Behavioural marketing: beyond email - 20 March 2013
Data protection 2013 Behavioural marketing: beyond 8 February Friday email Wednesday 20 March #dmadata #dmaemail Sponsored by by Supported
Welcome from the ChairSkip Fidura, Vice Chair, DMA Email Marketing Council#dmaemailSponsored by
Agenda8.30am - Registration and breakfast9.00am - Welcome from the Chair Skip Fidura, Vice Chair, DMA Email Marketing Council9.10am - Good Behaviours: Marketing with Intent 5 Behavioural Actions to Automate Antonia Edmunds, Director of Client Relationships EMEA, Silverpop9.40am - If you got to know me… Jonathan Lyon, Global Director of Strategic Insight, LBi10.10am - X Marks the Emotional Hotspot Michelle Hawkins, Head of Happiness, The Flying Dodo10.40am - Panel discussion Antonia Edmunds, Director of Client Relationships EMEA, Silverpop Jonathan Lyon, Global Director of Strategic Insight, LBi Michelle Hawkins, Head of Happiness, The Flying Dodo James Bunting, Member, DMA Email Marketing Council10.55pm - Closing comments from the Chair Skip Fidura, Vice Chair, DMA Email Marketing Council Sponsored by
Good Behaviours: Marketing withIntent5 Behavioural Actions to AutomateAntonia Edmunds, Director of Client Relationships EMEA,Silverpop#dmaemail Sponsored by
Examples of Behaviour - Visited website / product page - Visited Blog - Clicked to Twitter/Facebook Page - Visited Community - Downloaded White Paper “XYZ” - Watched “7 Reasons” Video - Submitted Demo Request Form - Call Centre Conversation - Trial software login
Impact of Inactives Lost potential revenue Inefficiencies/Reduced ROI Fuzzy metrics Potential reduced deliverability
Inactive Email recipient does not open, click or purchase inRe-Engagement 45 days Inactive Re-Engagement Email: Update Profile - 1.1• Goal: Reactivate customers Opens or clicks any email or makes a purchase in 75 before they become inactive days• Results: • Open Rate – 5.6% • CTR – 0.5% Inactive Re-Engagement Email: Pays to be Smart – 1.2 Exits Inactive Re- Enagagement Program Opens or clicks any email or makes a purchase in 90 days Inactive Re-Engagement Email: 10% off Order – 1.3
Inactive Re-EngagementDay 45: “Help Us Day 75: “It Pays toServe You Better” be Smart” Evaluate for 30 days for activity, Day 90: “We Miss move into once a month You! Come Back frequency for 6 months. and Save 10%”
Given data about me, find new things I willlike. If I like a thing, find more of it, orremove the thing I don’t.Hit me with me some serendipity.
the new imperative• Leverage data derived signals to uncover actionable insight• Understand people better, in depth, individually and at scale• Interrogate evidenced based behaviour to provide actionable intelligence that shapes, guides and informs strategy at scale and pace
big data landscape Implicit and explicit signals of - Behaviour - Interest - Lifestyle - Perception - Consideration - Recommendation - Advocacy - Purchase Propensity
evidenced insight through real data provides a unique opportunity to understand what people are paying attention to and engaging with. Not by asking them, but by measuring moment by moment what they engage with, when, where, with who for how long, and how it makes them feel and how it makes them behave.
our approach• Our approach is to provide a forensic understanding of consumers beyond transactional metrics and performance• By understanding the ‘whole’ consumer we provide an acute understanding of how best to drive Think engagement• We believe in moving beyond numbers and humanising data to understand people as people, Feel not metrics• In todays omni-channel, multi-device ecosystem, our marketing promise needs to be "right place, Say right time, right offer"• This requires forensic insight at scale Do
big data implications It’s not about BIGGER spread sheets, it’s about bigger ideas
data distinctionsocial media is the setof applications andplatforms allowing Vspeople to participatein online social activities social data is the collective information produced by millions of people as they actively participate in online activities
social data DNA demographic recommendation product location social intention data behavioural psychographic Interest
Data approach• We focus not just on collecting data on historical behavior, but on connecting data to anticipate how, where and when to engage consumers• We go beyond transactional and online behaviour• The true significance of the massive digital and big data flows is our ability to uncover the interests and passions through which brands can engage consumers
How?• Massive ingestion of social signals from across the social web• We classify, categorise and map all behaviours and actions to entities, people, places, cultural references and brands• We create interest maps and relationship networks for each identified profile• We then cluster these to create tribes with behavioural markers and augment and enrich prospect and customer profiles with this data
addressable audiencesIdentifying Brandaddressable Connectedaudiences beyondthe base is key. Brand AffinityKnowing who theyare, where they areand how to engagethem is today’s Brandmarketing Referencedimperative.
Addressable Audience Profiling Objective Identify prospects across social touch points and map interests, likes, behaviour, to better understand key drivers to improve conversion with context sensitive, relevant messaging across display, email, social and DM
Match Addressable Audience to Social Identities Social Identity Resolution + email@example.com + additional known data points Circa 25% match rate to social identity Recursive Iterative Identity Resolution Circa 75% match rate to social identity
Profile Addressable Audience with Social Data social data ingestion At scale in real time Brand, app, tv, music page likes, engagement and sharing Following who classified by interest and engagement levels Pins pinned, on which boards, from where, which categories Brand / product tagged photos Following, circles, engagement by brand, interest, topic Channel subscriptions, video likes and comments by theme, subject area interest graph mapping passions, interests, consumer tribe Check-ins by brand centric location social social touch behaviour touch point point behaviour engage, share, like, comment, contribute
Audience Interest Mapping • Clustered Network Analysis for community detection using algorithmic approach to identify ‘communities’ of interests • Three can clearly be seen: - Football (blue) - Popular culture (largely females, yellow) - General sports and sport news channels (red) This gives us a solid foundation upon whi to understand at a higher level, what our audience is intersted in.
X Marks the Emotional HotspotMichelle Hawkins, Head of Happiness, The Flying DodoPlease find this at - http://prezi.com/499baflfeaxf/x-marks-the-emotional-hotspot/#dmaemail Sponsored by
Panel DiscussionAntonia Edmunds, Director of Client Relationships EMEA,SilverpopJonathan Lyon, Global Director of Strategic Insight, LBiMichelle Hawkins, Head of Happiness, The Flying DodoJames Bunting, Member, DMA Email Marketing Council#dmaemail Sponsored by