Responsys certona presentation pdf jane

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Responsys certona presentation pdf jane

  1. 1. New School Marketing &PersonalisationSarah & Mark’s Journey
  2. 2. Sarah sees a pairof shoeson Pinterest Confidential / June 2012
  3. 3. She pins them,then later clicksthrough to theproduct page Confidential / June 2012
  4. 4. She selectsin-store pick up forher new purchase Confidential / June 2012
  5. 5. She opts in toreceive a text alertwhen her trousersare ready Confidential / June 2012
  6. 6. Sarah checks heremail and finds here-receipt Confidential / June 2012
  7. 7. Sarah decidesto sign up forJaxon’s emailprogram Confidential / June 2012
  8. 8. Sarah receives amobile email Confidential / June 2012
  9. 9. Weeks later, shesees a top that willgo with her newtrousers Confidential / June 2012
  10. 10. Sarah followsJaxon’s onFacebook andPinterest Confidential / June 2012
  11. 11. She receivesthe new productlaunch email Confidential / June 2012
  12. 12. A personalisedexperiencethroughout thecustomer lifecycle Confidential / June 2012
  13. 13. Philosophy Case Study:Increasing Relevancy Through Progressive ProfilingOpportunity— Collect profile data for new and unengaged subscribers— Target upcoming campaigns based on profile data to increase relevancySolution— Used progressive profiling to understand skin care concerns— Version upcoming skin care launch campaigns using problem/solution messaging— Included skin care survey question in ongoing campaignsResult— Targeted campaigns generated 5x higher RPE than default version
  14. 14. Three lessons from Coach:Balancing Promotions with Personalisation— Include standardized personalisation module in all campaigns to increase relevancy— Develop templates that accommodate “on-trend” messaging and personalised content— Leverage in market data to determine targeting
  15. 15. Finding the Right Strategy:Testing RecommendationsThree areas of focus fortesting:1. Optimal data source — Browse, transactional, profile — Merchant led — Third-party2. Optimal placement — Above the fold, right rail, footer — What is the hierarchy of personalised content?3. Which segments are worth targeting — Who responds better with personalised content? — Do certain segments perform regardless of relevancy
  16. 16. Personalisedcontent derived fromwebsite behaviour,email responses,purchase historyand social apps Confidential / June 2012
  17. 17. Personalised contentdelivered via email,mobile and display Confidential / June 2012
  18. 18. Many thanks. Any questions?Jane Dixon, Strategic Consultant, Responsys, EMEAjdixon@responsys.comConnect with me on LinkedIn:http://www.linkedin.com/in/jeedixonResponsys Confidential

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