The document discusses how marketers can use data and insights to create effective marketing strategies. It emphasizes the importance of data-driven personalization and using customer insights to optimize marketing. Marketers are encouraged to measure results and define success, integrate multichannel campaigns, and understand audiences in order to personalize messaging and experiences. The document also explains how Mailchimp provides features to help customers unlock insights capabilities and democratize sophisticated analytics for small businesses.

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Beyond the dashboard:
How to use data and research to create
actionable marketing strategies
1
2019

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Adrienne Joselow
Mailchimp
Senior Product Marketing Manager
2

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● What is data-driven personalization and why is it
important for marketing?
● How does Mailchimp think about customer and
marketing insights?
● How do customer and marketing insights help
optimize marketing?
● How do should marketers measure results and
define success?
3
Key Concepts & Questions

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The Better
Marketing
Philosophy
Audience

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The right people
Targeting
The right message
Personalization
The right place(s)
Channels
5
How do you enable this at scale?
The 3 pillars of Great Marketing

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Data!

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Data-Driven
Personalization

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McKinsey research
shows personalization
● Reduces acquisition
costs as much as 50%
● Lifts revenues by 5-15%
● Increases the efficiency
of marketing spend by
10-30%
Irrelevant content
generates 83% lower
response rates in the
average marketing
campaign.
Lack of personalization
and trust cost businesses
$756 billion last year.
(on the flipside)

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According to an Epsilon
survey of 1,000
consumers aged 18-64:
80% say they are more likely
to do business with a company
if it offers personalized
experiences.
90% claim they find
personalization appealing.
More than half of
consumers even say
they’re willing to hand
over their personal
information, so long as
you use it to benefit
them.

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The increasingly complex
world of marketing
channels and technology

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Integrated,
Multichannel
Campaigns

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Campaigns using 4 + digital
channels outperform those
using single / dual channel
campaigns by 300%.

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Palmer to add
Placeholder for funnel
flow from OOH > video
> social ad > display ad >
website

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Learn More
You’re ready to grow. Now what? Run integrated campaigns across
channels to boost performance by 300%. That’s what.
Get 3x the ROI
with multi-channel marketing

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Sign Up Now Sign Up Now
Get better
results with a
marketing
CRM.
Sign Up Now
Tag and
segment your
audience
to create
personalized
marketing.
That’s what.
Sign Up Now
You got your
1,000th
customer!
Now what?
Freshtix,
A Mailchimp customer

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User Story:
UrbanSitter
“That hook back to our
database is incredibly
important because it keeps our
data up to date, relevant, and
accurate so that when we're
emailing parents, we are doing
so at the right point in their
life cycle.”
And when pairing this data with
automations, the company saw
a 260% increase in their
conversion rate attributable to
the expanded welcome series.

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The Better
Marketing
Philosophy
18
Audience

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What are a company’s top marketing challenges?
Generating traffic and leads
Providing the ROI of our marketing activities
Securing enough budget
Identifying the right technologies for our needs
Managing our website
Targeting content for an international audience
Training our team
Hiring top talent
63%
40%
28%
26%
26%
21%
19%
16%

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What types of insights
does Mailchimp’s
Marketing team use?

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Business
Impact
Marketing
Engagement
Product
Usage
Channel
Performance
Demographic
& Attitudinal
Marketing Insights

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Optimizing Marketing with Insights
● Know the audience
● Iterate on top performing ads / campaigns
● Build .com to reflect our sources of traffic
● Better understand which channels drive engagement
● Focus time, money, resources

23. ⭐ Winner! ⭐
“You’ve already got what you need to start” Framing
Unique Impressions: 2.7M
Unique Clicks: 4,493
CTR: 0.166% (23%▲ avg)
“Easy to start” Framing
Unique Impressions: 2.7M
Unique Clicks: 3,866
CTR: 0.143% (11%▲ avg)
CRM Targeting A CRM Targeting B
@Brooke Hatfield
2019 Login Tests

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This is hard! It takes a lot of humans (88 and counting to be exact)!
Ad and Site
Performance
In-house team and
agencies (PhD and 3Q)
Product
Engagement
Product Insights and
Marketing Analytics
Email-Specific
Data
Three full-time expert
email marketers

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How are we helping
unlock these capabilities
for our customers?

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We’ve built
features like:
● Campaign analytics
● Contact enrichment
● Competitive benchmarking
(in progress)

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Reporting on what’s happening with our customers’
marketing (open rates, social following, revenue
generated).
Campaign Analysis

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Helping our customers with Predictive Demographics
(age, location), CLV, and Purchase Likelihood.
Contact Enrichment

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Providing novice marketers with context to understand
what they’re doing well, what they’re not doing well, and
guide decisions so they can improve performance.
Competitive Benchmarking
(in progress)

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Where are
we going? We’re democratizing sophisticated
insights for small businesses, so their
marketing can work harder for them,
and they have confidence they’re
doing the right thing.
We surface insights so the next best
action is clear and compelling.

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Defining Success

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Key Takeaways
1. “Better marketing” means using what you know about your audience to craft
messages and experiences that are highly relevant to them
2. Integrating brand marketing with product marketing moves audiences through the
funnel more effectively than doing only one or the other.
3. It’s critical to consider how personalization can enhance the entire customer journey
from first touch to website sign-up to in-app experience.
4. Insights are key to optimizing marketing, driving better targeting and improving
marketing performance.
5. Building great insights is challenging–and the space is rapidly evolving – for small
and large businesses alike.

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Thank you.