marketing automation - demystifying big data [mumbrella digital school]

Marketing Automation

Demystifying Big Data

gregbeazley.com

About Me Surfers In A Dress

About Me

• 6 years Agency & Client-side

• Events > Advertising > Marketing > Consulting

• Datarati

• Marketing Automation specialists

• Data-driven Customer Lifecycle Marketing

• Actionable Insights

• Blog: gregbeazley.com

/surfersinadress

About You

Why are you here?

Your big data is all of the response and activity generated by your digital marketing efforts. The problem is, how do you integrate all of that data in order to make more effective marketing decisions? We look at best

practice in marketing automation and how to better nurture leads through the sales funnel.

Big Data Marketing Automation

Better Efforts & Decisions

What is “Big Data”?• Importance of Data• Access to Technology• Visualise & Manipulate• Predict & Automate

What is “Big Data”?• What/who for?• Complete picture?• What is Big Data NOT?

What is Marketing Automation?

• Connecting the dots to Automate (API)

• An enabler for data-driven marketing• Behavioural data

CRM Database

Marketing Automation Database

Customers & Prospects

Revenue Cycle Funnel Bridging the gap between Marketing & Sales

Marketing SalesMarketing Automation Database

CRM Database

What does Marketing Automation do?

Landing PagesForms

Data Management

Segmentations Measurement

Pipeline & Revenue

Cookie Tracking SMS via WebhookPURLs

Traditional Approach• Linear path to purchase• Easy to control• Drop-offs > Re-acquisition ($$$)• Disconnect between Marketing

& Sales

Acquisition Conversion

Conversion

Small Conversion %

Marketing Spend $

Attract

Engage

Convert

Retain

Permission• Permission to Market cross-channel• Build a relationship• Targeted communications (email,

display, social)

Acquisition Conversion

Conversion

Relationship

Permission loop

Permission Capture

Relationship• Market in a known way (targeted)• Drive to first-time purchase• We know who you are and what

you like

Acquisition Conversion

Conversion

Relationship

Permission loop

Permission Capture

Conversion

Welcome Abandonment

Browsing & Reminders

Repurchase• Buy for a second time• Up Sell & Cross Sell other

products• Product life cycle

Conversion

Transaction e.g. Thank you

Repurchase loop

Cross Sell

Replenishment e.g. prepaid, vitamins

Stickiness• Brand Preference• Competitive Differentiation• Rewarding Loyalty

Conversion

Service Alerts e.g. flight delays

Stickiness loop

Ratings & Reviews

Referrals

Win Back• Recapture Customers from

Defection• Avoid re-starting the cycle

Conversion

Win Back loop

Win Back

Re-permission• Maintaining & recapturing

permission across channels

Conversion

Re-permission loop

Relationship Targeted

• Targeted Campaigns throughout the lifecycle to increase conversion

Customer Lifecycle• More prescriptive approach• More effectively map campaigns

against the lifecycle• Automate customer experience to

help generate pipeline & revenue

Conversion

Re-permission

Relationship

Win Back

Stickiness

Re-purchase

Acquisition Conversion

Conversion

Permission

Conversion

Targeted

Customer Lifecycle Campaign Ideas

1. Engage2. Educate3. Convert4. Excite5. Renew6. Reward

8 Key Takeaways

1. Buyer’s are now in control, so think about the customer experience

2. Digital fingerprints are being created across email, web, search and social media

3. Marketing must align with sales objective: revenue

4. Connect your Marketing database with your Sales/CRM database for Revenue and ROI tracking

5. Set up a scoring model to track engagement levels to ensure you are following up with those most likely to convert

6. Set up automated campaigns that trigger on specific types of behaviour via email, web, search, social media and purchase activities

7. Report on campaign effectiveness by channel, by frequency, by ROI

8. Test and optimise!

What next?

• What are your business objectives?

• What campaigns should you be prioritising?

• What data are you capturing and what do you need to capture?

• How healthy is your data?

• What resources would you need to put some level of CRM & Marketing Automation in place?

Connect.

/in/gregbeazley

gregbeazley.com

@gregbeazley

gregbeazley@gmail.com

References

• Big Data: • Marketing Technology LUMAscape • Gartner Digital Marketing Transit Map

• Revenue Cycle Funnel: • Marketo Revenue Cycle Funnel

• Customer Lifecycle: • Responsys Customer Lifecycle • Datarati Customer Lifecycle Campaign Ideas