Personalizing Your

Approach: Using Data to

Deliver Custom

Communications Per Caroe

@percaroe

The Relationship

Journey Starts

- 93 pages of tips - Inside sources and - video how to’s and more!

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Name:

Email:

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Now What?

Then what do you do?

BAM! BAM! BAM!

Intense Focus:

The details The finer points of creative execution Continuing the ‘product push’

Ignore you Unsubscribe Ignore you

Unsubscribe

18

500,000 subscribers X 4 broadcast emails per week > (200+ emails annually) X 0.25% unsubscribe rate = 1250 lost per email 1250 X 200 emails = 250,000 lost subscribers

50% of your database = gone

OUCH!

Are you going to get knocked out?

Forrester Research

A Multipurpose Digital Toolkit for Marketers

Centralized Database Alerts & Routing

SMS

Automation

Email Segmentation

Landing Pages

Webforms

Integrations

Reporting

Personalization

Social Connect

Scoring

Behavioral Marketing Universal Behaviors

You must capture the email address to begin the customer journey

A Whole New Approach with a Personalized Customer Experience

Analytics

DW

Email Website Data

Warehouse/

Inventory

Content/

Offers

Break down the Emerging Silos

Email

Website

Analytics

Data Content

Work Across the Organization

Transform

The

Customer

Experience

IT

Support

Product

Finance

Let’s walk through an example

The Common Approach

Batch & Blast

Let’s build a Master Database

Bobcat A770

Clark 340

Equipment Owned Person

a

Show Visits

Age of Equip

Last Dealer

Visit

Local Roads Constructor

Developer

Warehouser

33 Joo Koon Cir,

Singapore 629111

50 Tuas Avenue 11,

#02-13, Singapore

639107

249 Alexandra

Rd, Singapore

159935

33 Joo Koon Cir,

Singapore 629111

6/1/2005

3 Years

1 Years

2 Years

The richer your Master Database the more powerful, relevant and personal you’ll be.

Carey Smila 62 Hill St, Singapore

179367

Shawn Herson 25 Boon Lay

Dr, Singapore

649922

Sheila Vik 2874 Ang Mo

Kio Ave 9, Singapore

569783

Steve Jensen 260 Upper

Bukit Timah Rd. Singapore

588190

HOA Maintainer

9/5/2012

6/1/2014

2/1/2015

10 Years

Kubota 8000

Jdeere Hauler 230

BuyerPersona.com BuyerPersona.com

Don’t have a rich database?

Explicit Profiling: Add Intelligence to your Database

Using Webforms To Capture

Data

Use Progressive

Profiling To ask

A few fields at a time

Take it easy…Progressive Profiling

43% Abandon 20% Abandon

Implicit Profiling: Add Intelligence to your Database

Engineering Solutions Inc. Provides Solutions for:

Designing Engineering Efficiency

Button = Silverpop Landing Page!

Engineering Solutions Inc. Provides Solutions for:

Get Throughput Assessment

Hidden Fields Store

Persona Type & More

Designing Engineering Efficiency

Engineering Solutions Inc. Provides Solutions for:

Next Capture & Append Behaviors

Website Email File

Website Visits

Video’s watched

Email Behavior

Webform/ Landing

Page Visits

Web Page Visits

PDFs Downloaded

Off-line Behavior

Custom Behavior

Email Behavior

Web Site

Video Behavior

Off-line Behavior

Custom Behavior

Email Behavior

Web Behavior

Video Behavior Behaviors signal

your customer is moving forward

Likely more than 50 different behaviors…

no purchase

purchased

attended webinar

downloaded white paper

used rewards points

requested a demo

browse abandoned

contacted sales rep

larg

e p

urc

has

e

crea

ted

tri

al a

cco

un

t

add

ed t

o w

ish

list

lap

sed

cu

sto

me

r

visited website registered

called call center downloaded white paper

responded to promotional text

returned a product clicked email

visited store

re-

pu

rch

ased

cu

sto

mer

ad

voca

te

freemium user

signed up for text alerts added to shopping cart

used mobile app browsed website

op

ted

-in

re-

pu

rch

ased

registered

Which behaviors

matter most to you?

Current Inventory

Products Owned

Product Catalog

Build out your Relational Tables

Other Company Data External Data

5 day Weather Forecast

Rep Assigned

Website Visits

Video’s watched

Email Behavior

Webform/ Landing

Page Visits

Web Page Visits

PDFs Downloaded

Rules-Based Communications: Example

Segment = Warehouse Operator

Dealership Visit in the last year

Owner of Bobcat A330 stand mixer at least 10 years old

Example: Trade In/Upsell Campaign Rules:

Downloaded the PDF Spec Sheet of 2015 Bobcat A770 Special

Anyone that matches our rule will get this email:

Hi Shawn –

We have May specials & Bobcat Trade Ins

Plus we have just received new 2016 models in the Showroom.

Come in to test drive this weekend.

Steve

12 Tuas Ave 10, Singapore 639136

The email template has become a skeletal framework..

we add the rest of the ‘body’ at send time…

based on values in the database

3 months later

Behavioral Marketing in Action

Shaun watches this video Behavioral Rules with multichannel automated campaigns allow us to respond immediately: Shaun gets a personalized SMS with the new Trade-in program

The Automated Programs Waits for Rule Matches Message

Sent on 5/23/14

Message Sent

on 4/15/14

Message Sent

on 6/21/14

• Programs actively ‘listens’ for rule match based on behaviors and data values.

• Only when there is a match is the email sent

Database Size 45,000; number of emails sent in 90 days = 300! Set it and Forget it! Staff is free to work on other projects!

Automation gives you

scale

…enter Scoring

Step 2: Build 1st Scoring Model Using Indicators

Part 1: Demographic Score

Demographic Elements

Homeownership

Credit Score

Lead Generation Source

Part 2: Behavioral Score

Behavioral Elements

Clicks on Buy Now in emails

Visits purchase-oriented pages

Opening lead nurture emails

Ranking: Make it Meaningful

Initial Findings: Behavior, Behavior, Behavior

Overall Score Conversion

>2000 60.00%

>1500 5.88%

>1000 9.52%

>750 11.63%

>500 8.46%

>250 4.25%

>0 1.20%

Behavioral Score Conversion

>1000 20.83%

>750 9.62%

>500 9.92%

>250 5.84%

>0 2.63%

Lead Rank Conversion

A 9.85%

B 9.26%

C 1.82%

D 1.32%

F 2.22%

Helping B2B Sales Focus on Hot Leads

IKEA Thank you for

being a client,

here’s your cake.

GJÖRA TROGEN

Dyson Seasonal Weather Campaigns

Dyson provided IBM Marketing Cloud with the customer database for the campaign.

AccuWeather set up an integrated API feed to a IBM Marketing Cloud Relational Table.

Silverpop’s CIS team developed the import process that compared AccuWeather’s Average Temperature for that day to the Forecasted Temperature.

IBM Marketing Cloud created a program that will deploy 3 Mailings every Thursday targeted at people’s whose temperature is lower than the weekend’s Average Temperature and did not receive an email the previous week.

Dyson then provides IBM Marketing Cloud with a list of people who converted so that they would be suppressed from future mailings.

Dyson

AccuWeather

Silverpop Database

Silverpop Relational Table

Query 1

Query 2

Email 1

Email 2

Query 3 Email 3

Recap: 6 areas to Make Massive Action Happen: 1. Get the Whole Team on Board 2. It starts with a great Email Magnet 3. Build a Phenomenal Database – Inventory Existing 4. Build a Rich Rules-Based Automated Communication Engine 5. Close The Loop: ‘Did you Buy’ 6. Take BIG Action on the BIG picture

Thank You

Per Caroe

@percaroe