Email measurement is evolving...are you?

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Email measurement is evolving...are you?

  1. 1. Data protection 2013 Email measurement is evolving…are you? Friday 8 February Thursday 27 February 2014, TMW #dmaiab #dmadata Supported by Sponsored by
  2. 2. Agenda 9.00am Registration and breakfast 9.30am Welcome from the Chair Guy Hanson, Director of Consulting, Return Path 9.40am Marketing – Bringing out your inner geek Matt Crole-Rees, Head of ECRM, Confused.com 10.10am Interactive session 10.25am What do I do with all of this data: beyond the noise of clicks and opens Skip Fidura, Client Services Director, dotMailer 10.55am Interactive session 11.10am Summary Guy Hanson, Director of Consulting, Return Path 11.25am Close Sponsored by
  3. 3. Welcome from chair Guy Hanson, Director of Consulting, Return Path #dmaiab Sponsored by
  4. 4. Email Has Always Been Measurable . . .
  5. 5. . . . But Now There’s a Lot More to Measure! “If you can’t measure it, you can’t manage it” Peter Drucker
  6. 6. . . . But Now There’s a Lot More to Measure!
  7. 7. . . . But Now There’s a Lot More to Measure! “Not everything that can be counted counts, and not everything that counts can be counted” Albert Einstein
  8. 8. Campaign Metrics DMA National Email Benchmarking Report: October 2013 Edition
  9. 9. Campaign Metrics • Total:Unique ratio • Unsubscribe:Complaint ratio • Sign-up:Churn ratio • Positive vs Negative clicks • View web version • Disaffection index DMA National Email Benchmarking Report: October 2013 Edition
  10. 10. Reputation Metrics
  11. 11. Engagement Metrics        ?  ? ?
  12. 12. Mobile Metrics Experian Marketing Services
  13. 13. Competitor Metrics Competitor 1 Competitor 2 Competitor 1 Competitor 2
  14. 14. Fraud Metrics
  15. 15. Behavioural Metrics
  16. 16. ROI Metrics • • • • • • • • • Attributable transactions Responsiveness generated online Value per individual email address Value of email program Customer acquisition cost Marketing spend as % of CAC Customer LTV as % of CAC Payback on CAC % customers who are marketing attributable
  17. 17. Scaling the Email Measurement Summit Insight Competitive Intelligence Brand Awareness Inbox Placement Sender Reputation Clicks & Opens
  18. 18. So – Where Do You Start?
  19. 19. Email measurement is evolving ...are you? Chairman’s Introduction Guy Hanson  guy.hanson@returnpath.com  www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath
  20. 20. Marketing – Bringing out your inner geek Matt Crole-Rees, Head of eCRM, Confused.com #dmaiab Sponsored by
  21. 21. Marketing – Bring out your inner geek Matt Crole-Rees, Head of ECRM,Confused.com
  22. 22. In case over £200m of advertising hasn’t worked We compare car insurance And over 50 other products
  23. 23. Competitive Market
  24. 24. We face some big challenges Low engagement sector Insurance is a once a year purchase PPC is getting more expensive and Google dominates TV, radio and other ATL media don’t come cheap! Mobile is growing People are lazy!
  25. 25. Measurement - The Holy Grail
  26. 26. Measurement - The Holy Grail All your channel tags in one area All campaigns run through one platform Track your customers everywhere they go Know every action they take Real time data and reporting across all products Attribution model in place MI in one place
  27. 27. Measurement - The Holy Grail All your channel tags in one area All campaigns run through one platform Track your customers everywhere they go Know every action they take Real time data and reporting across all products Attribution model in place MI in one place
  28. 28. Where we’re at Email marketing experts to run campaigns in house Insight/BI function Content/editorial team Integration with customer support A good ESP – Ebay Enterprise Solutions Design resource IT resource Endless differing ways at measuring performance
  29. 29. What does it mean for us Welcome new customers Transactional emails Renewal emails Solus email campaigns Fortnightly newsletters Get the customer engaged in conversations Reinforce our brand
  30. 30. Newsletter! One size does not fit all!
  31. 31. The Mega Newsletter Does! Content, insight, design and email working together Each segment receives a different version Mobile optimised
  32. 32. Attribution – The HALO Effect Direct ROI v Halo ROI
  33. 33. Attribution – The HALO Effect Direct ROI Halo ROI 1 26
  34. 34. How Reactive Are You?
  35. 35. How Reactive Are You? Being first to market with new news is key ROI can more than DOUBLE 1. How quickly can you get a new campaign out? 2. Is your ESP full service – chances are you aren’t reactive enough 3. Do you have the right expertise internally?
  36. 36. Subject lines are your shop window
  37. 37. Subject lines – Your shop window How long do you spend designing and building an email? How long do you spend on subject lines?
  38. 38. Lessons to live by Geeks are cool Content is king Personalise what you can Mobile has arrived and evolving Make time for subject lines Track what you can – you may learn more than you think
  39. 39. Any questions THANK YOU FELLOW GEEKS
  40. 40. Interactive Session #dmaiab Sponsored by
  41. 41. What do I do with all of this data: beyond the noise of clicks and opens Skip Fidura, Client Services Director, dotMailer #dmaiab Sponsored by
  42. 42. What do I Ido with all this data? ? this data What do do with It’s NOT “Big Data” – it’s Smart Data It’s NOT “Big Data” – it’s Smart Data Skip Fidura dotMailer, Client Services Director
  43. 43. It’s Retail But Not As You Know It • Stock and product mix changes weekly • Cost of stock changes after it is “on the shelves” and can even change after the product has been sold • Products cross traditional demographic buckets adding to selection and segmentation complexity … but like retail ODEON generates literally tons of data.
  44. 44. Leveraging Customer Behaviour • >2 Million members of the loyalty program – Odeon Premiere Club – Launched 5 years ago – Booking data – Online and box office – Retail Data • >2M CRM customers – Online booking data only • Other Customer Data – – – – 14 Million ‘unique’ ticket buyers with booking data Social media interactions Guest Service contacts Web browsing activity
  45. 45. Big Data • Not new – companies have always had loads • Technology now makes it seem feasible but companies face two big risks: – Organising the data into something usable – Reluctance to act before finding the perfect solution
  46. 46. Big Data – Two Approaches 1. Take a lot of data and do loads of analysis on it • Really big job which can stall because of risks above • Long delay between investment and payback 2. Define what you want to achieve • Breaks the task down into bite size chunks • A series of quick iterative wins
  47. 47. Find The Audience For The Film Genre Cinema Actors Director Writer Producer Crew Format Certificate Customer Preferences Information about the Films Purchase and Click Behaviour Ticket type Seating Quantity Date Time Screen Performance Channel Promotions Member type Engagement Food Drink
  48. 48. Incremental Revenue The Business Case of Segmentation Cost of Segmentation
  49. 49. Incremental Revenue The Business Case of Segmentation STOP! Cost of Segmentation
  50. 50. The Business Case of Segmentation Incremental Revenue Fill Your Boots Cost of Segmentation
  51. 51. How ODEON Are Working • What are the goals for the business – Get more visitors more often – Sell more retail • Work backwards to determine what the email has to deliver
  52. 52. The ODEON Approach • RFV flags for each record • Segmentation based around high level behaviour – – – – New Inactive Unusable Active • Models to help improve targeting based on film
  53. 53. The ODEON Approach Emails Sent Delivered Opened Clicked Purchased
  54. 54. Exploring Relevance • Blockbuster film, but not a traditional ‘ODEON film’ • ‘Set reminder’ campaign 3 months from opening • Father’s Day campaign – Segmented base by cinema preference and bookings – Drive advance book – Segmented into IMAX, ISENSE, Gallery, The Lounge, Croma and default 3D content • Over 20K incremental bookings • Market leader for the film
  55. 55. Growing The Audience • Good film performance on opening but wanted to improve • Targeted genre specific IMAX audience – Targeted BFI audience, and London and home counties with BFI message – Used first weekend booking data in correlation model to target new members – Overlay with IMAX up sell message for members who had never seen the format before • ODEON jumped to no1 in second week
  56. 56. We Do More Than Films • Live screenings of London theatre and other cultural events • 2013 Stephen Fry played Malvolio in The Globe’s Twelfth Night • Email sent to OPC members to drive advance book: – an interest in cultural events – previously attended a cultural event – film correlations • High response led to 18 new cinemas being added • Further email push drove bookings and share
  57. 57. Why dotMailer? • Consolidated Data Base – Email and purchase data merged into a single platform – Dramatically reduced campaign set-up and data selection turn around times – Data selections that used to take four days can be completed in 6 minutes – Opportunity to focus on using their data productively • Automation functionality around segmentation, content tailoring and campaign sending • Usability – The team that found it complicated to brief are now able to do it themselves – Test, Trial and Think About It
  58. 58. What’s Next? • Overcoming reliance on blockbuster films – Build entire programs around the release calendar – Group releases together into a slate of films and promote the whole slate throughout the year • Looking at the people that are falling outside of the segments – email is all inclusive – Who are they – Why are they not receiving email – What should we say to them
  59. 59. What’s Next? • Marketing Automation – A lot of what we want to say does not change from campaign to campaign – The more we can automate the more we can focus on strategy rather than execution – Customers’ “pulling” content based on their behaviour on web, social, purchases, etc.  supplemented by push content
  60. 60. What’s Next? • Using the “Big Data” to drive the business not just marketing campaigns – Traditionally marketing or sales come up with propositions – This gut instinct is still important but should be combined with data • More offering around occasions like date night • Deciding which films to program and use the data as leverage over the distributors
  61. 61. Interactive Session #dmaiab Sponsored by
  62. 62. Summary Guy Hanson, Director of Consulting, Return Path #dmaiab Sponsored by
  63. 63. Upcoming events Data Protection 2014 – Friday 7 March 2014 Taking the lead: Customer acquisition barometer 2014 – Thursday 27 March 2014 Visit: http://dma.org.uk/event-listing?page=1&reset=1 Sponsored by

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