Big Data has alleviated the wait time and allowed companies to identify attributes to make faster decisions and drive real-time decision-making. Can you operate at a rate even faster than real time? Join us for this live, one-hour webinar to learn how to get ahead of your real-time data to increase marketing efficiency and conversion rates. Topics will include: • Level setting: What does “real-time marketing” mean vs. what some marketers think it means? • Why is real-time data no longer sufficient for some organizations? • How to create a framework to respond to real-time data before you receive it.

1. Real-Time Marketing Is So Last
Year: Getting Ahead of Your
Real-Time Data
#SMTLive

3. #SMTLive
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Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is
the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Drew Neisser is the founder of Renegade, the NYC-based social/marketing agency. He is the champion of Marketing as
Service, a philosophy he espouses in his writings on FastCompany.com, PSFK, Social Media Today and TheDrewBlog
among others. Drew has spoken at numerous industry events and is frequently quoted in the press including appearances
on Nightline and ABC World News Tonight. He currently serves on the Board of Directors of the Urban Green Council and
Duke NY. Feel free to ask Drew about his obsession with Ben Franklin. @drewneisser
Dipayan Gupta leads the social media team at New York Life, where he is responsible for translating 170 years of brand
equity to new and emerging platforms. He also works closely with the company's 12,000 agents to #KeepGoodGoing. He
holds an M.A. from New York University in Journalism, and a B.A. from Amherst College in Political Science. Dipayan spent
his childhood in New Delhi and Toronto, and currently lives in Brooklyn, NY. @piron
Janelle Johnson is responsible for everything from email marketing, webinars and content creation to lead generation
and nurturing. She is a key player in the development of all processes for lead and pipeline cultivation and maturation,
and driving tight alignment between the sales and marketing teams. Janelle has been named to SLMA’s “20 Women to
Watch” list as well as the “50 Most Influential People in Sales Lead Management.” @janelle_johnson

5. Perspective on Real-Time Marketing
Drew Neisser
Founder & CEO, Renegade LLC
January 16, 2015
5

6. @DrewNeisser Renegade.com
RTM Success is the Exception
6

7. @DrewNeisser Renegade.com
RTM: Prepare to Be Spontaneous
R = Relevance
T = Teamwork
M = eMotion
7

8. IMPROVING CONVERSIONS:
Testing & Optimization

9. A/B Testing
For 2 years running,
A/B testing is the most used
method for improving conversion.
- Econsultancy

10. What to Test
Content Structure Design
Subject Line
Headline
Button Copy
Offers
Copy Length
Placement
Number of Form Fields
Mobile-Friendly
/Responsive
Layout
Colors
Images
HTML vs Text

11. SEO Audit Email Testing
Layout 1 Layout 2 (3 subject lines)

12. SEO Audit Email Testing
Control Offer Test

13. Real time marketing
Dipayan Gupta
Head of social media marketing & strategy

14. New York Life is social
#1 #2 #2 #4 #4
+184,000
followers
+599,900
fans
+11,300,000
views
+113,500
connections
+63,500
followers
Current
metrics
Ranking
among peers
We rank #1 in
the insurance
industry
(including
P&C) on
Twitter
Educate and
empower
Build lasting,
emotional
connections
Become a smarter
business

15. Why Sports
94% Live
vs 60-80% of Primetime
• Consumers are passionate & attentive
• Unpredictable outcomes lead to “must see” moments that
generate social currency and conversation
• Typically higher rated than average programming on a given
network

16. Real time marketing

17. Celebrating Good
• Launch the Celebrating
Good hub around
Mother’s Day
• Invite consumers to
submit a photo or a
tweet celebrating their
mom
• Select the best
submissions to power a
unique unit that
continuously tallies and
cycles through UGC

18. Social + Digital
200+ Million impressions 5/5 – 5/18
including Yahoo! & Aol Homepage
takeovers on Mother’s Day

19. #KeepGoodGoing

20. #SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is
the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Drew Neisser is the founder of Renegade, the NYC-based social/marketing agency. He is the champion of Marketing as
Service, a philosophy he espouses in his writings on FastCompany.com, PSFK, Social Media Today and TheDrewBlog
among others. Drew has spoken at numerous industry events and is frequently quoted in the press including appearances
on Nightline and ABC World News Tonight. He currently serves on the Board of Directors of the Urban Green Council and
Duke NY. Feel free to ask Drew about his obsession with Ben Franklin. @drewneisser
Dipayan Gupta leads the social media team at New York Life, where he is responsible for translating 170 years of brand
equity to new and emerging platforms. He also works closely with the company's 12,000 agents to #KeepGoodGoing. He
holds an M.A. from New York University in Journalism, and a B.A. from Amherst College in Political Science. Dipayan spent
his childhood in New Delhi and Toronto, and currently lives in Brooklyn, NY. @piron
Janelle Johnson is responsible for everything from email marketing, webinars and content creation to lead generation
and nurturing. She is a key player in the development of all processes for lead and pipeline cultivation and maturation,
and driving tight alignment between the sales and marketing teams. Janelle has been named to SLMA’s “20 Women to
Watch” list as well as the “50 Most Influential People in Sales Lead Management.” @janelle_johnson

22. #SMTLive
Win a Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go to The
Social Shake-Up to be entered for a chance to win.
Tweet: “I want to go to #socialshakeup15 because…”

23. #SMTLive
Upcoming Webinar
January 20th
Scaling Social Globally: Best Practices for
Engaging With an International Audience
Panelists: Mike Stenberg of Siemens, Laurence Buchanan of EY, Andrew Ashton of Yum! Brands