CRM Club - IBM presentation - 17th September 2015

1. Rewarding
Customer
Behaviour
September 17, 2015

2. Justis Saayman
 Managing Consultant for IBM Marketing
Cloud
 15 years experience in the visual
communication and marketing industries
 Worked for/with companies such as:
Just-Eat
Moo.com
Volvo
Surfstitch Group (Surfdome)
 Loves getting licked by puppies

3. Caroline Brocart-Henno
 Senior Consultant for Silverpop, an IBM
company
 IBM Marketing Cloud guru
 2+ years experience in Digital Marketing
 6+ years experience within Retail industry
in France and New Zealand
 Loves singing, running and jumping in
puddles
 @caroline_henno

4. So what are we talking about?
1. The unseen problems
2. Reaping benefits from habits

5. So what are we talking about?
1. The unseen problems
2. Reaping benefits from habits

6. So what are we talking about?
1. The unseen problems
2. Reaping benefits from habits

7. The unseen problems

8. Small things can have great impacts
Marketers are:
 Assuming actions and results when data is right in front of them
 Thinking they can change behavior quickly
 Compartmentalising and not learning
 Marketing to the exception and not the rule

9. Reaping benefits from habits

10. You have down days? So does everyone else
Using search data to affect email/social and web marketing
 Problems addressed:
 Use search reports to see what’s trending (on-site, SEO and PPC)
 Check historic (previous week) click categories on email
 Highlight stock which needs clearing or is slow-selling

11. You have down days? So does everyone else
Online retailer sells 400% more products in a day than in the last 4 weeks
 Flash sale campaign
 Day selected by low traffic days combined with search/ppc analysis
of competitors
 Products selected by customer search data on-site
 Campaign launched via Social and Email
 Results:
• 400% more products sold per product selection in one day compared to
same selection in the last 4 weeks
• Stock holding decreased on slow moving products
• Compared to assumed product they saw a significant increase

12. Sometimes a person is just after a bargain
Why change the habit when they could be worth more…
 Problems addressed:
 Make bargain hunters buy more, more often
 No cannibalising of full-price customer basket values
 Increase brand value
 Utilise tools like IBM’s Watson Analytics* to gauge trends or quickly
report on customer behaviour
*Free trial available: http://www.ibm.com/analytics/watson-analytics/

13. No need to offer sales to everyone, instead target those who always use it
 Offer sales to those who only buy via discount or sale
 Less sales mean brand is perceived to be more premium
 Let full price customer buy products on special occasions only eg.
Summer sale
 Results:
• Discount customer average yearly sales up from 4 to 6 purchases
• Average basket value for Discount customers stayed the same
• Client could remove one 20% sale from their yearly calendar
Sometimes a person is just after a bargain

14. One size sometimes does fit all (or the majority)
20 generic sales beats 1 personalised sale
 Problems addressed:
 Send Time Optimisation is awesome, but not always the answer
 Waking hours matter to click and conversion rates
 Getting the non-engagers to engage
 Market to the rule not the exception but segment based on scoring

15. Using email behaviour data drives crowd participation
 More than 50% of openers did so within the first 24 hours of launch
 Substantial decrease in opens, clicks and conversion after 10pm
 Used historical email data to decide earlier send times for testing
and customer segments
 Focussed on generic, grudge/passion product
 Results:
• Offered on average 10-20% more clicks within the 24 hour time frame
• Conversion increased
• Lower converting segments increased engagement significantly
One size sometimes does fit all (or the majority)

16. Questions

17. Silverpop, an IBM company:
Email marketing, automation behavioural marketing, lead-to-revenue management and mobile
engagement solutions.
IBM Marketing Cloud:
Delivery of exceptional experiences for customers across the buyer journey by leveraging key data,
providing analytical insights and automating relevant cross-channel interactions.

18. IBM Marketing Cloud Capabilities

19. Thank you