Avoiding Analysis Paralysis in a Multi-Channel World

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Avoiding Analysis Paralysis in a Multi-Channel World
Lareen Strong
Senior Director, Marketing
Franklin Covey Organizational Products, LLC

Where does information come from, where does it secretly hide, and how do you present it to all levels of the organization so that you and your colleagues can make good decisions?
Avoid “analysis paralysis” as we explore how to integrate your email efforts with your other marketing channels and discover one’s effect on the other.

Explore ideas about:
Asking for information through multiple marketing and sales channels.
Finding data in various organizational systems.
Using data to make great decisions that will help you meet your goals.

Gathering, analyzing and presenting data helps your creative team better market your products and services. It allows your product managers to make better decisions about which products or services to offer to your customers. Your data analysis will help the CFO know how much revenue to expect from the email channel for any given time frame and will aid the decision-making of managers of other marketing channels as well.

With good data and an approach to analysis that is a combination of tried-and-true methods and an obsessive curiosity to find hidden gems, you can avoid “analysis paralysis” and determine what matters most for your organization. You can create actionable and achievable goals, and reach them with appropriate strategies, well-tested creative assets and smart utilization of the Bronto Marketing Platform.

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Avoiding Analysis Paralysis in a Multi-Channel World

  1. 1. Avoiding Analysis Paralysis in a Multi-channel World Finding and Using Data - Ask for it, Find it, Use it
  2. 2. Our Company FC Organizational Products is a global e-tailer, and the exclusive worldwide licensee of the FranklinCovey™ brand. In 1984, the first Franklin Day Planner was produced, followed by a popular time management workshop. New designs and formats are created continually, and the FranklinPlanner System is now used by more than 15 million people worldwide. Lareen Strong Vice President, Marketing FC Organizational Products @LareenStrong
  3. 3. Our Brands Our brands focus on products that help individuals organize their day, their space, and their life.
  4. 4. Salt Lake City, Utah  Corporate Headquarters – Salt Lake City, Utah
  5. 5. Our Email Program 85 Million Emails Sent over the past year 2752% ROAS 2013 (Not including staff hours) 1 Million Contacts Main brand opt-ins
  6. 6. Analysis Paralysis  Real world examples of Analysis Paralysis: - Asking yourself “Where do I begin?” - Blank stares when the CMO asks for an ROI or ROAS analysis - Multiple requests from 129 people, all at the same time - Feeling overwhelmed with larger- than-life “to-dos”
  7. 7. Ask For Data First things first. You need data to analyze. If you don’t ask, they can’t say YES
  8. 8. Ask for Data  The best way to get data to use for analysis is simply to ask for it - Multiple place - Multiple ways - Multiple exposures to the customer - Get as much info from the customer as you can; let the customer “pre-segment” her/himself - Ask for the opt-in
  9. 9. Ask For It - Homepage  Ask customers to sign up for your emails - Above the fold is best - Offer an incentive or reason to sign up - Additional homepage placements reinforce the message
  10. 10. Ask For It - Homepage  Ask customers to sign up for your emails - Adapt the creative approach to your brand - Test offers and incentives to see what works best
  11. 11. Ask For It - Homepage  Use Pop Ups - Pop Ups – in- house creative - Use a delay for better results - Tell the customer what they will get when they sign up
  12. 12. Ask For It - Homepage  Use Pop Ups - Use the Bronto Pop- up Manager - Create, test, and manage pop-ups - Minimal effort from creative and development teams
  13. 13. Ask For It - Homepage  Use Additional Placements - Homepage footer for easy placement on every web page on your site - Customers are used to looking at page footers for additional info
  14. 14. Ask For It – Web Pages  Use Additional Placements - Category pages - Product pages - Blog side bars
  15. 15. Ask For It – Landing Pages  Use Additional Placements - Landing pages - Contest pages - Customer service pages - e-Flip catalog pages
  16. 16. Ask For It – Social Media Be where your customers and potential customers are
  17. 17. Ask For It – Social Media  Be where your customers and potential customers are - Your most popular social media channel may vary by brand or customer segment
  18. 18. Ask For It – Paid Search  Look for out of the ordinary opportunities - See what others are doing - Be curious - Example: Google beta program
  19. 19. Ask For It – Affiliate, Retargeting  Reach out to prospects - Provide creative - Expect publishers to use their own - Keep an eye on things
  20. 20. Ask For It – In Person  Use Cross-channel promotions - Retail locations • Paper sign up forms • Internet kiosk in store • QR codes • Register receipts
  21. 21. Ask For It – In Person  Use Cross-channel promotions - Training sessions - Events - Trade shows
  22. 22. Ask For It – Post Transaction  Don’t forget this huge touch point - Confirmation emails - Shipping emails - Just because you have their email doesn’t mean they opted-in
  23. 23. Ask For It – Post Transaction  Think ahead … sometimes WAY ahead - Packing slips - Packaging inserts - Product inserts - Bounce back inserts
  24. 24. Ask For It – Sign Up Page  What it all leads to - Make essentials mandatory - Give a good reason to provide additional points of data - Let customers “pre-segment” themselves; the more they do, the less you have to do
  25. 25. Find Data It may be hiding in plain sight
  26. 26. Find It – Internal Systems InternalINTEGRATE DATA FROM INTERNAL SYSTEMS AND SALES CHANNELS Call Center Data E-Commerce Data Retail Data  Review your sales channels
  27. 27. Find It – Internal Systems  Are you using different systems for different channels? - Tomax for retail, Magento for ecommerce, Oracle for international? - Do an inventory. Where have you asked for opt-ins? - Find stragglers in varying databases and systems
  28. 28. Find It – Internal Systems  The older your organization, the more locations you will discover data hiding - Be thorough when moving over to Bronto from a different system - If you haven’t had a formal email system, where are you keeping track of data? Excel? Word? - When combining found data with found emails, make sure the emails are opt-in
  29. 29. Find It – Bronto System  Read between the lines - Find usable info in Bronto that may not be in standard reports - Example: why does one customer always buy 40 of the same SKU? – Reselling? – Corporate order? BE CURIOUS
  30. 30. Find It – Bronto System  Read between the lines - Snooping around conversions – one of my favorite types of analytics
  31. 31. Analyze Data Don’t let it sit
  32. 32. Analyze it – Tried and True Analysis is where you begin going from this
  33. 33. Analyze it – Tried and True To this
  34. 34. Analyze it – Tried and True  Break your analysis into sections to make things more manageable - Deliverability - Contacts - Messaging  Use the reports dashboard  Add your own categories – what makes sense for you and your organization?
  35. 35. Analyze it – Tried and True Deliverability Rate by domain Rate by list/segment ISP feedback loop Overall sender rating Contact complaint rate Contact loss rate Time of day Day of week
  36. 36. Analyze it – Tried and True Deliverability Contacts Rate by domain Opt-ins Rate by list/segment Opt-outs ISP feedback loop List growth Overall sender rating Open rate Contact complaint rate Click rate Contact loss rate Conversions • Revenue • Average order size • SKUs purchased Time of day Forward to a friend Day of week Social media action
  37. 37. Analyze it – Tried and True Deliverability Contacts Messaging Rate by domain Opt-ins Subject line Rate by list/segment Opt-outs Pre-header message ISP feedback loop List growth Product mix Overall sender rating Open rate Product position in email creative Contact complaint rate Click rate A/B testing Contact loss rate Conversions • Revenue • Average order size • SKUs purchased Offers and promotions Time of day Forward to a friend Day of week Social media action
  38. 38. Analyze it – You Decide  YOU decide - What data points are most important for your organization - What reports to generate for which individuals - How to best use the results of your analytics
  39. 39. Analyze it – What Matters Most? EBITDA Revenue Brand integrity ROAS Best selling products Margin Average order size Customer interaction Marketing channel integration Click location Bounce rate Unsubscribes Open rate Click rate What Matters Most Depends On Who You Ask CEO Email ManagerCreative TeamProduct Manager
  40. 40. Analyze it – Look At Data Differently Product Manager What did customers buy? • SKU • Order # What time did the customer purchase? Revenue ● ● CEO ● Email Manager
  41. 41. Analyze it – Click Data Creative Team With which part of the creative did customers most interact? ● ●
  42. 42. Analyze it – Click Data Creative Team Product clicks above vs. below the fold What navigation elements are most popular Social media popularity ● ● ● ●
  43. 43. Analysis – Put It To Work  After you have your data and analyze it, use it to work on YOUR priorities: - Improve the deliverability rates of your sends (increase contact engagement, monitor complaints) - Increase opt-ins (better offers, more visible placements) - Decrease opt-outs (frequency caps, segmentation) - Increase your open rate (subject line A/B testing, time of day, day of week testing and automation) - Increase your click-through rate (click through maps, product selection, offers)
  44. 44. Analysis – Put It To Work  Segmentation - Match your offer to the appropriate customer - Select the ones most likely to convert
  45. 45. Ask – Find - Analyze Ask For Data If you don’t ask, they can’t say YES! • Multiple places • Multiple ways • Multiple exposures to the customer Find Data It may be hiding in plain sight. • Current organizational systems • Useable date in your email system Use Data for Analysis Don’t let it sit! • Tried-and-true methods • Look at data in a new way BE OBSESSIVELY CURIOUS • About your own data • About why something works • About learning new methods • About apparent oddities or one-time occurances
  46. 46. Analysis – Put It To Work Don’t develop analysis paralysis. Your epiphany could be staring you right in the face.
  47. 47. Ask – Find - Analyze Lareen Strong Vice President, Marketing @LareenStrong www.linkedin.com/in/lareenstrong/

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