Chief Business Officer of Towerdata, Phil Davis, discusses data, segmentation, and personalizations to help businesses engage their contacts and close more deals.

1. Leveraging Customer Data to Drive
Sales
Get the data you need to increase engagement
and conversions
2016 GreenRope Webinar

2. Speakers
Phil Davis
Chief Business Officer, TowerData
• Former CEO of Rapleaf
• Former president of ConsumerBase
• PDavis@TowerData.com
• 224-456-2300
• @TowerData
• Towerdata.com
Alessandra Ceresa
Content Specialist, GreenRope
• aceresa@greenrope.com
• 310-968-3561
• @MissAleCristina
• @GreenRope
• GreenRope.com
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3. Agenda
•Company Overviews
•Know the Customer
•Data Sources
•Stages of Personalization
•Leveraging Personalization
•Ways to Personalize an Email
•The Don’ts of Engagement
•Best Practices/Examples
•Getting Started
•Q & A
•Contact Info
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4. TowerData makes it easy for
marketers to access the data they
need to better engage the customer
behind the email address.
Company Overviews
• Serving the digital marketing
community since 2001
• Validating email for 100s of
millions of U.S. and international
emails annually
• 3.2 billion API calls per quarter
• 300 million+ unique emails per
quarter
More
Data
To Love
Acquired
Rapleaf from
LiveRamp in
Q4’13
GreenRope delivers an complete
sales and marketing platform for small
and medium online merchants.
• Providing over 1500 businesses
around the world with easy-to-use
CRM and marketing automation.
• Helping businesses transform
their success through customer-
centric strategies.
• Serving sales and marketing
professionals since 2001
• Over 1 million emails sent from
the GreenRope platform.
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5. Know the Customer
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6. Data Sources
Data Point Example
Field
Analysis
User email dave@gmail.com User is likely male
“Gmail” address is
likely to respond to
discounts
Time of day 7 a.m. User likely to buy early
mornings
Click history Early mornings and
late nights only
User opens emails
early mornings and
texts late at night
Zip code 60613 Chicago residents
purchase winter
jackets in October
Purchase history Item 4903889-2 Customer buys hand
towels every 6 months
1st Party Data 3rd Party Data
Data Point Example
Field
Analysis
Demographic 35 35-year-olds
tend to shop on
the weekends
Behavioral Redeems
offers on
Tuesday
mornings
Reacts to SMS
offers Tuesday
mornings at 9
a.m.
Contextual
Targeting
$100k+
income
Three kids
Likely to react
to offers for
toys around
holidays
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7. Resulting Data Set
I’m
remodeling
a new
homeI’m a
Mother
I shop
online at
night
I’m a bargain
shopper
I love to
travel
I am a foodie
and love to
cook
Demographic
Age
Gender
Income
Marital Status
Behavioral
Purchase
Time of Day
Device
Monthly Spend
Contact Data
Email Address
Home Address
Mobile ID
Cookie
I stay
connected on
my Iphone and
MacBook
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8. Stages of Personalization
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9. Leveraging Personalization
to drive engagement and ultimately sales
1: Use Demographics, such as gender, income, & location
2: Understand the buyer’s journey
3: Engage on the right channels at the right times
4: Boost loyalty
5: Leverage purchase behavior and history
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10. Ways to Personalize an Email
From: Lucky Brand
Date: Mon. May 5, 2015 at 9 a.m.
Subject: 30% off everything!
To: Laura@gmailcom
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11. The Don’ts of Engagement
• Scheming Subject Lines
• Confusing Layout (Ignoring Mobile
Friendly Design)
• “Out Of Context” Promotions
• Retargeting For Too Long
• Personalization Based On Low
Frequency Searches
• Being Overly Personal (Too Soon)
• Same Mailing Frequency To All
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12. Best Practices - Examples
Customized Offers
Personalized email content using demographic
data resulted in a 300% increase in revenue
Gender Based
Email
Gender Based
+Marital Status
Increase Engagement
!
Jane,
Tired of holiday shopping for your
loved ones?Youdeserve it:
Treat yourself to aday of relaxationat
ABCSpa: $25 o $100 purchase.
John,
Looking for away to showyour wife just
howmuch they mean to you?
Treat themto aday at ABCSpa. She
deservesit. $25 o $100 purchase.
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13. Best Practices - Examples
Online Retail Client
Hypothesis: Segmented Emails will provide greater results then one-size-fits-all
Solution
• Used demographic and purchase data to build segments
• Created drip campaigns with personalized content and graphics for each segment
• Measured and compared segmented campaigns with control group
Results
• Increased site traffic by 912% in a 5 month period
• 22x ROI (measured by revenue) for campaigns from segmented emails compared with
the control group
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14. Getting Started
• Understand your current data
• Fill your data holes
• Be realistic about your
capabilities
– What are your resources?
• Determine how complicated you
can get
• Use your data set and get
started
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15. Q & A
Any
questions?
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16. Contact Info
Phil Davis
Chief Business Officer TowerData
• Former CEO of Rapleaf
• Former president of ConsumerBase
• PDavis@TowerData.com
• 224-456-2300
• @TowerData
• Towerdata.com
Alessandra Ceresa
Content Specialist, GreenRope
• aceresa@greenrope.com
• 310-968-3561
• @MissAleCristina
• @GreenRope
• GreenRope.com
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