Measuring Content Marketing

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  • Talking points:Always informed: program knowsCustomer locationCustomer spendingCustomer preferencesCustomer response to prior offers (Saved offers)Always addressable:Mobile phone is always onPush to application, not SMS or email
  • Talking points: Would you give these two people the same offer?Different preferences and consumption behaviorCiti (not the merchant) knows the customer’s data: privacy is protected
  • Talking points:Customer’s purchase history determines vendor eligibility for offer (e.g., previous transactions at sports bars)System uses geolocation, time, weather, etc. to contextually determine the offer graphic to present on phone
  • Talking points:Introduce merchant portal functionality and illustrate McDonald’s example in the following slides
  • Measuring Content Marketing

    1. 1. Mobile CRM and Customer Engagement Richard Naddy Managing Director, Mobile Information Services Citi Enterprise Payments
    2. 2. Remember Static Banner Ads? Then Came Cookies and Dynamic ContentCookies Enabled Measurement → Pay for PerformanceWeb-Like 1-to-1 Marketing in the Real World? • Dynamic content • Commission-based business models • Cookies? • Real Customer Behavior
    3. 3. A More Complete View of Your Customers Do you understand your current and potential buyer as a… CUSTOMER? CONSUMER? PERSON? You know what you sold to the customer and her service history But what did she buy with the other merchants she frequents? And what information is she revealing about who she really is?
    4. 4. • Getting married / divorced • Having a baby / new child • High school / college graduation • Accelerated spend in auto repairs • Environmentally conscious spend • Technology spend • Change of job type / occupation • Change of residence • Starting a new business Model-Driven Targeting of Prospects and Existing Customers INFREQUENTLY OCCURRING TRANSITIONAL AND DAILY ACTIVITY LIFE EVENTS
    5. 5. An unmatched collection of data from multiple sources… filtered and analyzed to generate targeted offers... and distributed through Citi’s “touch points”… …allows merchants to optimize marketing and increase revenue Leveraging Big Data and Advanced Analytics ANALYTICS, SPEND PATTERN- TRIGGERS, FILTERS, ETC. OffersData Public Data Merchant Data Credit Card Data Sales
    6. 6. People are Inseparable from their Mobile Phones The most personal device there is You don’t share it. It’s the last thing you check at night, and the first thing you reach for in the morning. Always sensing It knows who and where you are, as well as what’s around you Armed with powerful mCommerce capabilities Not only can it be used to target, it can immediately fulfill A mobile phone is…
    7. 7. Mobile = Always Informed, Always Addressable
    8. 8. Analytics Paradigm Shift One Offer, Which Customers? One Customer, Which Offer?
    9. 9. Big Data, Big Analytics, One Offer LOCATION Environment DEMOGRAPHIC • Entering a GeoFence • Entering an Overlapping GeoFence • Leaving a Geofence • Frequented Geofence • Time of Day • Day of the Week • Seasons, Holidays • Weather • Gender • Income Level • Age • Persona • Number of Offers to Receive per Day • Preferred Categories • Preferred Timings • Offer Likes / Dislikes • Transaction Type • Number of Transactions • Avg Transaction Size • Spend Type • Merchant Category • Location • Frequency • Offers Searched / Pulled • Offers Opened • Offers Activated • Offers Redeemed • Offers Expired • Voucher Wallet • Frequency of Use EXPRESSED PREFERENCES SPEND HISTORY MOBILE APP HISTORY
    10. 10. Unique Customer Profiles • Age 47 • Lives on Upper West Side • Income > $300,000 • Spends frequently at J. Press, Tribeca restaurants, wine merchants • Meeting a client near 53rd St. and Park Ave. for a weekday drink at 6pm • Art grad student • Hangs out at West Village cafes • Shops often at Whole Foods, Anthropologie, Sephora • About to join girlfriends for shopping on a Sunday afternoon
    11. 11. Dynamic Content Lunch hour Happy hour After hours 12:30 Logo 5:46 Logo 9:28 Logo
    12. 12. What if Merchants Could Gain Control and Insights via a simple Portal? ► Define customer segments ► Set sales goals ► Identify the event-trigger ► Define customer segments to exclude ► Set when the offer gets executed; when it doesn’t ► Get insightful performance reports Merchant portal provides the ability to ► Select target profiles ► Set goals for location, volume, etc. ► Specify dates, times, weather, locations, behavior ► Select customer profile attributes, review customer preferences ► Set presentment parameters: geofences & limitations ► Receive redemption statistics of past and live offers In just a few easy steps
    13. 13. Offers the right through individualized targeting Gives richer offers to acquire the target customer Uses geolocation to offer a deal at the right Place Uses contextual, dynamic messaging to perfect the message The Savvy Mobile Marketer Focuses on Promotional Priced Product
    14. 14. Merchants reach most desired customers with greatest efficiency Customers receive richer offers, leading to greater satisfaction and spend Putting it all Together New technologies enable “cookies for the real world” Mobile = always informed, always addressable Big data analytics enable win-win results
    15. 15. Learn More Richard Naddy Managing Director, Mobile Information Services Citi Enterprise Payments (CEP) Richard.F.Naddy@citi.com (847) 924-9383

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