Commerce-Driven RemarketingLeveraging Past-Purchase Data To Drive More OrdersChris Geiss, Product ManagerJanuary 30, 2013
GoToWebinar PSAAudio • Select ―Mic & Speakers‖ for VOIP or ―Telephone‖ and use the   dial-in information displayedQuestion...
Introduction           Your Friendly Neighborhood                Product Manager                      Chris Geiss         ...
Announcement         http://brontosummit.com
Topics The Value of Past-Purchase Data New Features in Bronto   1.   Order Import   2.   RFM Metrics   3.   New Segmenta...
The Value of Past-Purchase Data More than 80% of e-commerce buyers have only  purchased once The most efficient path to ...
New Features in Bronto……to help you take advantage of past-purchase data
New Features in Bronto ✓
New Features – Order ImportWhat Is An Order?               Orders • A tracked purchaseWhat Is A Conversion? • An order tha...
New Features – Order Import         API Calls            Partner Integrations     addConversion addOrUpdateOrders (new!)  ...
New Features – Order ImportData Captured • Order ID • Order Date • List of Products     •   SKU     •   Name     •   Categ...
Please take the quick poll…Using any Bronto-specific order/conversion tracking? •   No, none. •   Pixel or Basic JavaScrip...
New Features in Bronto ✓          ✓
New Features – RFM MetricsRecency – Frequency – Monetary Value •   First Order Date •   Last Order Date •   Last Order Tot...
New Features in Bronto ✓          ✓            ✓
New Features – Beta SegmentsBenefits of the New System • Faster Calculation Times • New Criteria • Keep Membership Updated
New Features – Beta SegmentsKeep Membership Updated • Process updates as events occur • No refreshes needed               ...
New Features – Beta Segments
New Features – Beta SegmentsCombine Order Criteria…… But Be Careful With Product Attributes
New Features in Bronto ✓          ✓            ✓ ✓
New Features – ReportsContact Order History
New Features – ReportsSplit Revenue By Channel
New Features – ReportsOrders Allocation
New Features in Bronto ✓          ✓            ✓ ✓
Commerce-Driven RemarketingUse Cases • Upgrade & Cross-Sell • VIP & Loyalty Programs    •   Treat everyone fairly, but not...
Strategy-as-a-Service Every Bronto strategist has been in your shoes Almost 60 years of combined email-focused  experien...
Getting Started – Strategic Sprints Packaged project implementation  to accelerate time-to-revenue Proven best practice ...
Magento Implementation ServiceLet our experts install, configure, and validate theBronto extension to save time and ensure...
Not Using Magento?Other options for getting the data in… Developer Kickstart      API Welcome Kit      Preliminary cons...
Key Resources1. Bronto.com/Product-Blog  New Feature Alerts  Product Updates2. Bronto.com/Resources  White Papers & Gui...
Bronto White Paper    Uncovering Missed Revenue Opportunities:        Exploring the Customer Lifecycle              http:/...
Summit Reminder           http://brontosummit.com
Thank You!             Your Friendly Neighborhood                  Product Manager                        Chris Geiss     ...
Questions?chris.geiss@bronto.com
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Commerce-Driven Remarketing Leveraging Past-Purchase Data to Drive More Orders

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Learn how to use past-purchase order data to drive more orders though this Bronto Software webinar.

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  • 4 features in Labs
  • Commerce-Driven Remarketing Leveraging Past-Purchase Data to Drive More Orders

    1. 1. Commerce-Driven RemarketingLeveraging Past-Purchase Data To Drive More OrdersChris Geiss, Product ManagerJanuary 30, 2013
    2. 2. GoToWebinar PSAAudio • Select ―Mic & Speakers‖ for VOIP or ―Telephone‖ and use the dial-in information displayedQuestions • Please email them to chris.geiss@bronto.comAdditional Info • This webinar is being recorded and will be sent afterward
    3. 3. Introduction Your Friendly Neighborhood Product Manager Chris Geiss chris.geiss@bronto.com
    4. 4. Announcement http://brontosummit.com
    5. 5. Topics The Value of Past-Purchase Data New Features in Bronto 1. Order Import 2. RFM Metrics 3. New Segmentation System 4. Reports & Other Metrics Commerce-Driven Remarketing Use Cases Relevant Service Offerings Other Customer Resources Questions
    6. 6. The Value of Past-Purchase Data More than 80% of e-commerce buyers have only purchased once The most efficient path to higher revenue is through existing customers Past purchases are the best indicator of future purchases Detailed past-purchase information enables smarter lifecycle marketing (post-purchase, VIP and loyalty programs, etc)
    7. 7. New Features in Bronto……to help you take advantage of past-purchase data
    8. 8. New Features in Bronto ✓
    9. 9. New Features – Order ImportWhat Is An Order? Orders • A tracked purchaseWhat Is A Conversion? • An order that is Conversions associated with a Bronto delivery
    10. 10. New Features – Order Import API Calls Partner Integrations addConversion addOrUpdateOrders (new!) deleteOrders (new!) JavaScript Calls addConversion addOrder (coming 1H-13)
    11. 11. New Features – Order ImportData Captured • Order ID • Order Date • List of Products • SKU • Name • Category • Description • Image • URL • Quantity • Price • Contact (and, optionally, Delivery) Association
    12. 12. Please take the quick poll…Using any Bronto-specific order/conversion tracking? • No, none. • Pixel or Basic JavaScript (no product details) • Advanced JS or API Conversion Calls (w/ product details) • New Order API Calls • New Partner Integrations (Magento, Demandware, ATG)
    13. 13. New Features in Bronto ✓ ✓
    14. 14. New Features – RFM MetricsRecency – Frequency – Monetary Value • First Order Date • Last Order Date • Last Order Total • Total Orders • Total Revenue • Average Order ValueAll Contacts GridBeta Segments
    15. 15. New Features in Bronto ✓ ✓ ✓
    16. 16. New Features – Beta SegmentsBenefits of the New System • Faster Calculation Times • New Criteria • Keep Membership Updated
    17. 17. New Features – Beta SegmentsKeep Membership Updated • Process updates as events occur • No refreshes needed SEGMENTS Males OnSusan fills out Special Deals List 123 Manage Preferenceswebform and Notificationsubscribes to Center On VIP List 47your Special Deals list Females On Special Deals List 100 99
    18. 18. New Features – Beta Segments
    19. 19. New Features – Beta SegmentsCombine Order Criteria…… But Be Careful With Product Attributes
    20. 20. New Features in Bronto ✓ ✓ ✓ ✓
    21. 21. New Features – ReportsContact Order History
    22. 22. New Features – ReportsSplit Revenue By Channel
    23. 23. New Features – ReportsOrders Allocation
    24. 24. New Features in Bronto ✓ ✓ ✓ ✓
    25. 25. Commerce-Driven RemarketingUse Cases • Upgrade & Cross-Sell • VIP & Loyalty Programs • Treat everyone fairly, but not equally… Leverage RFM Metrics • Don‘t Clean Recent Purchases From Your Lists • Leverage ‗Last Order Date‘ and be careful with ―We Miss You‖ • Product Review, Care Tips and Warranty Info • Follow-up with people that purchased specific products • Determine What To Focus On By Analyzing Orders • Make generic marketing more targeted – Subject, Hero Images, Promotions, etc.
    26. 26. Strategy-as-a-Service Every Bronto strategist has been in your shoes Almost 60 years of combined email-focused experience 3-tier subscription-based service; 1-on-1 best practice coaching & implementation guidance
    27. 27. Getting Started – Strategic Sprints Packaged project implementation to accelerate time-to-revenue Proven best practice advice + implementation Simplified packaged pricing Consistent approach Flexible—buy one Sprint or many; start at any point of contract term Choose from our Sprint library… http://bronto.com/services/scope#sprints
    28. 28. Magento Implementation ServiceLet our experts install, configure, and validate theBronto extension to save time and ensure success  Expert installation completed in five days or less  Configuration of all Magento / Bronto settings  Validation that all functionality works as intended
    29. 29. Not Using Magento?Other options for getting the data in… Developer Kickstart  API Welcome Kit  Preliminary consultation to review integration plans  Step-by-step project plan, complete with sample code  Follow-up consultation to ensure successful integration FTP Upload  Import contact and/or order history information  We‘ll create custom fields in Bronto to match file fields  Using the Direct Import feature, a regularly scheduled job will run on Bronto to update information
    30. 30. Key Resources1. Bronto.com/Product-Blog  New Feature Alerts  Product Updates2. Bronto.com/Resources  White Papers & Guides  On-Demand Webinars  Holiday Resources3. Community.Bronto.com  API Documentation  Solutions & Code Samples
    31. 31. Bronto White Paper Uncovering Missed Revenue Opportunities: Exploring the Customer Lifecycle http://a.bron.to/0o7
    32. 32. Summit Reminder http://brontosummit.com
    33. 33. Thank You! Your Friendly Neighborhood Product Manager Chris Geiss chris.geiss@bronto.com
    34. 34. Questions?chris.geiss@bronto.com

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