Eric Stein: Maximizing Cross Channel Marketing

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Eric Stein, EVP, Digital Strategy, Epilson: Best practices to manage cross channel marketing.

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Eric Stein: Maximizing Cross Channel Marketing

  1. 1. Eric Stein Maximizing CrossChannel Marketing
  2. 2. DATA DRIVES MULTICHANNEL MARKETING
  3. 3. 2,700 ASSOCIATES23 OFFICES WORKING WITHAROUND THE WORLD 2,500 brands WHOLLY-OWNED BY ALLIANCE DATA (NYSE: ADS)$5B COMPANYBUILT TO DRIVE PROFITABLE RELATIONSHIPS BETWEEN BRANDS AND CONSUMERS
  4. 4. Epsilon - comprehensive portfolio of services andsolutions for relevant marketing Analytics Online Compiled DREAM Loyalty DREAMmail Transactional Grand Agility Sonar Survey Central CDI
  5. 5. • VELOCITY• VOLUME• VALUE
  6. 6. START WITH WHAT YOU KNOW PROSPECTS LOOK ALIKE Interactor Customer
  7. 7. Case Study:Using Online Transactor Index To Segment an Offline Model… Marketer’s Offline Response Segments (A=best) Online Transactor Index (1=heavy online) Defining the audience using the offline By overlaying the Online response model only, the client would Transactor Index, the marketer is have selected the top three groups able to focus on a population is (A+B+C) both interested in their product and is likely to make a But, in this case, more than half of the transaction online top three offline segments have below- average online transaction behavior
  8. 8. Brand Messaging Funnel 7x mm Uniques 2x mm Uniques X mm Category Prospects Uniques Historical Interactor Trial/Acquisition • Quality/Selection • Aspirational/Lifestyle Recent Interactor • Customer Reviews Product/Category • Events/Promotions Interactors • Seasonal/New Arrivals 0-14 Days 15 - 90 Days > 90 Days
  9. 9. Brand Messaging Funnel 0-30 Days 31 - 365 Days > 365 Days Buyers Recent Buyer Historical Buyer Lapsed Buyer Product Reco • Breadth of Selection Reactivation • Events/Promotions • Product Recommendations • New Arrivals X Uniques 15x mm Uniques 25x mm Uniques
  10. 10. Brand Messaging Funnel 7x mm Uniques 2x mm Uniques X mm Category Prospects Uniques Historical Interactor $$$ Recent Interactor $$ Interactors $ 0-14 Days 15 - 90 Days > 90 Days 0-30 Days 31 - 365 Days > 365 Days Buyers Recent Buyer Historical Buyer $ Lapsed Buyer $$ $$$ X Uniques 15x mm Uniques 25x mm Uniques
  11. 11. VELOCITY ALL CHANELS M CONSUMER DATA A ANALYTC MODELS R TRANSACTION DATA KCONTACT/RESPONSE HISTORY DECISION ENGINE E CAMPAIGN SEGMENTATION T CONSUMER DATA PARTNER CAMPAIGNS I REAL TIME SESSIONS DATA N WEB G
  12. 12. SEE HOW DATA DRIVES YOUR BRANDS THANK YOU! Eric Steinestein@epsilon.com

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