targeting throughout the customer journey | completelyemail - rough agenda & pure360

TARGETINGthroughout the

THE CUSTOMER JOURNEY

Alistair Simpson

More than 838 Billion Marketing Messages Sent in the US in 2013

(Source: Forrester)

Around 84% of all Email Traffic will be spam(Source: The Radicati Group)

What is considered Spam?

Approach?Hunt like this guy…

Proviso:Don’t actually hunt your users…

INTRODUCTION

Digital Marketing Professional

My Work

CRM Manager

Nearly 8 Million Email Subscribers

Nearly 400,000 Facebook Fans

Nearly 4,000 Brands

Thousands of Offers

Connecting the Right Offer

To the Right Person

At the Right Time

A Very Romantic Notion

What’s the Plan?

Data

Customer Profiling

Targeting in Practise

Customer Journeys

What’s Next?

DATA

What products do you want to build?

What do you want to know about users?

What are the business needs?

Is it reliable?

How is the data structured?

What data are you collecting?

How are you using it?

Is it useful?

Customer Profiling

Personal

Demographic

Behavioural

Preference Based

Value Engagement

- LTV- AOV- Number of

Transactions

- Visits- Click Depth- Session

Duration- Recency- Frequency- Loyalty

Customer Profiling

Engagement

Value

High Value, Low

Engagement

High Value, Mid

Engagement

High Value, High

Engagement

Mid Value, Low

Engagement

Low Value, Low

Engagement

Low Value, Mid

Engagement

Mid Value, Mid

Engagement

Mid Value, High

Engagement

Low Value, High

Engagement

Engagement Focus - Content

Engagement

Value

High Value, Low

Engagement

High Value, Mid

Engagement

High Value, High

Engagement

Mid Value, Low

Engagement

Low Value, Low

Engagement

Low Value, Mid

Engagement

Mid Value, Mid

Engagement

Mid Value, High

Engagement

Low Value, High

Engagement

Value Focus – Online Retail

Engagement

Value

High Value, Low

Engagement

High Value, Mid

Engagement

High Value, High

Engagement

Mid Value, Low

Engagement

Low Value, Low

Engagement

Low Value, Mid

Engagement

Mid Value, Mid

Engagement

Mid Value, High

Engagement

Low Value, High

Engagement

Strategy Definition

Engagement

Value

Multi-Channel

Approach

Loyalty + Cross Sell

VIP Programs

Competitions

Win-backShare &

Save

Personalisation

Time Limited Deals

Stretch & Save

Targeting – In Practise

Already we’ve seen many ways to profile customers

But we’re going to focus onBEHAVIOURIAL TARGETING

Targeting – Level 1

All Users

Interacted with Target Brand /

Product

Active

Site

EmailApp

Targeting – Level 2

1

2

3

5

4

67

1. Target Clickers Only

2. Related A, Other shoe retailers

3. Related B, Other retailers who sell shoes

4. Target & Related A

5. Target & Related B

6. Related A + Related B, Not Target

7. Clicked All

Targeting – Level 2 – Results

Targeting – Level 2 – Results

Targeting – Level 2 – Results

Brand / Product Relationship is informed by the Data,

not human intuition

Targeting – Test Results

- The ‘ALL’ group had a…- 34% higher Open Rate, - 36% higher CTR, - 13% higher Conversion Rate

…than the ‘Target only’ group

Users that had interacted with more than 1 brand, perform better than users who had just clicked the Target brand

The Customer Journey

The Customer Journey – Part 1

The Customer Journey – Then What?

1st Interaction

2nd Interaction

3rd Interaction

The Customer Journey – Retargeting

The Customer Journey – Post-Sale

Multi-Stage Approach

Widen the funnel

What’s Next?

Intent

Large Scale

Automation

Takeaways

Make Data Useful

Profile & Strategise

Target Related Groups

Multi-Stage – Widen the Funnel

The Future’s Bright

Contact Me:

Email:asimpson@rmn.com

Google+:Alistair Simpson

LinkedIN:Alistair Simpson