This document provides an agenda and materials for a marketing event on behavioral marketing and email marketing. The agenda includes sessions on 5 behavioral actions to automate in marketing campaigns, understanding customers beyond their actions, emotional storytelling, and a panel discussion. Presenters will discuss topics like using customer behaviors like website browsing and abandoned shopping carts to trigger automated marketing campaigns, understanding customers as individuals beyond just their actions, and data-driven storytelling to uncover customer passions and interests. The goal is to discuss moving marketing from mass broadcasts to more personalized behavioral campaigns driven by customer data and analytics.
5 behavioral actions to automate silverpop behavioral marketing automationSilverpop
Presented at Silverpop's launch event in Sao Paulo, Brazil on October 24, 2012. I quick over view of behavioral marketing automation and examples of 5 customer/prospect behaviors that can drive automated marketing programs.
Social media for acquisition and retention Power Up Direct & Digital Marketin...Michael Leander
Power Up Direct & Digital Marketing Workshop in Lisbon presentation by Michael Leander about social media acquisition and retention.
Organized by http://www.markedu.com
Email Essentials: Optimizing Inbox Deliverability and Response
If an email message lands in the junk folder and no one sees it, does it count as “delivered?” Clearly, no. The foundation to every response optimization strategy is to first reach the inbox and render as intended. Find out why commercial messages get blocked as spam, how to read data for good decision-making, how to make a business case for more email marketing resources, and get a bevy of ideas and resources to increase response and revenue from this channel.
5 behavioral actions to automate silverpop behavioral marketing automationSilverpop
Presented at Silverpop's launch event in Sao Paulo, Brazil on October 24, 2012. I quick over view of behavioral marketing automation and examples of 5 customer/prospect behaviors that can drive automated marketing programs.
Social media for acquisition and retention Power Up Direct & Digital Marketin...Michael Leander
Power Up Direct & Digital Marketing Workshop in Lisbon presentation by Michael Leander about social media acquisition and retention.
Organized by http://www.markedu.com
Email Essentials: Optimizing Inbox Deliverability and Response
If an email message lands in the junk folder and no one sees it, does it count as “delivered?” Clearly, no. The foundation to every response optimization strategy is to first reach the inbox and render as intended. Find out why commercial messages get blocked as spam, how to read data for good decision-making, how to make a business case for more email marketing resources, and get a bevy of ideas and resources to increase response and revenue from this channel.
This is from a Webinar on using triggered emails to drive increased customer engagement, revenue and ROI for retailers and ecommerce organizations. It was presented jointly with Silverpop client S&S Worldwide.
Getting Personal - Using Content to Connect with CustomersSilverpop
Silverpop looks at the importance of using more "humanised" content in your email marketing programmes in order to better connect with customers, increase relevance and engagement and drive revenue -- with case examples from Air New Zealand, bmiBaby, King Author Flour and Gaylords.
Email Marketing Metrics That Matter WebinarSilverpop
In this 60-minute Webinar, you'll learn the difference between process and output metrics, gain insight in how to more effectively communicate email success to management, examples of how to use metrics to drive email improvement, the impact of social media on email metrics and discover how one marketer measures and communicates email success. Will Stacy, director of marketing for Santander Consumer USA / Drive®, will explore key metrics and sample emails that are delivering substantial results, such as reduced call center volume, increased data quality, lower customer communication costs and increased online customer payments.
Cart Abandonment Case Study DEMCO Silverpop AdobeSilverpop
Abandoned shopping carts continue to be a major ecommerce challenge for companies, with the average abandonment rate at roughly 70 percent. As part of an overall move to a more sophisticated trigger-based email marketing approach, DEMCO, a library supplies company, has been able to capture significant "lost" revenue through an automated 3-part cart abandonment email program. In this session presented at Adobe Omniture's 2011 client conference, you’ll learn how DEMCO leveraged their Adobe Omniture Site Catalyst and Silverpop integration to implement a simple, but highly-effective cart recovery program.
This session covered:
• How to plan for and sell cart abandonment email programs to management and IT
• The key best practices in email timing, creative and offers
• A step-by-step approach to program implementation - from selling to optimization
3 Tips To Make Infographics Informative & CreativeUBM (Technology)
Infographics are an important part of your marketing mix. In fact, they are the fastest growing content marketing tactic for the second year in a row! These are 3 tips to putting infographics to work.
This is from a Webinar on using triggered emails to drive increased customer engagement, revenue and ROI for retailers and ecommerce organizations. It was presented jointly with Silverpop client S&S Worldwide.
Getting Personal - Using Content to Connect with CustomersSilverpop
Silverpop looks at the importance of using more "humanised" content in your email marketing programmes in order to better connect with customers, increase relevance and engagement and drive revenue -- with case examples from Air New Zealand, bmiBaby, King Author Flour and Gaylords.
Email Marketing Metrics That Matter WebinarSilverpop
In this 60-minute Webinar, you'll learn the difference between process and output metrics, gain insight in how to more effectively communicate email success to management, examples of how to use metrics to drive email improvement, the impact of social media on email metrics and discover how one marketer measures and communicates email success. Will Stacy, director of marketing for Santander Consumer USA / Drive®, will explore key metrics and sample emails that are delivering substantial results, such as reduced call center volume, increased data quality, lower customer communication costs and increased online customer payments.
Cart Abandonment Case Study DEMCO Silverpop AdobeSilverpop
Abandoned shopping carts continue to be a major ecommerce challenge for companies, with the average abandonment rate at roughly 70 percent. As part of an overall move to a more sophisticated trigger-based email marketing approach, DEMCO, a library supplies company, has been able to capture significant "lost" revenue through an automated 3-part cart abandonment email program. In this session presented at Adobe Omniture's 2011 client conference, you’ll learn how DEMCO leveraged their Adobe Omniture Site Catalyst and Silverpop integration to implement a simple, but highly-effective cart recovery program.
This session covered:
• How to plan for and sell cart abandonment email programs to management and IT
• The key best practices in email timing, creative and offers
• A step-by-step approach to program implementation - from selling to optimization
3 Tips To Make Infographics Informative & CreativeUBM (Technology)
Infographics are an important part of your marketing mix. In fact, they are the fastest growing content marketing tactic for the second year in a row! These are 3 tips to putting infographics to work.
Inactive Email Subscribers: Tips for Taming the Beast
Inactive email customers and subscribers are potentially the largest pain in the posterior of many digital marketers today. However your organization defines "inactives," they often can comprise one-third to one-half of your database. These unengaged subscribers are costing you significant resources: money, time, potentially inbox deliverability and, most importantly, revenue.
In this Webinar, Carey Marston, email marketing manager with SmartPak, presents a case study on how they've attacked the non-engaged challenge' and Silverpop's vice president of industry relations Loren McDonald covers several aspects and ideas for dealing with the inactivity beast, including:
Defining what is an "inactive"
Determining root causes of non-engagement
Steps to minimize inactivity
"Activating" never-engaged subscribers earlier in the process
Segmenting types of inactives
Reactivation tactics and programs
When/whether to suppress inactives
Learn how Email Marketing 2.0 gives you the power to:
* Capture behavioral data about your prospects
* Create 360 degree profiles of your customers and prospects
* Send targeted, personalized emails based on that data
* Set up motion activated autoresponders
* And so much more!
Automated lifecycle email messages are critical to delivering on the email marketer’s dream of the “right time, right message.” Many marketers, however, get caught in the rut of simply churning out more broadcast messages rather than adding these more sophisticated messages based on customer behavior and data.
In this session from the DMA 2012 conference, you’ll learn how to deploy high ROI, low volume triggered emails through a case study and examples from Carey Marston with SmartPak Equine. In addition, Loren McDonald of Silverpop will share best practices and additional client examples of automated programs such as:
• Cross sell and upsell
• Browse abandonment
• Cart abandonment
• Post-purchase series
• Onboarding programs
• Re-engagement programs
• And many more
Learning Points
• Email customers based on customer behavior and data
• Hear how SmartPak deployed high ROI, low volume triggered emails
• See additional examples of best in class automated email programs
[Webcast] How to Get Your Email Marketing Off the GroundSendGrid
Are you seeing a 4,000% return on investment with your email program? If not, your program is achieving below average performance.
Get the tools to:
Create cost effective transactional and marketing email programs
Get your emails delivered to the inbox
Analyze the performance of your programs
Scale your program to meet the needs of your growing business
Organizations are doing great advocacy and fundraising work in a variety of channels -- online, offline, and everywhere in between. With an integrated approach, all that work can add up to more than the sum of its parts, but figuring out where to focus can be frustrating.
Join Avalon Consulting and Change.org to learn the five critical strategies that will help integrate your efforts and drive the most value from your direct marketing work across all your channels, including:
* Welcoming new supporters and capitalizing on first-time donors
* Cross-channel integration best practices
* Testing and tracking multichannel efforts
The death of email has been greatly exaggeratedTable19
Email Marketing. Is it on its deathbed; an ancient channel that has no place in today's marketing mix? Or one of the most effective weapons in your arsenal? At Table19 we took an in-depth look at the state of email marketing today and found that far from dying out, email marketing is actually evolving at a rate of knots. ROI is on the up, and so is projected spend. If you'd be interested to find out why, and discover the three key elements that we believe deliver the optimum email experience, just let us know.
We'd be more than happy to talk you through our findings.
Similar to Behavioural marketing: beyond email - 20 March 2013 (20)
Behavioural marketing: beyond email - 20 March 2013
1. Data protection 2013
Behavioural marketing:
beyond 8 February
Friday email
Wednesday 20 March
#dmadata
#dmaemail
Sponsored by by
Supported
2. Welcome from the Chair
Skip Fidura, Vice Chair, DMA Email Marketing Council
#dmaemail
Sponsored by
3. Agenda
8.30am - Registration and breakfast
9.00am - Welcome from the Chair
Skip Fidura, Vice Chair, DMA Email Marketing Council
9.10am - Good Behaviours: Marketing with Intent
5 Behavioural Actions to Automate
Antonia Edmunds, Director of Client Relationships EMEA, Silverpop
9.40am - If you got to know me…
Jonathan Lyon, Global Director of Strategic Insight, LBi
10.10am - X Marks the Emotional Hotspot
Michelle Hawkins, Head of Happiness, The Flying Dodo
10.40am - Panel discussion
Antonia Edmunds, Director of Client Relationships EMEA, Silverpop
Jonathan Lyon, Global Director of Strategic Insight, LBi
Michelle Hawkins, Head of Happiness, The Flying Dodo
James Bunting, Member, DMA Email Marketing Council
10.55pm - Closing comments from the Chair
Skip Fidura, Vice Chair, DMA Email Marketing Council
Sponsored by
4. Good Behaviours: Marketing with
Intent
5 Behavioural Actions to Automate
Antonia Edmunds, Director of Client Relationships EMEA,
Silverpop
#dmaemail
Sponsored by
10. Behavioural Marketing
Real-time, cross-channel, insanely
relevant campaigns to one person at a
time automatically driven by
analytics of their actions, preferences
and profiles. ~ Silverpop
11. Broadcast to Behaviour
Marketing Sophistication
Bto1
Individual
Messages
Behaviour-based
Messages
(Multi-Track)
Time-based Messages
Automated (Drip, Simple Nurture)
Manual
Targeted Mailings based on Segmentation
Mass Mailing to a broad database (E-blasts)
Response Rates/
Engagement
14. Examples of Behaviour
- Visited website / product page
- Visited Blog
- Clicked to Twitter/Facebook Page
- Visited Community
- Downloaded White Paper “XYZ”
- Watched “7 Reasons” Video
- Submitted Demo Request Form
- Call Centre Conversation
- Trial software login
54. Impact of Inactives
Lost potential revenue
Inefficiencies/Reduced ROI
Fuzzy metrics
Potential reduced deliverability
55. Inactive Email recipient
does not open,
click or purchase in
Re-Engagement 45 days
Inactive Re-Engagement Email:
Update Profile - 1.1
• Goal: Reactivate customers Opens or clicks any
email or makes a
purchase in 75
before they become inactive days
• Results:
• Open Rate – 5.6%
• CTR – 0.5% Inactive Re-Engagement Email:
Pays to be Smart – 1.2
Exits Inactive Re-
Enagagement
Program
Opens or clicks any
email or makes a
purchase in 90
days
Inactive Re-Engagement Email:
10% off Order – 1.3
56. Inactive Re-Engagement
Day 45: “Help Us Day 75: “It Pays to
Serve You Better” be Smart”
Evaluate for 30 days for activity, Day 90: “We Miss
move into once a month You! Come Back
frequency for 6 months. and Save 10%”
78. With a more granular and forensic
understanding of people as people we can
architect new brand engagements...
engineered serendipity
anticipatory advertising
personalised persuasion
80. Given data about me, find new things I will
like. If I like a thing, find more of it, or
remove the thing I don’t.
Hit me with me some serendipity.
81. the new imperative
• Leverage data derived signals to uncover actionable
insight
• Understand people better, in depth, individually and at
scale
• Interrogate evidenced based behaviour to provide
actionable intelligence that shapes, guides and informs
strategy at scale and pace
83. big data landscape
Implicit and explicit
signals of
- Behaviour
- Interest
- Lifestyle
- Perception
- Consideration
- Recommendation
- Advocacy
- Purchase Propensity
84. evidenced insight through real data
provides a unique opportunity to understand what
people are paying attention to and engaging with.
Not by asking them, but by measuring moment by
moment what they engage with, when, where,
with who for how long, and how it makes them
feel and how it makes them behave.
85. our approach
• Our approach is to provide a forensic understanding of consumers beyond
transactional metrics and performance
• By understanding the ‘whole’ consumer we
provide an acute understanding of how best to drive Think
engagement
• We believe in moving beyond numbers and
humanising data to understand people as people, Feel
not metrics
• In today's omni-channel, multi-device ecosystem,
our marketing promise needs to be "right place, Say
right time, right offer"
• This requires forensic insight at scale
Do
87. data distinction
social media is the set
of applications and
platforms allowing
Vs
people to participate
in online social activities
social data
is the collective
information produced by
millions of people as they
actively participate in online
activities
88. social data DNA
demographic
recommendation product
location
social intention
data
behavioural psychographic
Interest
89. Data approach
• We focus not just on collecting data on historical behavior, but on
connecting data to anticipate how, where and when to engage
consumers
• We go beyond transactional and online behaviour
• The true significance of the massive digital and big data flows is our
ability to uncover the interests and passions through which brands
can engage consumers
91. How?
• Massive ingestion of social signals from across the social web
• We classify, categorise and map all behaviours and actions to
entities, people, places, cultural references and brands
• We create interest maps and relationship networks for each identified
profile
• We then cluster these to create tribes with behavioural markers and
augment and enrich prospect and customer profiles with this data
92. addressable audiences
Identifying Brand
addressable Connected
audiences beyond
the base is key.
Brand
Affinity
Knowing who they
are, where they are
and how to engage
them is today’s Brand
marketing Referenced
imperative.
93. Addressable Audience Profiling
Objective
Identify prospects across social touch points and
map interests, likes, behaviour, to better
understand key drivers to improve conversion with
context sensitive, relevant messaging across
display, email, social and DM
94. Match Addressable Audience to Social Identities
Social Identity Resolution
+ name@email.com
+ additional known
data points
Circa 25% match rate to
social identity
Recursive Iterative Identity Resolution
Circa 75% match rate to
social identity
95. Profile Addressable Audience with Social Data
social data ingestion
At scale in real time Brand, app, tv, music page
likes, engagement and
sharing
Following who classified by
interest and engagement
levels
Pins pinned, on which
boards, from where, which
categories
Brand / product tagged
photos
Following, circles,
engagement by brand,
interest, topic
Channel subscriptions,
video likes and comments
by theme, subject area
interest graph mapping
passions, interests, consumer tribe Check-ins by brand centric
location
social social touch behaviour
touch point point behaviour
engage, share, like, comment, contribute
98. Audience Interest Mapping
• Clustered Network Analysis for community
detection using algorithmic approach to identify
‘communities’ of interests
• Three can clearly be seen:
- Football (blue)
- Popular culture (largely females, yellow)
- General sports and sport news channels (red)
This gives us a solid foundation upon whi to understand at a higher level, what our audience is intersted in.
106. X Marks the Emotional Hotspot
Michelle Hawkins, Head of Happiness, The Flying Dodo
Please find this at - http://prezi.com/499baflfeaxf/x-marks-the-
emotional-hotspot/
#dmaemail
Sponsored by
107. Panel Discussion
Antonia Edmunds, Director of Client Relationships EMEA,
Silverpop
Jonathan Lyon, Global Director of Strategic Insight, LBi
Michelle Hawkins, Head of Happiness, The Flying Dodo
James Bunting, Member, DMA Email Marketing Council
#dmaemail
Sponsored by