Data-centric, automated marketing messages across channels are poised to become the default communication mechanism between brands and customers. Marketers will control prioritization, frequency and branding while automation will analyze and react to individual customer behavior and product catalog data to create and launch multichannel communications plans on the fly. This session will cover how FreshPair used a single, end-to-end system to capture and analyze data and trigger automated outbound email and display ads based on product catalog changes and customer behaviors. This contrasts with marketers’ typical workflow, which requires multiple components of the marketing stack to get a single view of customers. The session will show how calculating priority and frequency rules are critical in avoiding communication overload that can overwhelm shoppers, while still driving a dynamic customer experience that boosts revenue from email and display.

1. DATA & AUTOMATION DRIVE THE
FUTURE OF ALL MARKETING
COMMUNICATIONS
PRESENTATIONBY
Matthew Butlein, CEO, Freshpair
Max Bennett, Co-Founder & VP of Product, Bluecore

2. …And you think YOUR
customers are unique?

4. IDON’TKNOWMYCUSTOMERs.
IJUSTTHINKIDO.

5. From Waterfall to Agile
Value delivered
Waterfall development Agile development
Risk of failure

6. challenges
01 02 03
Technology Profit & Loss Strategy

7. here’sHow
01 02 03
Simple
Integration
Leverage Your
Existing Team
Start with Basic
Segmentation

8. EmailTriggerProgram:GettingStarted
Category/Search
Abandonment
Product
Abandonment Abandoned Cart
Still Interested in the Body Wrap? Forget Something?We found what you were looking for.
avg RPE
$0.77
*Benchmark Statistics
Across Bluecore Clients

9. EmailTriggerProgram:GettingStarted
Category/Search
Abandonment
Product
Abandonment Abandoned Cart
Still Interested in the Body Wrap? Forget Something?We found what you were looking for.
avg RPE
$1.66
*Benchmark Statistics
Across Bluecore Clients

10. EmailTriggerProgram:GettingStarted
Category/Search
Abandonment
Product
Abandonment Abandoned Cart
Still Interested in the Body Wrap? Forget Something?We found what you were looking for.
avg RPE
$3.98
*Benchmark Statistics
Across Bluecore Clients

11. emailtriggerprogram:
goingfurther
New Price Drop!
Shows new and
old pricing
Benchmark Average RPE
on Price Decrease Trigger
$1.77

12. EmailTriggerProgram:going evenFurther
1
Benchmark Averages
Post Purchase
$0.50 RPE
43.35% Open Rate
2
3

13. Audiences
Thefuture

14. Behavioral Audiences

15. Predictive Audiences

16. Who are your most valuable customers?
Which of your loyal customers are fading away?
Who is a full price buyer that doesn’t need a discount?
Which new customers show potential of being high value?
Who is about to unsubscribe?

18. ThankYou