Prospect segmentation is not a new concept for marketers, but with the growing adoption of marketing automation systems, the ability to segment prospects has been enhanced and streamlined. Learn about new ways of engaging your target audience for increased success in this presentation put on by comScore at Elevate 2011.

1. Getting Personal with Email Marketing
Matt Cumello
Senior Manager, Product Marketing

2. comScore Overview
About 15th Largest Market Research Firm in the World
Clients 1700+ worldwide
Employees 900+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
43 markets reported
Local Presence 32+ locations in 23 countries
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3. comScore’s Lead Generation History
Limited online marketing before
2007.
+430%
Spent the past 4 years creating
and publishing downloadable
content to the comScore website.
This increase in content
contributed to a surge of new
leads being passed to
SalesForce.com via web-to-lead
+240%
forms.
© comScore, Inc. Proprietary. 3

4. Historical Lead Gen / Email Challenges
 Data Validation and Qualification
– Increase in bad data submissions
(personal emails, fake information)
– Duplicate leads required nightly de-
dupe.
 Email Marketing
– Email address variations created holes
in email opt-out process
– Limited ability to segment contacts
meant untargeted email
communications.
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5. The Solution: Pardot Marketing Automation
Signed up with Pardot in late 2009, allowing comScore’s
marketing team to qualify web leads prior to passing
those leads to SalesForce.com.
comScore Sales
Email Webinars
Qualified Leads
SalesForce.com
New Leads
White Microsites
Papers
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6. Email’s Role in Justifying marketing automation
 Previously used ESP with volume-based pricing model
 Ran analysis and determined the cost to upgrade to
marketing automation solution was nominal compared
to cost of email service
 Marketing Automation included an email engine AND
additional features like forms, lead scoring, etc.
– Cookie based tracking meant significant decrease in email address
variations being submitted into our forms.
– Streamline email marketing programs and helped with data quality.
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7. Key Feature: Automation Rules
 Automation rules
were the first order
of business for
comScore.
– Segment prospects by
observed behaviors
and interests.
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8. How comScore Segments Prospects
by by by Opportunity
by Product Geography Vertical Status
Form
Search
Brazil Chile Auto Opportunity
Insurance Lost
Webinar
Attendee Peru
Product X Latin American Prospects in Auto Prospects with Lost
Engaged List Prospects List Insurance Industry List Opportunity List
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9. What segmentation means for comScore
Targeted
Communications
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10. Targeted vs Untargeted Communications
 Ran a series of tests
comparing targeted
email lists from
automation rules vs
untargeted database
lists.
 Recipients of targeted
communications were
more likely to click on
“AddThis” social share
icons.
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11. Impact of Social Sharing within Email
 AddThis Social Share
Icons
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12. The Power of Like
 Facebook users spend more than a quarter
of their time on the site interacting with the
Newsfeed; this activity represents 4 percent
of all time spent online in the U.S.
 The Newsfeed is also the primary location
where branded content is consumed. In
fact, users are 40-150 times more likely to
consume branded content in the Newsfeed
than to visit the Fan Page itself.
 Friends of Fans constitute an important
incremental audience, typically
representing a much larger set of
consumers (81 times larger, on average, for
the top 1000 brand pages) who can receive
social media brand impressions by way of
their Friends.
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13. Impact of highly targeted email marketing
 Segmentation is
helping comScore
raise open and click
rates.
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14. The (Near) Future of Segmentation: Mobile
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15. Mobile Stats / Trends
 In less than 4 years, Millennials will account for
nearly 50% of the employees in the world.
– This group has grown up with social media, text
messaging, smartphones and ubiquitous internet
access as the norm.
 The adoption of smartphones and tablets is
rapidly changing how people use technology
across their personal and business lives.
Sources: Harvard Business Review, IDC
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16. comScore Mobile App Segmentation – How it Works
RSS Feeds
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17. Prospect is Segmented into Mobile Specific Campaign
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18. Mobile Segmentation – Personalize Email by Content
Most popular phone
brands by pageviews Page name %
(October 2011) Smartphones and tablets U.S. press release 12.29%
Homepage 9.05%
U.S. mobile subscriber market share press release - August 5.05%
Apple
Advertising Week Sweetery Raffle 2.72%
Samsung
U.S. mobile subscriber market share press release - July 2.22%
Generic
Digital Omnivores 1.88%
HTC
Android Smartphone Adoption in Japan press release 1.39%
Blackberry
Press releases subsection front 1.14%
OTHER Power of Like whitepaper 1.10%
Careers subsection 1.10%
Blog homepage 1.01%
Most popular phone type by Products and services section front 0.89%
pageviews (October 2011) Social networking on the go press release 0.86%
Apple iPad QR/bar code scanning press release 0.85%
Web analytics subsection front 0.74%
Apple iPhone Sweetery page 0.72%
Generic Device with
Opera browser
Apple iPod Touch
Samsung GT-i9100
© comScore, Inc. Proprietary. 18

19. Mobile Segmentation – Personalize Email Format
 Create email templates that are optimized for mobile
devices
– Leverage Pardot’s Gold Email package to ensure emails to
iOS, Android and Windows Mobile users renders correctly.
© comScore, Inc. Proprietary. 19

20. Mobile Segmentation – Personalized Call-to-Actions
 A typical comScore email drives
recipients to our website to
download content via Pardot forms.
 Mobile devices present a unique
challenge
– Site not optimized for mobile
– Form submissions through mobile a pain
 Formless call-to-actions for users
of mobile devices so they can
easily access content
© comScore, Inc. Proprietary. 20

21. Key Take-Aways
 Know Your Audience!
– Go beyond demographics when segmenting prospects
– Key on past behavior to deliver the most relevant &
targeted emails
 Enable social sharing in your emails to extend the reach
of your communications
 Measure everything – and adjust strategy accordingly
© comScore, Inc. Proprietary. 21

22. Questions?
 Email:
– mcumello@comscore.com
– mcumello@gmail.com
 Twitter:
– @Mattyc78
© comScore, Inc. Proprietary. 22