Email 2.0: From Campaign To Real-Time Experience
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Rapid technology and data innovation has accelerated Electronic Arts’ marketing transformation vision. We’ve reached an inflection point where our games, service and marketing efforts need to converge into one responsive, seamless player experience. Our player dialogue is driven by individual data attributes, not segments or cohorts. Building authentic player relationships requires EA to completely adopt a behaviorally-driven strategy, not promotional campaigns.
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Email 2.0: From Campaign To Real-Time Experience
- 1. EMAIL 2.0 || FROM CAMPAIGN TO REAL-TIME EXPERIENCE
- 2. RELATIONSHIPS ARE EVERYTHING Micro-moments change player sentiment in a second Building meaningful 1:1 relationships requires adapting to human irrationality during these micro-moments
- 4. INSPIRE THE WORLD TO PLAY Everything starts with our purpose
- 6. HOW DO WE CREATE ONE MEANINGFUL PLAYER EXPERIENCE ACROSS HUNDREDS OF GAMES?
- 7. Franchise-Driven Campaigns Channel Marketing EA Driven Limited Player Data Use Reactive Unified EA Platform One Connected Experience Player Dialogue Contextual Intelligent Traditional Marketing Digital Transformation
- 8. 1:1 PERSONALIZATION AT SCALE
- 9. CAMPAIGNS PLATFORM REQUIRES A DIFFERENT MODEL
- 10. EMAIL’S DIGITAL TRANSFORMATION CONTENT LIBRARY DYNAMIC TEMPLATEPLAYER DATA 1:1 PERSONALIZATION AT SCALE Vast Amounts Of Content, Placed Perfectly
- 11. Self-Reported Appended Engagement Machine Time- Based Decisions Trigger Events Account Second Party Source Progressive Profiling Demographics Preference Center Primary Devices Play Stats 4.2 days / week 15.1 hours / week .76 DKR SINGULAR VIEW OF OUR PLAYERS Unlocks A High Fidelity View Of Friction Points Play Motivations Comparative Preferences Currently Playing Profanity Tolerance Competitive Social Community Entertainment Spend PS4 HD PC Mobile
- 12. RELATIONSHIP GROWTH Increasing Player Value Through Fluid Progression 1 2 3 4
- 13. Fallen Active Fallen Loyalist Fallen Elite Elite NetworkProspect Active Loyalist Product Interest No entitlement Entitled Less than X session days No Key mode play X+ Session days Key Mode play Spend Competitive success ‘or’ Influence value 1 2 3 4 8 7 6 5 No Comp play ‘or’ Fall in influence Less than 10 days played No Key mode play in X days Fall in spending Top X% Spender ‘or’ No play in X days Lapsed RELATIONSHIP TIER MIGRATION Separate Lifecycles For Separate Titles, Segmented By Player Interaction OPT-OUT Propensity Model
- 14. SHIFT FROM CAMPAIGN TO CONTENT Collapse messages into content for scale
- 15. DYNAMIC PARENT TEMPLATE Featured Just For You STANDARD MODULE MODULE LIBRARY
- 16. Entitles FIFA Content LibraryEmail Dynamic System PLAYER ME:A BF1 FIFA 17 Prospect Active Loyal Elite Plays BF1 campaignSigns up for Andromeda initiative Email sends Tue 2/14Thurs 2/16Fri 2/18 Triggered Content Override Content GAMESCOM GAMESCOM Announcement! Find out the latest details about this year’s Gamescom. WATCH NOW EA PLAY Join us for a world of play June 10-12 l The Hollywood Paladium l Live on EA.com Publisher Sale Fri 2/24 SALE Publisher Sale now on! Discover all the amazing EA games now on sale Starwars BattleFront II Watch the Trailer WATCH NOW FIFA Special offer on Gold Packs Get Pack
- 17. EMAIL 2.0 TECHNICAL IMPLEMENTATION
- 18. All Content lives here. Instead of building a new email, content is added to this data extension and can be called with a data match. Content Repository Content Attributes All Content that is added to the content repository has associated metadata that governs the display: Player Attributes Every Player has associated metadata that also governs the display of content: PLATFORM COMPONENTS Image URL CTA URL Header Copy Body Copy Start Date End Date Lifecycle Stage Territory Open/Click History Session Data Entitlement Data Preference Data 1 2 3 CTA Copy CTA Color Font Color Font Territory Language Minimum Age Platform Age Country Lifecycle Stage Content History
- 19. Listen for qualifying Players (logic governed by recency, preference, and attribute data) Rank franchises when more than one qualifying signal (logic governed by spend, session, entitlement, and preference data) Score Players with current lifecycle stage by franchise Listen for active content and then matched with Players (logic governed by start, end date, etc.) Automation runs, email deploys daily PLATFORM AUTOMATION
- 20. ALWAYS LEAD WITH YOUR PURPOSE OWN THE PLAYER EXPERIENCE DATA GOVERNS DECISIONING IF IT’S COMFORTABLE, YOU’RE NOT CHALLENGING YOURSELF IN SUMMARY
Editor's Notes
- Electronic Arts marketing is undergoing a huge transformation, from on-off campaigns to highly personalized, always-on multi-channel journeys.
- This is important –foundational- what we're a bout to embark on is complex, sophisticated and hopefully world-class. Sometimes we need to stop and remind ourselves of our purpose.
- Today, we create desperate campaigns with varying success metrics. HOW DO WE MAKE IT WORK HARDER?
- P: Increase contactability A: Increase email/player Metrics (in and out of game) L: Increase avg value per player EN: Increase influence, value, partnership
- *Propensity Models (ie: propensity to purchase, play, spend, churn, etc…) are going to be added in a future date so we can refine our prospect pool and to be able to proactively target and trigger content to players.