In this presentation, Silverpop highlights several steps marketers should be taking in order to ensure engagement levels and the bottom line continue to rise, including the following: Connecting revenue to the specific marketing channels and campaigns driving it Integrating digital marketing and ecommerce systems Developing campaigns targeted at crucial points in the buyer journey, such as first purchase, repeat customer and win back Measuring and tracking customer engagement levels in order to target communications and understand resulting impact on engagement

1. Measuring Engagement and
Revenue throughout the Customer
Lifecycle

2. Presenters
Darryl Bolduc Adam Steinberg

3. Agenda
• Being Effective
• Adding Data
• Integrating Insights
• OrganizingTechnology Systems
• Questions & Answers
IN
TO
WITH
FOR

4. BEING EFFECTIVE
InToday’s Sophisticated Marketing Environment

5. Being Effective
We’re expected to have only effective efforts in a very
complex and sophisticated marketing environment.
• Measuring effectiveness is not optional
• Budgets must be justified
• Brands want to feel understood
• Businesses must grow
• Customers demand value, or they leave…

6. Most Marketers HaveTrouble Measuring
Marketing analytics have come a long way…
• Everyone has data - 40% say so
• Few say they can leverage it properly
• Due to lack of time and resources, and expertise
• Most produce “reports” and not “insights”
• Engagement is among the top measured
… now just add revenue!
Source: MarketingSherpa powered by MECLAB: 2013 Marketing Analytics
Benchmark Report. © 2012 MarketingSherpa Marketing Analytics
Benchmark Survey Methodology: Fielded November 2012, N= 1053

7. Effectively Mapping the Journey
The number of channels continue
to increase, evolve and don’t show
any signs of slowing down.
• Export events as they happen
• Organize relevant relationships
• Augment data when you can
• Centralize data for measurement
• Make time work for you
Source: Forrester Research: The Funnel We Need: Follow Customers as
They Actually Behave: A 4-Stage Cycle Where 'Earned, Owned and
Paid,' and 'Traditional and Digital' Don't Matter

8. Effectively Connecting Experiences
The ways marketers connect these activities and efforts
can help make the big picture much more clear
• Exposing order & inventory visibility
• Aligning LOBs & customer segments
• Creating a common digital footprint
• Connecting call centers & offline data
• Just using simple naming conventions
“Very Important” to
84% of retail
advertisers
Source: eMarketer Research: Retail Systems
Research (RSR), Omni-Channel 2013: The
Long Road to Adoption, June 11, 2013

9. ADDING DATA
When It Counts Most

10. Adding Data
Marketing is most effective when data is at the heart of
the ideation, creation and execution.
• How many times have you asked… what if?
• Analytics create great marketing opportunities
• Tracking the path to purchase will open up new doors
• Your marketing platform makes that data
…now make
it actionable!

11. Biggest Challenges
For Marketers
with Big Data
• Not sharing it
• Not using it
• Can’t connect it
• Can’t use it
• Don’t have enough
Source: David Rogers, Don Sexton:
Marketing ROI in the age of big data (2012)
What’s the Problem?

12. Seeing Beyond Data
What makes data useful in marketing?
• Biggest Known Opportunities
• Relevant Segments
• Identified Instances and Entry Points
• Categorizing Content
• Turn Assumptions into Accuracy
Turn a test into a
winning strategy…

13. Effective Use of Data
Creating a model can do all that and more…
• Measure engagement over time
• Automate lead nurturing
• Scores can help develop segments based on
– Pre-Existing Personas or Demographic Data
– Web, Email & Other Digital Behavior
– Recent & Frequent Activities

14. Scoring Methodology Data collection and web tracking
allows a robust scoring model that
measures engagement and segments.
Web, Mobile &
Owned Sites
Marketing
Database
Emails
Profile, Survey &
CRM Systems
Customer behavior,
data & activity
tracked
Scoring platform provides
tracking and options1
2
Engagements scored
& tabulated3
Shopper
Evangelist
Visitor
Unengaged

15. Scoring for Retailers
Demographic & Profile Data
• Opted In +5 | -50 for Opted Out
• Valued Customer Segments +10
• Priority Zip Codes | Store Proximity +5
• Participated in an Event +25
• In Rewards Program +10
Behavior Scoring
• FirstTime -Visit,Open, Click +5
• Clicks in email more that 2 times last 30 days +10
• Visits Product Pages multiple times in last 10 days +25
• Recently visited promotional page and outlet +20
(Potential for separate motivated customer score)
15

16. INTEGRATING INSIGHTS
Into the Buyer’s Journey

17. Integrating Insights
You may be familiar with lifecycle marketing as well as
the buyer’s journey - how do insights make them better?
• Add to the big milestones
• Create more opportunities
• Develop deeper relationships
• Expect better response
DISCOVERY CONSIDERATION DECISION
Acquisition
Retention
Reengagement
Onboarding Engagement
Upsell

18. AddingValue
Adding Revenue toValued Activities
• When targeting an existing valued segment
• When considering new strategies
• When developing ideas that can be automated
Abandoned Carts
can be recovered -
expect 3-10%
Improve Retention
by warming new
customers
Triggered
Replenishments can
double Open / Click
rates

19. Add Automation
…to generate programs
• Welcomes / Onboarding
• Browse Abandonment
• Cart Abandonment
• Recommendations
• Date Reminder / Replenish
• ThankYou / Birthday
• Cross Sell / Up Sell
• Anniversary Reminder
• Re-Engagement /Winback
1. Join / Sign Up
2. Browse / Visit
3. Abandon / Discard
4. Purchase / Buy
5. Go Inactive / Disconnect
By understanding the intersections…

20. … and there’s always Ad-Hoc
A well balanced communication strategy contains a balance of
the scheduled, triggered and unanticipated…
SCHEDULED
My deals
are here!
AD-HOC
I just got my receipt,
I didn’t know they
also had frames…
TRIGGERED
It has been a while, let me
check that inventory…
• Create expectation by working from a
regular calendar or Marketing Schedule
• Drive relevancy through triggered
communications based on activity
• Delight by customizing and delivering
important messages with ease
After key steps, Ad-hoc is easy
and now more effective!

21. BRINGING IT ALLTOGETHER

22. Understand where each
customer is in the
customer lifecycle.

23. Personalized Lifecycle Marketing

24. YourTechnologyToday

26. Dozens of different customer behaviors

27. Base technology stack
Website
Email /
Marketing Automation
Ecommerce /
Point of Sale

28. Website
Email /
Marketing Automation
Ecommerce /
Point of Sale
Engagement Engagement RFM
Data Silos

29. Integrate engagement and purchase data to create a personalized experience.

30. Getting started with personalization

31. TRADITIONAL DATAWAREHOUSE

33. Segmentation.

34. Example Scenario

36. Direct to Consumer Manager

38. Yeah … I’m going to need to you to sell these
leftover widgets

39. IT: I need a list of people that haven’t purchased in 30
days + spent at least $100 + viewed the widget website
page within 6 months

40. Analyst

43. Segmentation File

44. MODERN APPROACH:
MARKETING AUTOMATION

46. Marketing automation constantly informs and personalized every channel.

47. Marketing
Database
Automation
Engine
Single
Identity
Multi-
Channel
Marketing automation components

48. Loyal Customers Biggest Spenders Lapsed Customers
Replenishment
Opportunities
Upsells
Marketing automation scores and segments

49. Last Website Visit: 90 days ago
Last Email Open: 68 days ago
Last Purchase: 98 days ago
LTV: $185
Last Item Purchased: Ink Cartridges

50. Last Website Visit: 90 days ago
Last Email Open: 68 days ago
Last Purchase: 98 days ago
LTV: $185
Last Item Purchased: Ink Cartridges
RFM Segments: Lapsed Customer,
Replenishment
Engagement Level: Dormant

51. 1
1
2
2
Website & Ecommerce
Website Personalization
3
3 Ecommerce Personalization

53. REVENUE REPORTING

54. A typical purchasing process
Google
Search
Received Email
Retargeting
Looked at
review
Back to
website
Comparison
search
Email with
coupon
Purchase
Back to
website
Visited Website

55. Marketing automation remembers the entire customer journey.

56. FirstTouch Attribution
Google
Search
Received Email
Retargeting
Looked at
review
Back to
website
Comparison
search
Email with
coupon
Purchase
Back to
website
Visited Website
100% credit for revenue

57. LastTouch Attribution
Google
Search
Received Email
Retargeting
Looked at
review
Back to
website
Comparison
search
Email with
coupon
Purchase
Back to
website
Visited Website
100% credit for revenue

58. Influence-Based Attribution
Google
Search
Received Email
Retargeting
Looked at
review
Back to
website
Comparison
search
Email with
coupon
Purchase
Back to
website
Visited Website

59. Measure Campaign-Driven Revenue

60. Measure the Impact on Engagement

62. Yeah … I’m going to need to you to sell these
leftover widgets

66. Interested In Learning More?
silverpop.com
silverpop.com/marketing-resources
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