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MAPexpo 2012 - Eric Prugh (Director Solutions Consulting, ExactTarget)

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MAPexpo 2012 - Eric Prugh (Director Solutions Consulting, ExactTarget)

  1. 1. Why Marketers Hate Data Presented by: @eprugh 5 October 2012
  2. 2. What is the ultimate goal of marketing?Follow me! @eprugh
  3. 3. What is a campaign?Follow me! @eprugh
  4. 4. Follow me! @eprugh
  5. 5. Follow me! @eprugh
  6. 6. Follow me! @eprugh
  7. 7. Advertisers used to dictate what a brand was & what it means to consumers.Follow me! @eprugh
  8. 8. Follow me! @eprugh
  9. 9. Follow me! @eprugh
  10. 10. Follow me! @eprugh
  11. 11. “NPS plays a central role in the daily management of Apple’s stores.” - Steve Denning, ForbesFollow me! @eprugh
  12. 12. If you remember anything: Customer-centric, not company-centricFollow me! @eprugh
  13. 13. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
  14. 14. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
  15. 15. Follow me! @eprugh
  16. 16. Follow me! @eprugh
  17. 17. Follow me! @eprugh
  18. 18. Follow me! @eprugh
  19. 19. Personalised messagesFollow me! @eprugh
  20. 20. Achieving scaleFollow me! @eprugh
  21. 21. Meet Eric: He’s been a customer before.Follow me! @eprugh
  22. 22. 26 January 2011 Eric moves to Sydney 3 March 2011 Eric opts into communications 2 May 2011 Eric converts & books all travel 30 March 2011 in Vietnam through Agoda Eric tweets about a trip he’s booked to Vietnam 16 March 2011 24 April 2011 Eric looks at hotels in Eric is recommended to Phu Melbourne when he goes 1x Quoc and website Agoda per month 13 April 2011 Eric books parents’ hotel for stay in Sydney on Wotif.comFollow me! @eprugh
  23. 23. 26 January 2011 Eric moves to Sydney 3 March 2011 Eric opts into communications 2 May 2011 Eric converts & books all travel 30 March 2011 in Vietnam through Agoda Eric tweets about a trip he’s booked to Vietnam 16 March 2011 24 April 2011 Eric looks at hotels in Eric is recommended to Phu Melbourne when he goes 1x Quoc and website Agoda per month 13 April 2011 Eric books parents’ hotel for stay in Sydney on Wotif.com Where are yourFollow me! @eprugh touch points?
  24. 24. Follow me! @eprugh
  25. 25. Follow me! @eprugh
  26. 26. What data do we have? • Open • Name • Click • Gender • Products browsed • Salary • Purchases • Age • Added to cart • Location • Facebook login • Devices • Facebook likes • In-store vs. online • Comments • Cross-site browsing • Twitter follows • Preferences • Klout score • Net Promoter ScoreFollow me! @eprugh
  27. 27. Centralise and Standardise Your DataFollow me! @eprugh
  28. 28. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
  29. 29. Follow me! @eprugh
  30. 30. Follow me! @eprugh 30
  31. 31. The World’s Largest Brands Choose UsFollow me! @eprugh
  32. 32. Follow me! @eprugh 32
  33. 33. Relevancy delivers ROIFollow me! @eprugh
  34. 34. Compa Custom ny erFollow me! @eprugh
  35. 35. Follow me! @eprugh
  36. 36. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
  37. 37. Follow me! @eprugh
  38. 38. EMAIL MARKETING …how hard can it be?Follow me! @eprugh
  39. 39. Have you ever been creeped out by an email?Follow me! @eprugh
  40. 40. User Profile Facebook integration Aggregates all of my site Requires login to Facebook activity and my status Site to Facebook Looks at Facebook friends and shows relevant reviews Knows my home city Grabs my location and uses to determine flights near me Flights integration Scripts & loops through the relevant flights in my area Actual marketing The actual promotion & reason for the emailFollow me! @eprugh
  41. 41. Relational Data: GAH! Subscribers Behaviour Non-Customer Related Data Browse Frequent Flier No. Subscribers Segment name Date Alerts Email Available Flights Name Flight # Flight # Abandoned Frequent Flier No. Frequent Flier No. Segment name Alert Description Zip Segment name Departure Time Partner Offers Date Gender Arrival Time Name Engagement Picture Description Preferences Bookings Price Price Frequent Flier No. Segment name Cross-Sells Price Related Date Cross-Sell CategoryFollow me! @eprugh
  42. 42. Follow me! @eprugh
  43. 43. Multi-step data-driven programsFollow me! @eprugh
  44. 44. Follow me! @eprugh
  45. 45. Follow me! @eprugh 45
  46. 46. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
  47. 47. Follow me! @eprugh
  48. 48. Follow me! @eprugh
  49. 49. How do enterprise organisations build this? By aligning their overall business strategy with technology and operations to deliver customer-centric interactions.Follow me! @eprugh
  50. 50. How do enterprise organisations build this? By aligning their overall business strategy with technology and operations to deliver customer-centric interactions.Follow me! @eprugh
  51. 51. Four Dimensions of Interactive Marketing By aligning their overall business strategy with technology and operations to deliver customer-centric interactions.Follow me! @eprugh
  52. 52. Four Dimensions of Interactive MarketingFollow me! @eprugh
  53. 53. We help customers focus on the foundations Interactions (campaigns) are what is visible to most. But to be successful, you must focus on the 3 dimension “below the waterline.”Follow me! @eprugh
  54. 54. Current State Interac ons: Opera ons: Technology: Strategy: Aspira onal Experienced TransformedFollow me! @eprugh
  55. 55. Focus AreasFollow me! @eprugh
  56. 56. Why be a customer?Organisational Company vs. CustomerAlignment Measure Success Profile -> InteractionsFollow me! @eprugh
  57. 57. Current Goals Drive revenue to the business: Measured in sales & conversions Drive growth in customers: Measured in subscriber list growth Current KPI Email: Deliverability, open, click, and conversion/redemption rate Social: Engagement? Missed Success Criteria Customer-centric KPI’s centred around loyalty, likelihood to recommend, and engagementFollow me! @eprugh
  58. 58. Customer-centric KPI’s How do you measure success? • Loyalty & likelihood to • Number of purchases recommend per customer • Brand advocacy & Net • Days between Promoter Score purchases • Days to first purchase • Subscriber tenure • Unsubscribe rate • Customer tenure purchaser/subscriber • Behaviour by tenure • Multi-product purchases • EngagementFollow me! @eprugh
  59. 59. 8 purchases Number of purchases 7 purchases 1% 9 purchases 10 or more 1% 1% purchases 2% 6 purchases 2% 5 purchases 4% 4 purchases 3 purchases 6% 10% 1 purchase 53% 2 purchases 20%Follow me! @eprugh
  60. 60. Segmentation ideas Macro segmentation Micro segmentation 1. Opened/Clicked 30 • If exists, show products days, Interested in top in relevant categories categories, first completed purchase (30) • If last purchase included 2. Opened/Clicked 60 shipping cost, offer free days, Interested in any shipping categories, • Re-order navigation completed purchase (60) according to preferences 3. etc.Follow me! @eprugh
  61. 61. CRM, Analytics and POS Reusable, Syndicate d and System 360 View Reporting and BI Time and FlexibilityFollow me! @eprugh
  62. 62. Smart Blocks to Bring Content to life Product Recommendations Smart BlockFollow me! @eprugh
  63. 63. Skillset vs. Headcount Migrate, Operate and Deliverability Evolve Efficiency, Effectiveness Relevancy and Testing and Cross ChannelFollow me! @eprugh
  64. 64. Subject Line • Most IMPORTANT thing you can write in an email • Should NOT be the last • This is the point where you have the MOST eyeballs • A good Subject Line must possess at least 2 of the 5 • 1 of the 2 elements almost always is the relevance or the value • Test your subject lines -- Andrew Kordek – Trendline InteractiveFollow me! @eprugh
  65. 65. Images Off Preview Panel: 300px-300px Currently your emails have no presence with images off. In order for an email open to be registered the images need to be downloaded.Follow me! @eprugh
  66. 66. Images Off Optimisation MAC email when images don’t load.Follow me! @eprugh MAC - Impressive
  67. 67. Images Off OptimisationFollow me! @eprugh Pizza Express -
  68. 68. Bulletproof Buttons Preserves integrity of the button and maintains its functionality.Follow me! @eprugh Skype: Images
  69. 69. Media QueriesFollow me! @eprugh Deskto Mobil
  70. 70. Social MediaFollow me! @eprugh
  71. 71. Animated GIFFollow me! @eprugh
  72. 72. Animated GIFFollow me! @eprugh
  73. 73. Touch Points Preferences and Timing and Goals Collaboration Unengaged Value to CustomerFollow me! @eprugh
  74. 74. Welcome Program Welcome, Confirm, an d Thank Reinforce Value Proposition Educate on Other Industry welcome emails Opportunities typically see 2X the open rate Learn More About and 3X the click rate as Subscribers normal email campaignsFollow me! @eprugh
  75. 75. UTILISE CLICK BEHAVIOUR Top Banner categories - Create groups of members based on click behaviour. - Best place to start would be top banner. - Enable you to send more targeted emails to your members.Follow me! @eprugh
  76. 76. First Purchase • Use this as an opportunity to get more info • Get engaged customers to buyFollow me! @eprugh
  77. 77. Where do you start?Follow me! @eprugh
  78. 78. Today’s discussion • Why interactive marketing? • Where do ExactTarget fit in this? • How is email strategic? • Our approach: The Four Dimensions • Case studiesFollow me! @eprugh
  79. 79. Follow me! @eprugh
  80. 80. Follow me! @eprugh
  81. 81. What would you do?Follow me! @eprugh
  82. 82. What they did…Follow me! @eprugh
  83. 83. 2011 Best Pure Play Online Retailer 2011 Best Use of Technology 2012 Online Retailer of the YearFollow me! @eprugh
  84. 84. Follow me! @eprugh
  85. 85. Follow me! @eprugh
  86. 86. Follow me! @eprugh
  87. 87. Follow me! @eprugh
  88. 88. Follow me! @eprugh
  89. 89. Follow me! @eprugh
  90. 90. Follow me! @eprugh
  91. 91. Follow me! @eprugh
  92. 92. Follow me! @eprugh
  93. 93. “Empowered buyers demand a new level of customer obsession.” Shar VanBoskirk, Forrester Research “The Future of Interactive Marketing”, 2011Follow me! @eprugh
  94. 94. A customer service company that just happen to sell __________.Follow me! @eprugh
  95. 95. Follow me! @eprugh
  96. 96. THANK YOU!Email: eprugh@exacttarget.com Follow: @eprugh Connect: au.linkedin.com/in/prugh

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