Behavioural Marketing…or how to get your customers to love you

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit 1

Behavioural Marketing…or how to get your customers to love youJohn Watton | Senior Director – Marketing, Silverpop

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit

Marketing practiceis ten years behindmarketing vision.





This is “Bob”,the manager at“Chiswick Wines”


Three weird facts

I love it1

Bob = Waitrose x 5

Avg spend per visit = + 30-200%> planned

2 3

#spopconnect


Marketing needs to get more like Bob

S I M I L A R I T Y T O B O B

P R O F I T


Today, marketing is un-Bobular

#spopconnect


We’re on the way

B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G


The Segmented Audience Approach

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40Male

30-40

FemaleHomeowner Female

Homeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

College EducatedWith kids






#spopconnect


Problem: The Segmented Audience approach is failing

3% Relevant Irrelevan

t

97%


Extending traditional segmentation

1By Profile

2By Preference

3By Now?


Shrinkingsegments


The goal: segments of one


The biggest win: by behaviour


Which behaviours to track?

• Age• Gender• Nearest store• Product

preferences• Buy for self/as a

gift• etc

Demographics

• Opened email• Did not open email• Clicked on link

in email• Bounced• No mailing activity

Email behaviour

• Purchase history• Survey results• Loyalty points• Product searches• Abandoned carts• etc

Relational data

• Cart abandoned• Product

searched• Form completed• File downloaded• Video viewed• Custom event

Web behaviour

• Voucher redemption

• Store purchase• Event attendance• Call centre

activity• Catalogue

request• etc

Off-line behaviour


Noise


Insight = Gold


Small things make all the difference


Getting on the road to behavioural marketing


A really simple idea

Capture action Apply rules Generate the best, interaction


A really simple idea, refined

Capture behaviour

Apply rules Generate the best, most personalised interaction

MeasureCombine with existing knowledge


A really simple idea, refined and turbo-charged

Capture behaviourfrom any channel

Apply rules Generate the best, most personalised interaction

And most relevant trackacross all channels

Measureand store learning to inform rules

Combine with existing knowledgefrom profiles, preferences and past actions across all channels


That’s what Bob does


The 5 big questions

1Which behaviours matter most?

How do we turn this insight into action?

How todo it at scale?

How do we do it across all channels?

How do we capture and learn from them?

2 3 4 5

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit 1

Whichbehaviours

matter most?


Data that can be used in segmentation

• Purchase history• Survey results• Loyalty points• Product searches• Abandoned carts• etc

• Age• Gender• Nearest store• Product preferences• Buy for self/as a gift• etc

• Cart abandoned• Product searched• Form completed• File downloaded• Video viewed• Custom event

• Opened email• Did not open email• Clicked on link

in email• Bounced• No mailing activity

• Voucher redemption• Store purchase• Event attendance• Call centre activity• Catalogue request• etc

Demographics Email behaviour Relational data Web behaviour Off-line

behaviour


How doyou capture and learn?

2


SOCIAL

EMAIL

BRICKS & MORTAR POS

B E H A V I O U R A L D ATA B A S E

WEBSITE

LOCATION

CRM


How to turninsight into

action?


TriggersRules Analysis Scoring


How todo it at scale?


Behavioural marketing at B2C Scale

150 million Messages delivered per day213 billion Records under management70,000 Active Message Automations200 million CRM records sync’d per month346 million Individualized Automated Messages per month4.7 Billion Behaviours processed per month



How do we do it across

all channels?



Web site

Call

Direct Mail

Email

SMS

Social

Action Channels

Output Channels –Communications

Silverpop Input Channels

External Input Channels

Web site

Location

Email

Social

SMS

Store EPOS

Web store

Call centreMail order

Input channels –Interactions

• Web store• Mail order• Call centre• Event



The 5 big questions

1Which behaviours matter most?

How do we turn this insight into action?

How do we do it at scale?

How do we do it across all channels?

How do we capture and learn from them?

2 3 4 5


Getting there from here


The right platform

EmailHigh volume sendsRapid throughputDeliverability services

Marketing AutomationWeb trackingContact scoringContact nurture programmesAutomated behavioural routingAlerts


Automate something!

1. Welcome/Onboarding 2. Browse Abandonment 3. Cart Abandonment 4. Recommendation 5. Product Review Request 6. Happy Birthday 7. Replenishment/Re-order 8. Cross Sell 9. Purchase Anniversary 10. Re-engagement


Back to Bob



Thank you

John Watton@[email protected]

Business

Behavioural Marketing…or how to get your customers to love you