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Behavioral Marketing.    Connecting the big 4 of   web, email, social & mobile          John Watton, Silverpop        Silv...
Marketing practiceis ten years behind marketing vision.                 #spopconnect
#spopconnect
#spopconnect
#spopconnect
This is “Bob”,the owner of“Chiswick Deli”     @jwatton     #spopconnect
Three weird facts   1                   2                   3  Bob =                Avg spend per       I love it  Waitros...
Marketing needs toget more like Bob     PROFIT              SIMILARITY TO BOB                  @jwatton        #spopconnect
The more personal thecommunications get, the more you get back from customers.             @jwatton     #spopconnect
We’re on the way BROADCAST   TARGETING        SEGMENTING   PERSONALIZING                         @jwatton                 ...
Today,marketing isun-Bobular               #spopconnect
The SegmentedAudience Approach                                                                                       Femal...
Problem:The Segmented Audience approach is failing  3%   Relevant                  97% Irrelevant                 @jwatton...
Targeting customers is not the     same as engaging them.            @jwatton      #spopconnect
What’s missing   1             2               3  By Profile     By Preference   By Now?                     @jwatton     ...
Shrinkingsegments   @jwatton   #spopconnect
The goal:segments of one              #spopconnect
The biggest win:  by behavior      @jwatton     #spopconnect
Which behaviors to track?    Demographics       Email behavior         Relational data        Web behavior          Off-li...
Noise @jwatton   #spopconnect
Insight = Gold                 #spopconnect
Getting on the road tobehavioral marketing                  @jwatton   #spopconnect
A really simple ideaCapture          Apply rules   Generateaction                         the best                        ...
A really simple idea,refinedCapture    Combine         Apply rules   Generate       Measurebehavior   with existing       ...
A really simple idea,refined and turbo-chargedCapture    Combine        Apply rules   Generate         Measurebehavior   w...
That’s what Bob does              #spopconnect
The 5 bigquestions1              2             3                4                5Which          How do we     How do we  ...
Which behaviorsmatter most?    1          #spopconnect
Data that can be usedin segmentation    Demographics              Email behavior             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              @jwatton                 #spopconnect
How todo it at scale?     4            #spopconnect
Behavioral marketingat B2C Scale150 million Messages delivered per day213 billion Records under management70,000 Active Me...
@jwatton   #spopconnect
How dowe do it across all channels?     5            #spopconnect
Today, customers are                  everywhere.Are you everywhere for them?             @jwatton     #spopconnect
#spopconnect
Output ChannelsInput channels –                             Action                           –Interactions                ...
@jwatton   #spopconnect
The 5 bigquestions1              2             3                4                5Which          How do we     How do we  ...
Getting therefrom here                @jwatton   #spopconnect
Small things make allthe difference                        #spopconnect
Your customers are evolving.  Are your marketing tools               keeping up?                        #spopconnect
The right platform                                 Marketing       Email                     Automation       High volume ...
Getting you started• Today’s sessions  – List Growth  – The importance of CRM  – “Mocial” – combining mobile & social  – T...
Back to Bob              #spopconnect
@jwatton   #spopconnect
Thank you      @jwattonjwatton@silverpop.com                        #spopconnect
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Silverpop Connect Dubai - Opening Keynote

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Silverpop Connect Dubai - Opening Keynote

  1. 1. Behavioral Marketing. Connecting the big 4 of web, email, social & mobile John Watton, Silverpop Silverpop Connect Dubai, 17th April 2013. @jwatton #spopconnect
  2. 2. Marketing practiceis ten years behind marketing vision. #spopconnect
  3. 3. #spopconnect
  4. 4. #spopconnect
  5. 5. #spopconnect
  6. 6. This is “Bob”,the owner of“Chiswick Deli” @jwatton #spopconnect
  7. 7. Three weird facts 1 2 3 Bob = Avg spend per I love it Waitrose x 5 visit = + 30-200% > planned Bob Waitrose @jwatton #spopconnect
  8. 8. Marketing needs toget more like Bob PROFIT SIMILARITY TO BOB @jwatton #spopconnect
  9. 9. The more personal thecommunications get, the more you get back from customers. @jwatton #spopconnect
  10. 10. We’re on the way BROADCAST TARGETING SEGMENTING PERSONALIZING @jwatton #spopconnect
  11. 11. Today,marketing isun-Bobular #spopconnect
  12. 12. 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
  13. 13. Problem:The Segmented Audience approach is failing 3% Relevant 97% Irrelevant @jwatton #spopconnect
  14. 14. Targeting customers is not the same as engaging them. @jwatton #spopconnect
  15. 15. What’s missing 1 2 3 By Profile By Preference By Now? @jwatton #spopconnect
  16. 16. Shrinkingsegments @jwatton #spopconnect
  17. 17. The goal:segments of one #spopconnect
  18. 18. The biggest win: by behavior @jwatton #spopconnect
  19. 19. Which behaviors to track? Demographics Email behavior Relational data Web behavior Off-line behavior• Age • Opened email • Purchase history • Cart • Voucher• Gender • Did not open • Survey results abandoned redemption• Nearest store email • Loyalty points • Product • Store purchase• Product • Clicked on link • Product searches searched • Event preferences in email • Abandoned carts • Form completed attendance• Buy for self/as a • Bounced • etc • File downloaded • Call centre gift • No mailing • Video viewed activity• etc activity • Custom event • Catalogue request • etc @jwatton #spopconnect
  20. 20. Noise @jwatton #spopconnect
  21. 21. Insight = Gold #spopconnect
  22. 22. Getting on the road tobehavioral marketing @jwatton #spopconnect
  23. 23. A really simple ideaCapture Apply rules Generateaction the best interaction @jwatton #spopconnect
  24. 24. A really simple idea,refinedCapture Combine Apply rules Generate Measurebehavior with existing the best, most knowledge personalized interaction @jwatton #spopconnect
  25. 25. A really simple idea,refined and turbo-chargedCapture Combine Apply rules Generate Measurebehavior with existing the best, most and storefrom any knowledge personalized learning tochannel from profiles, interaction inform rules preferences and past And most actions across relevant track all channels across all channels @jwatton #spopconnect
  26. 26. That’s what Bob does #spopconnect
  27. 27. The 5 bigquestions1 2 3 4 5Which How do we How do we How to How do webehaviors capture and turn this insight do it at scale? do it acrossmatter most? learn from into action? all channels? them? @jwatton #spopconnect
  28. 28. Which behaviorsmatter most? 1 #spopconnect
  29. 29. Data that can be usedin segmentation Demographics Email behavior Relational data Web behavior Off-line behavior• 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
  30. 30. How doyou capture and learn? 2 #spopconnect
  31. 31. LOCATION EMAIL BRICKS & WEBSITE MORTAR POSSOCIAL CRM BEHAVIORAL DATABASE #spopconnect
  32. 32. How to turninsight into action? 3 #spopconnect
  33. 33. Rules Analysis Scoring Triggers @jwatton #spopconnect
  34. 34. How todo it at scale? 4 #spopconnect
  35. 35. Behavioral 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 @jwatton #spopconnect
  36. 36. @jwatton #spopconnect
  37. 37. How dowe do it across all channels? 5 #spopconnect
  38. 38. Today, customers are everywhere.Are you everywhere for them? @jwatton #spopconnect
  39. 39. #spopconnect
  40. 40. 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
  41. 41. @jwatton #spopconnect
  42. 42. The 5 bigquestions1 2 3 4 5Which How do we How do we How do we How do webehaviors capture and turn this insight do it at scale? do it acrossmatter most? learn from into action? all channels? them? @jwatton #spopconnect
  43. 43. Getting therefrom here @jwatton #spopconnect
  44. 44. Small things make allthe difference #spopconnect
  45. 45. Your customers are evolving. Are your marketing tools keeping up? #spopconnect
  46. 46. 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
  47. 47. Getting you started• Today’s sessions – List Growth – The importance of CRM – “Mocial” – combining mobile & social – The importance of good email design – Putting everything into practice - lifecycle walkthrough – Plus networking at breaks, lunch & reception drinks @jwatton #spopconnect
  48. 48. Back to Bob #spopconnect
  49. 49. @jwatton #spopconnect
  50. 50. Thank you @jwattonjwatton@silverpop.com #spopconnect

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