Move from Campaigns to Customers

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  • {"49":"Epson America, Inc. is the U.S. affiliate of Japan-based Seiko Epson Corporation, a global technology company at the forefront of technological revolutions in imaging, robotics, precision machinery and electronics. Epson offers an extensive array of award-winning image capture and image output products for the consumer, photographic, business and graphic arts markets. The company is also a leading supplier of value-added point-of-sale (POS) printers and transaction terminals for the retail market. Founded in 1975, Epson America Inc. is headquartered in Long Beach, California.By delivering on a strategy of Digital Image Innovation and a commitment to customer service and support, Epson America's executive management team continues to position the company as a leader, merging the world of still and moving images, supporting richer communications and bringing color to the lives of people all over the world.\n<number>\nOctober 15, 2013\n","27":"How do we come up with this? How can we show clients / prospects the analysis to get here?\nOctober 15, 2013\nConfidential /\n<number>\n","55":"What they did, in the 2011 update to the program, was to introduce targeted, coordinated display ads 7 days prior to a pickup date. This allowed for an additional 35 potential touches with near-term renters. And it would work regardless of the booking source – website, 1-800 number, aggregator, agent, etc.\nOctober 15, 2013\n<number>\n","22":"<number>\nOctober 15, 2013\n","50":"Epson America, Inc. is the U.S. affiliate of Japan-based Seiko Epson Corporation, a global technology company at the forefront of technological revolutions in imaging, robotics, precision machinery and electronics. Epson offers an extensive array of award-winning image capture and image output products for the consumer, photographic, business and graphic arts markets. The company is also a leading supplier of value-added point-of-sale (POS) printers and transaction terminals for the retail market. Founded in 1975, Epson America Inc. is headquartered in Long Beach, California.By delivering on a strategy of Digital Image Innovation and a commitment to customer service and support, Epson America's executive management team continues to position the company as a leader, merging the world of still and moving images, supporting richer communications and bringing color to the lives of people all over the world.\n<number>\nOctober 15, 2013\n","28":"October 15, 2013\nConfidential /\n<number>\n","56":"And the results have been great. They have seen significant increase in the revenue driven by programs that include coordinated messages across both email and display ads…to the tune of a 22% increase, with a 47x ROI. And they have also seen an almost tripling of site revisit rate for individuals reach with a coordinated contact strategy.\nOctober 15, 2013\n<number>\n","34":"Next Action Marketing Programs: leverage data to predict a customer’s next most likely action\nUnsub / Churn Predictors: stay ahead of customer attrition with predictive models\nOptimized Customer Acquisition: implement integrated, best customer look-a-like models to target customer acquisition opportunities\nOctober 15, 2013\nConfidential /\n<number>\n","23":"<number>\nOctober 15, 2013\n","1":"<number>\nOctober 15, 2013\n","51":"Opportunity:\n- Heavily manual and untargeted process to build and execute campaigns\n- 90% of audience inactive\nMillions of subscribers had not clicked in over 12 months\n- No personalization\nSolution:\n- Launch automated welcome and thank you campaigns\nFree up resources for additional campaigns\n- Execute win-back and repermission campaigns\nOffer new calls-to-action to reengage inactive audience\n- Utilize cross-channel data to drive relevancy within targeted campaigns\nResults:\n- Automated welcome and thank you campaigns free up resources\nHands-off approach allows team to focus on maintaining a clean\n- Win-back and repermission campaigns create active customer base \nDatabase now a powerful asset\nOverall increase in conversion rates\n- Segmentation and target messaging helps establish long-lasting relationships\nMore relevant and timely messaging to customers\nIncrease in overall revenue\n<number>\nOctober 15, 2013\n","29":"How can we develop case studies for this kind of thing?\nOctober 15, 2013\nConfidential /\n<number>\n","7":"<number>\nOctober 15, 2013\n","57":"And beyond their initial triggered eMinder program, DTAG is now implement display as part of targeted programs based on email behavior.\nOctober 15, 2013\n<number>\n","52":"And a great example of a company driving success with Relationship Retargeting is Dollar Thrifty.\nOctober 15, 2013\n<number>\n","8":"<number>\nOctober 15, 2013\n","36":"Optimization based on calendar, occasion and past behavior as well as “potential” (a historical customer and a look-a-like) – right products, right category, right price, right offer to the right customer\nDynamic content\nWebsite APIs?\nSocial integration?\nOctober 15, 2013\nConfidential /\n<number>\n","53":"Dollar Thrifty’s main goal has always been to increase rentals. And for the last few years they placed most of the focus on the top of their funnel…bookings. What they realized, however, is that between booking and pickup, there was a significant opportunity for improvement. And by orienting their efforts towards relationship marketing, instead of acquisition marketing, they would drive significantly better ROI. \nOctober 15, 2013\n<number>\n","59":"October 15, 2013\n","37":"Profile Data\nDemographic Data\nReal-Time Data\nPreference Data\n<number>\nOctober 15, 2013\n","54":"The initial approach to improve pickup rate was to optimize their booking reminder program. They call the program “Eminder”. It consist of a single email reminding the booker of their upcoming reservation. In 2010 Dollar optimized the program by improving the messaging and creative of the email and by testing the most effective timing, which was determined to be 2 days prior to pickup date. Both provided improvement, but Dollar believed they could be doing more. The issue was that they didn’t want to reach the bookers through additional email touches.\nOctober 15, 2013\n<number>\n","21":"October 15, 2013\nConfidential /\n<number>\n","10":"<number>\nOctober 15, 2013\n"}
  • Move from Campaigns to Customers

    1. 1. Move from campaigns to customers: marketing to today’s digitally savvy consumer Sandy Martin Sr. Strategy Consultant,
    2. 2. Welcome to the next era of marketing.
    3. 3. Strong individual relationships… But no scale.
    4. 4. Great scale… But at the expense of the relationship
    5. 5. How do we deliver amazing individual experiences, only at massive scale?
    6. 6. Those who individualize experiences & build relationships are rewarded. Deliver individualized experiences: Sources: Responsys consumer survey, 2013 Adobe Digital Index, 2012 Build lasting relationships:
    7. 7. Consumers are flocking to brands that can deliver individualized experiences. 183% Values its customers 193% Respects me 196% Has earned my loyalty Understands my needs 213% Relationship Era companies earn positive consumer sentiment at a significantly higher rate Doesn’t recognize me individually 138% Source: Responsys survey data, 2013 Consumer reactions to brands who deliver individualized experiences vs. not Frustrates me Disinterests me Campaign Era brands earn negative consumer sentiment at a significantly higher rate. 142% 184%
    8. 8. But marketing today is still driven by the campaign, not the individual consumer. Campaign dictates the message. Campaign dictates the channel. Campaign dictates the timing. Campaign dictates the audience. “Retailers spend almost 80% of their interactive marketing budgets on mass acquisition vehicles.”
    9. 9. Old Mindset: How do I maximize campaign conversion? 97% Ignored …or Annoyed 3% Converted The Mass Market $ Back to the start for re-conversion. The Transaction
    10. 10. The consumer has moved on.
    11. 11. Half of consumers outright ignore non-personalized mass marketing communications.
    12. 12. Marketers get stuck in a “Campaign Crisis”
    13. 13. Customer retention vs. send volumes for F500 publisher prior to moving to the Relationship Era Point of Disengagement This is not A theoretical exercise. Point of Disengagement Most valuable customers are the most affected.
    14. 14. It’s time to move into the next era of marketing. “Companies will be better off if they stop viewing customer engagement as a series of discrete interactions [i.e. campaigns] and instead think about it as customers do: a set of related interactions that, added together, make up the customer experience.”
    15. 15. It’s time to flip the model.
    16. 16. New Mindset: How do I deliver amazing individual experiences? Build profiles & capture permissions Individually targeted messages deliver $ 3x Higher Conversion Mass Market Relationship Transaction
    17. 17. New Approach: Focus on the individual relationship. Orchestrated experiences deliver 5x higher conversion $ Mass Market Relationship Transaction
    18. 18. It Starts With a Customer Journey.
    19. 19. Today’s consumers are cross-channel Know me. Engage me. Lead me. Consumers expect you to know them across all digital channels Consumers demand a relevant, engaging consumer experience Consumers want you to anticipate future needs to maintain engagement and loyalty Your marketing strategy needs to align with consumer behavior. 21
    20. 20. CUSTOMER JOURNEY Using Marketing to Move From Low to High Value Customer Value Social Share In-store Purchase, Opt-in Targeted Cross-Channel Messages Cross-Sell Message Low Customer Activity Customer Activity Customer Purchase October 12, 2013 22 Mobile Message High
    21. 21. RELATIONSHIP METRIC: Email Engagement Index Repairing Relationships Building Relationships 1,500,000 1,000,000 Use analytics to identify decreasing engagement velocity and mitigate before dormancy settles in. Email Subscribers 500,000 Most Active - Least Active Engagement Index (500,000) (1,000,000) (1,500,000) (2,000,000) (2,500,000) Implement re-engagement programs to activate dormant audience Drive customer engagement with customer segmentation and targeted messaging
    22. 22. CUSTOMER JOURNEY What Happens When Customers Leave the Optimal Path? Customer Value ? ? ? Customer Activity Customer Activity Customer Purchase 24
    23. 23. USE ANALYTICS: Actionable analytics drive results Benefit: Enterprise level customer insights Analytics Complexity Benefit: Customer-led analytics, focused on “actionability” Benefit: Channel specific insights Opportunity: Leverages all the customer data that matters Insights and recommendations integrated with technology Challenges: Complexity of analysis often makes it difficult to act on Often difficult to get analytics team to focus on digital media Insights and recommendations are made independent of technology / execution Challenge: informative but not deep enough to drive change Traditional Reporting / Insights (campaign focus). Actionable Analytics (results focus) Enterprise Analytics (CRM focus)
    24. 24. ANALYTICS FRAMEWORK: Core Building Blocks Segmentation Measurement Marketing ROI • Campaign • Channel ROI • Attribution Targeting Lifecycle Marketing ROI • • • Velocity Cross-channel Loyalty • Activity • Behavioral / Value • Attitudinal Optimization Proactive • • • Predictive Next Action Test & Learn
    25. 25. KNOW ME: Customer Value Using Analytics to Reveal New Marketing Opportunities  Analytics Insight: First Purchase New Prospects who show an initial pause in engagement are 57% more likely to make a first purchase if they are show a targeted display ad. High Low Customer Activity Customer Activity Customer Purchase 27
    26. 26. ENGAGE ME: Integrated Lifecycle Display Program This is individualization, automation and orchestration in action!
    27. 27. KNOW ME: Customer Value Using Analytics to Reveal New Marketing Opportunities  Analytics Insight: Customer Churn Customers who haven’t clicked in 30 days are 50% more likely to churn. High Low Customer Activity Customer Activity Customer Purchase 29
    28. 28. Customer Segmentation Approach 3 Attitudinal • Psychographic • Customer Modeling • Brand Integration • Drives audience profiling • Integrates brand and direct to consumer Behavioral • Past Purchase • Content Consumed • Customer Value • Drives message content • Refines customer targeting, offer optimization 2 1 Activity + • Engagement by Channel • Recency • Frequency • Drives channel preference • Foundational layer for additional segmentation attributes
    29. 29. ENGAGE ME: Customer Churn Mitigation Program Activity Segment + Behavioral Segment = Churn Mitigation Hero Dress1 • Starts the marketing process • Leverages email lifecycle stage • Determines marketing program • Leverages past behavior information – email click, website browse, past purchase • Prioritizes product category based on segment score Dress2 Shoes1 Shoes2 Behavior Driven Churn Mitigation Offer Ex: At-Risk Segment Churn Mitigation Trigger Prod Cat 1: Dresses Prod Cat 2: Shoes Dynamic Lifecycle Program: Churn Mitigation Activity Driven
    30. 30. KNOW ME: Customer Value Using Analytics to Reveal New Marketing Opportunities  Analytics Insight: Customer Loyalty Active customers are 31% more likely to connect with you on Facebook. Customers who connect on Facebook also drive 43% more sales. High Low Customer Activity Customer Activity Customer Purchase 32
    31. 31. Putting It Together: Driving Scalable Customer-Led Marketing 1 Customer Segments NSM Programs Know me: Integrate & analyze customer data Build action-oriented segments Content 2 Channel web Engage me: email Go from campaigns to customers by matching message & channel. social dynamic Target content by customer segment Attribution Revenue Trends 4,000 Email Purchase Propensity 3,000 2,000 0 RPE Determine marketing ROI and customer value 100 90 60% 80 70 50% 1 0 2 g u A 1 0 2 t p e S 1 0 2 t c O 1 0 2 v o N 1 0 2 c e D 1 0 2 n a J 1 0 2 b e F 1 0 2 r a M 1 0 2 r p A 1 0 2 y a M 1 0 2 n u J 1 0 2 l u 1 0 2 g u A 1 0 2 tJ p e S 1 0 2 t c O 1 0 2 v o N 1 0 2 c e D 1 0 2 n a J 1 0 2 b e F 1 0 2 r a M 1 0 2 r p A 1 0 2 y a M 1 0 2 n u J 1 0 2 l u J 1,000 70% e r c s b u S l i a m E o % f 5,000 Revenue (Hundreds) Predictive Channel Attribution $0.20 $0.18 $0.16 $0.14 $0.12 $0.10 $0.08 $0.06 $0.04 $0.02 $0.00 Delivered (thousands) display Select best channel based on consumer engagement ROI 6,000 Drive ongoing results with customer-led models and insights. mobile static 3 Lead me: Develop scalable lifecycle programs 60 50 40% 30% 40 30 x d I y t i n p o e s a h c r u P Put customers first by turning consumer data into actionable marketing asset. 20% 20 10 0 10% Email Mobile Social Display Search Adjust marketing spend with smart attribution 0% Dormant Lapsed Loyalists Actives Move to proactive marketing programs
    32. 32. Moving From Reactive to Proactive Marketing Segmented message ROI Predictive message ROI Behavior segments drive smarter content, relevant messaging Proactive Marketing ROI Reactive Leverage past behavior to predict future behavior, proactive messaging
    33. 33. Predictive Insights: getting ahead of your customers Optimize offers, cross-sell opportunities conversion rate, email ROI by identifying and targeting subscribers most likely to purchase 60 60% 50 50% 40 40% 30 30% 20 10 10% 0% Email Purchase Propensity 0 Dormant Lapsed Loyalists Actives 70% 100 90 60% 80 50% 70 40% 60 30% 40 50 30 20% 20 10% 10 0% 0 Dormant Lapsed Loyalists Actives x d I y t i n p o e s a h c r u P 20% x d I y t e p o r P b u s n U l i a m E e r c s b u S l i a m E f o % Identify email subscribers most likely to unsub and trigger mitigation message stream Proactive Email Unsub Propensity 70% e r c s b u S l i a m E f o % Proactive
    34. 34. LEAD ME: Activity + Behavior Segmentation + Predictive Modeling Activity Segment + Behavioral Segment + Predictive Modeling = New Customer Hero Basket 1 • Starts the marketing process • Leverages email lifecycle stage • Determines marketing program Ex: New Segment Grow Engagement Trigger • Leverages past behavior information – email click, website browse, past purchase • Prioritizes product category based on segment score Prod Cat 1: Gift baskets Prod Cat 2: Roses • Leverages predictive model to determine optimal mix of category, product and price/offer • Heavy use of dynamic content Product x, price Y: Grilling & Wine, high price point Prod Cat 2: Roses, moderate price point Basket 2 Roses 1 Roses 2 New Customer Offer (% Discount) Dynamic Lifecycle Program: New Customer Expansion
    35. 35. Marketing Orchestration: Individualized Experiences at Massive Scale October 12, 2013 37
    36. 36. “Our approach is to give customers a chance to understand our brand and find the path they are interested in. Then we target messaging based on what they love.”
    37. 37. Build Profiles & Permission Start by capturing permission and building profiles across email, social, and the web.
    38. 38. Build Profiles & Permission Deliver Individualiz ed Messages Deliver personalized interactions with dynamic content, targeted to each individual.
    39. 39. Build Profiles & Permission Deliver Individualiz ed Messages Orchestrate Lifecycle Interactions Orchestrate interactions based on profiles and behavior throughout the customer lifecycle.
    40. 40. Build Profiles & Permission Apply the same customer centric approach across multiple channels, like email and display. Orchestrate Lifecycle Interactions Communicate Across Channels display email Deliver Individualized Messages
    41. 41. is Orchestrated.
    42. 42. Agent How do you deliver the personalized experience you get from an agent, at massive scale?
    43. 43. start program send email Thanks for starting + send email Mobile opt-In wait 5 days Still active? no show display ad Eligible for group policy
    44. 44. missing aps? yes send email Can you help + send sms message Missing an item policy ready? yes send sms message You’ve been approved + send email Accept your coverage end program
    45. 45. Digitally orchestrated messages deliver a better personalized experience. Web Email Mobile vs. Display Social Agent Net Promoter Score: -4 Digital Net Promoter Score: +38
    46. 46. Q&A with Chris Nickel Manager, CRM & Direct Response Marketing, Epson
    47. 47. Epson improved RPE by 800% by implementing browse abandon program. • Website had heavy traffic, but a very low conversion rate. • Leveraged Adobe web data to automatically target customers based on products browsed. • Revenue per Email is 800% higher than broadcast campaigns and program accounts for 10% of email revenue. October 12, 2013 51
    48. 48. Dollar Thrifty challenge (and opportunity): Increase pickup rate – Revenue isn’t generated until actual rental pickups occur. Aggregators – Customers are extremely price sensitive and are looking for the best rates right up until pickup. – Many bookings and behaviors that will impact pickups happen off-website. – Engaging customers (prospects) between booking and pickup has a direct impact on the bottom line. Visitors Callers Agents Research Book Pickup $
    49. 49. Dollar Thrifty solution: Eminder 2010 = Email – Transactional booking confirmation emails delivered immediately – Reminder emails sent when pickup date is within 2 days
    50. 50. Dollar Thrifty solution: eMinder = Email + Display – Transactional booking confirmation emails delivered immediately – Display ads shown when pickup date is within 7 days – Reminder emails sent when pickup date is within 2 days
    51. 51. Dollar Thrifty Results: 47x ROI In-segment individuals reached with display ads converted 22% higher than those who didn’t see display ads, generated 22% realized revenue, and exhibited almost triple the site revisit rate. Pickup Rate ase ncre i 22% Realized Revenue % 22 i se re a nc 47x ROI Site Revisit Rate 17 7% in e eas cr
    52. 52. What’s now for Dollar Thrifty ENGAGED Opened and/or clicked, but made no reservation in the last 7 days UNENGAGED Have not opened, clicked, or made a reservation in the last 7 days OPT-OUT Unsubscribed from emails in the last 30 days
    53. 53. It All Comes Down to Four Objectives… 1. Drive Revenue – Leverage the low cost interactive marketing channels to drive significant revenue with a high ROI 1. Deepen Customer Engagement – Utilize various data sources to ensure relevant and timely communication 1. Improve Efficiency – Quickly set up top performing programs/campaigns by integrating with technology 1. Cross-channel Coordination – Integrate your marketing communications across multiple channels based on customer preference and behavior
    54. 54. Interact Marketing Cloud Delivering individualized experiences at massive scale. “…current offering is 18 months ahead of the Contenders.” The Forrester Wave TM Email Marketing Vendors, Q1 2012
    55. 55. Thank You.
    56. 56. Sandy Martin Sr. Strategy Consultant, SandyM@responsys.com @sandylmartin Responsys, Inc.

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