25. @jwatton@jwatton
Which behaviours to track?
• Age
• Gender
• Nearest store
• Product preferences
• Buy for self/as a gift
• etc
Demographics
• Opened email
• Did not open email
• Clicked on link
in email
• Bounced
• No mailing activity
Email behaviour
• Purchase history
• Survey results
• Loyalty points
• Product searches
• Abandoned carts
• etc
Relational data
• Cart abandoned
• Product searched
• Form completed
• File downloaded
• Video viewed
• Custom event
Web behaviour
• Voucher redemption
• Store purchase
• Event attendance
• Call centre activity
• Catalogue request
• etc
Off-line behaviour
26. @jwatton
POLL – What behaviours do you track today
(and do something with)?
• Demographics
• Email
• Relational (CRM, loyalty)
• Off-line (call centre/in-store/events)
28. @jwatton
Web site
Call
Direct Mail
Email
SMS
Social
Action
Channels
Output Channels –
Communications
Silverpop Input Channels
External Input Channels
Web site
Location
Email
Social
SMS
Store EPOS
Web store
Call centre
Mail order
Input channels –
Interactions
• Web store
• Mail order
• Call centre
• Event
29. @jwatton@jwatton
The role of email?
Source: “Email Is Crushing Twitter, Facebook for Selling Stuff Online”, Wired, 1st July 2013
30. @jwatton@jwatton
Freemans Grattan Holdings
• Heritage as a mail order company operating 8 brands
• Moving from catalogs to online
• Seeing the shift to mobile
– 74% of emails now being opened on mobile devices
• On the road to behavioral marketing
• Automating more and more of their email
– Lapsed customer programs
– Cart/browse abandonment
– Anniversary/birthdays
– Preference centre etc.
• Upping social engagement
• Benefits of behavioral approach
– Saved 60% of email marketing costs
– Increased open rates from 19% to over 50%
