1 / 30

Using Big Data To Improve the Effectiveness of Lifecycle Campaigns

Using Big Data To Improve the Effectiveness of Lifecycle Campaigns. Regional Managing Director . Ohad Hecht. e marsys APAC. Big Data is Like Teenage Sex… . BIG DATA.

ziven
Download Presentation

Using Big Data To Improve the Effectiveness of Lifecycle Campaigns

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Using Big Data To Improve the Effectiveness of Lifecycle Campaigns Regional Managing Director Ohad Hecht emarsys APAC

  2. Big Data is Like Teenage Sex… BIG DATA “everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.”

  3. How to understand and unleashyour business’ marketing potentialand opportunities?

  4. What you need now is Big Data • Big Data • You hear it everyday • Everyone talks about it • With strategic extraction, examination and technical analysis of massive data, productivity can be increased and delivery times can shortened，big data is in effect a goldmine，and is gaining popularity and attention from the masses。 DigiTimes 2013/02/25

  5. How does Big Data help? 76% companies regard their first marketing priority is creating highly-targeted campaigns • 84%of companies do not know where to begin Marketing Sherpa – 2011 Email Marketing Benchmark Report

  6. The Missing Link

  7. Big Data is Like Teenage Sex? NOT!

  8. Utilise data you have Website web forms Big-Data Database Products ecommerce Inventory Suppliers Turn data….

  9. …into actionable intelligence

  10. These days are over! One-message-fits-all Just doesn’t work anymore!

  11. The opportunity How to use BIG Data to maximise mARKETINGROI

  12. YOU HAVE DATA. USE IT. TREAT PEOPLE ON YOUR DATABASE DIFFERENTLY • hot leads • small spenders • deflectors • platinum buyers

  13. but HOW?

  14. RFM Model and Scoring Recency – Number of days or months since last purchase Frequency– Number of purchases made Monetary Value – Amount spent by customer

  15. Example of RFM scoring Howoftenhasyourcustomerordered? When did a customer last place an order? Frequency Score: 1: 1 order 2: 2 orders 3: 3 orders 4: 4 – 9 orders 5: > 10 orders RecencyScore: 1: > 365 days 2: 181 – 365 days 3: 91 – 180 days 4: 31 – 90 days 5: < 30 days Monetary Score (1-5) Recency Score (1-5) Which customers are spendingmoney? Monetary Score: 1: > $50 2: $51 – $200 3: $201 – $500 4: $501 – $1000 5: > $1000 Frequency Score (1-5) When was the last response to an email? Marketing Score: 1: > 180 days 2: 91 – 180 days 3: 31 – 90 days 4: 8 – 30 days 5: < 7 days

  16. Make your data work for you PlatinumVIP Gold Members General Members

  17. Target processing sample Elevate members’ CLTV to bring in more sales Platinum VIP Promotions to defecting customers to entice them to become active again First order in 14 days from contact Gold Members General Members Periodically prompt inactive members to come back

  18. BUT…… WHAT IS THE FIRST STEP?

  19. Let me introduce to you MARKETINGAUTOMATION

  20. Marketing Automation ROI Marketing automation yields 417% INCREASE IN REVENUE 451% INCREASE IN NURTURED LEADS who makes 40% larger purchases than non-nurtured leads Source: Gartner and Marketing Sherpa 2012

  21. Marketing Automation – What is it? Smart Client segmenting Strategic up-sell and cross-sell Lead scoring Scheduled Content Delivery Campaign management Metrics / Reporting

  22. All you need is…

  23. From where? Your data will come from the…

  24. 5-Step Recipe for Marketing Automation Clean Data Qualify your prospects Attach a score to each Create your automated flow Map customer stages

  25. Automating Messages along the Customer Lifecycle • Exclusive offers • VIP customer previews • Free delivery • Up-sell /Cross-sell • This would go with your last purchase • Satisfaction survey • First Order • Instant confirmation • Delivery update • Goods despatched • Abandon basket • Thank You • Register • Instant confirmation • Category choices • Special Offers • Free delivery • 'We miss you' INACTIVE CUSTOMER PREMIUM CUSTOMER REPEAT PURCHASER FIRST TIME CUSTOMER PROSPECT Customer Lifetime value Capture Reactivate Retain Mature Convert

  26. Marketing Automation in the Customer Lifecycle Premium Customer Churning Customer First-time Customer Established Customer Prospect VIP communication Be the first to know... We miss you Push for 2nd order Your Audience (Visitors) Advantages for signing up CONVERT GROW RETAIN ACQUIRE REACTIVATE

  27. Automate your communications! Lapsed Established First-timer VIP Prospect We miss You! • Date • trigger • campaigns First- timer feedback Welcome process Sign-up strategy Loyalty scheme Marketing automation • Referral

  28. An automation workflow example – Reactivate

  29. An automation workflow example – Loyalty Program

  30. Thank youWe will now be answering any questions you may have. Regional Managing Director - APAC Ohad Hecht

More Related