Ih inntopia conference_2011

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Ih inntopia conference_2011

  1. 1. Conversion Thru Data
  2. 2. What We Did With  Inntopia & Honeycomb R. A. Burrell Principal at Internet Honey
  3. 3. What We Did &  Why You Care
  4. 4. Connected to Inntopia API & Created Closed Loop Behavioral Marketing
  5. 7. Lessons For Growth Nurturing More Leads More Effectively Defined Critical Path To Conversion & Failure Changed Efforts Accordingly Why You Care
  6. 8. Inntopia Increase Opt-Ins
  7. 9. The Unavoidable Facts Of Growth <ul><li>Growth must come from: </li></ul><ul><ul><li>Increased Reach </li></ul></ul><ul><ul><li>Increased Opt-In Rate </li></ul></ul><ul><ul><li>Increased Leads </li></ul></ul><ul><ul><li>Increased Conversion Rate </li></ul></ul><ul><li>So, data can help #2 and #3.  </li></ul>
  8. 10. Offers to Leads must be specific and tailored to your brand and their interests Nurturing More Leads More Effectively Defined Critical Path To Conversion & Failure Changed Efforts Accordingly Refine Options
  9. 11. More Specific Options for Soft Conversion   Social Families Trains Summer
  10. 12. More Specific Options for Soft Conversion
  11. 13. More Specific Options for Soft Conversion  
  12. 14. You've got 72 hours. Dashboard for Lead processing Handle Exceptions - No touch in 48 hours Handle individual responses Testing Response to refine message and follow up Now What? Rule of 72
  13. 15. Use Reporting To Save Time
  14. 16. Growing Leads
  15. 17. The Unavoidable Facts Of Growth <ul><li>Growth must come from: </li></ul><ul><ul><li>Increased Reach </li></ul></ul><ul><ul><li>Increased Opt-In Rate </li></ul></ul><ul><ul><li>Increased Leads </li></ul></ul><ul><ul><li>Increased Conversion Rate </li></ul></ul><ul><li>So, data can help #2 and #3.  </li></ul>
  16. 18. Increase Options For Conversions <ul><ul><li>Birthday Specials </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Deals </li></ul></ul><ul><ul><li>Gas Cards </li></ul></ul><ul><li>Capture this data to increase Leads. Yes, some will be poor quality </li></ul>
  17. 20. More Specific Options for Soft Conversion  
  18. 21. More Specific Options for Soft Conversion  
  19. 22. Filter Leads <ul><li>Process Leads based upon the data captured: </li></ul><ul><ul><li>Capture only data that helps </li></ul></ul><ul><ul><ul><li>Interests </li></ul></ul></ul><ul><ul><ul><li>Time of Arrival </li></ul></ul></ul><ul><ul><ul><li>Family </li></ul></ul></ul><ul><ul><li>Respond intelligently </li></ul></ul><ul><ul><li>Automate where possible </li></ul></ul><ul><ul><li>Report To Optimize  </li></ul></ul>
  20. 25. Inntopia Increase Conversion Rates
  21. 26. The Simple Facts To Increase Conversions <ul><ul><li>Increase Reach </li></ul></ul><ul><ul><li>Increase Leads </li></ul></ul><ul><ul><li>Increase Conversion Rate </li></ul></ul><ul><li>So, data can help #2 and #3 </li></ul>
  22. 27. Expand The Leads Behaviors Second: Which Leads Convert?
  23. 28. Critical Path To Conversion The common behaviors and timing that produce conversions. Use the Data to identify the common Behaviors in every conversion and their timing. Conversions
  24. 32. Critical Path To Failure
  25. 33. Too Late, No Touch
  26. 34. 6 Touch Rule
  27. 35. Message To Behavior Match <ul><li>Active To Active </li></ul><ul><ul><li>Biking and Skiing </li></ul></ul><ul><li>Passive to Passive </li></ul><ul><ul><li>Snowmobiling and ATVs </li></ul></ul><ul><ul><li>Foodie and Art </li></ul></ul>Leads Conversions
  28. 36. Message To Behavior Match Leads Conversions
  29. 37. Message To Behavior Match Leads Conversions
  30. 38. Specifics On Delivery
  31. 39. Message Over Design
  32. 40. Thank You

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