more power to the marketer

More Power to the Marketer:Use Cross-Channel Behavior to Drive Results

Scott Jones, ResponsysDirector, Product Marketing + Partner Strategysjones@responsys.com

The power of cross-channel…

Email 7:26 PM

Social 7:31 PM

Mobile 9:10 PM

Cross-Channel Success!

eCommerce?

Marketing?

eCommerce?

Marketing?

Get familiar with cross-channel behavior.

When eCommerce and Marketing teams work together great things can happen.

Think of interactive marketing campaigns as part of the conversion funnel.

What is cross-channel behavior?

Web activity— Browsed— Abandoned— Converted

Email activity— Opted-In / Opted-Out— Opened, Clicked— Shared

Mobile activity— Opted-In / Opted-Out— Clicked, Responded— App User

Social activity— Clicked, Shared— Reach, Influence

How do we take advantage ofcross-channel behavior?

Measure, combine, and analyze

Segment and target

Execute campaigns

And behavior can be augmented.

Lifecycle Stage

Customer Data– Who just bought something

in the store?

– Which customers contacted customer support?

– Which customers are our most profitable?

Demographic Data– Age

– Gender

– Geography

– Etc.

So why aren’t we all alreadycross-channel marketers?

Complex data integration

Disconnected web, email,mobile, & social processes

Web, mobile, & social data aren’t being leveraged to drive campaigns

Step 1: Simplify data integration

Step 2: Connect processes

Step 3: Automate new targeted campaigns

Abandonment— Abandoned Cart / Site— Offer and Cadence Testing

Browse or Affinity— Product Category Browsed— Sub Category Browsed— Browsing Frequency and Recency

Post Purchase — Cross Sell Campaigns— Up-Sell Campaigns

Custom Segment— Any custom segment can built via

Visitor Data Mart

Target on Web behavior

Segment on Recent

Purchases

Tailor content to segments

Target on Web behavior

Segment on Social and

Mobile behavior

— Personalized emails that consider 8 different personalization factors

— Uses behavioral information to anticipate and answer prospect questions

— Sells the benefits of policies

— Includes product cross-sells

Trigger emails to abandoned leads from web or call center

MetLife:Quote Abandonment

— Increases relevance of campaign content to maximize conversion and revenue

— Utilizes behavior to drive recommendations that insert ultra-relevant content within emails

— Tests and optimizes dynamic content based on abandoner behavior

Recapture customers who show interest, but do not complete purchases

Orbitz Recaptures Customers:Interested Abandoners

— Targets all new customers as well as existing customers who have upgraded their phone

— Enables customers to share / update social networks about their new purchase

— Custom online sharing tool allows Forward to a Friend or Facebook, Twitter, and LinkedIn posts

— Integrates into VzW Referral Program

Acknowledge customer excitement with new phone; facilitate sharing & enable referrals

Online Sharing Tool

Sharing Email

Verizon First 90 Days Program:Going Beyond Permission with Social

A new model: more power to the Marketer

Simplified data integration

Connected web, email,mobile, & social processes

Campaigns driven by web,mobile, & social data

Questions?

Thank You.

more power to the marketer

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