6910 week 7 - crm & measurment plans


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  • Started out by creating segments etc.Email started to get more sophisticated because you could do more with tracking
  • As more data is collected the theory is the more targeted marketers can get
  • Making CXM really happen is more than doable but there are a lot of technological and even more political hurdles to overcome to make it truly seamless to the customer.
  • 6910 week 7 - crm & measurment plans

    1. 1. CRM & Measurement PlansISM 6910 – Week 7
    2. 2. Week 7 Topics• Email –> CRM -> CXM• Measurement Plans & Examples
    3. 3. Email, CRM, and CXM
    4. 4. Email trackingAt a minimum most email vendors should be able to setup tracking to record:• Delivery & Delivery Rate• Open & Open Rate• Email clicks• UnsubscribesOutside of tracking they should also depending on $$:• Help manage email list• Manage unsubscribes• Help with the actual email development• Help manage email tests and QA• Set up tracking and provide reporting
    5. 5. Delivery RatesDelivery & Delivery Rate – Number of emails that were successfully delivered to theiremail recipients. This helps email marketers track how “clean” their lists are.Note: Anything below a 90% delivery rate means you should probably take a look at yourlist.
    6. 6. Open RatesOpens & Open Rate - Number of emails that were opened by an email recipient. This number isalso typically used to measure the reach of a campaign. Can also indicate or test theeffectiveness of a email’s subject line.Case Study: For each campaign the Office team would sendout several test emails to a small sample of the email list to seewhich subject line drew the most opens. The winning subject linewould then be used for the fill list of customers.Note!!!! The email recipient has to download the images to firethe email, i.e. track that the email was opened.
    7. 7. Email Click MetricsClicks – Number of link or button clicks made within an emailClick Through Rate (CTR) = Clicks / Emails Delivered – Used totrack how effective an email campaign has been in drivingconversions off of the email list.Click to Open Rate = Clicks / Open – Used to measure andoptimize how effective the content within an email is.
    8. 8. Unsubscribe RatesUnsubscribe Rate – Number of email recipients who clicked on the unsubscribed link and asked tobe unsubscribed from the email list. Too many unsubscribes is a big red flag! Most people justignore emails, unsubscribing is a very intentional act.
    9. 9. Email end actionsNote: most email vendors stop tracking after the click through, but auser’s data can be passed to other tracking systems through redirectlinks or web analytics campaign IDs
    10. 10. Email Best Practice #1Don’t over do it with lots of CTAs (Calls To Action)! This email is an OKexample of doing it right. There is really only one link in the emailrecipient can click on, and that takes them to the CLE. One downsideto this email might be the email has all the info you need so why botherto click through?
    11. 11. Email Best Practice #2Test before you send! This goes for checking for copy errors, link issues, and test fordifferent email platforms. A lot can also be learned by test multiple subject lines on a smallrandom sample before sending the full list.
    12. 12. Email Best Practice #3Don’t forget about the Pre-Header. Most email programs pick up the first sentence or so ofan email and place it below the email subject line. Adding some additional info to the top ofthe email can go a long way in improving open rates.
    13. 13. Email Best Practice #4Don’t forget about site side tracking! Once an email recipient clicks through on alink, tracking ends on the email vendor side/tool. You’ll need to use redirects or campaignIDs to connect your email campaigns to your site analytics. If you don’t, email visits will bereported as direct traffic.
    14. 14. History of CXMStarted out as databasemarketing for direct mail…(aka Junk mail)Became database marketingfor e- mail…(aka SPAM)
    15. 15. History of CXM (cont.)…Database marketing expanded toother channels becoming CRM…CRM is now becoming CXM, wherebrands and companies interact with youon a one-to-one basis…Website and email content along with salespromotions, and even customer care scriptsare now tailored to a specific customer orcustomer profile.CRMDirect mailE-mail PurchasehistoryCustomer care
    16. 16. CXM OptimizationA lifecycle strategy approach focuses on individualizing experiences based on a user’s currentneeds based on where they are in the customer lifecycle.Blending personalized content across email,social, and site side experiences creates aseamless, compelling, and satisfyingexperiences that compliments each developer’sspecific needs.CRM is a key and integral component of theoverall targeting and optimization strategyalready mentioned in pervious slides.
    17. 17. CXM case studyMicrosoft Office 365Razorfish worked with the Office CXM team to develop a customized, behavior-based framework withover 550 email versions. The emails and their content are dynamically served based on a variety ofbehaviors, attributes and languages.
    18. 18. 18CXM case studyMGM Resorts: Personalization & EfficiencyRazorfish worked across business units to createand implement a scalable digital RM strategy andframework to serve the needs of all 17+ MGMproperties. Collaborated with IT, marketing, andtechnology partners to evolve platforms, data, andteams to sustain the RM strategy and drivecontinuous improvement.
    19. 19. Feedback Model
    20. 20. CXM Platform Example
    21. 21. 21Measurement Plans
    22. 22. Focus on the critical fewIts all about a handful of KPIs, don’t get overwhelmed by tracking andinterpreting every possible metric.• Example – share of search, what can you do to improve that metric? We’lltalk more about this one next week.
    23. 23. Macro and Micro ConversionsAnother great method taken from the book on how to decide what thecritical few should be$Support Research CareersTraffic toWebsiteTraffic toWebsiteConversionMacro ConversionMicro ConversionMicroConversionMicro Conversion
    24. 24. Steps to purchaseAnother great approach is optimize the funnel, i.e. the different stepsa customer typically takes before making a finalpurchase/conversion.
    25. 25. One more approachAnother great approach is focus on the customer’s lifecycle.Customers will have different needs and will use your site differentlybased on where they are in the customer lifecycle. This approach isgreat for service type products and sites.
    26. 26. MeasurementPlanningTagging &IntegrationTest PlanningIntegratedReportingOptimizationEngagementAdvocacyValueLoyalty• Develop KPIs and Metrics• Provides framework fortagging, reporting, testing,and optimization• Based on measurementplan, collects the datanecessary for reporting,testing, and analysis.• Benchmarks metrics andKPIs from measurementplan against businessobjectives.• Create and implementtest plans againsthypothesis, that willimprove site performanceagainst set businessobjectives.• The ongoing process ofrefining content anddesign based on reportingand test results.Purpose of a measurement plan
    27. 27. 27Client Engagement (Site Dev.)RFPPitchDiscoveryUX WireframesContent MatrixClientAgencyTeamUX TeamCopy WritersSite DevCreativeBriefDev TeamM. PlanTag Imp.StrategyWebAnalytics Reporting
    28. 28. Measurement Plan Examples…
    29. 29. Measurement Plan AssignmentMeasurement Plan & Presentation – (Grade 60%)For the final assignment each team will pick a company and develop a measurement plan which theywill then present to the class. The measurement plan should touch on all of the major subjects coveredin the class and will serve as a final document that could be used as a blue print for your chosencompany on how to implement your team’s strategic recommendations.The measurement plan should cover:An overview of the company’s online strategyA specific strategy plan covering:Site Side strategyPaid campaign strategySocial strategySearch strategyMeasurement tool recommendationsTesting and optimization strategy (including tools if any)Timeline and implementation planTagging strategyThe written measurement plan will be accompanied by a PowerPoint presentation, and each team willbe given 1 hour to present their project.