarketing
   – Email analytics
   – Subscriber attribute data
   – Web analytics...
Our Philosophy
Serve...
the individual


Honor...
their unique preferences with regard to
communication, content, frequenc...
How to Act on Your WebTrends Data




  – Website Tagging
  – Behavioral Remarketing
Website Tagging
Website Tagging – What’s to Gain?
• Leverage analytics for post-click analysis

• Make sure that email is getting “credit”...
Behavioral Remarketing –What’s to Gain?


• Segment-based – targeted outreach to groups

• Individual visitor-based – targ...
Automate Behavioral Remarketing
Automated Behavioral Remarketing
Sample Scenario

New Buyer Welcome Retention Offer


  Northern Trail Outfitters knows th...
Automated Behvaioral Remarketing
Sample Scenario
New Buyer Welcome Retention Offer
  Offer Program Creation Steps:
   – In...
Track Subscriber Behavior in
WebTrends
Schedule Data Extract in WebTrends
Create ExactTarget Filter
Create Dynamic Transactional Email
Create ExactTarget Program
Create ExactTarget Data Extension
Program Runs, Data in WebTrends
Benefits of Automated Remarketing
• The Challenge
   − Improve overall customer lifetime value
   − Gain efficiencies with...
Common Challenges for Email Marketers
• Lacking:
   – Time
   – Resources
   – Ability to impact programs


• Organization...
Steps to Success
• Start with the end in mind
  – What answers are you seeking?
  – What metrics/results are you looking f...
Final Thoughts
• Start Today

• Test, Test, Test

• Be Aggressive, but Patient

• Put Your Data to Good Use – Show Your RO...
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Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance

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Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance

  1. 1. Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance Kevin Bobowski Director, New Business Programs
  2. 2. Overview • Acting on your web analytics data is critical to driving email campaign conversion and ROI • This session will demonstrate ways you can use WebTrends data to successfully time and segment your email-based remarketing campaigns: – Using visitor behavioral metrics to drive segmentation strategies – Automating the creation and delivery of timely and relevant one- to-one communications
  3. 3. Takeaways • Make the most of the tools and contacts you already have • Segmentation is crucial for the most relevant message • It’s okay to start small • Segmentation and remarketing is an ongoing discipline • You are not alone
  4. 4. Stage-Setting Needs • The Importance of Targeted Messaging • Market, Measure, Market • Automating Processes for Improved ROI
  5. 5. The Importance of Targeted Messaging “ Shopping cart abandonment programs that merge email, web analytics, and e-commerce data can result in conversion increases of more than 100%. ” - Break Free From Bad Email Forrester Research, April 2008
  6. 6. The Importance of Targeted Messaging “ Effective lead nurturing means organizations can reduce lead generation budget and maximize revenue by focusing on quality and not quantity of leads. ” - Break Free From Bad Email Forrester Research, April 2008
  7. 7. The Importance of Targeted Messaging
  8. 8. Market, Measure, Market “ Direct marketers tell us that insufficient measurement and lack of a centralized view of their customers limit their programs. [They] look to a wide variety of optimization technologies ” to support their efforts. - Marketing Technology Adoption 2009 Forrester Research, January 2009
  9. 9. Integrate and Automate for Improved ROI “ Integration efforts are only as good as the accuracy of the data. Email marketing should be integrated with marketing automation solutions, CRM, and especially web analytics. ” - Convergence of Sales and Marketing Technologies Aberdeen Group, January 2008
  10. 10. Use What You Have • Tools for Effective Remarketing – Email analytics – Subscriber attribute data – Web analytics • Behavioral tracking • Conversion • Form completion • Resources – People, time, tools • Marketing Automation
  11. 11. Our Philosophy Serve... the individual Honor... their unique preferences with regard to communication, content, frequency, and channel Deliver... them timely, relevant content that improves their lives
  12. 12. How to Act on Your WebTrends Data – Website Tagging – Behavioral Remarketing
  13. 13. Website Tagging
  14. 14. Website Tagging – What’s to Gain? • Leverage analytics for post-click analysis • Make sure that email is getting “credit” • Truly understand the performance of the email • This is the foundation for everything
  15. 15. Behavioral Remarketing –What’s to Gain? • Segment-based – targeted outreach to groups • Individual visitor-based – targeted outreach to individuals • Frequency – when to reach out and engage • Content – what message/offer to extend
  16. 16. Automate Behavioral Remarketing
  17. 17. Automated Behavioral Remarketing Sample Scenario New Buyer Welcome Retention Offer Northern Trail Outfitters knows that first-time buyers are more likely to become loyal shoppers if they make a second purchase within a short timeframe. First-time buyers receive an email with an offer for 10% off their next purchase. First-time buyers who have abandoned a cart with $100+ in merchandise receive an email with an offer for 20% off their next purchase.
  18. 18. Automated Behvaioral Remarketing Sample Scenario New Buyer Welcome Retention Offer Offer Program Creation Steps: – In WebTrends Analytics, configure New vs. Repeat Buyer report to track purchase data – Schedule Extract in WebTrends Data Scheduler (in WebTrends Analytics) – In ExactTarget, create Filter for New Buyers Segment – Create transactional purchase email that includes Dynamic Content  Default offer for 10% off future purchase  Offer for 20% off future purchase for high value cart abandoners – Create Program to Import WebTrends Data, Segment Subscribers and Send Email – Create Data Extension to house WebTrends Data – Run Program – In WebTrends Analytics, analyze Campaign Report data from resulting sends – Create other remarketing programs accordingly
  19. 19. Track Subscriber Behavior in WebTrends
  20. 20. Schedule Data Extract in WebTrends
  21. 21. Create ExactTarget Filter
  22. 22. Create Dynamic Transactional Email
  23. 23. Create ExactTarget Program
  24. 24. Create ExactTarget Data Extension
  25. 25. Program Runs, Data in WebTrends
  26. 26. Benefits of Automated Remarketing • The Challenge − Improve overall customer lifetime value − Gain efficiencies without additional resources • The Solution − Highly targeted offers drive adoption of programs • Potential Results − Increased overall site conversion rate − Increase in traffic − Increase in revenue
  27. 27. Common Challenges for Email Marketers • Lacking: – Time – Resources – Ability to impact programs • Organizational Reluctance • Guidance and Direction
  28. 28. Steps to Success • Start with the end in mind – What answers are you seeking? – What metrics/results are you looking for? – How are you prepared to change your programs? • Establish roles and responsibilities • Don’t stop testing – it’s an ongoing analysis and refinement process
  29. 29. Final Thoughts • Start Today • Test, Test, Test • Be Aggressive, but Patient • Put Your Data to Good Use – Show Your ROI!
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