Automated Triggered Opportunity Marketing


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Retaining and growing customers seems to get more difficult each year. Learn how Metrics Marketing employs an automated, triggered-marketing solution called ATOM? to significantly improve marketing ROI. ATOM scans customer data on a continuous basis to identify and respond to the best opportunities to generate repurchase, cross-sales and retention. Metrics will share the ATOM process as well as performance statistics for this industry-leading application. This webinar is geared toward marketing managers, product mangers and department heads.

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  • Conversion rates are often at least 10X higher than typical promotional emails
  • Life Stage: New baby, empty nester, retirement, marriage, birthday. “ think of greeting card days” Birthday is most popular – make certain of relevancy Life Cycle: New customer, cross-sell, lack of activity, contract expiration From acquisition > onboarding > cross-sell > loyalty > retention > win-back Transactional: Abnormal changes in transactional purchase patterns, spending habits, credit rating… Transactional dbases, if monitored can provide indication of change of behavior or intent Typical case study is lack of activity Customer Initiated Triggers: Abnormal changes in transactional patterns, spending habits, account deposits, credit rating Visible transactional information in databases, if monitored provide indication… Abrupt stoppage of deposits into an account that typically has significant activity Call to inbound call center Negative comment posted on a social networking site External Triggers: Recessionary economy, corporate merger, competition enters or exits a given territory, changes in other influencers pricing… More than half of companies which implement triggers use external triggers
  • Auto service outlet with reputation for service, quality and reliability for the past 50 years Took over their CRM program a couple of years ago Review of this case study and how it relates to emarketing efforts
  • Transfer of programs as if from previous vendor Then started to evaluate and optimize programs that made sense and had high ROI Analyzed audience: Demographics, attitudes, behavior, financial and segments. Determined LTV of audiences and how to interact with each gropu
  • Automated Triggered Opportunity Marketing

    1. 1. Automated eMarketing: Getting the Tactical Execution Automated So You Can Focus on the Strategy Thursday, January 21, 2010 05/04/10
    2. 2. Webcast “Housekeeping” <ul><li>Ask questions throughout the presentation using the “Questions” button at the top of the screen </li></ul><ul><li>All questions will be answered at the end of the presentation </li></ul><ul><li>Please report any technical difficulties to [email_address] </li></ul><ul><li>At the end of the presentation, please evaluate the webcast by clicking the “Rate” button at the top of your screen </li></ul>05/04/10
    3. 3. Today’s Presenters <ul><li>Marci Hower </li></ul><ul><ul><li>Marci Hower manages Metrics’ interactive services offerings. Marci has 15 years experience in online direct marketing. Prior to joining Metrics, Marci was a Business Development Manager with a national e-strategy consulting firm. She was also an integral part of growing a start-up company as the General Manager of a Midwest interactive agency. Marci blends her experience in sales, marketing, design and interactive technologies to help clients such as National City, Kelly Services, Midas, World Market Center and American Greetings create and implement their online strategies. A local thought leader, Marci is honored to be a past president of DMA Cleveland. She was instrumental in developing a regional conference that is now in its 4th year, Interaction 2009. Marci is a past recipient of Crains Forty under Forty award, and she is a frequent speaker at events and seminars. </li></ul></ul>05/04/10
    4. 4. 05/04/10 Automated eMarketing Getting the Tactical Execution Automated So You Can Focus on the Strategy <ul><li>Why automate? </li></ul><ul><li>What to automate? </li></ul><ul><li>How to automate </li></ul><ul><li>Automation in practice… </li></ul>
    5. 5. Why Automate? Top email marketing challenges MarketingSherpa 2010 Email Benchmark Report
    6. 6. Why Automate? <ul><li>89% of retailers cited email is the most mentioned successful tactic overall.- Forrester Research and &quot;Retailing Online 2009: Marketing Report' (2009) </li></ul><ul><li>As a direct result of receiving email, 82% of respondents accessed their account via online customer service. - Epsilon (Oct 2008) </li></ul><ul><li>66% of those surveyed said they had made a purchase because of a marketing message received through email. - ExactTarget , &quot;2008 Channel Preference Survey&quot; (2008) </li></ul>
    7. 7. Why Automate? <ul><li>Improve customer service </li></ul><ul><li>Leverage the unrivaled power of recency </li></ul><ul><li>Consistently deliver relevant messages </li></ul><ul><li>Reduce missed opportunities </li></ul><ul><li>Strengthen relationships </li></ul><ul><li>Set it and forget it (well, almost) </li></ul><ul><li>Significantly outperform standard messages </li></ul>
    8. 8. 05/04/10 <ul><li>Why automate? </li></ul><ul><li>What to automate? </li></ul><ul><li>How to automate </li></ul><ul><li>Automation in practice… </li></ul>Automated eMarketing Getting the Tactical Execution Automated So You Can Focus on the Strategy
    9. 9. <ul><li>On-boarding messages </li></ul>Welcome message Confirmation message Birthday greeting Transactional messages Change Notices Available now notices Billing/Payment notices Return notices Bonus notice Customer service messages Failure notices Information posting notices Information request response Meeting confirmations Profile update notifications Recommendations from friends Registration information Account information Shipment notifications Social networking updates Status notifications Acknowledgement email Announcements Service notifications Anniversary Lapsed activity Cross-sell messages Post purchase messages Shopping cart abandonment Profile update notifications Shopping cart abandonment Web page behavior Web page behavior Profile viewed alert Download alert Membership anniversary Friend request Profile viewed Topic alert Membership guides Target reached Lack of activity touch point Win-back alert
    10. 10. What to Automate? <ul><li>Opportunities are countless </li></ul><ul><li>The more triggers you implement the more revenue you will generate over time. </li></ul><ul><li>Reality Check </li></ul><ul><li>The majority of your subscribers are not likely to meet the criteria of your triggers in any given month. Volume is low. </li></ul><ul><li>Controls and frequency caps must be in place </li></ul>
    11. 11. What to Automate? <ul><li>Start small, automate and measure You don’t need a complicated system to boost the bottom line </li></ul><ul><ul><li>Low hanging fruit </li></ul></ul><ul><ul><li>Easy to implement </li></ul></ul><ul><ul><li>Simple arbitration </li></ul></ul><ul><ul><li>Simple measurement </li></ul></ul>
    12. 12. What to Automate? <ul><li>Know your audience </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Attitudes </li></ul></ul><ul><ul><li>Behavior </li></ul></ul><ul><ul><li>Financial </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><li>Brainstorm Triggers </li></ul><ul><ul><li>Life Stage Triggers </li></ul></ul><ul><ul><li>Life Cycle Triggers </li></ul></ul><ul><ul><li>Transactional Triggers </li></ul></ul><ul><ul><li>Customer Initiated Triggers </li></ul></ul><ul><ul><li>External Triggers </li></ul></ul>
    13. 13. What to Automate? <ul><li>Develop a business case </li></ul><ul><ul><li>Conversion rate projections </li></ul></ul><ul><ul><li>Financial projections </li></ul></ul><ul><ul><li>Align with organizational objectives and system capabilities </li></ul></ul><ul><ul><li>Addresses current customer life-cycle, purchase cycle or business needs </li></ul></ul><ul><ul><li>Do not duplicate existing marketing programs </li></ul></ul><ul><ul><li>Define trigger qualification criteria and size audience </li></ul></ul><ul><li>Prioritize </li></ul><ul><li>Continually evaluate and add programs </li></ul><ul><li>Scale your programs </li></ul><ul><ul><li>Triggers based on pattern detection </li></ul></ul><ul><ul><li>Optimize based on arbitration </li></ul></ul><ul><ul><li>Design of testing methodologies </li></ul></ul>
    14. 14. Case Study:
    15. 15. Case Study:
    16. 16. Case Study:
    17. 17. Case Study: 05/04/10
    18. 18. Case Study: 05/04/10
    19. 19. 05/04/10 <ul><li>Why automate? </li></ul><ul><li>What to automate? </li></ul><ul><li>How to automate </li></ul><ul><li>Automation in practice… </li></ul>Automated eMarketing Getting the Tactical Execution Automated So You Can Focus on the Strategy
    20. 20. How to Automate? <ul><li>Integration. </li></ul><ul><li>Automation. </li></ul><ul><li>Optimization. </li></ul>
    21. 21. How to Automate? Integration <ul><li>Marketing Messages </li></ul><ul><ul><li>Strategy & development of incentives </li></ul></ul><ul><li>Channels </li></ul><ul><ul><li>What channel will be used to deliver message </li></ul></ul><ul><li>Arbitration </li></ul><ul><ul><li>Maximum number of contacts per day </li></ul></ul><ul><ul><li>Maximum number of contacts per year </li></ul></ul><ul><ul><li>Minimum time between contacts </li></ul></ul><ul><ul><li>Lead Prioritization </li></ul></ul><ul><li>Databases </li></ul><ul><li>Platforms </li></ul><ul><ul><li>Web analytic platform </li></ul></ul><ul><ul><li>Email service provider </li></ul></ul><ul><ul><li>Others? </li></ul></ul>
    22. 22. How to Automate? Automation <ul><li>Finalize triggers </li></ul><ul><li>Combine recommended triggers with budget, offers/messages and channel </li></ul><ul><li>Supports business case development </li></ul><ul><li>Data sourcing and transfer </li></ul><ul><ul><li>Identify files required </li></ul></ul><ul><ul><li>Design frequency </li></ul></ul><ul><ul><li>Exchange protocol information to establish transfers </li></ul></ul><ul><ul><li>Request and deliver on going file feeds as well as historical extracts </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Finalize creative and messages </li></ul></ul><ul><ul><li>Manage personalization </li></ul></ul><ul><ul><li>Create dynamic content areas where needed </li></ul></ul>
    23. 23. How to Automate? Optimization <ul><li>Analysis of current programs </li></ul><ul><ul><li>Supports business case </li></ul></ul><ul><ul><li>Design trigger performance reports and develop code to automate </li></ul></ul><ul><ul><li>ROI calculations </li></ul></ul><ul><li>Tweak triggers based on results </li></ul><ul><ul><li>Widen deployment of the most effective triggers </li></ul></ul><ul><ul><li>Seek additional triggers with similar attributes of your best </li></ul></ul><ul><ul><li>Discontinue use of less effective triggers </li></ul></ul><ul><li>Develop greater insights with test methodologies </li></ul><ul><ul><li>Test: Offer, audience, creative, cadence, personalization </li></ul></ul><ul><li>Create new triggers based on more sophisticated analysis </li></ul><ul><ul><li>Statistically meaningful changes in transactions </li></ul></ul><ul><ul><li>Store visit behavior changes </li></ul></ul><ul><ul><li>Site engagement levels </li></ul></ul>
    24. 24. 05/04/10 <ul><li>Why automate? </li></ul><ul><li>What to automate? </li></ul><ul><li>How to automate </li></ul><ul><li>Automation in practice… </li></ul>Automated eMarketing Getting the Tactical Execution Automated So You Can Focus on the Strategy
    25. 25. Case Study: Midas 05/04/10
    26. 26. Case Study: Midas <ul><li>Started small, low hanging fruit </li></ul><ul><li>Continually evaluating and growing programs </li></ul><ul><li>Analyzed audience </li></ul><ul><li>Developed a business case </li></ul><ul><li>Integrated with current marketing programs </li></ul><ul><li>Combined recommended triggers with budget, offers/messages and channel </li></ul><ul><li>Integrated data sources and platforms </li></ul>05/04/10
    27. 27. Midas triggers 05/04/10
    28. 28. ATOM℠ -- Automated, Triggered-Opportunity Marketing 05/04/10 ATOM manages trigger identification and optimization process
    29. 29. ATOM process Objectives & strategies drive trigger decisions Trigger opportunities delivered through multiple channels Alternative trigger types Marketing & retention opportunities are generated Opportunity arbitration matches best offer/channel to customer Tracking at trigger & program level
    30. 30. Case Study: Midas 05/04/10 <ul><li>Purchase Trigger </li></ul><ul><li>Conveys Midas brand </li></ul><ul><li>Coupon print-out </li></ul><ul><li>Clear call to action </li></ul><ul><li>Personalized </li></ul><ul><li>Name </li></ul><ul><li>Store </li></ul><ul><li>Store manager </li></ul><ul><li>Date </li></ul><ul><li>Dynamic Content: </li></ul><ul><li>Coupon </li></ul><ul><li>Service </li></ul>
    31. 31. Case Study: Midas 05/04/10 <ul><li>FSM Trigger </li></ul><ul><li>Conveys Midas brand </li></ul><ul><li>Coupon print-out </li></ul><ul><li>Clear call to action </li></ul><ul><li>Personalized </li></ul><ul><li>Name </li></ul><ul><li>Car Make </li></ul><ul><li>Mileage </li></ul><ul><li>Store </li></ul><ul><li>Date </li></ul><ul><li>Dynamic Content: </li></ul><ul><li>Coupon </li></ul><ul><li>Recommended Services </li></ul>
    32. 32. eCRM Deployment Process <ul><li>Midas eCRM Process BEFORE Automation: </li></ul><ul><ul><li>Individual list loads took several hours </li></ul></ul><ul><ul><li>Creative was paste HTML and did not allow for dynamic content </li></ul></ul><ul><ul><li>Limited manual communication between CRM database and Exact Target for contact history </li></ul></ul><ul><ul><li>No Tracking data was getting communicated to the CRM database from Exact Target </li></ul></ul><ul><ul><li>Opt-outs were updated monthly </li></ul></ul><ul><li>Midas eCRM Process AFTER Automation: </li></ul><ul><ul><li>Data Extension Import and filters now take minutes </li></ul></ul><ul><ul><li>Creative was updated to allow for dynamic content rules, making communications more relevant to the recipient </li></ul></ul><ul><ul><li>Consistent communication between CRM database and Exact Target for contact history </li></ul></ul><ul><ul><li>Tracking data is now imported into CRM database, allowing closed-loop reporting </li></ul></ul><ul><ul><li>Opt-outs are managed daily </li></ul></ul>05/04/10
    33. 33. eCRM Metrics Comparison <ul><li>Before Automation </li></ul><ul><li>Delivery Rate: 90.8% </li></ul><ul><li>Open Rate: 17.0% </li></ul><ul><li>Click-through Rate: 1.6% </li></ul><ul><li>(note emails do not have many reasons for clicking) </li></ul><ul><li>Conversions: Unknown </li></ul><ul><li>Conversion Rate: Unknown </li></ul><ul><li>After Automation 4/09-9/09 </li></ul><ul><li>Delivery Rate: 94.2% </li></ul><ul><li>Open Rate: 23.9% </li></ul><ul><li>Click-through Rate: 1.9% </li></ul><ul><li>(note emails do not have many reasons for clicking) </li></ul><ul><li>Conversion Rate: 19.6% </li></ul><ul><li>Higher ticket items through online channel </li></ul>05/04/10
    34. 34. Other Metrics Marketing Webinars <ul><li>Next Webinar: The Value of Eye Tracking Software February 18, 2010 12:00 PM - 1:00 PM EST Presenter: Cathy Zapata, VP of Research and Customer Experience Learn more at </li></ul><ul><li>Other Previously Recorded BrightTalk Webcasts: </li></ul><ul><ul><li>Automated Triggered Opportunity Marketing </li></ul></ul><ul><ul><li>Presenter: Todd Thompson </li></ul></ul><ul><ul><li>BrightTalk: </li></ul></ul><ul><ul><li>Landing Page Optimization </li></ul></ul><ul><ul><li>Presenter: Cathy Zapata </li></ul></ul><ul><ul><li>BrightTalk: </li></ul></ul><ul><ul><li>Customer Conversion Optimization </li></ul></ul><ul><ul><li>Presenter: Mike Kihalek </li></ul></ul><ul><ul><li>BrightTalk: </li></ul></ul>05/04/10
    35. 35. Questions? 05/04/10
    36. 36. <ul><li>Marci Hower , </li></ul><ul><li>VP Interactive Services </li></ul><ul><li>440-471-6017 or </li></ul><ul><li>877-332-9222 X117 </li></ul><ul><li>[email_address] </li></ul>05/04/10 Contact Information