RELATIONAL DATABASE + YOU
WHY IT MATTERS
BEFORE WE GET STARTED…
• Having technical difficulties?
Use the Q&A dialog box to let us know.

If we can’t help you call ...
TWEET!

Follow us on Twitter!
@WhatCounts
@timbrechlin
Tweet about this webinar using #WCRelational

3
WHO I AM

• Ten years’ digital marketing
experience
• Extensive background in travel /
tourism, media / publishing and
age...
LET’S TALK DATABASES

5
“FLAT” DATABASE
• Standard, traditional way of setting up email databases

• Somewhat limited in function and scope
• One ...
“FLAT” DATABASE EXAMPLE: RESTAURANTS
• A restaurant (or any business involved in
the selling of goods) will be monitoring ...
TOO MUCH STUFF, NOT ENOUGH SPACE

8
WHY IS THIS A PROBLEM?

• In the old days, you won by
volume: Sending more email
than everyone else
• Focus was on cost an...
THE NEED TO “UN-FLATTEN”

• The game has changed…
– Using dedicated ESPs, basic segmentations, first-name values
was good ...
WHAT’S IN IT FOR ME?

11
WHAT’S IN IT FOR ME?
• By using deep segmentation to send smarter, more personalized messages,
your communication is more ...
SO WHAT IS A RELATIONAL DATABASE, ANYWAY?

13
RELATIONAL DATABASE DEFINED
• A relational database goes beyond the traditional flat “database with
many fields and record...
RELATIONAL DATABASE EXAMPLE

15
RELATIONAL DATABASE EXAMPLE

16
RELATIONAL DATABASE EXAMPLE

17
SO WHY DOES IT MATTER?
• Remember our restaurant example from before:

18
WITH A RELATIONAL TABLE…

19
POTENTIAL USES
• Reward loyal customers who dine at this restaurant often

• Segment email campaigns based on time of day ...
GOING DEEPER - ECOMMERCE

21
GOING DEEPER - ECOMMERCE
• One of the best examples of this: Amazon

22
SEND THE RIGHT CONTENT TO THE RIGHT PEOPLE
• Basket analysis is an excellent strategy
– You bought the phone, you probably...
SEGMENT, SEGMENT, SEGMENT

24
USE CASE – FINANCIAL SERVICES

Primary Database

Relational Data Tables
25
USE CASE – PUBLISHING

Primary Database

Relational Data Tables
26
SO WHY DOES A RELATIONAL DATABASE MATTER?
• Makes your data much more manageable, easier to update

• Allows for deeper, r...
QUESTIONS?

28
UPCOMING CHICAGO ROAD SHOW

• Join us for the FREE
“We Love Email” Road Show
in Chicago!
Thursday, March 27, 2014
W Hotel ...
REACH OUT TO US

WhatCounts
3630 Peachtree Road, NE
Suite 900
Atlanta, GA 30326
1-866-804-0076
www.whatcounts.com
Twitter:...
THANK YOU!

31
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Relational Database + You = Why It Matters webinar

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This is a question you may have after seeing or hearing about the new WhatCounts relational database. Last week, we released this feature along with our new user interface. The relational database allows you to send messages based on order history, shopping cart data, subscription data, or any other form of one-to-many relational data. In this webinar we’ll cover:

The ways a relational database helps you track, organize, and use your data in a more intelligent way
How to create data tables in the WhatCounts platform, link them to a list and each other, and form parent-child (one-t0-many) relationships
How to use these data tables for deep segmentation and personalization
Practical use-case scenarios for using the relational database

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  • Sarah
  • Source: Understanding Shopping Cart Abandonment Link to the purchase page: http://www.forrester.com/Understanding+Shopping+Cart+Abandonment/fulltext/-/E-RES56827?objectid=RES56827
  • Relational Database + You = Why It Matters webinar

    1. 1. RELATIONAL DATABASE + YOU WHY IT MATTERS
    2. 2. BEFORE WE GET STARTED… • Having technical difficulties? Use the Q&A dialog box to let us know. If we can’t help you call Citrix at 888-259-8414 for technical support. Or you can chat with a Citrix representative at www.citrixgcs.com/chat. • To submit questions during the webinar, use the Q & A chat box. • Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 1 - 2 business days. 2
    3. 3. TWEET! Follow us on Twitter! @WhatCounts @timbrechlin Tweet about this webinar using #WCRelational 3
    4. 4. WHO I AM • Ten years’ digital marketing experience • Extensive background in travel / tourism, media / publishing and agency verticals Tim Brechlin Inbound Marketing Manager WhatCounts, Inc. @timbrechlin • Lover of life, living and deep-fried cheese 4
    5. 5. LET’S TALK DATABASES 5
    6. 6. “FLAT” DATABASE • Standard, traditional way of setting up email databases • Somewhat limited in function and scope • One record per user • To have multiple actions per user, you then need an individual record per action – Resulting in many, many records, creating a large, even potentially unmanageable database 6
    7. 7. “FLAT” DATABASE EXAMPLE: RESTAURANTS • A restaurant (or any business involved in the selling of goods) will be monitoring both inventory and customer behavior • Commonly monitored behavior at a restaurant: Frequency of dining, size of party, average cost of meal, average cost of beverages … • With a flat database, for each customer and for each individual behavioral action, you would need to create a new individual record – Again, resulting in a ton of data in one single database 7
    8. 8. TOO MUCH STUFF, NOT ENOUGH SPACE 8
    9. 9. WHY IS THIS A PROBLEM? • In the old days, you won by volume: Sending more email than everyone else • Focus was on cost and volume • That doesn’t necessarily fly anymore: Consumers and subscribers have gotten a lot smarter 9
    10. 10. THE NEED TO “UN-FLATTEN” • The game has changed… – Using dedicated ESPs, basic segmentations, first-name values was good at first – But true segmentation goes deeper than that
    11. 11. WHAT’S IN IT FOR ME? 11
    12. 12. WHAT’S IN IT FOR ME? • By using deep segmentation to send smarter, more personalized messages, your communication is more effective • A message without value to the recipient means you’ve wasted your time and theirs • Sending the wrong content does nothing to help you retain a customer or a subscriber, and it doesn’t help you grow your business 12
    13. 13. SO WHAT IS A RELATIONAL DATABASE, ANYWAY? 13
    14. 14. RELATIONAL DATABASE DEFINED • A relational database goes beyond the traditional flat “database with many fields and records” methodology • Simply put, a relational database comprises multiple tables, each of which has its own fields with their own records • Each table represents its own subject – Customer data, order data, supplier data, etc. • One record per customer 14
    15. 15. RELATIONAL DATABASE EXAMPLE 15
    16. 16. RELATIONAL DATABASE EXAMPLE 16
    17. 17. RELATIONAL DATABASE EXAMPLE 17
    18. 18. SO WHY DOES IT MATTER? • Remember our restaurant example from before: 18
    19. 19. WITH A RELATIONAL TABLE… 19
    20. 20. POTENTIAL USES • Reward loyal customers who dine at this restaurant often • Segment email campaigns based on time of day – frequent lunch meals during the work week, for example • Segment based upon meal or beverage affinity (“We noticed you like steak, so here’s a deal on steak” • Use your imagination 20
    21. 21. GOING DEEPER - ECOMMERCE 21
    22. 22. GOING DEEPER - ECOMMERCE • One of the best examples of this: Amazon 22
    23. 23. SEND THE RIGHT CONTENT TO THE RIGHT PEOPLE • Basket analysis is an excellent strategy – You bought the phone, you probably want the charger or the headset • Be mindful of the timing – Someone who just bought a set of golf clubs probably isn’t looking for a new driver anytime soon – But targeted ads for new shoes at the beginning of golf season? – Or last year’s holiday shoppers? • Use the data you’ve collected to make your messages personalized – You ARE collecting data, even if you don’t necessarily realize it 23
    24. 24. SEGMENT, SEGMENT, SEGMENT 24
    25. 25. USE CASE – FINANCIAL SERVICES Primary Database Relational Data Tables 25
    26. 26. USE CASE – PUBLISHING Primary Database Relational Data Tables 26
    27. 27. SO WHY DOES A RELATIONAL DATABASE MATTER? • Makes your data much more manageable, easier to update • Allows for deeper, richer segmentation • Allows for even more granular reporting / drill-downs • Data is easily modified (in WhatCounts, data is managed the same as other lists – upload manually or via API) • Did we mention segmentation? 27
    28. 28. QUESTIONS? 28
    29. 29. UPCOMING CHICAGO ROAD SHOW • Join us for the FREE “We Love Email” Road Show in Chicago! Thursday, March 27, 2014 W Hotel City Center, Chicago • Industry-leading best practices, the latest trends, key performance benchmarks, time with our CEO and more! • www.whatcounts.com/roadshow 29
    30. 30. REACH OUT TO US WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts sales@whatcounts.com 30
    31. 31. THANK YOU! 31

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