Contenu connexe Similaire à It's Digital, but is it Personal? (20) It's Digital, but is it Personal?2. dunnhumby’s context
24 years
28 countries
1,000s of clients
400,000,000 customers
All media channels
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5. Three Prizes
1.Current sales
2.Potential sales
3.Advocacy
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6. Relevance wins
Household Response Rates 62.7%
64.2%
63.1%
59.6%
56.2% 58.4%
55.6%
52.6%
49.5% 52.6%
49.2% 49.0%
42.1%
35.7%
33.3%
28.7%
27.2%
22.7% 22.7%
18.0% 16.0% 21.5%
18.4% 20.0%
16.0% 17.0%
15.0%
0501 0502 0503 0504 0601 0602 0603 0604 0701 0702 0703 0704 0801 0802 0803 0804 0901 0902 0903 0904 1001 1002 1003 1004 1101 1102 1103*
Campaign events
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7. Or …
Source: The Times 19 Jan 05
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9. “Last year, the nation's top
100 retailers by e-commerce
revenue sent recipients an
average of 177 emails
apiece, up 87% from 2007.”
[and up 24% vs. last year]
Source: WSJ / Responsys Inc., WSJ March 12, 2012; “Stores Smarten Up Amid Spam Flood”
© dunnhumbyUSA 2013 | confidential
10. “More than 500
emails apiece”
Source: WSJ / Responsys Inc., WSJ March 12, 2012; “Stores Smarten Up Amid Spam Flood”
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12. Customer Reaction to Retailers’
Emails
1st half 1st half %
National average
2007 2011 Chg.
Email open rate 19.0% 12.5% -34%
Click through rate 3.9% 2.8% -28%
© dunnhumbyUSA 2013 | confidential
Source: WSJ / Harte Hanks Inc., WSJ March 12, 2012; “Stores Smarten Up Amid Spam Flood”
13. 49% of unsubscribers from
permission emails: Content was
repetitive or boring over time 1
22% of US Internet users
stopped buying from a company:
too many or irrelevant emails 2
1 - ExactTarget "The Social Break-Up" 2 - CMO Council / InfoPrint Solutions
© dunnhumbyUSA 2013 | confidential
15. 15
If your digital marketing is relevant, more
contact can improve perceptions
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16. Unaware,
Unconcerned,
Unable
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17. What are “they”
doing wrong,
and why?
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18. Big data
Small thinking
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19. Wrong data
and insights
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21. Inputs, not
outcomes
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24. Here’s what we’ve learned about making
digital personal
1. Culture: Shoppers’ lifetime value
2. Shopper first – not brand, not store
3. Leverage shopping, media, context insights
4. Content that delights and excites
5. Media that reaches and engages
6. Measure incremental sales and advocacy
© dunnhumbyUSA 2013 | confidential
25. Making digital personal
1.Brand CRM program
2.Display advertising
3.Advocacy and user content
4.Integrated loyalty approach
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26. 26
Brand CRM programs: From good to great
Lagging approaches to Leading approaches to
targeting, activation, and targeting, activation, and
evaluation evaluation
• Demographics and • Purchase behavior, plus
claimed behavior additional contextual data
• Responsiveness to • Responsiveness to all
standard offers media stimuli and
personalized offers
• Redemption behavior • Sales uplift
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27. 27
A better approach yields better results:
Multi-brand CPG CRM multi-cell test
Lagging approach Leading approach
+8% sales uplift +112% sales uplift
vs. control vs. control
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28. We know display
advertising can
build sales
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29. On line advertising is more consistent in
driving off line sales than TV
% of campaigns with a statistically
significant off-line sales lift
TV Internet
(IRI) (comScore)
36% 80%
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30. 30
On-line display advertising: Purchase-based
targeting makes it more effective
● Yogurt brand
– Campaign results including all targets +1.9% uplift
– Only purchase-based targets (38% of original) +5.0% uplift
– Improvement from better targeting +163%
● Toothpaste brand
– Campaign results including all targets +2.4% uplift
– Only purchase-based targets (47% of original) +5.3% uplift
– Improvement from better targeting +123%
● Soft Drink brand
– Campaign results including all targets +8.8% uplift
– Only purchase-based targets (47% of original) +11.3% uplift
– Improvement from better targeting +28%
© dunnhumbyUSA 2013 | confidential
32. The new Word of Mouth approach links
shopping insights to targeting, evaluation
Case Study: Supporting a new product launch
Targeted BzzAgents • Based on categories, brands, and products of
interest
Strong Agent • Based on relevance of the sampled product
engagement
High volume reach • Reached over 1,000,000 people, at 228 network
contacts per Agent
Measurable sales • 18% increase in dollar sales vs. control
impact • $14:1 sales-to-cost ratio
© dunnhumbyUSA 2013 | confidential
33. Targeted Word of Mouth also delivers new
learning and user generated content
Unilever Insights from Shopper Marketing
Pulse Dashboard • Social media monitoring technology
• Integrates social and purchase data
Tracks activation • Samples to BzzAgents; Agent and network reactions
Content rich • Unrestricted access to tweets, posts, photos,
reviews, and recommendations shared by agents
Benefits • Learn how consumers actually use your products
• Verbatims for use in future marketing
• Learn what they like / don’t
Lowered soup salt content Changed deodorant fragrance
Changed language from “baking bags” to “cooking bags”
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35. 35
Insight: Even Raley’s best customers spend
only ~60% of their eligible dollar at Raley’s
+ =
What we earn Spend with Our customers’
now from our competitors for total grocery spend
existing items we sell
customers
© dunnhumbyUSA 2013 | confidential
36. Raley’s knew that a loyalty approach, not
just a loyalty program, was required
● Launched Something Extra, Fall ‘12
– A personalized Rewards voucher every 3
months that can be redeemed in store
– Personalized Offers based on purchase
behavior
– Earn Extra Points every time they shop
– Inspired Ideas and Extra Surprises
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37. 37
Combines loyalty and advocacy to deliver
on the promise of ‘Something Extra’
Increase LOYALTY of
Raley’s Best
Customers
Cultivate ADVOCACY
for Raley’s and their
CPG partners, both
online and offline
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38. 38
Participation rates for monthly Best Customer
Communications are around 50%
Distribution and Participation Metrics
February
email
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39. Something Extras Try-it combines shopper
data with WoM to drive sales, engagement
Increase LOYALTY of
Raley’s Best
Customers
Cultivate ADVOCACY
for Raley’s and CPG
partners, both online
and offline
© dunnhumbyUSA 2013 | confidential
40. 40
40
A primarily digital experience allows
content to be easily shared, online and
offline
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41. 41
The platform is built to weed out people
who just want free stuff
Try-it Screenshot – ‘My Score’ Page
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42. 42
A modest number of advocates amplifies
the message, engaging a large community
Screenshot from the Try-it ‘Pulse’ Measurement Portal
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43. Making Digital Personal
1. Culture: Shoppers’ lifetime value
2. Shopper first – not brand, not store
3. Leverage shopping, media, context insights
4. Content that delights and excites
5. Media that reaches and engages
6. Measure incremental sales and advocacy
© dunnhumbyUSA 2013 | confidential
44. Thank you
matt.nitzberg@us.dunnhumby.com
513-632-1032
© dunnhumbyUSA 2013 | confidential
Notes de l'éditeur LCM HH Response Rate – redeemed at least one coupon in store (denominator is total number of HHs emailed) How relevant is the email communication you have received in the past 3 months from Kroger? % indicating “Relevant” or “Highly Relevant” Control received no personalized emails – only untargeted emails Loyalty gets more from existing customers Advocacy builds on loyalty to get net new customers into the business The platform has to weed out people who just want free stuff so every advocate is scored based on the frequency and quality of participation