Using Customer Data to Improve Email Relevancy

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Using Customer Data to Improve Email Relevancy

  1. 1. Introductions Adam Bravo Director, Campaign Operations, Corporate Marketing MGM Resorts International Paige O’Neill Vice President, Marketing Aprimo – Teradata
  2. 2. 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 recommendations3
  3. 3. Connecting to Customers: M life4
  4. 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
  5. 5. 6
  6. 6. What Hasn’t Killed Email Yet?7
  7. 7. EmailROI PutsStarsIn OurEyes
  8. 8. New Reality: Consumers can quickly “sweep” and filter email messages they don’t find interesting. In fact, that process is automated.Even permission-based messagesare marked as “spam.”9
  9. 9. Subscriber Covenant
  10. 10. The Truth.11
  11. 11. Typical Email Marketing Stream Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?12
  12. 12. Lifecyle Email Marketing Welcome! We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?13
  13. 13. Cross Channel Marketing Welcome Email. We like you. It’s Free Taco Tuesday. Pls RT Hi, are you ready to buy? Thanks for buying! Text in to join our party! Dear Pamela, you might also like…. Hi, are you ready to buy? 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?14
  14. 14. Dialogue Segment Broadcast The Email Marketing Evolution from “Batch & Blast” to “Engage & Customize” is powered by automation and data integration.15
  15. 15. Message Right Person Time Every time.16
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  20. 20. Leveraging creative space based upon data from a customer’s web presence21
  21. 21. 22
  22. 22. Connections Require Segmentation23
  23. 23. Wherefore Art Thou Data? Customer Email Call Center Sales Team Database Online24
  24. 24. MGM Data Challenge25
  25. 25. Simple MGM Dialogue26
  26. 26. Customizing with Extended Attributes28
  27. 27. Data DrivenLifecycle 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
  28. 28. MGM M life Member Experience On Booking Pre Arrival Check In Post Visit Property
  29. 29. ARIA Lifecycle Customization32
  30. 30. 33
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  32. 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 children35
  33. 33. 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 table36
  34. 34. Happy Birthday37
  35. 35. “With great power comes great responsibility.” - Uncle Ben38
  36. 36. Thank you & Questions More info? Just email stephanie.miller@aprimo.com Or @stephanieSAM39

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