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Behavioural Marketing.    Connecting the big 4 of   web, email, social & mobile             John Watton, Silverpop    Silv...
Marketing practiceis ten years behind marketing vision.                 #spopconnect
#spopconnect
This is “Bob”,the manager at“Chiswick Wines”                   #spopconnect
Three weird facts   1             2                   3  Bob =          Avg spend per       I love it  Waitrose x 5   visi...
Marketing needs toget more like Bob     PROFIT              SIMILARITY TO BOB                                  #spopconnect
Today,marketing isun-Bobular               #spopconnect
We’re on the way BROADCAST   TARGETING   SEGMENTING   PERSONALISING                                               #spopcon...
The SegmentedAudience Approach                                                                                       Femal...
Problem:The Segmented Audience approach is failing  3%   Relevant                  97%                   Irrelevant       ...
Extending traditional segmentation   1            2               3  By Profile    By Preference   By Now?                ...
Shrinkingsegments             #spopconnect
The goal:segments of one              #spopconnect
The biggest win:  by behaviour                   #spopconnect
Which behaviours to track?    Demographics              Email behaviour            Relational data        Web behaviour   ...
Noise        #spopconnect
Insight = Gold                 #spopconnect
Small things make allthe difference                        #spopconnect
Getting on the road tobehavioural marketing                         #spopconnect
A really simple ideaCapture          Apply rules   Generateaction                         the best,                       ...
A really simple idea,refinedCapture     Combine         Apply rules   Generate       Measurebehaviour   with existing     ...
A really simple idea,refined and turbo-chargedCapture     Combine        Apply rules   Generate         Measurebehaviour  ...
That’s what Bob does              #spopconnect
The 5 bigquestions1              2             3                4                5Which          How do we     How do we  ...
Whichbehavioursmatter most?    1          #spopconnect
Data that can be usedin segmentation    Demographics              Email behaviour            Relational data        Web be...
How doyou capture and learn?   2          #spopconnect
LOCATION              EMAIL                                                BRICKS &    WEBSITE                            ...
How to turninsight into  action?   3           #spopconnect
Rules   Analysis   Scoring   Triggers                                 #spopconnect
How todo it at scale?     4            #spopconnect
Behavioural marketingat B2C Scale150 million Messages delivered per day213 billion Records under management70,000 Active M...
#spopconnect
How dowe do it across all channels?     5            #spopconnect
#spopconnect
Output ChannelsInput channels –                             Action                           –Interactions                ...
#spopconnect
The 5 bigquestions1              2             3                4                5Which          How do we     How do we  ...
Getting therefrom here                #spopconnect
The right platform                                 Marketing       Email                     Automation       High volume ...
Automate something!•   1. Welcome/Onboarding•   2. Browse Abandonment•   3. Cart Abandonment•   4. Recommendation•   5. Pr...
Back to Bob              #spopconnect
#spopconnect
Thank you      @jwattonjwatton@silverpop.com                        #spopconnect
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Behavioural Marketing. Connecting the big 4 of web, email, social & mobile

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Presentation from "Silverpop Connect eCommerce", 20/3/13, London.

Synopsis: eCommerce is now more multi-channel dependent than ever, so it's never been more important to connect up your marketing strategy to create maximum revenue.

Published in: Business

Behavioural Marketing. Connecting the big 4 of web, email, social & mobile

  1. 1. Behavioural Marketing. Connecting the big 4 of web, email, social & mobile John Watton, Silverpop Silverpop Connect eCommerce, London 20th March 2013. #spopconnect
  2. 2. Marketing practiceis ten years behind marketing vision. #spopconnect
  3. 3. #spopconnect
  4. 4. This is “Bob”,the manager at“Chiswick Wines” #spopconnect
  5. 5. Three weird facts 1 2 3 Bob = Avg spend per I love it Waitrose x 5 visit = + 30-200% > planned #spopconnect
  6. 6. Marketing needs toget more like Bob PROFIT SIMILARITY TO BOB #spopconnect
  7. 7. Today,marketing isun-Bobular #spopconnect
  8. 8. We’re on the way BROADCAST TARGETING SEGMENTING PERSONALISING #spopconnect
  9. 9. The SegmentedAudience Approach Female Homeowner Male Female College 30-40 Female MaleHomeowner Homeowner Educated 30-40 Female With kids Homeowner College College Educated Educated Male With kids With kids 30-40 Male Female 30-40 Homeowner Male 30-40 Male Female 30-40 Homeowner Male 30-40 College College Educated College Educated With kids Educated With kids With kids Female Homeowner #spopconnect
  10. 10. Problem:The Segmented Audience approach is failing 3% Relevant 97% Irrelevant #spopconnect
  11. 11. Extending traditional segmentation 1 2 3 By Profile By Preference By Now? #spopconnect
  12. 12. Shrinkingsegments #spopconnect
  13. 13. The goal:segments of one #spopconnect
  14. 14. The biggest win: by behaviour #spopconnect
  15. 15. Which behaviours to track? Demographics Email behaviour Relational data Web behaviour Off-line behaviour• Age • Opened email • Purchase history • Cart abandoned • Voucher redemption• Gender • Did not open email • Survey results • Product searched • Store purchase• Nearest store • Clicked on link • Loyalty points • Form completed • Event attendance• Product preferences in email • Product searches • File downloaded • Call centre activity• Buy for self/as a gift • Bounced • Abandoned carts • Video viewed • Catalogue request• etc • No mailing activity • etc • Custom event • etc #spopconnect
  16. 16. Noise #spopconnect
  17. 17. Insight = Gold #spopconnect
  18. 18. Small things make allthe difference #spopconnect
  19. 19. Getting on the road tobehavioural marketing #spopconnect
  20. 20. A really simple ideaCapture Apply rules Generateaction the best, interaction #spopconnect
  21. 21. A really simple idea,refinedCapture Combine Apply rules Generate Measurebehaviour with existing the best, most knowledge personalised interaction #spopconnect
  22. 22. A really simple idea,refined and turbo-chargedCapture Combine Apply rules Generate Measurebehaviour with existing the best, most and storefrom any knowledge personalised learning tochannel from profiles, interaction inform rules preferences and past And most actions across relevant track all channels across all channels #spopconnect
  23. 23. That’s what Bob does #spopconnect
  24. 24. The 5 bigquestions1 2 3 4 5Which How do we How do we How to How do webehaviours capture and turn this insight do it at scale? do it acrossmatter most? learn from into action? all channels? them? #spopconnect
  25. 25. Whichbehavioursmatter most? 1 #spopconnect
  26. 26. Data that can be usedin segmentation Demographics Email behaviour Relational data Web behaviour Off-line behaviour• Age • Opened email • Purchase history • Cart abandoned • Voucher redemption• Gender • Did not open email • Survey results • Product searched • Store purchase• Nearest store • Clicked on link • Loyalty points • Form completed • Event attendance• Product preferences in email • Product searches • File downloaded • Call centre activity• Buy for self/as a gift • Bounced • Abandoned carts • Video viewed • Catalogue request• etc • No mailing activity • etc • Custom event • etc #spopconnect
  27. 27. How doyou capture and learn? 2 #spopconnect
  28. 28. LOCATION EMAIL BRICKS & WEBSITE MORTAR POSSOCIAL CRM BEHAVIOURAL DATABASE #spopconnect
  29. 29. How to turninsight into action? 3 #spopconnect
  30. 30. Rules Analysis Scoring Triggers #spopconnect
  31. 31. How todo it at scale? 4 #spopconnect
  32. 32. Behavioural marketingat B2C Scale150 million Messages delivered per day213 billion Records under management70,000 Active Message Automations200 million CRM records sync’d per month346 million Individualized Automated Messages per month4.7 Billion Behaviours processed per month #spopconnect
  33. 33. #spopconnect
  34. 34. How dowe do it across all channels? 5 #spopconnect
  35. 35. #spopconnect
  36. 36. Output ChannelsInput channels – Action –Interactions Channels CommunicationsSilverpop Input Channels • Web store Email • Mail order Email • Call centre Web site • Event Social Web site SMS SMS Location SocialExternal Input Channels Direct Mail Web store Store EPOS Call Call centre #spopconnect Mail order
  37. 37. #spopconnect
  38. 38. The 5 bigquestions1 2 3 4 5Which How do we How do we How do we How do webehaviours capture and turn this insight do it at scale? do it acrossmatter most? learn from into action? all channels? them? #spopconnect
  39. 39. Getting therefrom here #spopconnect
  40. 40. The right platform Marketing Email Automation High volume sends Web tracking Rapid throughput Contact scoring Deliverability services Contact nurture programmes Automated behavioural routing Alerts #spopconnect
  41. 41. Automate something!• 1. Welcome/Onboarding• 2. Browse Abandonment• 3. Cart Abandonment• 4. Recommendation• 5. Product Review Request• 6. Happy Birthday• 7. Replenishment/Re-order• 8. Cross Sell• 9. Purchase Anniversary• 10. Re-engagement #spopconnect
  42. 42. Back to Bob #spopconnect
  43. 43. #spopconnect
  44. 44. Thank you @jwattonjwatton@silverpop.com #spopconnect

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