To get better campaign results, every marketer uses targeting and personalization; however most fail to maximize their program’s impact.
In this webinar, we share insights and strategies to help you delight your email subscribers. You'll learn:
How one brand made one simple change that increased click-throughs by 33%
How some leading brands are evolving their targeting with predictive analytics
Common pitfalls on the road to predictive targeting
4. Standards are higher
Source: DMA, Jan 2012; MyBuys & eTailing Group, June 2011
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5. Most Desired Marketing Capability
97% of marketers said
the following was highly or
somewhat valuable
• better targeting through
more detailed customer
preferences
• delivering real-time
personalized offers
Source: RSR Research, Dec 2011
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7. To use data successful, marketers must
Excel in:
1. Data Collection
2. Data Refinement
3. Data Delivery
Provide marketing answers,
not just data
To be effective you must know
how to wield the power of all
available data faster.
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8. Example – StudentBeans.com
• UK-based student portal
• Welcome campaign
based on offers
• Offers selection criteria
– Popularity
– Profitability
• Customized on
– Sex of the subscriber
– Location
Source: MarketingSherpa
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9. Example – StudentBeans.com
Use Orange Links
instead of Blue
33.9% increase in click-through rate
for men (up from 4.49% to 6.01%)
Negligible increase in click-through
rate for women
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11. 74% of marketers
are collecting
demographic data
64% are collecting
transactional data
But….
Source: BRITE and NYAMA,
Marketing ROI in the Era of Big Data, Yesmail Confidential 11
Mar 2012
12. Challenges
Source: BRITE and NYAMA, Marketing
ROI in the Era of Big Data, Mar 2012
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16. The Power of Prediction
Marketing Programs that use predictive analytics
receive
– 76% increase in click-through rate
– 73% increment sales lift
Source: Aberdeen Group, Predictive Analytics for Sales and
Marketing, Jan 2012
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17. • No guessing game – You
MUST know your target
• Vast amount of online &
offline data collected
But are they being used
properly?
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18. • Analytics play a huge
roles in prospecting &
CRM
• Short paced marketing
cycle getting shorter
• Huge difference between
advanced marketers and
those who are falling
behind
Winners are the ones who
wield the power of all
available data faster.
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19. “Analytics” means different things…
• BI (Business Intelligence) Reporting
• Descriptive Analytics
• Predictive Modeling
• Optimization
Predictive Modeling for
1-to-1 Marketing
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20. Why Model
• Increase Targeting Accuracy
• Reduce costs by contacting less/smart
• Stay relevant
• Consistent results
• Reveal hidden patterns in data
• Repeatable – key for automation
• Expandable
• “Supposedly” save time and effort
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21. Why not
• Universe is too small
• Predictable data not available
• 1-to-1 marketing channels not
in plan
• Tight budget
• Lack of resources
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22. Common Barriers to Analytics and Modeling
Are not familiar with selection or modeling techniques
• Just need marketing answers
Have a limited budget
• Can’t afford expensive custom models
Don’t have time to develop custom models
• Tight deadlines but still need campaigns to perform
Employ non-traditional and online channels
• Need new forms of data delivery
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23. TargetReady Models
• Games are different now
• Not ranking “Customers” for 1 Merchant at a time any more
• Customize offers & products for 1 Customer at a time now
• Speed is the name of the game
• Pre-built “Marketing Answers” for Immediate Delivery
• Categorical Models
TargetReady Models:
Pre-developed categorical models that are ready for
immediate deployment
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24. Key Benefits of TargetReady Models
• Provide “Marketing Answers”:
No need for users to plow through sea of data
• Extensive Category List & Coverage:
Covers Behavioral & Attitudinal Elements (over 90 categories)
A score for every household, for every category
• Pre-built for Immediate Deployment:
No time to wait for custom models
• Significant Cost Savings:
No upfront development cost, pay as you use it
• Simple to Use:
9 means good, 0 means bad
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28. Building a Better Targeting Program
1. Build a comprehensive and progressive profiling
strategy and process
2. Use analytics to match profiles to content and
desired behavior
3. Test for statistical significance
4. Optimize automation
5. Repeat
Be subtle!
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29. Introducing Personalization Ready Models
• Data service provided in
conjunction with Infogroup
• Industry-specific bundles
• Benefits
– Convenience
– Frequently updated
– Includes TargetReady
• Predictive attributes
without the cost
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30. Target in confidence
• Trusted 85% of Fortune 100
• Derived from Infogroup’s Consumer Database
• Permission based and publically available data
• Consumer database is updated every month
– Over 100 attributes
– 210 million individuals within 115 M households
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31. Conclusion
1 Start Small
2 Test and Repeat
3 Integrate into
Overall Program
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