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![Profile
A successful Fortune 500 car
manufacturer with headquarters
overseas.
Produces standard as well as luxury
models.
Challenge
The manufacturer wanted to
incorporate SimpleRelevance’s data
analytics into their social media
marketing, specifically Twitter, to
influence customer’s purchase
decisions when car shopping.
Solution
SimpleRelevance created tailored
landing pages and integrated smart
analytics into a custom twitter
m o n i t o r i n g t o o l t h a t a l l o w e d
SimpleRelevance to deliver custom,
targeted tweets to users who had
tweeted about car shopping.
Improvement $160,000 in sales in the first month
“Those who get an offer [from SimpleRelevance] closed
2x more often than those who didn’t.“ – VP of Marketing](https://image.slidesharecdn.com/simplerelevanceamapresentationdeck-130430202941-phpapp01/85/Simple-Relevance-CHICAGO-AMA-BIG-DATE-presentation-deck-27-320.jpg)
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Simple Relevance CHICAGO AMA BIG DATE presentation deck
Erik Severinghaus is the CEO of SimpleRelevance, a company that uses personalized, data-driven automation to improve email marketing metrics by 30-300%. SimpleRelevance uses first-party and third-party data along with machine learning to continuously optimize email content, targeting, and timing for each individual recipient. This results in increased revenue, average order value, and conversation rates for clients like Li-Ning, johnnie-O, and a Fortune 500 automaker. SimpleRelevance's system analyzes all customer interactions and uses Bayesian learning to continuously improve its predictive models.
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Simple Relevance CHICAGO AMA BIG DATE presentation deck
- 2. We Make YourDigital Marketing Awesome & Lucrative Create More Revenue a lot
- 3. Erik Severinghaus CEO Long timein Email (Founding team for iContact) Big Data Nerd Patent #20080320482A1 “Management of Grid Computing Resources Based on Service Level Environments” Marketing Knowledge Kellogg MBA About The Speaker: erik@simplerelevance.com | 312-569-9431 | @SimpleRelevance
- 4. About SimpleRelevance Founded bya co-founder of market-leading ESP iContact and Partner in IBM’s IT Optimization consulting team with 10+ years experience in digital marketing optimization. Funded by top Venture Capitalists, incubated at the 1871 technology center in Chicago. Patent-pending algorithm from University of Chicago researchers developed over 2+ years. Market leading industry partners & Fortune 500 clients.
- 5. 0 12.5 25 37.5 50 Mobile Social DisplaySearch Email Return on Investment per $1 Spent Email is Still King Source: Direct Marketing Association
- 7. Politics Sports Marketing TheWorld Is Changing
- 8.
- 12. Accounting 101 Income StatementHow much money did you make? Cash Flows Statement How much cash did that generate? Balance Sheet What are your assets and liabilities?
- 13. The Balance Sheet Youremail list is probably worth millions of dollars. Youshouldtreatitlikeavaluableasset.
- 14.
- 15.
- 16.
- 17. The Challenge √ √ √ marketers can’tmake data actionable for individuals
- 18. Most Email Is: Batch& Blast Maybe A|B Testing Some Segmentation Really Manual (“Hard”)
- 19. Email Should Be: Personalized TotallyData Driven Automated (“Simple”)
- 20.
- 21. Math You Like Personalized TotallyData Driven Automated (“Simple”) 30-300% Improvement in Email Metrics
- 22. The Process Segment atthe Individual Level to improve messaging and conversion with personalization Close the Loop using data to continuously, automatically optimize campaign with a iteration cycle measured in minutes Define Dynamic Workflows to move prospects through the funnel ReportingDeploy CampaignSetup CampaignIdentify Segment
- 23. Full Loop Marketing crmprofiles social shares, likes, profile info, email opens &clicks cart purchases and clicks First Party Data Third Party Data auto content creation, demographics, other metadata Taking Action optimized, automated, emails, tweets andothermarketing
- 24. Use Cases Optimize allemail sends for time of day based on likelihood of conversion. Optimize all email subject lines for likelihood to open. Optimize creative, location, subject line, and time of day personalization for cross-sell messaging. Optimize offers, creative, subject line, and time of day targeting for upsell communication.
- 25. Profile Li-Ning is thethird largest sportswear company in the world, a market leader in Asia and emerging brand in the United States receiving endorsements from superstars such as Dwayne Wade. Challenge When Li-Ning launched in the U.S. they put tremendous emphasis on establishing a relationship with their customers. Because they were different, Li-Ning wanted to personalize their experience. Solution After launching, Li-Ning introduced SimpleRelevance data personalization into their email campaigns 52% increase in revenue 20+% AOV increases Improvement
- 26. Profile The johnnie-O linehas evolved into an apparel and lifestyle brand distinctly defined as "west coast prep". Items for men, women, and children include shirts, belts, hats, socks, sweatshirts, and specialty items. Challenge johnnie-O wanted to increase online sales by sending data driven, personalized email marketing to its customers Solution j o h n n i e - O i m p l e m e n t e d SimpleRelevance’s product recommendation engine into their branded emails Improvement 40-50% increase in revenue per email campaign SimpleRelevance quickly became johnnie-O‘s most successful marketing strategy from an ROI perspective
- 27. Profile A successful Fortune500 car manufacturer with headquarters overseas. Produces standard as well as luxury models. Challenge The manufacturer wanted to incorporate SimpleRelevance’s data analytics into their social media marketing, specifically Twitter, to influence customer’s purchase decisions when car shopping. Solution SimpleRelevance created tailored landing pages and integrated smart analytics into a custom twitter m o n i t o r i n g t o o l t h a t a l l o w e d SimpleRelevance to deliver custom, targeted tweets to users who had tweeted about car shopping. Improvement $160,000 in sales in the first month “Those who get an offer [from SimpleRelevance] closed 2x more often than those who didn’t.“ – VP of Marketing
- 28. Get In Touch Email:erik@simplerelevance.com Cell: 202-431-5699 Office: 312-569-9431 Twitter: @SimpleRelevance http://www.simplerelevance.com
- 29. How It Works TheSimpleRelevance engine tracks and analyzes every interaction between each customer and your email marketing. For each message, we track a plethora of data points including: Time Of Day and Day of Week “From” Address, Subject Line, Word Count What Creative & Content Was Included What Links Were Clicked We correlate those responses with each customer, as well as the existing demographic and psychographic data to build a predictive model for each individual customer. We continuously learn with every interaction, so the system gets smarter with time. Because the algorithms do the optimization, you don’t need to do it all manually.
- 30. Bayesian Learning The systemis constantly evaluating each of the data points that are integrated into our system, looking for both data points that resonate across segments of users as well as predictive elements that stand out for certain users. With each new data point, the entire system becomes smarter. The engine regenerates itself nightly, evaluating new data and updating propensity models to take into account new information. The system can be tuned for different types of interactions and objects, optimizing on any number of variables so long as metadata is structured coherently.