Simon Annicchiarico, Chairman - Appius
Simon Lye, Partner Manager EMEA - SilverPop
www.appius.com
www.silverpop.com
Cross-...
Appius Strengths and Technology Partnerships
Bridging the gap between
marketing and technology
for better business results...
 Product interest
 Visit patterns
 Previous purchases
 Campaign
responses
Site Behaviour
 Location
 Time zone
 Devi...
■ Search Engine Optimization
■ Manual and automated URL aliasing
■ Search engine friendly URLs and menus
■ URL Alias Redir...
Ektron Marketing Optimization – Multivariate Testing
The Targeted Content widget can evaluate the
following information about a page's site visitor.
■ search engine or URL tha...
Silverpop is..
the unified digital marketing platform
that delivers superior return on relationship
powered by the deepest...
Silverpop introduction
A really simple idea
Capture
action
Apply rules Generate
the best
interaction
Early years Silverpop Engage
• Behavioural marketing
campaigns
• If… then…
• Clicked, opened, submitted,
watched
• Product lifecycle
campaigns
• Cross-...
• Welcome/Onboarding
• Browse Abandonment
• Cart Abandonment
• Recommendation
• Product Review Request
• Happy Birthday
• ...
Shrinking
segments
Shrinking segments
CUSTOMERS ARE A SINGLE AUDIENCE
The Mass Market Approach
SEGMENT 1 SEGMENT 2 SEGMENT 3
CUSTOMERS ARE MANY LITTLE AUDIENCES
The Segmented Audience Approach
CUSTOMERS ARE INDIVIDUALS
INFLUENCER SCORE: 73
UPSELL SCORE: 45
CHANNEL PREF: MOBILE
SITE VISTS: 2X IN 3MO
STORE CHECKIN: ...
What’s missing?
1
By Profile
2
By Preference
3
By Now?
What’s missing?
Hey Sarah!
Check out our newest
line of running shoes!
Listen & Get Personal Ideas
Hey Jim!
Thanks for the social
love! Check out this
Tip Sheet:
Listen & Get Personal Ideas
Mary,
Need Help with
your trip
to Italy?
Italy?
Listen & Get Personal Ideas
The goal:
segments of one
Segments of one
A really simple idea, refined
Capture
behaviour
Apply rules Generate
the best, most
personalized
interaction
MeasureCombin...
A really simple idea,
refined and turbo-charged
Capture
behaviour
from any
channel
Apply rules Generate
the best, most
per...
The 5 big questions
1
Which
behaviours
matter most?
How do we
turn this insight
into action?
How to
do it at scale?
How do...
Which behaviours to track?
• Age
• Gender
• Nearest store
• Product
preferences
• Buy for self/as a
gift
• etc
Demographic...
How Does Silverpop Help You Get
Personal with your Customers?
Get Personal with your Customers
Silverpop Engage Platform
What if your ektron website could leverage
Silverpop’s Behavioural Marketing Database
in real time to treat each visitor a...
Ektron Website. Meet Silverpop.
Ektron Website. Meet Silverpop.
Behavioural
Database
Ektron Website
Email
Social
CRM
Sales & support data
Revenue & pipeline
Bricks &
Mortar
POS
Location
...
Ektron Website. Meet Silverpop.
Shared Editors
PageBuilder widgets and
use of solution APIs
Shared Data
Integrated into Ek...
What if your Mobile Apps could leverage
Silverpop’s Behavioural Marketing Database
in real time to treat each visitor as a...
Mobile Apps. Meet Silverpop.
Behavioural Marketing with Mobile Apps
Developers
Reference Code
Mobile App - UB
Oauth / API
Contact Database
Message Send Engine
Marketers
Single Identity
App C...
Mobile App
Universal
Behaviors
Install App
Open App
Abandon Goal
Complete Goal
Single Identity
Behaviour Scoring
A Mere Tr...
Dynamic Content
Scoring Point
Levels
Profile Update
A Mere Truffle
Mobile App
Universal Behavior
Program
Automation
Email
APP URL
App Context
A Mere Truffle
Last Purchase
Visited Store
Opened Mobile App
Retweeted @Brand
SilverPop Universal Behaviors in Action
Simon Annicchiarico, Chairman - Appius
Simon Lye, Partner Manager EMEA - SilverPop
www.appius.com
www.silverpop.com
Any Qu...
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Ektron London Conference: Cross Channel Personalisation and Behavioural Marketing with Ektron & Silverpop

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Simon Annicchiarico, Chairman -Appius and Simon Lye, Partner Manager EMEA -SilverPop

Learn how your Ektron website can leverage Silverpop’s Behavioural Marketing Database in real time to treat each visitor as a person.

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Ektron London Conference: Cross Channel Personalisation and Behavioural Marketing with Ektron & Silverpop

  1. 1. Simon Annicchiarico, Chairman - Appius Simon Lye, Partner Manager EMEA - SilverPop www.appius.com www.silverpop.com Cross-Channel Personalisation & Behavioural Marketing twitter.com/appius_uk www.linkedin.com/in/annicchiarico 01202 553744 simon@appius.com
  2. 2. Appius Strengths and Technology Partnerships Bridging the gap between marketing and technology for better business results. your digital solutions team Elite Partner Gold Partner
  3. 3.  Product interest  Visit patterns  Previous purchases  Campaign responses Site Behaviour  Location  Time zone  Device type  Browser Environment  Referring domain  Search keyword  Traffic type Source  Salesforce  Dynamics CRM Context  Twitter  Facebook  LinkedIn  Google Social Graph Where does Context come from?
  4. 4. ■ Search Engine Optimization ■ Manual and automated URL aliasing ■ Search engine friendly URLs and menus ■ URL Alias Redirects ■ Conversion Rate Optimization ■ A|B|N, Multivariate Testing ■ Content Targeting ■ Rules-based personalization Ektron – Marketing Optimization
  5. 5. Ektron Marketing Optimization – Multivariate Testing
  6. 6. The Targeted Content widget can evaluate the following information about a page's site visitor. ■ search engine or URL that directed him to the page ■ the page's URL parameters ■ the user's device, such as a Smart Phone ■ the page from which he was directed ■ regional visitor information: county or country ■ information in the visitor's Facebook profile, such as if his marital status is single ■ whether a certain cookie is on his computer ■ if logged in ■ user or membership group to which he belongs ■ any of his custom user properties that match your criteria ■ the current date and time on the Ektron server? Ektron Marketing Optimization – Content Targeting
  7. 7. Silverpop is.. the unified digital marketing platform that delivers superior return on relationship powered by the deepest insight into the way each customer behaves. Silverpop introduction
  8. 8. Silverpop introduction
  9. 9. A really simple idea Capture action Apply rules Generate the best interaction Early years Silverpop Engage
  10. 10. • Behavioural marketing campaigns • If… then… • Clicked, opened, submitted, watched • Product lifecycle campaigns • Cross-sell • Up-sell • Renewal/replenish • Customer lifecycle campaigns • Welcome • Birthday • Reactivation Multi-Track Automated Campaigns
  11. 11. • Welcome/Onboarding • Browse Abandonment • Cart Abandonment • Recommendation • Product Review Request • Happy Birthday • Replenishment/Re-order • Cross Sell • Purchase Anniversary • Re-engagement Automate something!
  12. 12. Shrinking segments Shrinking segments
  13. 13. CUSTOMERS ARE A SINGLE AUDIENCE The Mass Market Approach
  14. 14. SEGMENT 1 SEGMENT 2 SEGMENT 3 CUSTOMERS ARE MANY LITTLE AUDIENCES The Segmented Audience Approach
  15. 15. CUSTOMERS ARE INDIVIDUALS INFLUENCER SCORE: 73 UPSELL SCORE: 45 CHANNEL PREF: MOBILE SITE VISTS: 2X IN 3MO STORE CHECKIN: ATL, GA PREFERS: FLASH SALES 32 LIKES, 521 FRIENDS 24 RETWEETS INFLUENCER SCORE: 12 UPSELL SCORE: 87 CHANNEL PREF: EMAIL SITE VISTS: 5X IN 1MO PURCHASES: $45.23 ON 4/5 $22.13 ON 6/1 PREFERS: FREE SHIPPING 3 LIKES, 124 FRIENDS INFLUENCER SCORE: 34 UPSELL SCORE: 12 CHANNEL PREF: SITE SITE VISTS: 2X IN 3MO PREFERS: DISCOUNTS 0 RETWEETS The Behavioral Marketing Approach
  16. 16. What’s missing? 1 By Profile 2 By Preference 3 By Now? What’s missing?
  17. 17. Hey Sarah! Check out our newest line of running shoes! Listen & Get Personal Ideas
  18. 18. Hey Jim! Thanks for the social love! Check out this Tip Sheet: Listen & Get Personal Ideas
  19. 19. Mary, Need Help with your trip to Italy? Italy? Listen & Get Personal Ideas
  20. 20. The goal: segments of one Segments of one
  21. 21. A really simple idea, refined Capture behaviour Apply rules Generate the best, most personalized interaction MeasureCombine with existing knowledge Refined
  22. 22. A really simple idea, refined and turbo-charged Capture behaviour from any channel Apply rules Generate the best, most personalized interaction And most relevant track across all channels Measure and store learning to inform rules Combine with existing knowledge from profiles, preferences and past actions across all channels Turbo-charged
  23. 23. The 5 big questions 1 Which behaviours matter most? How do we turn this insight into action? How to do it at scale? How do we do it across all channels? How do we capture and learn from them? 2 3 4 5 Big questions
  24. 24. Which behaviours to track? • Age • Gender • Nearest store • Product preferences • Buy for self/as a gift • etc Demographics • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity Email behaviour • Purchase history • Survey results • Loyalty points • Product searches • Abandoned carts • etc Relational data • Cart abandoned • Product searched • Form completed • File downloaded • Video viewed • Custom event Web behaviour • Voucher redemption • Store purchase • Event attendance • Call centre activity • Catalogue request • etc Off-line behaviour What to track?
  25. 25. How Does Silverpop Help You Get Personal with your Customers? Get Personal with your Customers
  26. 26. Silverpop Engage Platform
  27. 27. What if your ektron website could leverage Silverpop’s Behavioural Marketing Database in real time to treat each visitor as a person? Behavioural Marketing with your Ektron website
  28. 28. Ektron Website. Meet Silverpop. Ektron Website. Meet Silverpop.
  29. 29. Behavioural Database Ektron Website Email Social CRM Sales & support data Revenue & pipeline Bricks & Mortar POS Location A Behavioural Marketing Wrapper to your Ektron Website
  30. 30. Ektron Website. Meet Silverpop. Shared Editors PageBuilder widgets and use of solution APIs Shared Data Integrated into Ektron CMS, with DxH or Web Services Simple… …but separate. Code snippets in developer templates Flexible approach to the level of integration
  31. 31. What if your Mobile Apps could leverage Silverpop’s Behavioural Marketing Database in real time to treat each visitor as a person? Behavioural Marketing with Mobile Apps
  32. 32. Mobile Apps. Meet Silverpop. Behavioural Marketing with Mobile Apps
  33. 33. Developers Reference Code Mobile App - UB Oauth / API Contact Database Message Send Engine Marketers Single Identity App Content Understand Behaviours Add to Programs Behavioural Marketing on Mobile Apps
  34. 34. Mobile App Universal Behaviors Install App Open App Abandon Goal Complete Goal Single Identity Behaviour Scoring A Mere Truffle
  35. 35. Dynamic Content Scoring Point Levels Profile Update A Mere Truffle
  36. 36. Mobile App Universal Behavior Program Automation Email APP URL App Context A Mere Truffle
  37. 37. Last Purchase Visited Store Opened Mobile App Retweeted @Brand SilverPop Universal Behaviors in Action
  38. 38. Simon Annicchiarico, Chairman - Appius Simon Lye, Partner Manager EMEA - SilverPop www.appius.com www.silverpop.com Any Questions? twitter.com/appius_uk www.linkedin.com/in/annicchiarico 01202 553744 simon@appius.com

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