SlideShare a Scribd company logo
Zoomio Campaigner THE MOST ADVANCED SYSTEM FOR “EVENT & DATA TRIGGERED MARKETING AUTOMATION”  ,[object Object],[object Object],[object Object],Return On Investment Ben van der Laan
ZOOMIO –LEADER IN E-MARKETING ,[object Object],[object Object],[object Object],[object Object]
ZOOMIO KLANTEN IT-DISTRIBUTOR VENTILATION WEBSHOPS LEASING HEADSETS MEDIA HOTELS & RESTAURANTS AIRPORT BUSINESS SERVICES IT EQUIPMENT SPORTS GEAR INDUSTRIAL CLEANING QUALITY ORGANIZATION SOFTWARE DRAINAGE SYSTEMS WINDOWS CONSUMER GOODS INDUSTRIAL COMPONENTS FERRY SERVICES FINANCE
Marketing beweegt.. Van productgedreven.. Naar consumentgedreven..
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
adwords landingpage E-mail permissie Email response crm Follow up conversie
Lead generatie   lead development ,[object Object],[object Object],[object Object],[object Object],[object Object]
2 Permissie programma’s Leadgeneratie  Programma’s leadgeneratie Life cycle programma’s Welkomst programma’s 5 Groei en onderhouden Reactivatie programma’s Ongoing programma’s : nieuwsbrieven, evenementen,  4 3 1 Waar mikken we op?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],tijd
Event triggered & data driven IF [then]
Event–triggered & data driven? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EVENT TRIGGERED MARKETING AUTOMATION CAMPAIGN  ELEMENTS  RESPONS  PASSIVE  RESPONS  ACTIVE  AUTOMATED ACTIONS  E-MAIL OPEN E-MAIL SEND E-MAIL BOUNCE SMS SEND SMS OK SMS  ERROR WEB BANNER CLICK WEBFORM OPEN WEBSIDE OPEN NO ANSWER WRONG NO. E-MAIL ANSWER E-MAIL CLICK E-MAIL UNSUBSCRIBE SMS ANSWER SMS UNSUBSCRIBE WEBSIDE LINK CLICK WEBFORM SENDS ANSWER ACCEPT/E-MAIL NO INTEREST SEND SMS MAKE  ACTION ON CALL LIST AD TO A LIST REMOVE FROM  A  LIST MAKE  A CRM ACTION MAIL  A  SNAIL MAIL UPDATE DATABASE E-MAIL SMS MICRO SITES   WEBFORMS SURVEYS CANVAS @   
Personalized web pages  /  surveys Personalized SMS Marketing  Database Trackable emails Branching tele marketing scripts Measurable  off line elements CRM  Database web  Database Traceable processes
Is mijn data goed? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Zijn mijn ideeen goed? © 2010 – ZOOMIO Nederland -
Wat werkt nu beter? Quadrant I: High flying eagles Quadrant IV: Work horses Quadrant II: Peacocks Quadrant III: Dead dogs Gem. open rate Gem. response rate ,benchmark open rate
Wat is mijn beste verzenddag? © 2010 – ZOOMIO Nederland -
koopgedrag; recency-frequency © 2010 – ZOOMIO Nederland -
optimale segmentatie © 2010 – ZOOMIO Nederland -
Word ik wel afgeleverd?
Word ik wel gezien zoals ik wil?
ZOOMIO CAMPAIGNER PLATFORM End-to-End Campaigning & Professional Services Datawarehouse Administration Workflow Engine ISPs ZOOMIO Campaigner Platform Inbox Business Apps E-Commerce Module Analytics Layer Database Segmentation Engine Real Time Analytics (CRM/ERP/Shop-System) ZOOMIO API STRATEGY Customizing Best Practice Consulting E-Mail-Marketing Outsourcing
ZOOMIO CAMPAIGNING van 1st. naar Next Generation NEXT GENERATION Newsletter: Individualized personalized Actionsmails: Reach segments Autopilot- campaigning: Triggered along Life Cycle Segmented Lists: Life Cycle Interests Response Closed Loop Strategy: List-size: Opt-in/-out Response: Open/Click Rate Development: Target groups Scores Customer segments Sales: Direct Conversions Post-Conversions CLTV/CLC: Closed Loop Campaigning benchmark 1st Gen. AUDIENCE Newsletter: one size fits all CAMPAIGNS RESULTS List-Size: Opt-in/-out Response: Open/Click Rate per campaign
ZOOMIO © 2009 MULTI-STAGE FROM FREE MEMBER TO PREMIUM MEMBER FREE MEMBER STUDYING GRADUATED BASIC MEMBER PAID JOB  CAREER JOB  LOYAL MEMBER AMBASSADOR  RULE BASED CAMPAIGNS CAMPAIGN TO BECOME FULL MEMBER CAMPAIGN TO GET INSURANCES CAMPAIGN TO GET PENSION ETC. CAMPAIGNS TO SELL TRANING/COURSES  RULE BASED CAMPAIGNS COMBINED WITH TRACKING AND TRIGGER BASED CAMPAIGNING
MULTI-WAVE ZOOMIO © 2009 HALF YEAR SINCE LAST UPDATE OF PERSONAL DATA  T - 14 2ND REMINDER T - 21 1ST REMINDER PASSIVE MEMBER T - 7 7 DAYS LEFT T - 28 INFORMATION UPDATE YOUR INFORMATION ,[object Object],[object Object],[object Object],[object Object]
[object Object]
Medihertz.de ,[object Object],[object Object],[object Object]
Enorme order stijging in de wekelijkse campagne mails Number of orders Push - mail Gender & age prescription Segmented Added: Workflow to follow-up on click stream  Behavioral 100 242 543
Campagnes beginnen ook zonder @ vanaf website Via landing page via CpC Business card  Cold Canvas/TM DM campagnes met Pin codes Inbound calls
Every step you take.. Tekst schrijven Vormgeving Design Meten resultaten Evalueren Bijsturen Nieuwe campagnes Data kwaliteit Segmentaties dataverrijking Doelen stellen Campagnes uitwerken Html Java-scripts voor actiepagina’s Bouwen en controleren campagnes
Next steps   WF: Online ticket Opt- In Prospect 1st contact 2nd contact Established Premium Opt- Out PUSH 1:N PULL 1:n/1:1 Special NL Event NL Topics NL NB NL WF: Sign-up Capture leads (websites, Schiphol) WF: Honey Moon Turning Prospects into visitors WF: 1st-Timers Feedback Mails &  Follow-up Incentive WF: Reactivation Mails 90 days 180 days WF: Tell a friend WF: Verjaardag WF: Webshop; cart abandoned W ork F lows – automated CAMP aigns – on demand CAMP: fotografie CAMP: zaalverhuur CAMP: International; Schiphol CAMP: specials
Geen vragen maar antwoorden   Page  
Marketing Automation Roadmap  - Marketing Effectiveness Score - Loyalty & Risc Scoring -  Checkout-to-Order Ratio - RFM Analyse  - Koppeling Backoffice syst  - 1:1 Recommandatie   Campagnes: - Re-activatie campagnes - RFM campagnes -  Life-Cycle campagnes - Inclusief social media feeds - Up- en Cross selling - Groeien van permissie-base - Conversie aankopen verhogen - Realiseer meer tweede aankopen - Betere resultaat uit de nieuwsbrief - RFM Analyse - segmentatie   Campagnes   -   Welkomstproramma‘s   - 2de aankoop programma‘s   - Mail-a-friend  campagnes  - Benchmark van resultaten - Optimimalisatie - Opbouw van profielen - Automatisering   Campagnes  - Event triggerd campagnes  -  bounce-afhandeling -  Verjaardsdagscampagnes -  Bounce-campagnes Fase 2 Next Generation Campaigning Fase 3 Sustainable growth  Fase 1  Quick wins Lift off Business Waarde en Resultaat Tijd ROI Accelerators Gesegmenteerde & getriggerede  campagnes Geavanceerde campagnes 60 Dagen 90 dagen ON  DEMAND
Surveys © 2010 – ZOOMIO Nederland -

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Zoomio

  • 1.
  • 2.
  • 3. ZOOMIO KLANTEN IT-DISTRIBUTOR VENTILATION WEBSHOPS LEASING HEADSETS MEDIA HOTELS & RESTAURANTS AIRPORT BUSINESS SERVICES IT EQUIPMENT SPORTS GEAR INDUSTRIAL CLEANING QUALITY ORGANIZATION SOFTWARE DRAINAGE SYSTEMS WINDOWS CONSUMER GOODS INDUSTRIAL COMPONENTS FERRY SERVICES FINANCE
  • 4. Marketing beweegt.. Van productgedreven.. Naar consumentgedreven..
  • 5.  
  • 6.  
  • 7.
  • 8. adwords landingpage E-mail permissie Email response crm Follow up conversie
  • 9.
  • 10. 2 Permissie programma’s Leadgeneratie Programma’s leadgeneratie Life cycle programma’s Welkomst programma’s 5 Groei en onderhouden Reactivatie programma’s Ongoing programma’s : nieuwsbrieven, evenementen, 4 3 1 Waar mikken we op?
  • 11.
  • 12. Event triggered & data driven IF [then]
  • 13.
  • 14. EVENT TRIGGERED MARKETING AUTOMATION CAMPAIGN ELEMENTS RESPONS PASSIVE RESPONS ACTIVE AUTOMATED ACTIONS E-MAIL OPEN E-MAIL SEND E-MAIL BOUNCE SMS SEND SMS OK SMS ERROR WEB BANNER CLICK WEBFORM OPEN WEBSIDE OPEN NO ANSWER WRONG NO. E-MAIL ANSWER E-MAIL CLICK E-MAIL UNSUBSCRIBE SMS ANSWER SMS UNSUBSCRIBE WEBSIDE LINK CLICK WEBFORM SENDS ANSWER ACCEPT/E-MAIL NO INTEREST SEND SMS MAKE ACTION ON CALL LIST AD TO A LIST REMOVE FROM A LIST MAKE A CRM ACTION MAIL A SNAIL MAIL UPDATE DATABASE E-MAIL SMS MICRO SITES WEBFORMS SURVEYS CANVAS @   
  • 15. Personalized web pages / surveys Personalized SMS Marketing Database Trackable emails Branching tele marketing scripts Measurable off line elements CRM Database web Database Traceable processes
  • 16.
  • 17. Zijn mijn ideeen goed? © 2010 – ZOOMIO Nederland -
  • 18. Wat werkt nu beter? Quadrant I: High flying eagles Quadrant IV: Work horses Quadrant II: Peacocks Quadrant III: Dead dogs Gem. open rate Gem. response rate ,benchmark open rate
  • 19. Wat is mijn beste verzenddag? © 2010 – ZOOMIO Nederland -
  • 20. koopgedrag; recency-frequency © 2010 – ZOOMIO Nederland -
  • 21. optimale segmentatie © 2010 – ZOOMIO Nederland -
  • 22. Word ik wel afgeleverd?
  • 23. Word ik wel gezien zoals ik wil?
  • 24. ZOOMIO CAMPAIGNER PLATFORM End-to-End Campaigning & Professional Services Datawarehouse Administration Workflow Engine ISPs ZOOMIO Campaigner Platform Inbox Business Apps E-Commerce Module Analytics Layer Database Segmentation Engine Real Time Analytics (CRM/ERP/Shop-System) ZOOMIO API STRATEGY Customizing Best Practice Consulting E-Mail-Marketing Outsourcing
  • 25. ZOOMIO CAMPAIGNING van 1st. naar Next Generation NEXT GENERATION Newsletter: Individualized personalized Actionsmails: Reach segments Autopilot- campaigning: Triggered along Life Cycle Segmented Lists: Life Cycle Interests Response Closed Loop Strategy: List-size: Opt-in/-out Response: Open/Click Rate Development: Target groups Scores Customer segments Sales: Direct Conversions Post-Conversions CLTV/CLC: Closed Loop Campaigning benchmark 1st Gen. AUDIENCE Newsletter: one size fits all CAMPAIGNS RESULTS List-Size: Opt-in/-out Response: Open/Click Rate per campaign
  • 26. ZOOMIO © 2009 MULTI-STAGE FROM FREE MEMBER TO PREMIUM MEMBER FREE MEMBER STUDYING GRADUATED BASIC MEMBER PAID JOB CAREER JOB LOYAL MEMBER AMBASSADOR RULE BASED CAMPAIGNS CAMPAIGN TO BECOME FULL MEMBER CAMPAIGN TO GET INSURANCES CAMPAIGN TO GET PENSION ETC. CAMPAIGNS TO SELL TRANING/COURSES RULE BASED CAMPAIGNS COMBINED WITH TRACKING AND TRIGGER BASED CAMPAIGNING
  • 27.
  • 28.
  • 29.
  • 30. Enorme order stijging in de wekelijkse campagne mails Number of orders Push - mail Gender & age prescription Segmented Added: Workflow to follow-up on click stream Behavioral 100 242 543
  • 31. Campagnes beginnen ook zonder @ vanaf website Via landing page via CpC Business card Cold Canvas/TM DM campagnes met Pin codes Inbound calls
  • 32. Every step you take.. Tekst schrijven Vormgeving Design Meten resultaten Evalueren Bijsturen Nieuwe campagnes Data kwaliteit Segmentaties dataverrijking Doelen stellen Campagnes uitwerken Html Java-scripts voor actiepagina’s Bouwen en controleren campagnes
  • 33. Next steps WF: Online ticket Opt- In Prospect 1st contact 2nd contact Established Premium Opt- Out PUSH 1:N PULL 1:n/1:1 Special NL Event NL Topics NL NB NL WF: Sign-up Capture leads (websites, Schiphol) WF: Honey Moon Turning Prospects into visitors WF: 1st-Timers Feedback Mails & Follow-up Incentive WF: Reactivation Mails 90 days 180 days WF: Tell a friend WF: Verjaardag WF: Webshop; cart abandoned W ork F lows – automated CAMP aigns – on demand CAMP: fotografie CAMP: zaalverhuur CAMP: International; Schiphol CAMP: specials
  • 34. Geen vragen maar antwoorden  Page 
  • 35. Marketing Automation Roadmap - Marketing Effectiveness Score - Loyalty & Risc Scoring - Checkout-to-Order Ratio - RFM Analyse - Koppeling Backoffice syst - 1:1 Recommandatie Campagnes: - Re-activatie campagnes - RFM campagnes - Life-Cycle campagnes - Inclusief social media feeds - Up- en Cross selling - Groeien van permissie-base - Conversie aankopen verhogen - Realiseer meer tweede aankopen - Betere resultaat uit de nieuwsbrief - RFM Analyse - segmentatie Campagnes - Welkomstproramma‘s - 2de aankoop programma‘s - Mail-a-friend campagnes - Benchmark van resultaten - Optimimalisatie - Opbouw van profielen - Automatisering Campagnes - Event triggerd campagnes - bounce-afhandeling - Verjaardsdagscampagnes - Bounce-campagnes Fase 2 Next Generation Campaigning Fase 3 Sustainable growth Fase 1 Quick wins Lift off Business Waarde en Resultaat Tijd ROI Accelerators Gesegmenteerde & getriggerede campagnes Geavanceerde campagnes 60 Dagen 90 dagen ON DEMAND
  • 36. Surveys © 2010 – ZOOMIO Nederland -

Editor's Notes

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