Using Customer Data to Improve Email Relevancy

Introductions

Adam Bravo
Director, Campaign Operations,
Corporate Marketing
MGM Resorts International

Paige O’Neill
Vice President, Marketing
Aprimo – Teradata

Better Customer Experience More Efficient & Effective Marketing
• Channel preference/convenience • Creates relationships
• Drives loyalty & satisfaction
• Ability to easily find Product/brand information • Saves on agency costs
• Relevant & timely promotional incentives • Lets the marketer focus on creative,
• Highly personalized communications delivered messaging, offers
more frequently • Increases average purchase price
• Store/product/brand recommendations

3

Connecting to Customers: M life

4

Three Things To Take Away

1. Engagement is more important than ever.

2. Communicate on the
customer’s timeline and urgency.
Learn from MGM’s experience.

3. Customers don’t want more email.
They want more relevant email.
How can we create more relevancy with the Aprimo
tools?

5

What Hasn’t Killed Email Yet?

7

Email
ROI Puts
Stars
In Our
Eyes

New Reality: Consumers can quickly “sweep” and filter
email messages they don’t find interesting.

In fact, that process is automated.

Even permission-based messages
are marked as “spam.”

9

Typical Email Marketing Stream

Hi, are you ready to buy?

12

Lifecyle Email Marketing

Welcome! We like you.
Thanks for buying!
You might also like….
Here’s what others like!
Please tell us what you like.
Cool content you might like.
Something special for you
Any of your friends like this?

13

Cross Channel Marketing

Welcome Email. We like you.
It’s Free Taco Tuesday. Pls RT
Thanks for buying!
Text in to join our party!
Dear Pamela, you might also like….
Visit Facebook: What do others like?!
Sale 4 U 2Day!
Cool content you might like.
Mobile coupon! Are you ready to buy?
Something special for you!
Any of your friends like this?

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Dialogue
Segment

Broadcast

The Email Marketing Evolution from
“Batch & Blast” to “Engage & Customize” is
powered by automation and data integration.

15

Message
Right Person
Time

Every time.
16

Leveraging creative space based upon data from a customer’s web
presence

21

Connections Require Segmentation

23

Wherefore Art Thou Data?

Customer Email Call Center

Sales Team Database Online

24

Customizing with Extended Attributes

28

Data Driven
Lifecycle Triggers
• Customized balances
without the account
statement feel
• Imagery specific to the
room the customer has
available
• Variable offer components
according to the guest’s
transactional history
• Events based upon our
inventory needs

MGM M life Member Experience

On
Booking Pre Arrival Check In Post Visit
Property

ARIA Lifecycle Customization

32

Segment Methodology
1. SEGMENTATION: identify logical groups
to which the same basic messages are  Hotel vs. Gaming
likely to resonate.  Spend level
 Property Preference

2. TARGETING: align messaging to the
engagement patterns of each segment.
 Active M life
 Deal vs. event driven
 Lifecycle programs
3. PERSONALIZATION: add the finishing
 Best time to send
touches that make the communication
feel personal.
 Gender
 Past events/dining/games of
interest
 Presence of children

35

Why Bother With All This?

• Better customer experience
• Improved response rates
• Improved inbox placement
• Sender Reputation as a KPI
• Deeper understanding of
customer
• Shared learnings across
properties = Optimization
• Digital marketing “seat” at the
table

36

“With great power comes
great responsibility.”
- Uncle Ben

38

Thank you & Questions

More info? Just email stephanie.miller@aprimo.com
Or @stephanieSAM

39

Using Customer Data to Improve Email Relevancy

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