data, insights & automation the holy trinity of effective online communications
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www.cloud-iq.com
Data, Insights & Automation
The Holy Trinity of Effective Online
Communications
Presenter: Kath Pay
Marketing Director, cloud.IQ
www.cloud-iq.com
• Marketing Director, cloud.IQ,
Co-Founder, Plan to Engage
• Email Marketing Consultant,
Trainer & Speaker
• Lead trainer of Email
Marketing for Econsultancy,
The IDM award, B2B
Marketing & Emarketeers
Your presenter –
Kath Pay
@kathpay
www.cloud-iq.com
Want to view the recorded webinar?
Please click here to gain access
www.cloud-iq.com
It’s about making data smart,
creative and usable
www.cloud-iq.com
Smart data is:
accurate
actionable
agile
www.cloud-iq.com
…want to know what’s in it for them
www.cloud-iq.com
…easily filter out irrelevant messages
www.cloud-iq.com
…and tell the world if they don’t get it
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With customer attention becoming an
increasingly scarce commodity,
marketing success depends on
delivering relevant, timely and
personalised marketing messages.
www.cloud-iq.com
And that’s where
the Holy Trinity comes in…
Data
Insights Automation
www.cloud-iq.com
We’re all
sitting on an
enourmous
amount of
data
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Questions to ask yourself
Which businessproblem are you trying to
solve?
Which specificquestions do you want to
answer?
Which actionsdo you want toenable with the
answers?2
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How to get from data to actionable
insights?
www.cloud-iq.com
Don’t get lost in complexity
Focus on the quick wins
Start with the best data immediately available.
Plan for the future
Over time, layer on additional data sets.
www.cloud-iq.com
Using data & insights to drive relevant,
timely and personalised messages
Data
Insights Automation
www.cloud-iq.com
Meet Judy
Average age = 51 to 67 years old.
An old-school marketing veteran.
Likes best sellers, merchandise that has always worked for her.
Likes sale events. Email strategy could include sale events personalised for Judy.
Least likely to click-through and convert via email marketing.
Hilstrom’s Personas
www.cloud-iq.com
This Is Jennifer• Average age = 35 – 51 years old.
• Most likely to click-through and convert via an email campaign, likes high email frequency (2-4x per week).
• Wants to see new merchandise.• Email drives her to Google to find
free shipping, % off promotions. Email leads to searches … added expense.
• Just give Jennifer free shipping, that’s what she is looking for.
Meet Jennifer
www.cloud-iq.com
Meet Jasmine
Average age = 19 – 35 years old.
Social / Local / Mobile. Email is often viewed via iPhone / iPad.
Cannot afford expensive items, so make life easy for Jasmine, offer her inexpensive items via email campaigns.
Least valuable of the personas, not loyal.
Curate, tell Jasmine what to buy and
why she should buy it.
www.cloud-iq.com
Resultsifer / Jasmine?
Customer demographics have different preferences via email.
• Judy = Sale Events, Winning Merchandise.• Jennifer = Knowledge, Free Shipping, New Merchandise.• Jasmine = Curation, Low Prices.
Most of the “multi-channel” madness you hear about happens with Jennifer. Jennifer hunts for the best merchandise at the best price with free shipping … this means email drives her to Google, to CSEs, to Affiliates. Email “starts” this process.
Persona + Merchandise personalisation = 20% increase in annual sales attributed to email campaigns.
www.cloud-iq.com
Let technology do it for you!
Quick wins
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Personalised Content based on behaviour
www.cloud-iq.com©2014 Plan To Engage – @tamaragielen – Tamara@PlanToEngage.com
Increase
revenue with
Cart Recovery
www.cloud-iq.com
Shoe Case Cart Recovery Case Study: - 67%
abandonment - 19% recovered
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Use the data you have to offer them more
things they may like
300%
increase in
downloads
www.cloud-iq.com
Sometimes you just want permission to
market to them!
www.cloud-iq.com
Abandoned Search (browsed not bought)
44%
increased
conversions
over regular
promotional
emails
www.cloud-iq.com
Let’s finish with a story shall we?
www.cloud-iq.com
35 Kingsland Rd
Shoreditch
London E2 8AA
United Kingdom
T : +44 (0)845 498 9426
F : +44 (0)2077 397 742
Email : uk@cloud-iq.com
Get in touch for
more information
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