2016 State of Predictive Marketing
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Learn more about how predictive marketing is a game changer for retailers in 2016. See how retailers can use predictive analytics to boost their marketing campaigns, understand what predictive marketing really is, and the lay of the land.
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2016 State of Predictive Marketing
- 1. Windsor Circle, Inc. The State of Predictive Marketing Platforms
- 2. • Predictive Lifecycle Marketing Platform • 350+ Retail Clients • 35MM Consumers • 80+ Employees • #Winning – Google Pitch Contest – SxSW Pitch Contest – $9MM VC – #1 on Glassdoor Windsor Circle, Inc.
- 3. #PerformanceAtScale $7.5BTransactions Processed 35M Total Customers Managed447MOrders Processed 9.2BProducts Processed3.3M Largest Client’s Customer List Open Source Stack: Python | Backbone | Postgres| nginx | Linux Hosted: Amazon Web Services | EC2 | RDS Updated July 2015
- 6. 1:1 Mass Personaliza/on Automated Messaging Iden/ty Management 3 Big Trends Emerging and Colliding “Digital marke7ng hubs will have an impact on the business on par with ERP.” -‐ Gartner
- 12. Gartner: Five Key Trends 1. Cross-Channel Strategy, Campaigns and Data 2. Automation to Boost Speed and Performance 3. Yearning for 1:1 Customer Relationships 4. Engagement Aligned for Daily Activities 5. More Responsibility for Digital Commerce “Digital marke7ng hubs will have an impact on the business on par with ERP.” h9p://www.gartner.com/smarterwithgartner/five-‐key-‐trends-‐in-‐gartners-‐2015-‐digital-‐marke/ng-‐hype-‐cycle/
- 14. ‘Early adopters’ require more complete products, but move quickly to seize compe//ve advantage. Mainstream adop/on requires completeness and convenience. Innovators willing to try early products, co-‐invest in development, etc.
- 15. Who Should Act Now to Seize Competitive Advantage? Aspiring Stars Category Leaders Established Migrators Sophis/ca/on Resources
- 16. WHO ARE THE PLAYERS?
- 18. Competitive Landscape Predic've Marke'ng Pla0orms promise to analyze data, predict lifecycle marke/ng events, and automate personalized communica/ons. The plaRorms tend to posi/on based on core capabili/es (science v. easy of use). Marke'ng Automa'on Pla0orms tend to be email plaRorms that are trying to evolve in two direc/ons… more data and more channels. Most are branding as “marke/ng clouds.” The newer ones assume personaliza/on. data science easy automa/on
- 19. The Race is On. Company Rounds Raised ($MM) Lead Investors AgilOne 3 $41.0 Mayfield Sequoia Tenaya BlueCore 3 $28.2 FirstMark Custora 3 $6.5 Founda/on Greycroa Reten/on Science 2 $9.5 Upfront Pritzger Smarter HQ 4 $25.3 Ba9ery Simon Windsor Circle 4 $8.75 Comcast Ventures IDEA Fund
- 20. WHAT SHOULD I BE THINKING ABOUT?
- 21. • Marketing Metrics are Shifting – From: Opens, Clicks, Conversions – To: LTV, Retention Rates, LTV/CAC • Talent Requirements are Shifting – Director of Customer Retention – Director of Customer Lifetime Value Considerations
- 23. • Get the Basics Down First – Thank Customers – Reward Best Customers – Predict and Save Churning Customers – Cart Abandonment – Segmented Promotions • Then Quickly Move to More Advanced Capabilities – Replenish Items That Have Run Out – Browse Abandonment – Geo-location and store targeting Automation You Should Be Running
- 29. Executive Summary • Consumers Demanding Consistent, Personalized Cross Channel Experience • Predictive Marketing Platforms Evolving to Fill That Need • Considerations – Metrics – Personnel – Timing and Resources • Game On!