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Building Customer Lifecycle Marketing Strategies Using Behavioural and Engagement Data  26 May 2011 TFM&A Manchester
Premise ,[object Object],[object Object],[object Object],[object Object]
Over 100% Year on Year Increase in Email Revenues  ,[object Object],[object Object],[object Object],[object Object]
Diverging Strategies in Email
Maximising Relevance Email Address Preference Centre RFM Data Behavioural Data Engagement Data
What is Engagement Data? ,[object Object],[object Object],[object Object]
Email engagement data in action A combination of engagement and RFM can be used to select frequency of mailings.  Sending emails to people who want to receive them, is vital to ensuring email deliverability.  More frequent Less frequent Toxic segments
What is Behavioural Data? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why it’s important ,[object Object],[object Object],[object Object],[object Object]
How the combined strategies work Visitors Browsers Info Gathering Comparing Basket Abandon Engagement is the first stage of any journey   Purchase Drop off communications Browser programme Brand reinforcement and USPs Competitor Positioning Basket Abandonment Engagement
Automated Welcome Programme
Automated Welcome Programme
Extending Customer Lifetime Value with Lifecycle Strategies March 2007, Trends  “Realizing The Life-Cycle Marketing Vision”   ,[object Object],[object Object],[object Object],[object Object]
The 6 Stages of Customer Lifecyle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Behavioural Search Criteria  Holiday specific search criteria will drive the content and trigger
Saved Event Mailings – Travel Industry  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Extended Product Specific  Basket Abandon Program  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
To make these programmes work… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]

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