1 |
2 | Introduction
Letrsquos get to the point You should read this guide if you want to understand how to make more
money for your business while getting more value from each dollar yoursquore already spending
There are few events in history that represented a paradigm shift for business growth The
introduction of Mail Radio Television DoubleClick Google and Facebook to name a few
Itrsquos about time we add another business-changing development to that list wouldnrsquot you say
Introducing Behavioral Marketing
Behavioral Marketing is a new top-performing marketing channel based around the action of
identifying your previously anonymous website traffic and enabling businesses to target that
traffic on a people-based level With Behavioral Marketing software businesses can identify
and address the friction points throughout the conversion funnel as visitors experience them
in real-time both on and off your website driving incremental value and revenue across all
marketing efforts in the process
I N T R O D U C T I O NWhy should I read the The Blueprint for Behavioral Marketing
3 | Introduction
While I realize that is a complex and multifaceted definition by the end of this guide yoursquoll
fully understand what Behavioral Marketing is why itrsquos the direction your company should
be headed (if itrsquos not already on its way there) and how Behavioral Marketing will not only
elevate your business but allow it to continue growing and adapting to the ever-evolving
world around it
Part 1 Marketing Today The Current State of Affairs
Part 2 Behavioral Marketing The Definition and The People-Based Approach
Part 3 Behavioral Marketing Addressing The Current State of Affairs
Part 4 Behavioral Marketing The Business Case
Part 5 Behavioral Marketing The Purchase Process
4 |
5 | Part 1 Marketing Today The Current State of Affairs
Letrsquos begin with the world of marketing as it exists today
As Marketers you should be frustrated Your current marketing strategies arenrsquot cutting it
anymore With ldquodigitalrdquo and ldquomobilerdquo being all the rage right now yoursquove worked to ensure your
business along with its marketing strategies adapt across various digital platforms Still in spite of
the amount of money yoursquore funneling into it your business growth has essentially plateaued
Until this point however the current state of affairs has been out of your control Now with
Behavioral Marketing you finally have the tools at your disposal to rejuvenate your business
In this section wersquoll walk through the 3 key common problems faced by Marketers today and reveal
how theyrsquore currently impeding your business growth
1 Your Website Itrsquos sabotaging your conversion rate
2 Your Acquisition Channels Theyrsquore maxed out
3 Your Retargeting Channels Theyrsquore ROI negative
PA R T 1 M A R K E T I N G T O D AYThe current state of affairs
6 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Letrsquos start with your goals as a marketer I think we can all agree that our ultimate goal as
marketers is to drive revenue for our businesses There are 2 ways to do that
Until now only the first of those options has been possible Increasing your quantity of traffic
Marketers have been focused on this method of increasing their revenue even prior to the
existence of the World Wide Web and Digital Marketing Brick amp Mortar Marketers relied
on the ldquoSpray amp Prayrdquo technique Companies would spray their money around various
advertising options and pray that those options worked in their favor whether via billboards
print ads or direct mail
Today with the World Wide Web marketers are armed with new marketing tactics that not
only drive traffic but also allow you to really understand the results of your efforts with real
and trackable data behind themmdashGoogle AdWords Facebook and Twitter to name a few
P R O B L E M 1 Y O U R W E B S I T E Itrsquos sabotaging your conversion rate
7 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website1 ldquoDigital Ad Spending to Surpass TV Next YearmdashEMarketerrdquo
EMarketer Np 8 Mar 2016 Web 10 Aug 2016
At this point there are an endless number of ways for marketers to drive new and qualified
traffic to their businesses for continued returns on their ad spend In fact by 2017 digital media
ad spend in the US is projected to surpass television for the first time in history and by 2020 is
expected to represent nearly 50 of total US media spend1
8 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Considering the market share held by digital itrsquos not
surprising that for every $92 spent on digital ads driving
traffic to a website only $1 is spent actually guiding that
traffic toward conversion once itrsquos on the website Of
course marketers continue to rely on that ratio They focus
their attention on the variable of the equation they know
they can control the traffic and leave the variable that has
historically been untapped by technology the website
untouched
What does this mean for your digital business It means
that today your website is comparable to a store devoid
of any maps any store associates and anything to help
your visitors through the conversion journey And your
conversions Well theyrsquore suffering as a result
Right now your marketing funnel looks like thismdashwhat we
like to call The Myopic Funnel or a crude view of your
websitersquos conversion funnel
Letrsquos say yoursquore pushing 10 million monthly unique visitors to
your website Yoursquore treating the majority of those visitors
if not all of them exactly the same regardless of how deep
into the funnel they might reach or how much purchase
intent they are exhibiting Yoursquore simply leaving them alone
on your website to either convert or not convert
The 921 Ratio The majority of
marketers currently spend $92
driving traffic to their websites
but only $1 guiding that traffic to
conversion once it gets there
THE 921 RATIO(a definition)
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
2 | Introduction
Letrsquos get to the point You should read this guide if you want to understand how to make more
money for your business while getting more value from each dollar yoursquore already spending
There are few events in history that represented a paradigm shift for business growth The
introduction of Mail Radio Television DoubleClick Google and Facebook to name a few
Itrsquos about time we add another business-changing development to that list wouldnrsquot you say
Introducing Behavioral Marketing
Behavioral Marketing is a new top-performing marketing channel based around the action of
identifying your previously anonymous website traffic and enabling businesses to target that
traffic on a people-based level With Behavioral Marketing software businesses can identify
and address the friction points throughout the conversion funnel as visitors experience them
in real-time both on and off your website driving incremental value and revenue across all
marketing efforts in the process
I N T R O D U C T I O NWhy should I read the The Blueprint for Behavioral Marketing
3 | Introduction
While I realize that is a complex and multifaceted definition by the end of this guide yoursquoll
fully understand what Behavioral Marketing is why itrsquos the direction your company should
be headed (if itrsquos not already on its way there) and how Behavioral Marketing will not only
elevate your business but allow it to continue growing and adapting to the ever-evolving
world around it
Part 1 Marketing Today The Current State of Affairs
Part 2 Behavioral Marketing The Definition and The People-Based Approach
Part 3 Behavioral Marketing Addressing The Current State of Affairs
Part 4 Behavioral Marketing The Business Case
Part 5 Behavioral Marketing The Purchase Process
4 |
5 | Part 1 Marketing Today The Current State of Affairs
Letrsquos begin with the world of marketing as it exists today
As Marketers you should be frustrated Your current marketing strategies arenrsquot cutting it
anymore With ldquodigitalrdquo and ldquomobilerdquo being all the rage right now yoursquove worked to ensure your
business along with its marketing strategies adapt across various digital platforms Still in spite of
the amount of money yoursquore funneling into it your business growth has essentially plateaued
Until this point however the current state of affairs has been out of your control Now with
Behavioral Marketing you finally have the tools at your disposal to rejuvenate your business
In this section wersquoll walk through the 3 key common problems faced by Marketers today and reveal
how theyrsquore currently impeding your business growth
1 Your Website Itrsquos sabotaging your conversion rate
2 Your Acquisition Channels Theyrsquore maxed out
3 Your Retargeting Channels Theyrsquore ROI negative
PA R T 1 M A R K E T I N G T O D AYThe current state of affairs
6 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Letrsquos start with your goals as a marketer I think we can all agree that our ultimate goal as
marketers is to drive revenue for our businesses There are 2 ways to do that
Until now only the first of those options has been possible Increasing your quantity of traffic
Marketers have been focused on this method of increasing their revenue even prior to the
existence of the World Wide Web and Digital Marketing Brick amp Mortar Marketers relied
on the ldquoSpray amp Prayrdquo technique Companies would spray their money around various
advertising options and pray that those options worked in their favor whether via billboards
print ads or direct mail
Today with the World Wide Web marketers are armed with new marketing tactics that not
only drive traffic but also allow you to really understand the results of your efforts with real
and trackable data behind themmdashGoogle AdWords Facebook and Twitter to name a few
P R O B L E M 1 Y O U R W E B S I T E Itrsquos sabotaging your conversion rate
7 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website1 ldquoDigital Ad Spending to Surpass TV Next YearmdashEMarketerrdquo
EMarketer Np 8 Mar 2016 Web 10 Aug 2016
At this point there are an endless number of ways for marketers to drive new and qualified
traffic to their businesses for continued returns on their ad spend In fact by 2017 digital media
ad spend in the US is projected to surpass television for the first time in history and by 2020 is
expected to represent nearly 50 of total US media spend1
8 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Considering the market share held by digital itrsquos not
surprising that for every $92 spent on digital ads driving
traffic to a website only $1 is spent actually guiding that
traffic toward conversion once itrsquos on the website Of
course marketers continue to rely on that ratio They focus
their attention on the variable of the equation they know
they can control the traffic and leave the variable that has
historically been untapped by technology the website
untouched
What does this mean for your digital business It means
that today your website is comparable to a store devoid
of any maps any store associates and anything to help
your visitors through the conversion journey And your
conversions Well theyrsquore suffering as a result
Right now your marketing funnel looks like thismdashwhat we
like to call The Myopic Funnel or a crude view of your
websitersquos conversion funnel
Letrsquos say yoursquore pushing 10 million monthly unique visitors to
your website Yoursquore treating the majority of those visitors
if not all of them exactly the same regardless of how deep
into the funnel they might reach or how much purchase
intent they are exhibiting Yoursquore simply leaving them alone
on your website to either convert or not convert
The 921 Ratio The majority of
marketers currently spend $92
driving traffic to their websites
but only $1 guiding that traffic to
conversion once it gets there
THE 921 RATIO(a definition)
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
3 | Introduction
While I realize that is a complex and multifaceted definition by the end of this guide yoursquoll
fully understand what Behavioral Marketing is why itrsquos the direction your company should
be headed (if itrsquos not already on its way there) and how Behavioral Marketing will not only
elevate your business but allow it to continue growing and adapting to the ever-evolving
world around it
Part 1 Marketing Today The Current State of Affairs
Part 2 Behavioral Marketing The Definition and The People-Based Approach
Part 3 Behavioral Marketing Addressing The Current State of Affairs
Part 4 Behavioral Marketing The Business Case
Part 5 Behavioral Marketing The Purchase Process
4 |
5 | Part 1 Marketing Today The Current State of Affairs
Letrsquos begin with the world of marketing as it exists today
As Marketers you should be frustrated Your current marketing strategies arenrsquot cutting it
anymore With ldquodigitalrdquo and ldquomobilerdquo being all the rage right now yoursquove worked to ensure your
business along with its marketing strategies adapt across various digital platforms Still in spite of
the amount of money yoursquore funneling into it your business growth has essentially plateaued
Until this point however the current state of affairs has been out of your control Now with
Behavioral Marketing you finally have the tools at your disposal to rejuvenate your business
In this section wersquoll walk through the 3 key common problems faced by Marketers today and reveal
how theyrsquore currently impeding your business growth
1 Your Website Itrsquos sabotaging your conversion rate
2 Your Acquisition Channels Theyrsquore maxed out
3 Your Retargeting Channels Theyrsquore ROI negative
PA R T 1 M A R K E T I N G T O D AYThe current state of affairs
6 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Letrsquos start with your goals as a marketer I think we can all agree that our ultimate goal as
marketers is to drive revenue for our businesses There are 2 ways to do that
Until now only the first of those options has been possible Increasing your quantity of traffic
Marketers have been focused on this method of increasing their revenue even prior to the
existence of the World Wide Web and Digital Marketing Brick amp Mortar Marketers relied
on the ldquoSpray amp Prayrdquo technique Companies would spray their money around various
advertising options and pray that those options worked in their favor whether via billboards
print ads or direct mail
Today with the World Wide Web marketers are armed with new marketing tactics that not
only drive traffic but also allow you to really understand the results of your efforts with real
and trackable data behind themmdashGoogle AdWords Facebook and Twitter to name a few
P R O B L E M 1 Y O U R W E B S I T E Itrsquos sabotaging your conversion rate
7 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website1 ldquoDigital Ad Spending to Surpass TV Next YearmdashEMarketerrdquo
EMarketer Np 8 Mar 2016 Web 10 Aug 2016
At this point there are an endless number of ways for marketers to drive new and qualified
traffic to their businesses for continued returns on their ad spend In fact by 2017 digital media
ad spend in the US is projected to surpass television for the first time in history and by 2020 is
expected to represent nearly 50 of total US media spend1
8 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Considering the market share held by digital itrsquos not
surprising that for every $92 spent on digital ads driving
traffic to a website only $1 is spent actually guiding that
traffic toward conversion once itrsquos on the website Of
course marketers continue to rely on that ratio They focus
their attention on the variable of the equation they know
they can control the traffic and leave the variable that has
historically been untapped by technology the website
untouched
What does this mean for your digital business It means
that today your website is comparable to a store devoid
of any maps any store associates and anything to help
your visitors through the conversion journey And your
conversions Well theyrsquore suffering as a result
Right now your marketing funnel looks like thismdashwhat we
like to call The Myopic Funnel or a crude view of your
websitersquos conversion funnel
Letrsquos say yoursquore pushing 10 million monthly unique visitors to
your website Yoursquore treating the majority of those visitors
if not all of them exactly the same regardless of how deep
into the funnel they might reach or how much purchase
intent they are exhibiting Yoursquore simply leaving them alone
on your website to either convert or not convert
The 921 Ratio The majority of
marketers currently spend $92
driving traffic to their websites
but only $1 guiding that traffic to
conversion once it gets there
THE 921 RATIO(a definition)
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
4 |
5 | Part 1 Marketing Today The Current State of Affairs
Letrsquos begin with the world of marketing as it exists today
As Marketers you should be frustrated Your current marketing strategies arenrsquot cutting it
anymore With ldquodigitalrdquo and ldquomobilerdquo being all the rage right now yoursquove worked to ensure your
business along with its marketing strategies adapt across various digital platforms Still in spite of
the amount of money yoursquore funneling into it your business growth has essentially plateaued
Until this point however the current state of affairs has been out of your control Now with
Behavioral Marketing you finally have the tools at your disposal to rejuvenate your business
In this section wersquoll walk through the 3 key common problems faced by Marketers today and reveal
how theyrsquore currently impeding your business growth
1 Your Website Itrsquos sabotaging your conversion rate
2 Your Acquisition Channels Theyrsquore maxed out
3 Your Retargeting Channels Theyrsquore ROI negative
PA R T 1 M A R K E T I N G T O D AYThe current state of affairs
6 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Letrsquos start with your goals as a marketer I think we can all agree that our ultimate goal as
marketers is to drive revenue for our businesses There are 2 ways to do that
Until now only the first of those options has been possible Increasing your quantity of traffic
Marketers have been focused on this method of increasing their revenue even prior to the
existence of the World Wide Web and Digital Marketing Brick amp Mortar Marketers relied
on the ldquoSpray amp Prayrdquo technique Companies would spray their money around various
advertising options and pray that those options worked in their favor whether via billboards
print ads or direct mail
Today with the World Wide Web marketers are armed with new marketing tactics that not
only drive traffic but also allow you to really understand the results of your efforts with real
and trackable data behind themmdashGoogle AdWords Facebook and Twitter to name a few
P R O B L E M 1 Y O U R W E B S I T E Itrsquos sabotaging your conversion rate
7 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website1 ldquoDigital Ad Spending to Surpass TV Next YearmdashEMarketerrdquo
EMarketer Np 8 Mar 2016 Web 10 Aug 2016
At this point there are an endless number of ways for marketers to drive new and qualified
traffic to their businesses for continued returns on their ad spend In fact by 2017 digital media
ad spend in the US is projected to surpass television for the first time in history and by 2020 is
expected to represent nearly 50 of total US media spend1
8 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Considering the market share held by digital itrsquos not
surprising that for every $92 spent on digital ads driving
traffic to a website only $1 is spent actually guiding that
traffic toward conversion once itrsquos on the website Of
course marketers continue to rely on that ratio They focus
their attention on the variable of the equation they know
they can control the traffic and leave the variable that has
historically been untapped by technology the website
untouched
What does this mean for your digital business It means
that today your website is comparable to a store devoid
of any maps any store associates and anything to help
your visitors through the conversion journey And your
conversions Well theyrsquore suffering as a result
Right now your marketing funnel looks like thismdashwhat we
like to call The Myopic Funnel or a crude view of your
websitersquos conversion funnel
Letrsquos say yoursquore pushing 10 million monthly unique visitors to
your website Yoursquore treating the majority of those visitors
if not all of them exactly the same regardless of how deep
into the funnel they might reach or how much purchase
intent they are exhibiting Yoursquore simply leaving them alone
on your website to either convert or not convert
The 921 Ratio The majority of
marketers currently spend $92
driving traffic to their websites
but only $1 guiding that traffic to
conversion once it gets there
THE 921 RATIO(a definition)
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
5 | Part 1 Marketing Today The Current State of Affairs
Letrsquos begin with the world of marketing as it exists today
As Marketers you should be frustrated Your current marketing strategies arenrsquot cutting it
anymore With ldquodigitalrdquo and ldquomobilerdquo being all the rage right now yoursquove worked to ensure your
business along with its marketing strategies adapt across various digital platforms Still in spite of
the amount of money yoursquore funneling into it your business growth has essentially plateaued
Until this point however the current state of affairs has been out of your control Now with
Behavioral Marketing you finally have the tools at your disposal to rejuvenate your business
In this section wersquoll walk through the 3 key common problems faced by Marketers today and reveal
how theyrsquore currently impeding your business growth
1 Your Website Itrsquos sabotaging your conversion rate
2 Your Acquisition Channels Theyrsquore maxed out
3 Your Retargeting Channels Theyrsquore ROI negative
PA R T 1 M A R K E T I N G T O D AYThe current state of affairs
6 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Letrsquos start with your goals as a marketer I think we can all agree that our ultimate goal as
marketers is to drive revenue for our businesses There are 2 ways to do that
Until now only the first of those options has been possible Increasing your quantity of traffic
Marketers have been focused on this method of increasing their revenue even prior to the
existence of the World Wide Web and Digital Marketing Brick amp Mortar Marketers relied
on the ldquoSpray amp Prayrdquo technique Companies would spray their money around various
advertising options and pray that those options worked in their favor whether via billboards
print ads or direct mail
Today with the World Wide Web marketers are armed with new marketing tactics that not
only drive traffic but also allow you to really understand the results of your efforts with real
and trackable data behind themmdashGoogle AdWords Facebook and Twitter to name a few
P R O B L E M 1 Y O U R W E B S I T E Itrsquos sabotaging your conversion rate
7 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website1 ldquoDigital Ad Spending to Surpass TV Next YearmdashEMarketerrdquo
EMarketer Np 8 Mar 2016 Web 10 Aug 2016
At this point there are an endless number of ways for marketers to drive new and qualified
traffic to their businesses for continued returns on their ad spend In fact by 2017 digital media
ad spend in the US is projected to surpass television for the first time in history and by 2020 is
expected to represent nearly 50 of total US media spend1
8 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Considering the market share held by digital itrsquos not
surprising that for every $92 spent on digital ads driving
traffic to a website only $1 is spent actually guiding that
traffic toward conversion once itrsquos on the website Of
course marketers continue to rely on that ratio They focus
their attention on the variable of the equation they know
they can control the traffic and leave the variable that has
historically been untapped by technology the website
untouched
What does this mean for your digital business It means
that today your website is comparable to a store devoid
of any maps any store associates and anything to help
your visitors through the conversion journey And your
conversions Well theyrsquore suffering as a result
Right now your marketing funnel looks like thismdashwhat we
like to call The Myopic Funnel or a crude view of your
websitersquos conversion funnel
Letrsquos say yoursquore pushing 10 million monthly unique visitors to
your website Yoursquore treating the majority of those visitors
if not all of them exactly the same regardless of how deep
into the funnel they might reach or how much purchase
intent they are exhibiting Yoursquore simply leaving them alone
on your website to either convert or not convert
The 921 Ratio The majority of
marketers currently spend $92
driving traffic to their websites
but only $1 guiding that traffic to
conversion once it gets there
THE 921 RATIO(a definition)
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
6 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Letrsquos start with your goals as a marketer I think we can all agree that our ultimate goal as
marketers is to drive revenue for our businesses There are 2 ways to do that
Until now only the first of those options has been possible Increasing your quantity of traffic
Marketers have been focused on this method of increasing their revenue even prior to the
existence of the World Wide Web and Digital Marketing Brick amp Mortar Marketers relied
on the ldquoSpray amp Prayrdquo technique Companies would spray their money around various
advertising options and pray that those options worked in their favor whether via billboards
print ads or direct mail
Today with the World Wide Web marketers are armed with new marketing tactics that not
only drive traffic but also allow you to really understand the results of your efforts with real
and trackable data behind themmdashGoogle AdWords Facebook and Twitter to name a few
P R O B L E M 1 Y O U R W E B S I T E Itrsquos sabotaging your conversion rate
7 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website1 ldquoDigital Ad Spending to Surpass TV Next YearmdashEMarketerrdquo
EMarketer Np 8 Mar 2016 Web 10 Aug 2016
At this point there are an endless number of ways for marketers to drive new and qualified
traffic to their businesses for continued returns on their ad spend In fact by 2017 digital media
ad spend in the US is projected to surpass television for the first time in history and by 2020 is
expected to represent nearly 50 of total US media spend1
8 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Considering the market share held by digital itrsquos not
surprising that for every $92 spent on digital ads driving
traffic to a website only $1 is spent actually guiding that
traffic toward conversion once itrsquos on the website Of
course marketers continue to rely on that ratio They focus
their attention on the variable of the equation they know
they can control the traffic and leave the variable that has
historically been untapped by technology the website
untouched
What does this mean for your digital business It means
that today your website is comparable to a store devoid
of any maps any store associates and anything to help
your visitors through the conversion journey And your
conversions Well theyrsquore suffering as a result
Right now your marketing funnel looks like thismdashwhat we
like to call The Myopic Funnel or a crude view of your
websitersquos conversion funnel
Letrsquos say yoursquore pushing 10 million monthly unique visitors to
your website Yoursquore treating the majority of those visitors
if not all of them exactly the same regardless of how deep
into the funnel they might reach or how much purchase
intent they are exhibiting Yoursquore simply leaving them alone
on your website to either convert or not convert
The 921 Ratio The majority of
marketers currently spend $92
driving traffic to their websites
but only $1 guiding that traffic to
conversion once it gets there
THE 921 RATIO(a definition)
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
7 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website1 ldquoDigital Ad Spending to Surpass TV Next YearmdashEMarketerrdquo
EMarketer Np 8 Mar 2016 Web 10 Aug 2016
At this point there are an endless number of ways for marketers to drive new and qualified
traffic to their businesses for continued returns on their ad spend In fact by 2017 digital media
ad spend in the US is projected to surpass television for the first time in history and by 2020 is
expected to represent nearly 50 of total US media spend1
8 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Considering the market share held by digital itrsquos not
surprising that for every $92 spent on digital ads driving
traffic to a website only $1 is spent actually guiding that
traffic toward conversion once itrsquos on the website Of
course marketers continue to rely on that ratio They focus
their attention on the variable of the equation they know
they can control the traffic and leave the variable that has
historically been untapped by technology the website
untouched
What does this mean for your digital business It means
that today your website is comparable to a store devoid
of any maps any store associates and anything to help
your visitors through the conversion journey And your
conversions Well theyrsquore suffering as a result
Right now your marketing funnel looks like thismdashwhat we
like to call The Myopic Funnel or a crude view of your
websitersquos conversion funnel
Letrsquos say yoursquore pushing 10 million monthly unique visitors to
your website Yoursquore treating the majority of those visitors
if not all of them exactly the same regardless of how deep
into the funnel they might reach or how much purchase
intent they are exhibiting Yoursquore simply leaving them alone
on your website to either convert or not convert
The 921 Ratio The majority of
marketers currently spend $92
driving traffic to their websites
but only $1 guiding that traffic to
conversion once it gets there
THE 921 RATIO(a definition)
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
8 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Considering the market share held by digital itrsquos not
surprising that for every $92 spent on digital ads driving
traffic to a website only $1 is spent actually guiding that
traffic toward conversion once itrsquos on the website Of
course marketers continue to rely on that ratio They focus
their attention on the variable of the equation they know
they can control the traffic and leave the variable that has
historically been untapped by technology the website
untouched
What does this mean for your digital business It means
that today your website is comparable to a store devoid
of any maps any store associates and anything to help
your visitors through the conversion journey And your
conversions Well theyrsquore suffering as a result
Right now your marketing funnel looks like thismdashwhat we
like to call The Myopic Funnel or a crude view of your
websitersquos conversion funnel
Letrsquos say yoursquore pushing 10 million monthly unique visitors to
your website Yoursquore treating the majority of those visitors
if not all of them exactly the same regardless of how deep
into the funnel they might reach or how much purchase
intent they are exhibiting Yoursquore simply leaving them alone
on your website to either convert or not convert
The 921 Ratio The majority of
marketers currently spend $92
driving traffic to their websites
but only $1 guiding that traffic to
conversion once it gets there
THE 921 RATIO(a definition)
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
9 | Part 1 Marketing Today The Current State of Affairs gt Problem 1 Your Website
Back in the early days of the internetmdashback when we as marketers didnrsquot have access to the data
available to us today when our ability to make actionable decisions from this data was limited and
our ability to measure the effectiveness of marketing campaigns was thwartedmdashtreating all that
website traffic the same way made sense We had no other choice The levers that we could adjust
to drive more traffic to our websites were turned all the way up and we were left hoping and praying
that our digital stores ldquofitrdquo the needs of the vast majority of our website visitors
Wersquove finally come out of the dark age Wersquove reached a new digital era where data is readily
accessible the ability to make informed decisions from this data is conceivable and the technology
to execute on these data-driven decisions is available Specific to your digital store-front the ability
to track and understand the behavior of website visitors as they engage with your website at various
stages of the conversion funnel is at our fingertips and the ability to in real-time create digital
experiences that adjust based on this behavior is finally available Game-changer
With that in mind I have a question for you If I told you that currently browsing on your website
are lots of not-so-hidden treasure chests just waiting to be unlocked would you believe me
You should Your Digital Goldmine exists With the visibility actionability and measurability I
described above yoursquoll have the means to unlock that goldmine And with Behavioral Marketing
you can now confidently dedicate more money to increasing your revenue per session (that $1 in the
921 Ratio) Yoursquoll have the means to identify and build individualized conversations between you
and your most valuable traffic growing your business in the process
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
10 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
P R O B L E M 2 Y O U R A C Q U I S I T I O N C H A N N E L S Theyrsquore maxed out
The majority of marketers rely on Google and Facebook to drive new traffic to their websites
(remember that 921 ratiomdashherersquos where the majority of that $92 is spent) and they should
With Googlersquos immense audience and Facebookrsquos extensive reach and granular level of
targeting therersquos no doubt that these advertising channels are crucial to growing your business
However since yoursquore reading this book we can assume that even with that extensive reach and
targeted approach your traffic is not converting at its highest potential Google and Facebook
along with all your other acquisition marketing channels are maxed out
In other words yoursquove optimized your ads and yoursquore hyper-targeting to your most profitable
audience Yoursquove run out of impactful testing options and ideas Your business canrsquot afford to
spend more toward these channels as the results wonrsquot net out
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
11 | Part 1 Marketing Today The Current State of Affairs gt Problem 2 Your Acquisition Channels
This same ROAS curve can be applied to more traditional forms of advertising Whether
billboards print ads or direct mail you already have a good idea of the target spend for each ad
and how much revenue you can expect as a result
Letrsquos assume that as a sophisticated marketer yoursquove already captured the most value from your
major advertising channels whatrsquos the next step
Why not shift the curve upward instead By elevating the Acquisition ROAS curve yoursquoll create
more space beneath it
More space beneath that curve means more
revenue for you while maintaining that peak
efficiency yoursquore currently achieving
But how do I do that you ask Behavioral
Marketing of course
Behavioral Marketing will unlock incremental
revenue for your business by driving higher
returns on the expensive traffic yoursquove
already managed to bring to your website
shifting that acquisition ROAS curve upward
in the process
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
12 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
P R O B L E M 3 Y O U R R E TA R G E T I N G C H A N N E L S Theyrsquore ROI negative
Email and ads represent the two retargeting channels businesses rely on to continue an off-site
dialogue with abandoning traffic Via these channels businesses have the real estate to convince
their abandoning visitors to return to their websites and complete their journey to conversion
That said today both retargeting methods are ROI negativemdashregardless of what your analytics
might tell you Letrsquos take a look at why
Wersquoll start with email
As the primary retargeting channel for the majority of businesses email is often mistaken for being
the most effective channel since you have control over the full lifecycle of what yoursquore sending
when yoursquore sending it and who yoursquore sending to
However when human capital is included in the equation email is actually a negative true ROI
channel Human capital should not be overlooked considering 90 or more of marketing emails
are created by internal teams The process for creating a standard marketing email is arduous
to say the least Think about the stages of email creation strategy copy design coding QA
deploymentmdashall of this for one single email And most businesses undergo this process anywhere
from 3 to 10 times per week you are paying for teams of teams to dedicate themselves to building
a single email to be sent With the amount of time and human capital that goes into this channel
email actually represents one of the most expensive channels for most businesses
Is it worth it With the current state of affairs hell no
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
13 | 2 Ryan Phelan VP of Marketing Insights at Adestra
BounceX Webinar ldquoClicks amp Opens Donrsquot Matter Analyzing
Email Behavior and Finding the Right Metrics for Successrdquo
Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
The majority of email marketers still rely heavily on the ldquoBatch and Blastrdquo approach Theyrsquore sending
everyone on their email lists what is basically the same email Why not Itrsquos easy to do itrsquos easy to do often
and your analytics are telling you itrsquos killinrsquo it
Correction Itrsquos killinrsquo your business growth
Vice President of Marketing Insights at Adestra Ryan Phelan describes one of the major consequences
of todayrsquos email marketing approach as it applies to eCommerce
That is to say in the world of eCommerce because yoursquore sending the same emails to everyone on your
email list regardless of their expressed interest or past behaviors yoursquore forced to create something more
compelling that will pique their interestmdasha discount aka The Destroyer of Business Growth
It doesnrsquot begin and end with eCommerce This lack of sophistication permeates almost all verticals
and industries
Think about it this way By blasting marketing emails to everyone on your list not only do you have to make
the email more appealing to those not interested by including a canrsquot-be-beat incentive but you also have to
simultaneously ensure that your audience is opening your emails in the first place How do you do that You
send a lot of emails You send a lot of emails with the hope that at some point during that week one of the
emails will be relevant to someone
The lack of sophistication drives higher reliance on discount to drive performance Over time you end up eroding your margin because you have to drive a higher or more creative promotional structure to get the person to engage2
ldquoldquo
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
14 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels 3 2016 Email Marketing Metrics Benchmark Study Np IBM
Marketing Cloud 2016 IBM Marketing Cloud Web 15 Aug 2016
So letrsquos recap how yoursquore currently wasting money
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people
bull Yoursquore sending the same email to the same people all the time
Whatrsquos the consequence of all this wastefulness List Fatigue People feel like theyrsquore getting
spammed with emails that arenrsquot relevant to them So what do they do Best case They unsubscribe
Worst case Your emails get marked as spam
According to Silverpoprsquos 2016 benchmark study the average unsubscribe rate for email across all
industries was roughly 0133 Letrsquos see what this looks like for your email list over time
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
15 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
After sending 361 emails (time being an arbitrary metric here) your email list will drop by 40 In other
words your current email marketing strategy is destroying your email list which ultimately will eradicate
email as a revenue channel for your business In order to outpace this decline you either have to grow
your email list quicker or become smarter about your email marketing strategy or both
To be clear Irsquom not telling you to stop sending emails Irsquom simply saying you should be smarter about how
yoursquore sending What does a smarter email marketing strategy entail Behavioral Marketing
With Behavioral Marketing your emails will no longer simply become more archived marketing emails
Theyrsquoll be part of a conversationmdashan ongoing conversation with your individual website visitors based on
their relationship to your business both on and off your website
Now for ads
Ads the secondary channel for retargeting utilizes real estate across the Internet to continue that off-
site conversation with your abandoning traffic And today like email retargeting is likely a negative ROI
channel for your business
Letrsquos start here The majority of retargeting vendors outside of Google and Facebook markup the costs of
their ads by 100 Yoursquore paying double what theyrsquore paying for your ads
Considering the expensive markup yoursquod expect your retargeting ads to be among the top-performing
channels in your analytics Theyrsquore not In fact retargeting ads (outside of Google and Facebook) typically
donrsquot even make it into your top 5 channels if you take a look at your analytics
But according to my retargeting vendorrsquos analytics my ads are performingmdashso whatrsquos the deal
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
16 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels5 rdquoStop Wasting Money on Retargeting | AdExchangerrdquo
AdExchanger Np 2013 Web 19 Aug 20166 Ibid
The deal my friends is that retargeting as it stands today is one the industryrsquos ldquomost overvalued and
under-optimized tacticsrdquo according to Ad Exchanger4
And right now wersquore seeing the worst situation across the board That is to say while according to
your retargeting vendor your ads are getting tractionmdashtheyrsquore getting clicks and driving traffic to your
websitemdashanywhere between 20 to 756 of your spend on those ads is actually wasted Those clicks
that traffic being driven to your website they would have completed a conversion anyway (Pro Tip Run
control groups for your ads to ensure the conversions yoursquore getting are in fact incremental)
So again whatrsquos the deal To put it simply yoursquore paying far too much for something doing far too little
for your business
There is hope though
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media At its worst however the same technology creates a zero-sum game where audiences are hammered with repetitive ads desperately trying to intercept a purchase and earn some credit for something that was going to happen anyway
ldquo
ldquo
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
17 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
Letrsquos return to that first part of Ad Exchangerrsquos discussion on retargeting
Segmentation Itrsquos all about segmentation Today your ads are likely treating all your abandoning visitors the
samemdasha method not so dissimilar from that ldquobatch and blastrdquo approach to email (and howrsquos that working out for
ya)
Consider the fact that prospects those visitors who have never completed a conversion on your website convert
at a rate 5X lower than your returning customers
Thatrsquos frustrating But it doesnrsquot end there These prospects also require far more than a single session or 2
to convertmdashusually they need up to 9 sessions before they complete that first conversion with your business
Suddenly you should understand 2 key facts
At its best first-party segmentation of which retargeting is one branch can transform digital display turning advertising into conversation This is the beginning of a new level of personal relevance and contextualization in media
ldquoldquo
1
2
Retargeting is crucial for your abandoning prospects
Segmentation between prospects amp returning customers is essential
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
18 | Part 1 Marketing Today The Current State of Affairs gt Problem 3 Your Retargeting Channels
So to summarize what yoursquore currently doing wrong when it comes to your retargeting ads strategy
bull Yoursquore paying too much for too little returns
bull Yoursquore treating all your abandoning traffic exactly the same
bull Yoursquore spending too little on prospects and too much on returning customers
Donrsquot stress though Therersquos still time to turn your retargeting ads strategy into a ROI-positive channel for
your business It all boils down to focusing on your most valuable prospects first and creating a tailored
and segmented ads strategy based on how theyrsquove interacted with your business
With Behavioral Marketing yoursquoll grow your business by sophisticating your retargeting channels With its
identification-first approach Behavioral Marketing empowers you to understand your abandoning traffic
on an individual basis Whether prospects or returning customers yoursquoll unlock the ability to create a
seamless conversation with those individuals across any and every channel they might be in This holistic
approach to Behavioral Marketing or the people-based approach will ultimately make your retargeting
spend more efficient and worth every penny
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
19 | Part 1 Marketing Today The Current State of Affairs gt Conclusion
Thinking back to those 2 levers of revenue we discussed in Problem 1 Your Websitemdashitrsquos sabotaging your
conversion rate increasing sessions and increasing revenue per session in their simplest form boil down
to Quantity amp Quality
Quantity Today yoursquore driving a lot of traffic to your business In spite of all your marketing efforts
however yoursquore only identifying roughly 5 of that traffic That is to say 95 of your browsers are
remaining anonymous and consequently your business is unable to determine and unlock their true
potential
Quality Simultaneously right now those marketing efforts remain at the lower end of the quality scalemdash
right around that same 5 number How can you expect a quality relationship between your business and
each of those visitors if 95 of them are anonymous
As yoursquoll see throughout this guide Behavioral Marketing will not only increase the quantity of your
identifiable traffic but will also elevate the quality of your relationships with each of your website visitors
Behavioral Marketing will enable you to address the problems listed in this section and grow your business
as a result
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
20 | Introduction
1
2
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
21 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Wersquoll start with the definition
Behavioral Marketing is a new marketing channel based around the principle of identifying your previously
unidentifiable website traffic and enabling businesses to target their traffic on a people-based level With
behavioral software businesses can identify and address the friction points in the conversion funnel as
visitors experience them in real-time both on and off a website ultimately driving incremental value and
revenue across all marketing efforts
So letrsquos back up Behavioral Marketing is actually not a new concept Take another look at the second part of
the definition and remove the pieces that make it specific to the world of ldquoonlinerdquomdashyoursquore left with this
With behavioral software businesses can identify and address the friction points in the conversion
funnel as visitors experience them in real-time both on and off the websites ultimately driving
incremental value and revenue across all marketing efforts
Yoursquove experienced this We all have
Letrsquos take a look at an example from the world of retail
PA R T 2 B E H AV I O R A L M A R K E T I N GThe definition
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
22 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Behavioral Marketing in Retail
SuzieQ walks into a clothing store
There are unique actions shersquoll take to
signify her interest in a product And
based on her body language the sales
associates will react encouraging
and guiding her journey through the
purchase process
Now think about the role the sales
associate plays in this scenario While
observing SuzieQrsquos behavior in the
store the sales associate can assume
the following
1 SuzieQ is interested in the clothes
since shersquos stopping to look
through racks
2 SuzieQ is interested in a particular
product since shersquos sifting through
a specific rack
3 SuzieQ has hit a friction pointndashshersquos
not sure if shersquos found what shersquos
looking for
STORE
Try it on
Buy itSTORE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Sales Associate Arrives4
Sales Associate Helps5 SuzieQ Purchased6
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
23 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
In response the sales associate arrives to help SuzieQ take the next action that makes sense
for hermdashtrying on the shirt shersquos interested in In doing so the sales associates nurtures her
interest in the product guiding SuzieQ deeper into the conversion funnel
There you have it folks Behavioral Marketing in its brick and mortar form Yoursquove all
experienced it yoursquove witnessed it and maybe yoursquove even practiced it yourself
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
24 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
So if Behavioral Marketing already exists why am I writing a book about it Because wersquore living in
a new world people not two separate ones
Whole Wide World Meet World Wide Web
It really boils down to the fact that there should no longer be a distinction between the physical
world and the digital one
In other words Behavioral Marketing shouldnrsquot be limited to physical brick and mortar stores While
website visitors canrsquot express their body language in the physical sense they sure as hell can tell
you a lot via their digital body language or the actions and behaviors they are exhibiting on your
website Just as store associates are often incentivized based on commission your website should
be doing everything possible to guide your website visitors toward conversion
Letrsquos take another look at that same retail example we saw previouslymdashthis time from the
eCommerce perspective as it exists today
The digital world has become a fully-immersed extension of the real world And all complexities that exist in the real world now also exist digitally because that is how we humans behave4
ldquoldquo
4 Baekdal Thomas ldquoWhy Digital Analytics Have Become so
Complexrdquo Baekdal Np 24 May 2016 Web 28 July 2016
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
25 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
[Lack of] Behavioral Marketing in eCommerce
Just like in a store there are unique
actions SuzieQ will take while shopping
online that illustrate her interest in
a product and potential intent to
purchase
Think about the role the website plays
in this scenario Itrsquos simply serves its
base function as a website (to exist)
regardless of the digital body language
SuzieQ displays while shopping As
she continues through the conversion
funnel therersquos nothing on the website
to encourage her to take steps toward
making a purchase
RETAILSTORE
CATEGORIES
CATEGORIES
ADD TO CART ADD TO CART
Hmm
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQrsquos Unsure4
SuzieQrsquos Interest is Lost5 SuzieQrsquos Lost6
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
26 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
Now imagine a world where your website serves more than just that base functionmdashwhere it also acts
as a salesperson for your digital business
With Behavioral Marketing your website will identify your otherwise anonymous browsers based
on their behaviors Suddenly your website can track those moments of indecision and nurture that
hesitancy into productivity
Letrsquos take another look at that eCommerce example this time with Behavioral Marketing in place
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
27 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The Definition
This time Behavioral Marketing will guide
SuzieQ from browse mode into buy mode
based on her digital body language
What did the website do in this scenario
1 It identified SuzieQ as a high intent
shopper since she made it to a
product page
2 It recognized SuzieQrsquos interest in
a particular product based on her
engagement with the product image
3 It created a behavioral experience to
guide SuzieQ toward the next-most
productive action selecting a color
adding the item to cart and ultimately
checking out
Behavioral Marketing in eCommerce
ADD TO CART
CHOOSE YOUR COLOR
RETAILSTORE
ADD TO CART
CATEGORIES
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 Digital Sales Associate Arrives4
Digital Sales Associate Helps5 SuzieQ Purchased6
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
28 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Letrsquos take one more look at that definition of Behavioral Marketing this time focused on the idea of
People-Based identification
Behavioral Marketing is a new marketing channel based around the principle of identifying your
previously unidentifiable website traffic and enabling businesses to target their traffic on a
people-based level With behavioral software businesses can identify and address the friction
points in the conversion funnel as visitors experience them in real-time both on and off a website
ultimately driving incremental value and revenue across all marketing efforts
The primary objective and really the key function of Behavioral Marketing boils down to identifying and
profiling anonymous website visitorsmdashboth of which can be accomplished with the capture of a single
but very powerful email address
Once you have an email address for a particular website visitor you gain two advantages
1
2
The power to target that visitor across all browsers device types and channels
The ability to associate specific actions a visitor takes on and off your website to
their email address
PA R T 2 B E H AV I O R A L M A R K E T I N GThe People-Based approach
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
29 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Over time yoursquoll have entire behavioral profiles dedicated to specific email addresses Each profile is
a representation of how an individual has interacted with your businessmdashthe actions they took while
on your website and their method of engagement with your emails and your ads (opens clicks click-
throughs)
These profiles can then be used to target those individuals regardless of which device or browser the
visitor is usingmdashso long as you have that handy email address with which to identify them
In other words through Behavioral Marketing you have the key to unlock People-Based Marketing
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
30 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing Defined
People-Based Marketing is a function of Behavioral Marketing through which you can target an actual
individual based on the behaviors they exhibit while engaging with your business regardless of the device
channel or browser being utilized and regardless of whether theyrsquore currently on or off your website
Now your marketing ad spend becomes less about how each isolated channel performs and more about
how those channels your website your email marketing and your ads work together to contribute to your
business growth
Your marketing approach becomes holistic addressing unique behavioral profiles of individuals in order to
create more relevant more effective and more valuable communications with the ultimate goal of guiding
your traffic to their highest potential for your business
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
31 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
People-Based Marketing
SuzieQ visited BehavioralMarketingcom to learn more about
how she could implement Behavioral Marketing for her website
SuzieQ wasnrsquot ready to apply for a demo but she entered her
email address to download a guide to get more information
Letrsquos take a look at the role of Behavioral People-Based
Marketing in SuzieQrsquos experience after she abandoned
BehavioralMarketingcom
1 It captured her email address while she browsed onsite in exchange for a guide to Behavioral Marketing which was emailed to that address
2 It emailed SuzieQ (and only SuzieQ) the downloadable guide
3 It tracked that SuzieQ opened the email multiple times but never downloaded the guide
4 It showed SuzieQ an ad reminding her of the benefits of Behavioral Marketing
5 It re-emailed SuzieQ the guide knowing she had yet to download it
6 Once SuzieQ downloaded the guide it eventually followed up with her via email encouraging her to take a demo
7 It welcomed SuzieQ when she clicked through the email and dropped her off on the demo page guiding her through the registration flow
And so SuzieQ returned to BehavioralMarketingcom registered for a Behavioral Marketing demo
implemented Behavioral People-Based Marketing on her website and lived profitably ever after
Opened Email Gmail
BehavioralMarketingcom
Ad
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
32 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach5 ldquoWhat Are Personalizations Biggest Challenges and
Opportunitiesrdquo MarketingCharts Np 2014 Web 11 Aug 2016
Letrsquos get something straight Wersquore talking People-Based Marketing NOT Personalization
Think back a few years back to the emergence of what was then the revolutionary idea of Personalization
The brilliance of Personalization in theory stemmed from the notion of a one-to-one approach to your
customers Great idea No question
But it remained just thatmdasha great ideamdasha great idea that never came to full fruition
Ultimately one tool did materialize from the idea of PersonalizationmdashProduct Recommendation Engines And
while Product Recommendation Engines are fairly widely used particularly in the eCommerce industry they too
have failed in their attempt at the one-to-one approach to marketing
A Product Recommendation Engine is a system that seeks to understand and predict user preferences
based on the actions they take while browsing Again in theory itrsquos a great idea But letrsquos take a look at
how those problems with Personalization as identified by an Experian survey5 apply specifically to Product
Recommendation Engines
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
33 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
The problems with Product Recommendation Engines (amp Personalization)
1 INABILITY TO LINK DIFFERENT TECHNOLOGIES
Because theyrsquore cookie-based Product Recommendations cannot accurately predict across device or
browser types So if yoursquore shopping on your desktop at work and later return to that website on your
phone the Product Recommendation Engine canrsquot identify what you previously looked at when making
recommendations
2 POOR DATA QUALITY
Since Product Recommendation Engines rely primarily on clicks and conversions the recommendations
arenrsquot always insightful For example if you last purchased the first Harry Potter book it might suggest the
second Harry Potter book as opposed to one of a similar genre Furthermore it relies on historical data If
you purchased boots on a website during the winter it would recommend similar boots even though yoursquore
now looking for summer sandals
3 LACK OF RELEVANT TECHNOLOGY
Until now there hasnrsquot been a great understanding of how to implement Personalization It just seemed
like the best approach to everything As a result the Product Recommendation Engine often becomes
a disruptive experience If you know what yoursquore looking for when browsing a website the constant
presence of product recommendations simply adds more clutter and distractions to your experience
There was no method to personalization Itrsquos simply been implemented wherever and whenever possible
for the sake of creating a ldquopersonalrdquo experience
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
34 | Part 2 Behavioral Marketing The Definition amp The People-Based Approach gt The People-Based Approach
Alternatively People-Based Marketing represents the actualization of the idea behind Personalization
The problems that made Personalization previously impossible make the one-to-one approach entirely
possible with the People-Based method
PROBLEM PERSONALIZATION PEOPLE-BASED MARKETING
Cross DeviceBrowser Functionality
No
Cookie-basedmdashvisitor information tied to a
specific cookie on a specific device or browser
Yes
People-basedmdashbehavioral profiles linked to a
specific email address that can be identified
across any device or browser
Data Quality Poor
Businesses lack ability to manage analyze
and create targeted insights based on mines
of customer data
Great
Behavioral Marketing tracks analyzes and
manages the information for you creating
behavioral profiles for each individual email
address
Relevant Technology
Not Available
The Product Recommendation Engine was the
only real tool that came to exist but it too has
failed for these reasons
Available
Behavioral Marketing Software allows you to
create individualized experiences with your
browsers based on how visitors engage with
your business across any device any channel
and at any moment in time
One final key result of People-Based Marketing lies in the impact of coupling your People-Based
Marketing strategy with your Behavioral Marketing strategy With the Behavioral Marketing approach
to People-Based Marketing you can expect a 38 people-based identification rate
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
35 | Introduction
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
36 | Part 3 Behavioral Marketing Addressing The Current State of Affairs
Wersquore finally heremdashthe section of the book devoted to helping you understand how Behavioral Marketing
will address each of those opportunities that presented themselves in the problems described in Part 1
Marketing the current state of affairs
Donrsquot let your website sabotage your conversion rate
Unlock more value from your traffic
If your acquisition channels are maxed out
Shift your acquisition ROAS curve upward
If your retargeting channels are ROI negative
Make them revenue channels
PA R T 3 B E H AV I O R A L M A R K E T I N GAddressing the current state of affairs
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
37 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
O P P O R T U N I T Y 1 Unlock more value from your traffic
Remember that 921 ratio that the majority of Marketers are stuck using as it applies to spending more
money driving traffic to their websites Itrsquos time to start dedicating a little more time and a lot more money
to the website side of that ratio Yoursquoll discover a world of value that if addressed correctly will help you
increase the quality of the expensive traffic yoursquore already paying for
It all starts with one of my original questions If I told you that therersquos currently a not so hidden treasure
chest on your website just waiting to be unlocked would you believe me
Well you should Itrsquos your businessrsquo Digital Goldmine after all
Letrsquos take a look at how to discover your Digital Goldmine by focusing on the various views of your funnel
bull The Myopic View
bull The LowmdashVery Low Intent View
bull The MediummdashVery High Intent View
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
38 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Discovering your businessrsquo Digital Goldmine
Wersquoll start again with your Myopic Funnel assuming your
average website has 10 million monthly unique visits
Currently yoursquore spending the majority of your marketing
budget to drive those 10 million monthly unique visitors to
your website Think 921 ratio
Yoursquore treating the majority of those visitors if not all of them
exactly the same when they arrive on your site regardless
of how deep into the funnel they journey regardless of
what kind of visitor they are and regardless of what their
conversion potential might be
Knowing that a Digital Goldmine exists on your website letrsquos
take another look at the conversion funnel for that same
average website this time keeping in mind that wersquore living in
the new era of visibility With the data available to us and our
conversion goals in mind letrsquos split our traffic up based on the
actions they took while on-site
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
39 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Wersquoll begin at the top of the funnel
The Low-Very Low Intent TrafficThose visitors who typically spend less than 2 minutes on your
websitemdashboth the hard bounces and those users who are simply not
interested in what yoursquore offering
bull What yoursquore doing right now Wasting money Yoursquore wasting
money on the visitors who have already told you that they are
not interested in what yoursquore offering
bull How yoursquore wasting money Yoursquore paying to retarget them
after they abandon you might be paying for optimized landing
pages paid ad spend or SEO
bull What you should be doing Let them go LET THEM GO Focus
your attention and money toward the traffic that is actually
interested in your product(s)mdashthe traffic that actually has
conversion potential
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
40 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
The Medium-Very High Intent TrafficThose visitors who are clearly interested in your product but are
simply not ready to complete a conversion
bull What yoursquore doing now Not enough Yoursquore letting these
visitors abandon your website with no effort spent toward
convincing them to continue their journey toward conversion
and no way of continuing a conversation with them once they
leave
bull What you should be doing You know that old saying ldquoYou gotta
spend money to make moneyrdquo Well itrsquos true Even more true
You gotta spend money in the right places and on the right
people to make money In other words focus your attention and
money toward that medium-high intent traffic on your websitemdash
your Digital Goldmine
The Digital Goldmine represents the engaged cohort of
your website traffic that is clearly interested in what your
website is offering based on the actions they choose to
take on your website These behavioral cohorts and their
displayed intent will differ across every vertical industry
and even website based on the key performance indicators
the business is looking to achieve
THE DIGITAL GOLDMINE
(a definition)
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
41 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
So returning to our opportunitymdashunlocking more value from your websitemdashletrsquos look back at the 2
mathematical ways to drive more revenue for our business increasing traffic amp increasing revenue per session
Itrsquos about time we focus on the 2nd method and start boosting the quality of your traffic in order to grow your
revenue per session
With your newfound ability to track visitor engagement at various stages of the conversion funnel you can
understand how the actions these prospects take on your website translate to conversion intent More
importantly you can now focus on that most valuable traffic with the potential to drive more revenue for your
businessmdashyour Digital Goldmine
Think back to your Myopic Funnel Yoursquore currently
treating all your traffic the same This treatment
applies both to conversion intent and visitor typemdash
whether an individual is a prospect or a returning
customer
The best approach is to segment your funnel
based on both conversion intent and visitor type
considering prospects take 5X as long as returning
customers to make a first conversion Prospects
require extra attention and more convincing so offer
them a special discount or exclusive incentive in
order to help alleviate that first-time purchase friction
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
42 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1
Letrsquos review a couple of actionable takeaways
With these takeaways in mind how do you actually unlock that conversion potential and drive more
revenue per session for your business Enter Behavioral Marketing
Behavioral Marketing software allows you to track visitorsrsquo digital body language in real-time as they
express themselves on your website providing you with visibility into your Digital Goldmine Yoursquoll
target that valuable traffic and create reactions in real-time to help nudge those visitors to the next most
profitable action on your website
Letrsquos take a look at how Behavioral Marketing manifests in a few real-world scenarios Click the most
relevant example for your business to jump to that scenario or flip through the next few pages
bull eCommerce (Conversion with a cart) Conversion GoalmdashPurchase
bull B2BLead Generation (Conversion without a cart) Conversion GoalmdashLead Capture
bull Publishers Conversion GoalmdashEmail Capture
1
2
Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
Focus your marketing efforts toward your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
43 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdasheCommerce
Behavioral Marketing for eCommerce
Letrsquos walk through SuzieQrsquos shopping experience
at RetailStorecom
What did RetailStorecom do in this scenario
1 It identified SuzieQ as a high-intent shopper
since she made it to a product page
2 It recognized SuzieQrsquos interest in a particular
product because shersquos reading the product
reviews
3 It created a behavioral experience to guide
SuzieQ toward the next-most productive
action adding the item to cart and making
a purchase
RETAILSTORE
CATEGORIES
REVIEWS
ADD TO CART
ADD TO CART
GET YOUR SHIRT NOW
THANK YOUFOR YOUR PURCHASE
SuzieQ is Shopping1 SuzieQ is Browsing2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Helps5 SuzieQ Purchased6
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
44 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
SuzieQ is looking to upgrade the internet plan for
her business Letrsquos take a look at her experience
shopping on Internetcom
What did Internetcom accomplish in this scenario
1 It identified SuzieQ as a prospective client
2 In the moment SuzieQ was going to
abandon it captured her information by
giving her an incentive (Why do most
people hesitate Cost)
3 Now SuzieQ has been added to their
email list and Internetcom has the ability to
continue a conversation with SuzieQ on a
one-to-one basis
Behavioral Marketing for B2BLead Generation
PRICING PLANS
$70 $80 $90
SEND ME OFFERS
SPECIAL OFFER
SUZIEQGMAILCOM
INTERNETCOM
INTERNETCOM
PRICING PLANS
$70 $80 $90
PRICING PLANS
$70 $80 $90
Hmm
SuzieQ is Shopping for Internet Plans1 SuzieQ is Interested2
SuzieQ is Hesitating3 SuzieQ is Leaving4
Digital Sales Associate Steps In5 SuzieQ Becomes a Lead6
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
45 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashB2b Lead Generation
Many businesses rely heavily on the digital side of their companies for lead generation while the actual
conversion might still happen over the phone or in a brick and mortar store Itrsquos crucial to ensure that even if
this is the case the digital business can still be a major contributor to the overall business for brand recognition
product education and promotional offers
See Behavioral Marketing at work for Comcast Business boosting its growth through a strong lead pipeline
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
46 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Opportunity Comcast Business provides crucial telecommunication services to small businesses
across the country Their small but innovative team has been deploying cutting-edge campaigns
to quickly scale their business offering Comcast knew that capturing quality leads was the best
opportunity for revenue growth
COMCAST BUSINESS SEES STRONG GROWTH WITH BOUNCEX LEAD GENERATION CAMPAIGNS
Comcast Business + BounceX
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
47 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Case Study
Solution Comcast Business had existing lead capture campaigns deployed on its website The
BounceX team started by improving those efforts through effective funnel segmentation based
on various on-site behavioral triggers
Working with Comcast and their digital agency Digitas the team identified the right messaging
for different traffic segments Those efforts were supplemented with a continuous testing
schedule delivering a series of winning targeting copy and creative combinations for each
consumer cohort
Results Comcast Businessrsquo marketing team had an ambitious goal for their lead generation
efforts BounceX was able to quickly deploy its highest-impact lead capture campaigns and
more than double the number of leads collected within the first 30 days
Not only has the volume substantially increased but the overall lead quality has also remained
high Up to 20 of sales-qualified leads collected through BounceX campaigns are going to the
Comcast Business sales team
ldquoFrom painless implementation to almost immediate increase in sitersquos KPIs to ongoing
improvement over time Bounce Exchange is a rare partner providing us with excellent valuerdquo
-Brett Schultz Senior Manager Online Marketing for Comcast Business
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
48 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
Behavioral Marketing for Publishers
SuzieQ recently found a new publisher
whose articles she really enjoys
Shersquos now reading the 10th article on
their website Letrsquos take a look at her
experience on Articlescom
1 Articlescom identifies that SuzieQ is not yet on their email list
2 Articlescom tracks that SuzieQ has already read 9 articles shersquos now on her 10th
3 Articlescom understands that SuzieQ is engaged with the article
4 Articlescom capitalizes on SuzieQrsquos interest by requesting her email address in exchange for full website access
ARTICLESCOM
UNLOCK ARTICLE
PREMIUMCONTENT
SUZIEQGMAILCOM
SuzieQ on Articlescom1 SuzieQ is Reading2
SuzieQ is Interested3 SuzieQ is Really Interested4
Digital Sales Associate Steps In5 SuzieQ has Full Access6
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
49 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 1 gt Real World ScenariomdashPublishers
For Publishers an email address is crucial to ensure your business can continue a conversation with
readers once they abandon your website Additionally by capturing the email address of those
readers most interested in your content you set yourself up for the highest chance of success at
turning that email capture into a subscription down the road
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
50 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquove already discussed how your current acquisition channels are maxed out Yoursquove reached the peak
of your acquisition efficiency for optimal performance
So the alternative is to focus on moving that ROAS curve upward and driving more revenue from the
revenue generating channels yoursquove already established
O P P O R T U N I T Y 2 Shift your acquisition ROAS curve upward
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
51 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos back up and start by thinking about the new traffic that arrives at your website via an admdashwhether from
Google Facebook TV or Radio Something about the ad content piqued their interest something that they
probably expected to find upon clicking through the ad
Now letrsquos think back to the way you currently treat your website trafficmdashexactly the same Remember that
Myopic Funnel In other words regardless of the ad the source or the traffic type these visitors receive
the same treatment once they land on your website
Imagine that SuzieQ clicked through a Facebook ad for a summer sandal sale at her favorite store When
she clicked through the ad however she landed on the storersquos homepage with no mention of the summer
sandal sale in sight
What do you think SuzieQ did next She retreated back to Facebook
The main point to be made is that the process of acquisition is not solely about the ad itself itrsquos about the
entire ad experience Whether heard viewed or readmdashif something about an ad piques a visitorrsquos interest
enough to encourage them to visit your website capitalize on that interest once they arrive at your to drive
higher returns on your paid spend and shift that no longer immobile ROAS curve upward
Enter Behavioral Marketing
With Behavioral Marketing yoursquoll unlock more revenue from your paid traffic via behavioral experiences
capitalizing on visitorsrsquo interests Furthermore since yoursquoll unlock the ability to establish people-based
connections with those visitors yoursquoll build a unique relationship with each of those individuals across all
marketing channels
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
52 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Wersquoll begin with the first partmdashcapitalizing on the visitorsrsquo interests Think about the SEO strategy
thatrsquos been working so well for you Yoursquore paying for particular search results based on the keywords
visitors search for
Apply that strategy to your website Create website experiences tailored to the ads your visitors are
clicking through In doing so yoursquoll create relevant experiences for that new traffic experiences theyrsquoll
likely engage with and react to
Letrsquos take a look at SuzieQrsquos experience when shopping for summer sandals with Behavioral
Marketing in play
Get Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Experience on WebsiteShoecom
SuzieQ sees WebsiteShoecomrsquos Facebook ad while
browsing and clicks through because shersquos interested in
the Summer Sandal Sale theyrsquore currently promoting
Upon landing on WebsiteShoecom SuzieQ is greeted
by a behavioral experience acknowledging that she
arrived from Facebook and echoing the promotion shersquos
interested in
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
53 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Had WebsiteShoecom not implemented Behavioral Marketing SuzieQrsquos transition from Facebook
to the website would have been disconnected Instead SuzieQ would have simply landed on the
websitersquos homepage left to find her sandals of interest herself or more likely abandon altogether out
of frustration
With Behavioral Marketing in place SuzieQrsquos transition from Facebook to the website is not only
acknowledged but continued as it echoes the ad content she was originally interested in In fact the
on-site experience builds on SuzieQrsquos interest nudging her to the next most productive step based on
her interest
Now letrsquos return to the second piece of what Behavioral Marketing can do for your acquisition
channelsmdashcreate people-based connections with that newly acquired traffic Here are a few facts to
note about the prospects yoursquore driving to your website
With that in mind itrsquos likely your new traffic will need more than the single session after clicking
through your ad to convert So yoursquoll need to establish an off-site connection with this new and
abandoning traffic in order to convince them to return
How do you do that People-Based Marketing
How do you get that You capture that email address
How do you do that You ask for itmdashBehavioral Marketing style
1
2
75 of new prospects require more than 1 session to convert
Itrsquos 5X more difficult to convince a prospect to convert as opposed to a returning customer
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
54 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2
Letrsquos return to SuzieQrsquos experience shopping for summer sandals This time WebsiteShoecom has a
second objective of capturing SuzieQrsquos email address
While SuzieQ as a prospect is unlikely to drive revenue for WebsiteShoecom on her first visit to the
website by capturing her email address WebsiteShoecom now has the ability to target SuzieQ via
email and ads to convince her to return To recap how Behavioral Marketing will help you shift your
acquisition ROAS curve upward and drive more revenue for your business
See Behavioral Marketing in action on the next page for online retailer PRO Compressionrsquos paid
Facebook traffic and how Behavioral Marketing allowed PRO Compression to reduce their CPA for
a higher return on their ad spend
Unlock Free ShippingBecause We Our Facebook Friends
WebsiteShoecom
GET FREE SHIPPING NOW
Your Free ShippingHas Been Unlocked
WebsiteShoecom
SHOP NOW SHOP NOW SHOP NOW
WebsiteShoecom Facebook Ad Tailored Email Capture on WebsiteShoecom Nurturing Onsite Experience
By creating a seamless ad experience from the ad to your website yoursquoll see a lower drop-off rate
once the visitor lands on your website and therefore a higher same-session conversion rate
By capturing an email address yoursquoll unlock People-Based Marketing and have the ability to target
users across any marketing channel in order to convince them to return
1
2
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
55 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Opportunity PRO Compression is an eCommerce retail store specializing in graduated compression
socks that improve performance and shorten recovery time for those high-intensity workouts or
even for those long days spent on your feet PRO Compression uses Facebookrsquos interest-targeting
capability to serve ads specifically to users who work in the healthcare and nursing industries
PRO COMPRESSION SEES HIGHER RETURN ON THEIR FACEBOOK AD SPEND WITH BOUNCEX BEHAVIORAL MARKETING EXPERIENCES
PRO Compression + BounceX
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
56 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 2 gt Case Study
Solution While PRO Compression was targeting their niche audience effectively they knew there was an
opportunity to increase the return on their ad spend by creating an on-site experience that would guide
their paid Facebook traffic toward conversion
The team at BounceX created 2 behavioral experiences one to capture email addresses and another to
provide a seamless transition from Facebook to PRO Compression These experiences targeted PRO
Compressionrsquos paid traffic on mobile devices as mobile represents 80 of their total paid Facebook traffic
Results The 2 behavioral experiences targeting PRO Compressionrsquos paid Facebook traffic proved to
be highly successful Within the first 30 days BounceX reduced PRO Compressionrsquos CPA by 33 while
increasing the conversion rate and growing the PRO Compression email list with new and
pre-qualified traffic
ldquoWorking with the BounceX platform has been a phenomenal experience We reduced the CPA on
our paid Facebook ads by over 30 so wersquore able to acquire more customers and grow our businessrdquo
-Jeff Pennington CFO at PRO Compression
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
57 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Today your retargeting channelsmdashwhether email or adsmdashare likely negative ROI channels for your
business Transform these channels into driving forces behind your business growth with Behavioral
Marketing or more specifically People-Based Marketing The key to unearthing the power of your
retargeting channels can be found in the identification and recognition of your website visitors as
individuals with unique relationships to your business
Letrsquos start with email Recall those key action items from Opportunity 1 Unlock more value from your
traffic where we discussed how to unlock more value from your website with Behavioral Marketing
These same takeaways apply to your email channel with one addition People-Based Marketing
Yoursquoll now spend your marketing dollars on the traffic that has the highest potential to convert instead
of simply targeting everyone on your list People-Based Marketing solves the unsophistication of your
current outreach strategies eliminating the need for the ldquoBatch and Blastrdquo approach It allows you
to create a dialogue between your business and a single individual based on the way that individual
engages with your business and their propensity to purchase regardless of channel or device
O P P O R T U N I T Y 3 Make retargeting a revenue channel
1 Identify your Digital Goldmine and the digital body language of those who represent your
medium-very high intent traffic
2 Focus your marketing efforts on your Digital Goldmine and pushing those visitors with
conversion potential toward the next-most productive and profitable action on your website
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
58 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashB2B Lead Generation
Behavioral Email for B2BLead Generation
After she abandoned Softwarecom sent
SuzieQ an email that was relevant to her
Because she downloaded the initial Facebook
Advertising Guide Softwarecom capitalized
on that interest by sending an email that
showcased more in-depth and industry-
focused guides on that same subject
To download the Facebook Advertising Guide
and all future content SuzieQ is directed
to return to Softwarecom to complete the
transaction and receive the content With
behavioral email Softwarecom can continue
to nurture their relationship with SuzieQ and
keep her returning to their website until shersquos
ready to invest in what theyrsquore offering
W Since Youre Interested in Facebook Advertising
Get Successful WithFacebook Advertising
e-Commerce
b2b
Travel
SuzieQs Email From Softwarecom
SuzieQ visited Softwarecom to learn more about their product offerings Before leaving she
downloaded a guide on Facebook Advertising suggesting an interest in Softwarecomrsquos advertising tool
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
59 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World ScenariomdashPublishers
Behavioral Email for Publishers
Following her abandonment she received an
email from Articlescom reminding her that her
subscription was pending and what shersquod miss
out on by not suscribing
Based on SuzieQrsquos behavioral profile
Articlescom can identify the types of content
shersquos most interested in By including her
favorite categories in the email Articlescom
takes the idea of subscription abandonment
one step furthermdashapproaching SuzieQ as an
individual with unique interests as opposed to
part of a group of subscription abandoners
W Your Subscription Is Pending
Articlescom
UNLOCK EXCLUSIVE ARTICLES FORYOUR FAVORITE CATEGORIES
MARKETING NEWSWORLD NEWS
LIFESTYLES amp CULTURE
COMPLETE MY SUBSCRIPTION
SuzieQs Email From Articlescom
SuzieQ decided that itrsquos time to invest in a subscription with her favorite publisher Articlescom
However once she began the subscription flow she hesitated because of the price and abandoned
the website
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
60 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Contrary to the ldquoBatch and Blastrdquo approach Behavioral Email allows you to send your traffic content
that will resonate with emails that are tailored to the behavioral profile associated with their email
address
Suddenly an email from your business is more than another marketing email Itrsquos a relationship
1 Email List Fatigue No More Send behavioral emails with relevant content once a visitorrsquos
engagement with your business reaches a particular point Your unsubscribe rate will be reduced
and with it your list fatigue
2 Human Capital No Longer With Behavioral Automation Software your internal team will no
longer need to create 90 of your emails manually In fact that ratio can be flippedmdash10 of
emails produced internally and 90 managed by your Behavioral Marketing platform and team
of experts
3 ROI Itrsquos Positive Make your Behavioral Marketing email a truly ROI positive channel for your
business by
bull Identifying your most valuable traffic
bull Targeting your most valuable traffic with relevant emails
bull Sending your most valuable traffic relevant emails based on their unique digital body
language
THE BUSINESS-REWARDING IMPACT OF BEHAVIORAL EMAIL
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
61 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Now for Ads
Yoursquore currently spending far too much money on a retargeting ads strategy that is doing very little for
your business
The solution Segmentation Or more specifically a strategy segmented between your prospects and
your returning customers
At a rate of 5X less likely to complete a conversion than a returning customer prospects should be the
focal point of your retargeting ads strategy They often require up to 9 sessions to convert so retargeting
ads simply make sense Keep them coming back until theyrsquore ready to complete that first conversion
That said itrsquos not as simple as showing these prospects a standard ad
The key Behavioral People-Based Marketing
Of course start by identifying your Digital Goldminemdashwithin which yoursquoll find your most qualified prospects
Assuming you have targeted behavioral experiences in place on your website to capture the emails of your
most qualified prospects before they abandon yoursquove now unlocked the ability to target those prospects
the people-based waymdashacross both email and ad real estate
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
62 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 36 Smith Thomas Successful Advertising Its
Secrets Explained London Bazaar 1886 Print
Keeping in mind that these prospects require 5X the convincing spread your retargeting strategy
cross-channel to ensure your voice is heard over the sea of marketing emails and retargeting ads
theyrsquore already seeing
In 1885 Thomas Smith revealed the secret to successful advertising when it comes to prospects
in his appropriately named guide Successful Advertising6
The first time people look at any given ad they donrsquot even see it
The second time they donrsquot notice it
The third time they are aware that it is there
The fourth time they have a fleeting sense that theyrsquove seen it somewhere before
The fifth time they actually read the ad []
The fifteenth time they start to yearn for it because they canrsquot afford to buy it
The sixteenth time they accept the fact that they will buy it sometime in the future
The seventeenth time they make a note to buy the product
The eighteenth time they curse their poverty for not allowing them to buy this terrific product
The nineteenth time they count their money very carefully
The twentieth time prospects see the ad they buy what it is offering
That said itrsquos not just about showing an ad repetitively Itrsquos about showing the right ad based on
the behavioral profile yoursquove compiled for each of your website visitors Showing the right ad also
requires implementing the best bidding strategy based on those behavioral profiles
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
63 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
The value of a conversion from a prospect is higher than that of a returning customer as a
returning customer is 5X more likely to complete subsequent conversions So spend more
money (a higher CPA) on your most valuable prospects whether that means offering them a
discount or exclusive offer do what you have to do to get that first conversion
Furthermore if repetition is a key ingredient to successful advertising make sure that each
message across every channel resonates with the user Still as we said itrsquos not about endlessly
repeating the same message each time and across every channel Lead the prospects toward
the next most profitable action for your business by combining your behavioral emails and your
behavioral retargeting efforts to ensure your qualified prospects take the action you want them
to take
The holistic view of a visitorrsquos engagement with your business afforded to you by People-Based
Marketing will allow you to better understand and converse with your prospects as they journey
toward conversion
Letrsquos take a look at SuzieQrsquos experience with People-Based Marketing
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
64 |
Behavioral Retargeting + Behavioral Email for B2BLead Generation
SuzieQ visited Softwarecom with potential interest in registering her company for a demo Hesitating
she entered her email address before abandoning the website to have Part 1 of a guide emailed to her
Herersquos what happened next
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3 gt Real World Scenario
EmailAds
Website
Ads
Softwarecom nurtured its relationship with SuzieQ across both behavioral email and ads based on
her engagement with their business both on and off their website And now SuzieQ has become a
customer and is 5X more likely to complete additional conversions with Softwarecom
1 SuzieQ received an email with Part 1 of Softwarecomrsquos Guide to Software She didnrsquot open the email
2 SuzieQ then saw a behavioral retargeting ad highlighting the benefits of Softwarecomrsquos technology
3 SuzieQ returned to her email and downloaded the guide
4 SuzieQ later saw another ad for Softwarecom letting her know that all new registrants would receive a free tech consult in order to better understand how Softwarecom can help their business
5 SuzieQ clicked through the ad and signed up for a demo
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
65 | Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Opportunity 3
Ultimately the success of your retargeting strategy doesnrsquot boil down to simply targeting
prospects over returning customers Rather a positive ROI retargeting channel for your business
hinges on a targeted and unified approach to your outreach That outreachmdashwhether it be via ads
or emailmdashshould center around the individual yoursquore trying to convert
If you want to retarget your returning consumers have at it But do so in a way that makes sense
for the individual yoursquore retargeting firstmdashby focusing on the individual the ultimate decision
maker yoursquoll drive higher ROAS for your business
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
66 | 7 Baekdal Thomas The Shift From Print to Digitaland Beyond Np
np nd Baekdal Baekdal Media 11 Oct 2011 Web 20 July 2016
The emergence of Behavioral Marketing stems from the fact that humans are constantly searching for
ways to make their lives easier Sure technology has evolved and with it consumer behaviormdashbut both
of those too stem from the Trend of Convenience
We used to shop in stores But in addition to being lazy humans are busy
So now we have eCommerce Desktops donrsquot cut it thoughmdashwe canrsquot carry them around
So now we have tablets and all sorts of mobile devices
Lately the transition to mobile has been all the rage but mobile devices require pushing buttons
So now we simply tell Amazonrsquos Alexa to order more Gatorade when the fridge gets low
And it wonrsquot stop there As Baekdal rather eloquently puts it
In other words humans are going to continue to discover and invent new technologies to make their
lives increasingly more convenient
So what does this mean for your business Focus your business model on the identification of your
visitors and their behaviors first Itrsquos not about which iPhones theyrsquore using or if theyrsquore browsing on an
Android tablet instead of the Kindle Fire At the end of the day the device itself is of little importance
Similarly the channel yoursquore targeting them with whether email or ads is irrelevant
Itrsquos about recognizing how each individual human interacts with your business as a whole regardless
of device or channel and utilizing that digital body language as a blueprint for growing your company
Part 3 Behavioral Marketing Addressing The Current State of Affairs gt Conclusion
Mobile is not a device It is not an app Mobile is freedom from devices and appsMobile is about people7
ldquoldquo
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
67 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
68 |
While the theory behind Behavioral Marketing is compelling nothing compares to cold hard numbers
In an effort to quantify the ROI of Behavioral Marketing BounceX commissioned a Total Economic
Impacttrade Report by Forrester8 using BounceX clients as examples Please note that all numbers are
aggregated and a representation of the ROI potential of Behavioral Marketing for your business The
ROI results speak solely to eCommerce and Non-eCommerce businesses (websites without a cart)
and thus will be separated as follows
bull ROI of Behavioral Marketing for eCommerce businesses
bull ROI of Behavioral Marketing for Non-eCommerce Companies (websites without a cart)
ROI of Behavioral Marketing for eCommerce
According to the Forrester TEItrade study the representative eCommerce organizations experienced the
following benefits as a result of their investment in the Bounce Exchange Behavioral Marketing Cloudtrade
Part 4 Behavioral Marketing The Business Case gt eCommerce ROI 8 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 20169 Ibid
15 INCREASE
Increase in prospect conversion rate from
website traffic
20-25 INCREASE
IT and marketing full-time equivalents (FTEs)
productivity gains
50 INCREASE
Increase of margins by reducing the need for
affiliate-driven revenue
Ultimately ldquoThe analysis points to risk-adjusted benefits of $5852806 for our
representative eCommerce organizationsover three years which leads to 1107ROIrdquo9
PA R T 4 B E H AV I O R A L M A R K E T I N GThe Business Case
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
69 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 1 Increase prospect conversion rate
As discussed in Part 3 Behavioral MarketingmdashAddressing the Current State of Affairs Opportunity
1mdashUnlock more value from your website traffic a tailored approach to targeting your traffic is crucial
Since prospects convert at a rate 5X lower than returning customers and can require on average
up to 9 sessions to make that first conversion ensure your behavioral marketing strategy alleviates
their conversion friction by nurturing their interest Ultimately in spending additional efforts on your
prospects you expand your returning customer base unlocking the potential for incremental revenue
from those who convert at a rate 5X higher
Still we have yet to discuss how the tailored approach affects your bottom line
According to the Total Economic Impacttrade10 research focusing your marketing attention toward your
prospects results in a massive lift in incremental digital revenue With Behavioral Marketing
10 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The representative eCommerce organization was able to improve its conversion rate by 15 which results in over $5 million of incremental revenue
ldquoldquo
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
70 |
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 2 Increase IT amp marketing productivity
In Part 1 Marketing today the current state of affairs Problem 3 Your retargeting channels we
realized that our retargeting channels are likely negative ROI channels
Behavioral Marketing not only transforms the ldquoBatch and Blastrdquo approach to retargeting but
simultaneously opens up your business to increased productivity and innovation According to
Forresterrsquos TEItrade research11
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative
eCommerce organization saw between a 20 and 25 increase in productivity in both their digital
marketing team as well as their IT team
With Behavioral Marketing yoursquoll have a software that eliminates a lot of the manual processes
associated with optimizing your digital funnel Now yoursquoll have the capabilities to test and develop
new behaviorally driven ideas quickly and easily With an entire Behavioral Marketing team of
experts and strategists from design to developers to conversion scientists at your fingertips yoursquoll
finally have the ability to focus on forward-looking strategies for your business as opposed to
reacting to the current state of affairs
Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 2 11 Ibid
The representative eCommerce organization estimates at least a 20 increase in productivity for its five-person digital marketing team and a productivity gain worth 25 of one IT FTE from working with Bounce Exchange
ldquoldquo
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
71 | Part 4 Behavioral Marketing The Business Case gt e-Commerce ROI gt Benefit 3
R O I O F B E H AV I O R A L M A R K E T I N G F O R E C O M M E R C E Benefit 3 Reduce the need for affiliate-driven revenue
As yoursquove realized marketing as it stands today is causing your business growth to plateau For
eCommerce companies specifically one of the reactions to this sluggish state of affairs has been
an increased reliance on affiliate partner websites to help drive sales
While affiliate partners contribute to sales ultimately they have a negative impact on business
growth The most ldquosuccessfulrdquo affiliate partnerships typically arise from a high reliance on
discounts With discounts although it becomes easier to drive more traffic to your website the
quality of that traffic decreases and your traffic becomes trained to rely on discounts as a result
Additionally affiliate partnerships are based on a revenue share attribution model requiring your
business to pay a percentage of the gross sales to the affiliate partner So not only are you hurting
your margin but yoursquore also paying to to do so
However considering the goal of Behavioral Marketing is to increase your businessrsquo bottom line
by generating higher returns from your most valuable website traffic the need for affiliate partners
should decrease In fact according to Forresterrsquos TEItrade report12
12 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
Prior to Bounce Exchange the representative eCommerce organization relied on affiliate partners to generate about 40 of their revenue The average cost to generate revenue through affiliate partners was 8 of its gross sales With Bounce Exchange the representative eCommerce organization was able to reduce its reliance on using third-party services to help capture and convert its website traffic to customers by 50
ldquoldquo
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
72 |
In other words as opposed to investing in affiliate partners that ultimately damage your margin and
provide a negative ROI with Behavioral Marketing yoursquoll get more value from the traffic already on
your website saving your margin in the process
To access the full details from the Forrester Total Economic Impact study for BounceX click here
ROI of Behavioral Marketing for Non-eCommerce Companies
The Forrester TEItrade study13 found that the representative Non-eCommerce companies experienced
the following benefits as a result of their implementation of Behavioral Marketing
While the above benefits are applicable across all Non-eCommerce businesses the following
examples pertain specifically to Publishers
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI
50 INCREASE
Increase in Email Capture Rate
15 INCREASE
Increase in Marketing and IT Productivity
50 INCREASE
Increase in Advertising Revenue
1314 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
The analysis identifies ldquorisk-adjusted benefits of $4015023 for our representative
publishing organization over three years which leads to 934 ROIrdquo14
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
73 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 1
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 1 Increase email capture rate
For Non-eCommerce companies email addresses or leads are key to owning your audience
and nurturing a relationship between the individuals interested in what yoursquore offering and your
business Email and lead capture play a crucial role in developing that relationship by allowing you
to identify your most valuable traffic and continue a conversation with those individuals regardless
of where or how they might be browsingmdashthe first step to unlocking People-Based Marketing
According to Forresterrsquos TEItrade research15
That is to say by applying Behavioral Marketing technology and strategies the representative
organization identified 50 more of their current traffic In increasing the rate of traffic
identification the organization now has the ability to use People-Based Marketing and retarget
more of their traffic regardless of where or how theyrsquore browsing via Behavioral Email and
Behavioral Audiences (ads)
15 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
Through its investment in Bounce Exchange the representative publishing organization was able to increase its email capture rate by 50The representative publishing organization estimates that a value of an email address is $050 which translates to over $180000 incremental revenue each year for the organization
ldquoldquo
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
74 |
Think about the amount of time and human resources that currently contribute to your marketing
efforts Let Behavioral Marketing take some of that human capital off your hands by automating the
processes by which you target and speak to your current traffic
Suddenly yoursquoll find that your team has the time to work on more forward-thinking and strategic
projects According to Forresterrsquos TEItrade study16
That is to say by investing in the BounceX Behavioral Marketing Cloudtrade the representative non-
eCommerce organization saw a 15 increase in productivity in their digital marketing team
Behavioral Marketing software has been designed to reducendashif not eliminatemdashthe manual
processes associated with optimizing your digital funnel Once in place yoursquoll be able to test and
develop new behaviorally driven ideas quickly and easily with the help of an entire Behavioral
Marketing team of conversion experts from strategists to designers to developers Yoursquoll finally
have the ability to focus on forward-looking strategies for your business as opposed to reacting to
day to day events
16 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
The representative publishing organization estimated a 15 increase in productivity for its 35-person digital marketing team and a productivity gain worth one IT FTE from working with Bounce Exchange
ldquoldquo
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 2 Increase Marketing and IT Productivity
Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 2
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
75 | Part 4 Behavioral Marketing The Business Case gt Non-eCommerce ROI gt Benefit 317 The Total Economic Impact of Bounce Exchange Cost Savings
and Business Benefits Attributed to Bounce Exchange Behavioral
Marketing Platform Forrester Research Inc August 16 2016
R O I O F B E H AV I O R A L M A R K E T I N G F O R N O N - E C O M M E R C E Benefit 3 Increase advertising revenue
Many companies today particularly publishers rely heavily on ad impressions to drive revenue for
their businesses Considering the goal of Behavioral Marketing is to guide individuals through your
digital funnel itrsquos likely that your Behavioral Marketing strategy will contribute to your ad revenue
According to Forresterrsquos TEItrade report17
In other words the representative organization saw a 50 increase in pageview depth and
therefore an increase in ad revenue as a result of the Behavioral Marketing experiences designed
to engage and nurture their on-site traffic
To access the full details from the Forrester Total Economic Impact study for BounceX click here
Prior to their investment an average prospect made 3 pageviews while visiting the companyrsquos website This increased to 45 page views which results in additional risk-adjusted advertising revenue of $918000 per year
ldquoldquo
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
76 | Part 4 Behavioral Marketing The Business Case gt Conclusion
Ultimately the ROI research depicted here demonstrates that regardless of your business type
Behavioral Marketing will be a ROI positive and revenue driving channel for your business
It all boils down to the fact that Behavioral Marketing is a people-based solution Itrsquos about
centering your business around the consumer experience as opposed to focusing on a particular
channel or product of your business and hoping for the best results
Your consumers are ultimately your greatest investmentmdashtheyrsquore the driving force behind your
business With Behavioral Marketing yoursquoll have the ability to double-down on that investment
amplifying your bottom line and growing your business up and to the right in the process
1819 The Total Economic Impact of Bounce Exchange Cost Savings and Business Benefits Attributed
to Bounce Exchange Behavioral Marketing Platform Forrester Research Inc August 16 2016
17 18
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
77 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
78 |
At this point you should understand the following
So letrsquos talk about what to do once yoursquore ready to invest in Behavioral Marketing
For starters make sure your team is well-equipped when it comes to your Analytics Tech Stack and your
current Marketing Channels in order to unlock the value from Behavioral Marketing software and drive
success for your business The following chart will help you understand where your business should be
in order to fully reap the ROI from Behavioral Marketing
What Behavioral Marketing is
How Behavioral Marketing works
Why your business should invest in Behavioral Marketing
Part 5 Behavioral Marketing The Purchase Process
PA R T 5 B E H AV I O R A L M A R K E T I N GThe purchase process
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
79 | Part 5 Behavioral Marketing The Purchase Process
Current Status
of Your Data amp
Analytics
bull No Analytics Platform
bull No Segmentation Capabilities
bull Marketing Funnel Not available
bull Analytics Platform in place
bull Basic Segmentation Capabilities
bull Marketing Funnel Myopic
bull Analytics Platform in place
bull Advanced Segmentation
bull DMP (Data Management Platform)
implemented
bull Marketing Funnel Digital Goldmine
acknowledged
Current Status
of Your Tech
Stack
bull No ESP (Email Service Provider)
bull No Triggered Email Program
bull No AB Testing
bull ESP (Email Service Provider) utilized
bull No Triggered Email Program
bull Limited AB Testing
bull Large ESP (Email Service Provider) utilized
bull Basic Triggered Email Program
bull AB Testing Pipeline
bull [eCommerce-Specific] Product
Recommendation Engines used
Current Status
of Your Digital
Marketing
bull No Paid Marketing Campaigns
bull No Retargeting
bull No Email Acquisition Strategy
bull No Ad Budget
bull AdWords Facebook Google Basic
campaigns
bull Broad Retargeting No Segmentation
bull Basic Email Acquisition Strategy
bull Monthly Ad Budget Less Than $10K
bull AdWords Facebook Google Advanced
campaigns
bull Advanced Retargeting Segmented strategy
bull Advanced Email Acquisition Strategy
bull Monthly Ad Budget Greater Than $10K
bull Clear and Defined Business Strategy
THE STATUSOF YOURBUSINESS
YOUrsquoRE READYFOR BEHAVIORAL MARKETINGALMOST READYNOT READY
BEHAVIORAL MARKETINGrsquoS ROI POTENTIAL FOR YOUR BUSINESS
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
80 | Part 5 Behavioral Marketing The Purchase Process
So yoursquore ready to invest in Behavioral Marketing
But where does the budget come from
As a new marketing channel for your business Behavioral Marketing software typically lives within the paid
media budget or whichever bucket has your AdWords or Facebook Advertising spend
In some unique cases because of its software component wersquove seen Behavioral Marketing aligned with the
technology budget
Finally how do you find the Behavioral Marketing partner that will best address the needs of your business
Make sure your Behavioral Marketing Partner understands your businessrsquo bottom line and how to get there
Here are a few questions to start with when assessing your options
bull Define what Behavioral Marketing means to your business
bull Can you identify anonymous website visitors via 10+ sources on and off your website
bull Can you link a single visitor across all devices and browsers
bull Can you track all aspects of visitor behavior in real time collecting 100s of behaviors before and after the page loads
bull How does your company define and implement People-Based Marketing
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
81 | Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
B O U N C E X rsquo S B E H AV I O R A L M A R K E T I N G C L O U D trade
Top 5 Marketing Channel BounceX is a new top 5 marketing channel We exist right up there with
Facebook and Google as a core infrastructure to marketing execution by amplifying the marketing
investments yoursquove already made and ultimately enhancing your businessrsquo bottom line
Behavioral Marketing Cloudtrade BounceX has solved the most prominent digital pain points across
all industries and designed a behavioral software the Behavioral Marketing Cloudtrade dedicated to
addressing each of those pain points both on and off your website
People-Based Marketing With the BounceX ID engine we work to identify and profile your
anonymous visitors regardless of where they might be browsing or which device they might be
browsing on
bull The industry average for a People-Based identification rate is roughly 5
bull The BounceX average for a People-Based identification rate is 38
White Glove Service Our world-class design studio cutting-edge developer team and expert
conversion scientists combine talents from many practices to move the needle for your business
Our campaigns never stop learning and you never have to lift a finger
WHY BOUNCEX
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
82 |
Behavioral ID Engine Identifies and profiles anonymous website visitors to unlock previously
impossible targeting opportunities both on and off your website
Behavioral CMS Increases the revenue per session for you current traffic by adapting your
website to real-time digital body language displayed by your traffic
Behavioral Email Transforms your email program with intent-based on-site email collection
resulting in hyper list growth and deploying fully automated emails based on the behavioral
profiles created by the Behavioral ID Engine
Behavioral Audiences Revolutionizes your acquisition and retargeting strategy by extending the
information gleaned via the Behavioral ID Engine (both on-site and email behavioral data) across
the Internet
Behavioral Ads Enhances the ad experience to drive greater on-site engagement for publishers
and maximum performance for advertisers by determining the best and highest-yielding moment
to engage each visitor with a relevant ad
BOUNCEX BEHAVIORAL MARKETING CLOUDtrade
Part 5 Behavioral Marketing The Purchase Process gt BounceXrsquos Behavioral Marketing Cloud
Click Here to Apply for a Behavioral Audit Today
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
83 | About This Guide
WRITTEN BY
Ryan Urban CEO BounceX CONTRIBUTORS Mili Mehta
Lead Writer BounceX
Steve Dong Product Manager BounceX
Maricor Resente VP of Marketing BounceX
Julia Spano Senior Director of Marketing Partnerships BounceX
Dave Campbell Director of Business Development BounceX
Jake Sullivan Director of Publisher Yield BounceX
Jackie Lusardi Director of Client Strategy BounceX
Inge Konther Conversion Director BounceX
DESIGNED BY
Rishi Arora Senior Graphic Designer BounceX Bill Harkins Senior Graphic Designer BounceX
Contact BounceX Enterprise Sales Enterprisebouncexcom
Careers Careersbouncexcom
Press Inquiries Pressbouncexcom
By Phone (212) 292mdash3162
About BounceX BounceXrsquos Behavioral Marketing Cloudtrade de-anonymizes website visitors enabling
organizations to unlock people-based marketing experiences For the first time online
businesses are able to target previously unidentifiable opportunities both on and off
their website BounceX software is trusted by global enterprises such as Lufthansa
Sears Uniqlo Hearst Properties and Comcast
Learn more at wwwbouncexcom
A B O U T T H I S G U I D EC-Suite Series The Blueprint for Behavioral Marketing
84 |
84 |