Improving the Customer Experience by Capturing and Using the Right Data - by Silverpop

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Marketing Automation Webinar Series:
Your customers and prospects tell you a lot about their interests, habits and readiness to buy -resulting in a tremendous amount of demographic, psychographic and behavioral data. Are you listening? If not, not only could you be missing out on additional revenue opportunities, but you might also be delivering a less-than-ideal customer experience.

Watch this video and learn how to automatically deliver thousands and even hundreds of thousands of individualized messages by capturing and integrating valuable buyer behavior into your marketing programs.

Specific areas covered include:
* The benefits of a centralized marketing database
* Delivering a consistent digital experience
* The importance of a scoring model
* Getting personal via automation

http://www.scribesoft.com/silverpop

Recorded: 09-23-13

Published in: Technology, Business
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  • Improving the Customer Experience by Capturing and Using the Right Data - by Silverpop

    1. 1. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved. Marketing Automation Series: Improving the Customer Experience by Capturing and Using the Right Data Ellen Valentine – Product Evangelist, Silverpop Peter Chase – Executive Vice President, Scribe 1
    2. 2. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved. Housekeeping • VOIP is enabled, however if you cannot hear please use web meeting dial in details • phone lines are muted • presentation is approximately 50 Minutes • use the questions feature to submit questions • all questions will be addressed at the end of presentation 2
    3. 3. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.3 Ellen Valentine Product Evangelist Silverpop @EllenValentine evalentine@silverpop.com Improving the Customer Experience by Capturing and Using the Right Data Peter Chase Executive Vice President and Founder Scribe Software @PeterRChase peter.chase@scribesoft.com
    4. 4. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved. Agenda • Introductions • The benefits of a centralized marketing database • Delivering a consistent digital experience • The importance of a scoring model • Getting personal via automation • Next steps
    5. 5. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved. • Scribe helps you get more value from your customer data - Data integration - Data migration - Connect to all your customer data applications
    6. 6. Improving the Customer Experience by Capturing and Using the Right Data EllenValentine @EllenValentine
    7. 7. Data Is a Primary Challenge for Marketers • 71% of CMOs unprepared for Data Explosion • Data explosion is the top pain point for marketers • 65% of companies with advanced marketing programs are struggling with the data explosion • Most companies have a lot of data coming from numerous sources. Marketers want to be able to use their data to the maximum effect. 8
    8. 8. Where’s the Action? 9
    9. 9. 10 The Power of Behavioral & Database Marketing
    10. 10. The Common Approach Batch & Blast
    11. 11. Segmented Send: Tennessee Prospects Most of us do something like this
    12. 12. Better…but Segmented Send Georgia Clients
    13. 13. Let’s build a Master Database Top Sail 40 Sailboat Slim & Fast 380 Boat Owned Target Segment Show Visits Ageof Boat Last Marina Visit Hot Dogger Family Memories Gone Fishin San Francisco Lake Michigan Miami Hampton 6/1/2005 2Years 5Years 6 months The richer your Master Database the more powerful, relevant and personal you’ll be. Carey Smith 1000 Gateway Drive San Francisco, CA 93820 ShawnDeWitt 4992 Michigan Ave, Chicago, IL 09030 Sheila Jones 4022 Peachtree Rd Atlanta, GA 30003 Steve Jones 888 Madison Ave, New York NY 10022 Sunset Romantic 9/5/2012 6/1/2005 2/1/2013 10Years Family Cruiser 34 Smooth Stalker 24
    14. 14. Hot Dogger Next Capture & Append Behaviors Website Email File Website Visits Video’s watched Email Behavior Webform/ Landing PageVisits Web Page Visits PDFs Downloaded ShawnDeWitt 4992 Michigan Ave, Chicago, IL 09030 Ravens Slim & Fast 380 Lake Michigan 2Years9/5/2012
    15. 15. Current Inventory Products Owned Product Catalog Supplement with Related Data Other Company Data External Data 5 day Weather Forecast Rep Assigned Hot Dogger ShawnDeWitt 4992 Michigan Ave, Chicago, IL 09030 Ravens Slim & Fast 380 Lake Michigan 2Years9/5/2012 Website Visits Video’s watched Email Behavior Webform/ Landing PageVisits Web Page Visits PDFs Downloaded
    16. 16. Rules-Based Communications: Example Segment = Hot Dogger MarinaVisit in the last year Owner of Fast Cigarette Boat Example:Trade In/Upsell Campaign Rules: Downloaded the PDF Spec Sheet of Cigarette Speedy 2014
    17. 17. Anyone that matches our rule will get this email: Hi Shawn – We have May specials & Cigarette Boat Trade Ins Plus we have just received new 2014 models at the Marina. Come in to test drive this weekend. These guys are FAST. Congrats on the Bronco’s win! Steve
    18. 18. The Automated Program Waits for Rule Matches Message Sent on 9/15/13 Message Sent on 8/7/13 Message Sent on 7/23/13 • Program actively ‘listens’ for rule match based on behaviors and data values. • Only when there is a match is the email sent Database Size 45,000; number of emails sent in 90 days = 300! Set it and Forget it! Staff is free to work on other projects!
    19. 19. 20  John goes to your website  He signs up for your mailing list to see specials Behavioral Marketing in Action
    20. 20. 21  3 months later, John watches this video Behavioral Marketing in Action
    21. 21. 22  System would match my email record  With my behavior (watching jet ski video)  And Automatically Send out a customized email! Hi John – We have May specials on Jet Skis and we have just received new 2013 models at the Marina. Come in to test drive this weekend. Ralph Marina Boats 111 Waterway Drive Anycity, MI 33302 1-866-333-1111 Copyright 2013 Marina Boats Inc. To Opt out from this and other Marina Boats Communications, click here Behavioral Marketing in Action
    22. 22. 23 If you’re not Growing and improving your list, you’re just treading water
    23. 23. 56% hide opt-in at the bottom Get people to Opt In!
    24. 24. 25 New PopupTest: Personal Parenting Plan
    25. 25. Webforms: A great way to gather data • Don’t ask for too much • Use Progressive Profiling • Ask for only what you • Really need!
    26. 26. Lower the Entry Point with Social Sign-in
    27. 27. Social Sign in Fields passed through to your database! 28
    28. 28. 29 Moving to a Persistent Marketing Database Persistent Master Database Purchase History Product Catalog Behavioral Data Contact Lists Relational Tables Maintenance Contracts Support Cases CRM External Data
    29. 29. 30 Behavioral Data Watched a Video Downloaded a File Opened an Email Clicked on a Link Submitted a Webform Been Sent an Email Viewed a Website Viewed a Webpage The Behavior Database is Built Automatically When Webtracking is Turned On Behaviors Captured:
    30. 30. TwitterTweet Twitter ReTweet Enter Location Searched Site AbandonedGoal Completed Goal AbandonedCart Purchased Visited Site Titter Follow Social Score Exit Location Started VideoWatchedVideo Joined Program Checked In Started Event Watched Event Started Event Watched Event Mobile App Open Goal Content SMS Contest Poll SMS Opt In Survey The Power of Universal Behaviors
    31. 31. The Netprospex Transformation Our Story Our Data OurWay
    32. 32. Build Our Personas DemandGen Operations (Data Management) Sales Leadership Tech Non-Tech Tech Non-Tech Tech Non-Tech Goal 2 – Understand Our Buyers
    33. 33. 110 New Pieces of Content! Offer Library Goal 3 – Build Up a Content Library
    34. 34. Content Framework Inventory Assign Categorize DG DM SP 10 Actions B2B DM Guide Sales Pro Sector Plano- Gram What Not to Do Try a Search 5 Strategie s 4 Reasons 10 ColdCalls CAN SPAM Compliance DQ Video Try a Search Confio Case Study Why Outsource AG Salesworks SD Profile SD Profile SPTool Guide Engage Propensity Decision Goal 3 – Build Up a Content Library
    35. 35. Content flow
    36. 36. Christina’s profile DG DM SP Engage Propensity Decision Profile Data
    37. 37. Christina’s profile DG DM SP Engage Propensity Decision Profile Data DG Engage
    38. 38. Christina’s profile DG DM SP Engage Propensity Decision Profile Data Email: christina@company.com MarketerType: B2B Tech Marketer? Yes DG Engage
    39. 39. Christina’s profile DM SP Propensity Decision Profile Data Email: christina@company.com MarketerType: B2B Tech Marketer? Yes DG Engage
    40. 40. Christina’s profile DM SP Propensity Decision Profile Data Email: christina@company.com MarketerType: B2B Tech Marketer? Yes DG Engage PropensityEngage
    41. 41. Christina’s profile DM SP Decision Profile Data DG Engage Propensity Decision Email: christina@company.com MarketerType: B2B Tech Marketer? YesName: Christina Smith Title: Director of Marketing Propensity
    42. 42. Results to Date: 1. 12.5 x increase in visit duration 2. Doubled # of pages visited 3. 30% reduction in bounce rate 4. 7% increase in conversion rate
    43. 43. 44 Email Behaviors Opens, Clicks, Sent or not sent, in any given time window. 1 Web Analytics Integration WA data feed – search, shopping cart, page level 2 Relational Data Ecommerce, Purchase Data… 3 Social Feed Mention, Follow, RT in given time window 4 Silverpop Native Web Feed Site visits, page visits, Custom web behaviors 5 You can do things like this with a great data strategy 44
    44. 44. 1 1 2 6 3 4 5 7 8 Subject Line Personalization First name personalization Personalized Content Name and contact info for each customer’s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalization Display totals and other engaging content to drive follow- on purchases. Website-driven Content Directly track each customer’s web activity and prompt them to visit new areas of the site. Send Time Optimization The message arrives in each individual’s inbox at precisely the time that individual is most likely to check email. Data-driven Dynamic Image Image is selected based on demographic and profile info Score-driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase 1 2 3 4 5 6 7 8 Data-Driven Email: Making 1-1 Marketing a Reality 45
    45. 45. Is your marketing database in the ‘too hard’ pile? 46
    46. 46. Have you heard the expression? 47
    47. 47. One bite at a time! 48 APIs CRM Behavior Data Capture External Data Integration Webform Data Collection Data Blueprint Marketing List to Database Conversion Data Appends
    48. 48. 49 Build a Data Blueprint Build a collection & integration plan: • Integrate corporate data (which, when, how) • Integrate external data (sources, uses) • Collect behavior data (email, web, universal) • Collect web visitor data: • Webforms • Landing Pages/Microsites • Social Sign-in Data • Consider Data Append Services
    49. 49. 50 Build a Data Blueprint Develop a data usage plan: • Email Personalization, Dynamic Content, • Website Personalization • MobileApp Personalization • Reporting • Consistent User Experience Examples will go a long way toward getting everyone on board!
    50. 50. Other Recommendations 51 • Add a Marketing Operations staff (or department) to the team • IT Priority Alignment • Create Executive Vision • Define Data Workplan • Milestones • Integrations Dates • Capabilities Rollout
    51. 51. Don’t Delay: Start today! 52
    52. 52. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.54 Thank you Visit scribesoft.com/silverpopweb to receive the full report Improving the Customer Experience by Capturing and Using the Right Data

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