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Sponsor Presentation: Yes Lifecycle Marketing
- 1. Yes Lifecycle Marketing | Proprietary & Confidential 1 When Insight Is Everything Michael Fisher, President
- 2. Yes Lifecycle Marketing | Proprietary & Confidential 2 • Multiple email vendors have consolidated with larger technology providers • Innovation has been driven by integration and not by development of new capabilities • Marketers continue to struggle with accessing big data – Email Event Data/Display Data/Social Data/Push Data/Off-Line Data • Marketers are far from fully leveraging technology to develop individualized communications • New subscriber acquisition has become more challenging • Marketers have come to accept the status quo for actionability, i.e. multiple platforms and an incomplete view of their customers…channel specific limits • Email is still perceived as a stand-alone channel The Email Industry Today
- 3. Yes Lifecycle Marketing | Proprietary & Confidential 3 • Comprehensive feedback from analysts, the market, and our customers • Demand for central point of control across touchpoints and data • Insights living in all channels and part of every touch point • 69.4% of email clients list “improved customer engagement” as a top priority What We’re Hearing 0% 10% 20% 30% 40% 50% 60% 70% 80% Improve Customer Engagement Increase Sales Improve Customer Retention Build a Better Understanding of the Customer Improve Customer Acquisition Improve Cross-channel Effectiveness Improve Internal Efficiency Improve Profitability / Margin Reduce Marketing Costs Other / None of These Top Goals for Email Marketers #1 Goal #2 Goal #3 Goal
- 4. Yes Lifecycle Marketing | Proprietary & Confidential 4 6.70 4.75 4.61 4.24 3.45 2.86 2.25 1.84 6.59 5.41 4.96 3.91 3.52 3.08 1.87 1.57 Email Social Media Display Direct Mail Push SMS Telemarketing Mobile Wallet Relative Channel Importance for Email Marketers (1 - Not Important, 7 - Very Important) All Email Customer Engagement a Top Goal Emailers Have Cross-Channel Responsibilities • 73% of email marketers have some level of responsibility in 3+ channels • Top secondary channels: – Social Media – Display – Direct Mail • Social and Display are even more important for email marketers focused on improving customer engagement 15.1% 11.8% 16.1% 10.8% 6.5% 8.6% 3.2% 28.0% 0% 5% 10% 15% 20% 25% 30% 1 2 3 4 5 6 7 8 Channel Responsibility by # of Channels
- 5. Yes Lifecycle Marketing | Proprietary & Confidential 5 The future of email marketing is one where email doesn’t stand on its own, rather it is at the core of an integrated digital ecosystem that delivers contextual communication across all channels for marketing, sales, and services enabling the delivery of individualized communications to the customer wherever and whenever the customer expects it. • Customers have to be the primary drivers of communications • Algorithmic approaches will gain wider acceptance, and become part of an overall analysis framework for customer obsessed organizations. • Technology proliferation will outpace consolidation and incorporation into full stack solutions The Future is Customerization
- 6. Build, define, activate, and motivate audiences across multiple channels. Customerization delivers a consistent experience to the consumer wherever, whenever, and however the consumer chooses to consume it.
- 7. Yes Lifecycle Marketing | Proprietary & Confidential 7 The Opportunity
- 8. Yes Lifecycle Marketing | Proprietary & Confidential 8 Focus on customers means results and revenue: • Making big data easy to understand and actionable…”small can be big” • Supporting customerized marketing communications across channels • Reducing the time to engagement and increased efficiency • Integrating analytics, reporting, and insights • Measurement is not the afterthought, but the forethought
- 9. Yes Lifecycle Marketing | Proprietary & Confidential 9 Top Challenges Marketers Face
- 10. Yes Lifecycle Marketing | Proprietary & Confidential 10 Customerize Your Brand Across Channels Communicate with your customers through any combination of: • Email • SMS • Display & Display Re-targeting • Push • Facebook Posts • Facebook Custom Audiences • Twitter • Gmail/Google Ads
- 11. Yes Lifecycle Marketing | Proprietary & Confidential 11 A consistent view of the customer provides a robust understanding of customers that empowers marketers’ contextual marketing efforts. • Know Your Customer: – Who they are and where they are in the customer lifecycle – Where, how, when, and why they engage • Data Sources: Descriptive, behavioral, self-reported, etc. • Validate: Effectively measure cross- channel behavior • Big to small to one size fits all? Clarity Resides in Insights Drawn from Big Data
- 12. Yes Lifecycle Marketing | Proprietary & Confidential 12 Technology Should Solve These Challenges • Real-Time Speed • True Integration of Analytics & Execution • Consistent View of the Customer • Train-of-Thought Analysis
- 13. Yes Lifecycle Marketing | Proprietary & Confidential 13 From What to How
- 14. Yes Lifecycle Marketing | Proprietary & Confidential 14 Creating a System of Engagement unites technology and processes with marketers to turn Big Data derived insights into goal oriented marketing cross channel communications that create customer action and associated results. Extend Beyond Email Platform….
- 15. Yes Lifecycle Marketing | Proprietary & Confidential 15 What is a System of Engagement?
- 16. Yes Lifecycle Marketing | Proprietary & Confidential 16 • Know Your Customer: Marketers’ need for a consistent view of their customers by providing demographic, socio-economic, geographic, behavioral, and interest data. • Make Big Data Actionable: Use cutting edge technology to turn Big Data into streaming, easy to understand, actionable insights. • Ensure “know how” is Interwoven: It’s not just about the technology, it’s enabling insights. A System of Engagement Lets You…
- 17. Yes Lifecycle Marketing | Proprietary & Confidential 17 How We Can Help
- 18. Yes Lifecycle Marketing | Proprietary & Confidential 18 Yes Lifecycle Marketing’s Yesmail360i is a revolutionary cross-channel marketing platform which brings together real-time technology, data, actionable analytics, reporting, and campaign planning into a single intuitive platform that enables marketers to optimize their marketing communications to drive results and revenue.
- 19. Yes Lifecycle Marketing | Proprietary & Confidential 19 Bring your vision to life by making insights easy to understand and actionable: • Goal oriented metrics • Cross-channel measurement frameworks • Contextual data integration • Link strategy and data to your action plan • Cross-Channel testing frameworks to lead to robust Customerization Yesmail360i…..Stretch your insights & goals
- 20. Yes Lifecycle Marketing | Proprietary & Confidential 20 Thank you!
- 21. To Learn More… WWW.Yesmail.com/Yescalate Yescalate 2016 is an exclusive Client Summit Executive client only event July 19 & 20 Chicago
Editor's Notes
- Mike
- Yet far too often marketers are left send out massive campaigns to an increasingly fatigued subscriber universe. Does more email delivered equal more customer engagement. If it was the case marketers would email subscribers hourly. While close to 70% of marketers say engagement is critical, some 43% of the time the same marketers surveyed were unaware of technology innovations that could be leveraged to improve engagement. So are we running to hard to execute in our channels or are we not used to executing around the customer.
- Email seems to be the tie that binds these channels together thus increasing email marketers responsibilities. How may people here are responsible for email marketing. How many have some responsibility over social, display and or direct mail? Do we own channels our customers?
- From our perspective…email is the tie that binds customers to brands and brands to personalization across a rich and robust digital ecosystem. But to be effective its imperative to include analysis in every thing marketing
- Analysis at the most granular of details across all touch point enables for a differentiated level of customerization. That is….deliver consistent experiences meting the customers expectations wherever, whenever and however they expect it. How do you do this….most collect transactional and event data, but struggle to tell me the story about the customer…who are they, what do they like, dislike…just because I know what you browsed and bought doesn’t mean I know who you are…..who and what combined is a big opportunity for email marketers and the potential of customerization.
- Marc
- The combination of what behaviors we know about enhanced with consumer descriptive data allows us to deliver a different level of personalization. Start slow and add simple things…Gender, family status, homeownership as an example.
- American Express…..Starbucks/Visa Checkout…
- The insights around who and what will lead to coordination across and around channels. Answer questions like: When is enough in enough in email. Does coordinating messages across channels lead to greater engagement, greater revenue? What channels should I leverage to reactivate inactives? Can avoid spam house risk?
- If you cannot answer who bought or transacted and can only answer the what someone did or bought, do you know your customer? Can you customerize your communications? Insight is critical, and having the right data in a place where you can take big to small and avoid one size fits all.
- Why the platform is different “insights lead engagement” “central point of control” Insights leads to everything outbound, touch points. Our strategy is to bring insights into everything we do so it is part of everything our client marketers do.
- Dan
- Insights testing helps marketers identify which insights should be rolled out (implemented insights), which require more testing, and which are dead ends. As we know a channel like email drives multi-channel response (ex. An in-store purchase) so to really understand why a customer does, or does not, something we need to understand all relevant, trackable, customer actions What is our System of Engagement? Our System of Engagement unites technology, process, and marketers to turn Big Data driven insights into actionable, goal oriented marketing communications that creates customer action. What is the process? Our process focuses Big Data into actionable insights that are used to drive highly effective, personalized, and contextual marketing communications. The customer actions created from these communications are automatically fed back into the System of Record and System of Insight to support measurement, analysis, testing, and future communications (ad-hoc & triggered). As new insights are developed they are tested, and those that are determined to help move the brand towards their goals can be implemented on a broader, automated, basis as appropriate.
- We solve client challenges through our system of engagement that empowers marketers turn Big Data driven insights into actionable, goal oriented marketing communications that creates customer action. This diagram provides a high level view of how the system of insight, system of record, and engagement channels work together to create our system of engagement. System of Insight: The elements that contribute to understanding customer and creating targeted, personalized and contextual communications. System of Record: The systems that collect and record interaction data used to understand customers, and drive elements of marketing communications. Engagement Channels: The out-bound marketing channels and the in-bound response channels through which customer action data is primarily collected.
- Ed We are defining where the edge of the envelope is.
- Kelly
- Mike