5. How do we deliver amazing
individual experiences, only at
massive scale?
6. Those who individualize experiences & build
relationships are rewarded.
Deliver individualized experiences:
Sources: Responsys consumer survey, 2013 Adobe Digital Index, 2012
Build lasting relationships:
7. Consumers are flocking to brands that can deliver
individualized experiences.
183%
Values its
customers
193%
Respects
me
196%
Has earned
my loyalty
Understands
my needs
213%
Relationship Era companies
earn positive consumer
sentiment at a significantly
higher rate
Doesn’t recognize
me individually
138%
Source: Responsys survey data, 2013
Consumer reactions to brands who deliver individualized experiences vs. not
Frustrates
me
Disinterests
me
Campaign Era brands earn
negative consumer sentiment at
a significantly higher rate.
142%
184%
8. But marketing today is still driven by the campaign,
not the individual consumer.
Campaign dictates
the message.
Campaign
dictates the
channel.
Campaign
dictates the
timing.
Campaign
dictates the
audience.
“Retailers spend almost 80% of their interactive marketing budgets on mass
acquisition vehicles.”
9. Old Mindset:
How do I maximize campaign conversion?
97% Ignored
…or Annoyed
3% Converted
The
Mass
Market
$
Back to the start
for re-conversion.
The
Transaction
15. Customer retention vs. send volumes for F500 publisher prior
to moving to the Relationship Era
Point of
Disengagement
This is not
A theoretical
exercise.
Point of
Disengagement
Most valuable customers are the most affected.
16. It’s time to move
into the next era
of marketing.
“Companies will be better off if they
stop viewing customer
engagement as a series of discrete
interactions [i.e. campaigns] and
instead think about it as customers
do: a set of related interactions
that, added together, make up
the customer experience.”
21. Today’s consumers are cross-channel
Know me.
Engage me.
Lead me.
Consumers expect you
to know them across all
digital channels
Consumers demand a
relevant, engaging
consumer experience
Consumers want you to
anticipate future needs
to maintain engagement
and loyalty
Your marketing strategy needs to align with consumer behavior.
21
22. CUSTOMER JOURNEY
Using Marketing to Move From Low to High Value
Customer Value
Social
Share
In-store
Purchase,
Opt-in
Targeted
Cross-Channel
Messages
Cross-Sell
Message
Low
Customer Activity
Customer Activity
Customer Purchase
October 12, 2013
22
Mobile
Message
High
23. RELATIONSHIP METRIC:
Email Engagement Index
Repairing Relationships
Building Relationships
1,500,000
1,000,000
Use analytics to identify decreasing engagement velocity
and mitigate before dormancy settles in.
Email Subscribers
500,000
Most Active
-
Least Active
Engagement Index
(500,000)
(1,000,000)
(1,500,000)
(2,000,000)
(2,500,000)
Implement re-engagement programs to activate
dormant audience
Drive customer engagement with customer
segmentation and targeted messaging
24. CUSTOMER JOURNEY
What Happens When Customers Leave the Optimal Path?
Customer Value
?
?
?
Customer Activity
Customer Activity
Customer Purchase
24
25. USE ANALYTICS:
Actionable analytics drive results
Benefit:
Enterprise level customer insights
Analytics Complexity
Benefit:
Customer-led analytics,
focused on
“actionability”
Benefit:
Channel specific insights
Opportunity:
Leverages all the
customer data that
matters
Insights and
recommendations
integrated with
technology
Challenges:
Complexity of analysis
often makes it difficult
to act on
Often difficult to get analytics team
to focus on digital media
Insights and recommendations are
made independent of technology /
execution
Challenge:
informative but not deep enough
to drive change
Traditional Reporting /
Insights (campaign focus).
Actionable Analytics
(results focus)
Enterprise Analytics
(CRM focus)
26. ANALYTICS FRAMEWORK:
Core Building Blocks
Segmentation
Measurement
Marketing ROI
• Campaign
• Channel ROI
• Attribution
Targeting
Lifecycle
Marketing ROI
•
•
•
Velocity
Cross-channel
Loyalty
• Activity
• Behavioral / Value
• Attitudinal
Optimization
Proactive
•
•
•
Predictive
Next Action
Test & Learn
27. KNOW ME:
Customer Value
Using Analytics to Reveal New Marketing Opportunities
Analytics Insight: First Purchase
New Prospects who show an initial pause in
engagement are 57% more likely to make a first
purchase if they
are show a targeted display ad.
High
Low
Customer Activity
Customer Activity
Customer Purchase
27
29. KNOW ME:
Customer Value
Using Analytics to Reveal New Marketing Opportunities
Analytics Insight: Customer Churn
Customers who haven’t clicked in 30 days are 50% more
likely to churn.
High
Low
Customer Activity
Customer Activity
Customer Purchase
29
30. Customer Segmentation Approach
3
Attitudinal
• Psychographic
• Customer Modeling
• Brand Integration
• Drives audience profiling
• Integrates brand and direct to
consumer
Behavioral
• Past Purchase
• Content Consumed
• Customer Value
• Drives message content
• Refines customer targeting, offer
optimization
2
1
Activity
+
• Engagement by Channel
• Recency
• Frequency
• Drives channel preference
• Foundational layer for additional
segmentation attributes
31. ENGAGE ME:
Customer Churn Mitigation Program
Activity Segment
+
Behavioral Segment
=
Churn Mitigation Hero
Dress1
• Starts the marketing
process
• Leverages email lifecycle
stage
• Determines marketing
program
• Leverages past behavior
information – email click,
website browse, past purchase
• Prioritizes product category
based on segment score
Dress2
Shoes1
Shoes2
Behavior
Driven
Churn Mitigation Offer
Ex:
At-Risk Segment
Churn Mitigation Trigger
Prod Cat 1: Dresses
Prod Cat 2: Shoes
Dynamic Lifecycle
Program: Churn Mitigation
Activity
Driven
32. KNOW ME:
Customer Value
Using Analytics to Reveal New Marketing Opportunities
Analytics Insight: Customer Loyalty
Active customers are 31% more
likely to connect with you on Facebook.
Customers who connect on Facebook also drive
43% more sales.
High
Low
Customer Activity
Customer Activity
Customer Purchase
32
33. Putting It Together:
Driving Scalable Customer-Led Marketing
1
Customer
Segments
NSM Programs
Know me:
Integrate & analyze
customer data
Build action-oriented segments
Content
2
Channel
web
Engage me:
email
Go from campaigns to
customers by matching
message & channel.
social
dynamic
Target content by
customer segment
Attribution
Revenue Trends
4,000
Email Purchase Propensity
3,000
2,000
0
RPE
Determine marketing
ROI and customer value
100
90
60%
80
70
50%
1
0
2
g
u
A
1
0
2
t
p
e
S
1
0
2
t
c
O
1
0
2
v
o
N
1
0
2
c
e
D
1
0
2
n
a
J
1
0
2
b
e
F
1
0
2
r
a
M
1
0
2
r
p
A
1
0
2
y
a
M
1
0
2
n
u
J
1
0
2
l
u
1
0
2
g
u
A
1
0
2
tJ
p
e
S
1
0
2
t
c
O
1
0
2
v
o
N
1
0
2
c
e
D
1
0
2
n
a
J
1
0
2
b
e
F
1
0
2
r
a
M
1
0
2
r
p
A
1
0
2
y
a
M
1
0
2
n
u
J
1
0
2
l
u
J
1,000
70%
e
r
c
s
b
u
S
l
i
a
m
E
o
%
f
5,000
Revenue (Hundreds)
Predictive
Channel Attribution
$0.20
$0.18
$0.16
$0.14
$0.12
$0.10
$0.08
$0.06
$0.04
$0.02
$0.00
Delivered (thousands)
display
Select best channel based on consumer engagement
ROI
6,000
Drive ongoing results with
customer-led models and
insights.
mobile
static
3
Lead me:
Develop scalable
lifecycle programs
60
50
40%
30%
40
30
x
d
I
y
t
i
n
p
o
e
s
a
h
c
r
u
P
Put customers first by turning
consumer data into
actionable marketing
asset.
20%
20
10
0
10%
Email
Mobile
Social
Display
Search
Adjust marketing spend
with smart attribution
0%
Dormant
Lapsed
Loyalists
Actives
Move to proactive
marketing programs
34. Moving From Reactive to
Proactive Marketing
Segmented message ROI
Predictive message ROI
Behavior segments drive smarter content, relevant
messaging
Proactive
Marketing ROI
Reactive
Leverage past behavior to predict future behavior, proactive
messaging
35. Predictive Insights:
getting ahead of your customers
Optimize offers, cross-sell opportunities
conversion rate, email ROI by identifying and
targeting subscribers most likely to purchase
60
60%
50
50%
40
40%
30
30%
20
10
10%
0%
Email Purchase Propensity
0
Dormant
Lapsed
Loyalists
Actives
70%
100
90
60%
80
50%
70
40%
60
30%
40
50
30
20%
20
10%
10
0%
0
Dormant
Lapsed
Loyalists
Actives
x
d
I
y
t
i
n
p
o
e
s
a
h
c
r
u
P
20%
x
d
I
y
t
e
p
o
r
P
b
u
s
n
U
l
i
a
m
E
e
r
c
s
b
u
S
l
i
a
m
E
f
o
%
Identify email
subscribers most likely
to unsub and trigger
mitigation message
stream
Proactive
Email Unsub Propensity
70%
e
r
c
s
b
u
S
l
i
a
m
E
f
o
%
Proactive
36. LEAD ME:
Activity + Behavior Segmentation + Predictive Modeling
Activity Segment
+
Behavioral Segment
+
Predictive Modeling
=
New Customer Hero
Basket 1
• Starts the marketing
process
• Leverages email lifecycle
stage
• Determines marketing
program
Ex:
New Segment
Grow Engagement Trigger
• Leverages past behavior
information – email click,
website browse, past
purchase
• Prioritizes product category
based on segment score
Prod Cat 1: Gift baskets
Prod Cat 2: Roses
• Leverages predictive model
to determine optimal mix of
category, product and
price/offer
• Heavy use of dynamic
content
Product x, price Y: Grilling &
Wine, high price point
Prod Cat 2: Roses, moderate price
point
Basket 2
Roses 1
Roses 2
New Customer Offer
(% Discount)
Dynamic Lifecycle Program: New
Customer Expansion
39. “Our approach is to give customers a
chance to understand our brand and find
the path they are interested in. Then we
target messaging based on what they
love.”
43. Build Profiles &
Permission
Apply the same
customer centric
approach across
multiple channels, like
email and display.
Orchestrate
Lifecycle
Interactions
Communicate
Across
Channels
display
email
Deliver
Individualized
Messages
48. Digitally orchestrated messages deliver a
better personalized experience.
Web
Email
Mobile
vs.
Display
Social
Agent Net Promoter Score:
-4
Digital Net Promoter Score:
+38
51. Epson improved RPE by 800% by
implementing browse abandon program.
•
Website had heavy traffic, but
a very low conversion rate.
•
Leveraged Adobe web data to
automatically target
customers based on products
browsed.
•
Revenue per Email is 800%
higher than broadcast
campaigns and program
accounts for 10% of email
revenue.
October 12, 2013
51
52.
53. Dollar Thrifty challenge (and opportunity):
Increase pickup rate
– Revenue isn’t generated until actual rental pickups
occur.
Aggregators
– Customers are extremely price sensitive and are
looking for the best rates right up until pickup.
– Many bookings and behaviors that will impact
pickups happen off-website.
– Engaging customers (prospects) between booking
and pickup has a direct impact on the bottom line.
Visitors
Callers
Agents
Research
Book
Pickup
$
54. Dollar Thrifty solution:
Eminder 2010 = Email
– Transactional booking confirmation emails delivered immediately
– Reminder emails sent when pickup date is within 2 days
55. Dollar Thrifty solution:
eMinder = Email + Display
– Transactional booking confirmation emails delivered immediately
– Display ads shown when pickup date is within 7 days
– Reminder emails sent when pickup date is within 2 days
56. Dollar Thrifty Results:
47x ROI
In-segment individuals reached with display ads converted 22% higher than those who didn’t see
display ads, generated 22% realized revenue, and exhibited almost triple the site revisit rate.
Pickup Rate
ase
ncre
i
22%
Realized Revenue
%
22
i
se
re a
nc
47x ROI
Site Revisit Rate
17
7%
in
e
eas
cr
57. What’s now for Dollar Thrifty
ENGAGED
Opened and/or clicked, but made no reservation in the last 7 days
UNENGAGED
Have not opened, clicked, or made a reservation in the last 7 days
OPT-OUT
Unsubscribed from emails in the last 30 days
58. It All Comes Down to Four Objectives…
1. Drive Revenue
–
Leverage the low cost interactive marketing channels to drive significant revenue with a high ROI
1. Deepen Customer Engagement
–
Utilize various data sources to ensure relevant and timely communication
1. Improve Efficiency
–
Quickly set up top performing programs/campaigns by integrating with technology
1. Cross-channel Coordination
–
Integrate your marketing communications across multiple channels based on
customer preference and behavior
{"49":"Epson America, Inc. is the U.S. affiliate of Japan-based Seiko Epson Corporation, a global technology company at the forefront of technological revolutions in imaging, robotics, precision machinery and electronics. Epson offers an extensive array of award-winning image capture and image output products for the consumer, photographic, business and graphic arts markets. The company is also a leading supplier of value-added point-of-sale (POS) printers and transaction terminals for the retail market. Founded in 1975, Epson America Inc. is headquartered in Long Beach, California.By delivering on a strategy of Digital Image Innovation and a commitment to customer service and support, Epson America's executive management team continues to position the company as a leader, merging the world of still and moving images, supporting richer communications and bringing color to the lives of people all over the world.\n<number>\nOctober 15, 2013\n","27":"How do we come up with this? How can we show clients / prospects the analysis to get here?\nOctober 15, 2013\nConfidential /\n<number>\n","55":"What they did, in the 2011 update to the program, was to introduce targeted, coordinated display ads 7 days prior to a pickup date. This allowed for an additional 35 potential touches with near-term renters. And it would work regardless of the booking source – website, 1-800 number, aggregator, agent, etc.\nOctober 15, 2013\n<number>\n","22":"<number>\nOctober 15, 2013\n","50":"Epson America, Inc. is the U.S. affiliate of Japan-based Seiko Epson Corporation, a global technology company at the forefront of technological revolutions in imaging, robotics, precision machinery and electronics. Epson offers an extensive array of award-winning image capture and image output products for the consumer, photographic, business and graphic arts markets. The company is also a leading supplier of value-added point-of-sale (POS) printers and transaction terminals for the retail market. Founded in 1975, Epson America Inc. is headquartered in Long Beach, California.By delivering on a strategy of Digital Image Innovation and a commitment to customer service and support, Epson America's executive management team continues to position the company as a leader, merging the world of still and moving images, supporting richer communications and bringing color to the lives of people all over the world.\n<number>\nOctober 15, 2013\n","28":"October 15, 2013\nConfidential /\n<number>\n","56":"And the results have been great. They have seen significant increase in the revenue driven by programs that include coordinated messages across both email and display ads…to the tune of a 22% increase, with a 47x ROI. And they have also seen an almost tripling of site revisit rate for individuals reach with a coordinated contact strategy.\nOctober 15, 2013\n<number>\n","34":"Next Action Marketing Programs: leverage data to predict a customer’s next most likely action\nUnsub / Churn Predictors: stay ahead of customer attrition with predictive models\nOptimized Customer Acquisition: implement integrated, best customer look-a-like models to target customer acquisition opportunities\nOctober 15, 2013\nConfidential /\n<number>\n","23":"<number>\nOctober 15, 2013\n","1":"<number>\nOctober 15, 2013\n","51":"Opportunity:\n- Heavily manual and untargeted process to build and execute campaigns\n- 90% of audience inactive\nMillions of subscribers had not clicked in over 12 months\n- No personalization\nSolution:\n- Launch automated welcome and thank you campaigns\nFree up resources for additional campaigns\n- Execute win-back and repermission campaigns\nOffer new calls-to-action to reengage inactive audience\n- Utilize cross-channel data to drive relevancy within targeted campaigns\nResults:\n- Automated welcome and thank you campaigns free up resources\nHands-off approach allows team to focus on maintaining a clean\n- Win-back and repermission campaigns create active customer base \nDatabase now a powerful asset\nOverall increase in conversion rates\n- Segmentation and target messaging helps establish long-lasting relationships\nMore relevant and timely messaging to customers\nIncrease in overall revenue\n<number>\nOctober 15, 2013\n","29":"How can we develop case studies for this kind of thing?\nOctober 15, 2013\nConfidential /\n<number>\n","7":"<number>\nOctober 15, 2013\n","57":"And beyond their initial triggered eMinder program, DTAG is now implement display as part of targeted programs based on email behavior.\nOctober 15, 2013\n<number>\n","52":"And a great example of a company driving success with Relationship Retargeting is Dollar Thrifty.\nOctober 15, 2013\n<number>\n","8":"<number>\nOctober 15, 2013\n","36":"Optimization based on calendar, occasion and past behavior as well as “potential” (a historical customer and a look-a-like) – right products, right category, right price, right offer to the right customer\nDynamic content\nWebsite APIs?\nSocial integration?\nOctober 15, 2013\nConfidential /\n<number>\n","53":"Dollar Thrifty’s main goal has always been to increase rentals. And for the last few years they placed most of the focus on the top of their funnel…bookings. What they realized, however, is that between booking and pickup, there was a significant opportunity for improvement. And by orienting their efforts towards relationship marketing, instead of acquisition marketing, they would drive significantly better ROI. \nOctober 15, 2013\n<number>\n","59":"October 15, 2013\n","37":"Profile Data\nDemographic Data\nReal-Time Data\nPreference Data\n<number>\nOctober 15, 2013\n","54":"The initial approach to improve pickup rate was to optimize their booking reminder program. They call the program “Eminder”. It consist of a single email reminding the booker of their upcoming reservation. In 2010 Dollar optimized the program by improving the messaging and creative of the email and by testing the most effective timing, which was determined to be 2 days prior to pickup date. Both provided improvement, but Dollar believed they could be doing more. The issue was that they didn’t want to reach the bookers through additional email touches.\nOctober 15, 2013\n<number>\n","21":"October 15, 2013\nConfidential /\n<number>\n","10":"<number>\nOctober 15, 2013\n"}
