Customer Data and Channel Integration: Harnessing the Two Secrets to Your Future Success - Scott Jamieson
•
3 likes•1,589 views
Customer Data and Channel Integration: Harnessing the Two Secrets to Your Future Success This keynote focuses on innovative ways to combine new and well-established marketing tools and data to capture the attention, imagination and loyalty of customers. Drawing from real-life case-studies, Scott Jamieson will share leading-edge ways to lift key aspects of multi-channel marketing campaigns. * Scott Jamieson, Sr. Strategist & General Manager, Thindata 1:1
![AN OVERVIEW ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Customer Data and Channel Integration: Harnessing the Two Secrets to Your Future Success - Scott Jamieson
Similar to Customer Data and Channel Integration: Harnessing the Two Secrets to Your Future Success - Scott Jamieson (20)
More from Online Marketing Summit
More from Online Marketing Summit (20)
Recently uploaded
Recently uploaded (20)
Customer Data and Channel Integration: Harnessing the Two Secrets to Your Future Success - Scott Jamieson
- 1. June 30, 2010 Scott Jamieson, General Manager Customer Data and Channel Integration: Harnessing the Two Secrets of Your Future Success
- 5. AGENDA
- 7. HARNESSING CHANNEL INTEGRATION
- 8. Channel Integration: The Marketer’s View
- 9. Channel Integration: The Marketer’s View
- 12. Channel Integration: The Customer’s View Message Overload Confusion over Inconsistent Messages Frustration Poor Customer Experience Lower Customer Engagement Customer Defection
- 26. The Power of Email 86% are maintaining or increasing the size of their email marketing budget
- 28. Use of Email Metrics The focus remains on Clickthrough, Open and Delivery
- 29. Email Metrics Delivered, opens, clicks, conversions, complaints, unsubscribes Process Metrics (Email Diagnostics) Forwards, shares with social, cross-channel conversion Influence Metrics Questions, complaints, critique, frustration, problems, praise Feedback Metrics ROI, AOV, LTV, Share of customer, measurement against business objectives Contribution Metrics
- 30. Metrics vs. Analysis Metric-Driven Email Reports Behaviour-Driven Email Analysis Common Elements Focus Application Requirements Opens, delivery, clicks, and bounces. Recency, Frequency, Lifetime Monetary Value, Seasonality, Tenure What are people doing? Why are people doing what they are doing? Reactive and tactical Proactive and strategic Software for counting An actionable framework
- 33. Optimized Email/Email Campaign Data-Driven Performance Analysis Testing Creative Audit Email Optimization Framework The Framework
- 40. Optimized Email/Email Campaign Data-Driven Performance Analysis Testing Creative Audit Email Optimization Framework The Framework
- 41. Marketers are building testing budgets into their email campaigns Part Two and Three: Testing/Creative Audit
- 43. ACQUIRE CONVERT GROW RETAIN REACTIVATE MINIMAL VISIBILITY MODERATE VISIBILITY OPTIMAL VISIBILITY Optimized Email/Email Campaign Website Subscription Centre Contests / Promo Data Acquisition Strategies Online Membership Join Offline Opt-in (In-Store & Magazine Tactics) Complete Profile & Welcome Program Referral Program Opt-out Exit Survey Newsletter #1 Lapsed Program Post-Transactional Flyer Email Program Newsletter #2 Product specific Targeted Program Triggered Alerts Off Line Membership Join New to Province X Program
- 44. Discussion Scott Jamieson General Manager 416.361.3522 x264 [email_address] Wayne Carrigan Executive Vice President 416.361.3522 x247 [email_address] Jim Mahoney Business Development Executive 416.361.3522 x284 [email_address]
Editor's Notes
- Thindata 1:1 was acquired by Transcontinental Inc. in 2008.
- What do you think of when you hear “channel integration”? Here’s one take that we hear from our senior marketing clients…..a confusing jumble of: Email Point-of-sale Outdoor advertising (i.e. billboards) Television Radio Direct Mail Print Mobile Call Centre; and Social media tools.
- Here’s another take that we hear from our senior marketing clients: As they try to integrate more channels into their marketing campaigns costs dramatically rise as do other critical items, including: Multiple Suppliers Displacement/Delays of Current Projects High Degree of Uncertainty Multiple Metrics Coordination Complexity
- What does it feel like for marketers? So, it shouldn’t be a surprise, when we look to Forrester as they accessed how marketers felt about channel integration… In April of this year, Forrester was looking for trends in cross channel campaign management. So they surveyed senior marketers from across North America. One of the core findings: Marketers struggle to incorporate new channels and the resulting data into their marketing programs. The key here is that marketers see the channels and customer data as two interconnected parts . In other words, true integration for marketers necessarily includes how data from is cost-effectively gathered, combined, analyzed, presented and utilized .
- To drive home the point, when Forrester asked marketers what they were looking for in their services/providers/tools for managing their cross channel campaigns, here are the core results. In other words, it’s not only about how to use multiple channels to deliver messages.
- Let’s remember the customer in integration --- something that is often forgotten. From the customer perspective, channel integration is often associated with the following: Message overload Confusion over inconsistent handling of content/message Frustration Poor customer experience Defection Less engagement
- Other details: Historically used print and distribution limited to one channel: Post (520,000 dm units) to unaddressed households No history of coordinating data and turning it into “customer intelligence” One division (Canadian) recognized that driving sales meant leveraging the unique and combined strengths of print and email – as well as leveraging/building more customer data
- (Point 2) As I mentioned earlier, Thindata 1:1 is part of Transcontinental -- can leverage the customer data/knowledge of one of North America’s largest and most profitable printers/publishers. But, rather than emailing to a huge list of potentially less than interested/relevant recipients --- which would have negative implications for the brand, costs and efficiencies --- we focused on a list of 50,000 email recipients who fit the appropriate profiles. Waves of unique emails were sent to key targeted segments. Recipients were driven to an online preference center (via a landing page) to get a read on intention to purchase and implied behaviors which would be used in future segmentations and offers. And…
- … .of course, the micro-site allowed for instantly printing coupons that could be used in store --- which, in turn, would be tracked at the store level to inform further segmentations and offers.
- The print campaign extended the email campaign by focusing on new customer acquisition. The flyers/inserts/outserts were sent to targets based on the customer data/segments (i.e. Moms with kids within 10 mile radius of specific retailers including Wal-Mart, Best Buy, and in specific urban centers.) The placement in Canadian Living also focused on the core customer segments. Roll-over Effect : At the same time, recipients across all of these print channels were driven to the micro-site which allowed for existing subscribers and non-subscribers to engage.
- More detail: 20 th Century Fox’s desire to be able to combine and compare varying results by/across media was satisfied Opportunity: re-usable technology (e.g. micro-site) means 20 th Century Fox can run other campaigns beyond annual year-end program Opportunity: optimize data/campaign for U.S. parent company Positioned well for building/growing a longer-term loyalty program
- Observed a decline in high-value customers reducing their frequency and spend --- across the board/across all geographies. Decision was to implement a strategy that would re-engage customers AND create “brand evangelists”. That meant creating a contest – or in this case two contests -- that would leverage social media tools/channels.
- Swiss chalet also ran an other contest “Wall to the Wall Balls” contest: That contest was used to collect further customer data and build a fan base. They seeded online communities and posted online ads. They also re-purposed content from their television to be used on YouTube.
- When we look at what our clients want , what services are being able to do , we see that successful campaign and data integration in the near future will be characterized by the following…. Institution-wide memory of customers Successful integration means marketers must have the ability to recall the history of the relationship with each customer. Inbound and out-bound marketing planned/executed in tandem Successful integration must use the history of a customer's relationship to power dialogues across both inbound and outbound channels. This eliminates disconnected program management and presents a single face of the brand to the customer. Leverage customer listening platforms By starting with the insights generated from listening platforms, successful integration will need to leverage tools that can expose marketers to social attributes like sentiment and influence to improve program targeting, test offers, and messaging and refine the channel mix. The reason that we say the “future is now” is because we have found that marketers recognize the need and opportunity for these critical elements. They are just in need of a practical roadmap to execute this integration. And ultimately, that roadmap begins with harnessing customer data, which is where we now focus on our attention.
- Now that we have a greater appreciation for the importance of customer data for channel integration, let’s drill down on how we can harness customer data to improve something that everyone in the room works with and looks to optimize….email marketing campaigns. But, keep in mind that much of the framework that we’re proposing can be applied across all channels.
- But, why do we need a framework? We start with a framework that will help you achieve these goals: You want to save time/expense by taking advantage of, and applying, best practices. In other words, let’s adopt an approach that has a proven track record. You will want a process that is scalable – so that as your programs grow in size and complexity so does your ability to maintain high standards of performance. You want a process where you can compare the outputs (e.g. over time or across email programs) so that you can make informed decisions. You will be most successful when you have a process that is “chunked” in ways that your teams can actually act on them . You also want to leverage information you currently gather . Finally, you will want to introduce a discipline that allows you to demonstrate a return – which in turn allows you to make a business case for further resources.
- Let’s step back for a moment and ask ourselves: “Why are we focusing on email?” We know that email is powerful because marketers continue to rely on (and increase their reliance on) email marketing.
- The Power of Email… Other evidence that email is still powerful include:
- Let’s take a look at what marketers tend to focus on when it comes to measuring the effectiveness of email campaigns….(see graph) This is understandable because: Digital marketing allows for collecting vast amounts of data It takes time and expertise to review and make sense of metrics Marketers are bombarded with a number of online and offline metrics Other findings from the same study include: The larger the organization, the more likely it tracks the conversion rate of those who click from an email. However, B2B marketers are more likely to track deeper metrics, such as website clickstream data and response variations by list segment. The greater the investment in the list, the closer the marketer tracks the results.
- Marketers are increasingly called upon to justify budgets – prior to and after projects. So, marketers have been building their ability to collect email-related metrics. Here’s a quick summary of the range of email metrics that are directly or indirectly related to email marketing campaigns. Marketers targeting consumer channels are more likely to track basic metrics like clickthrough, open and delivery rates.
- However, the metrics that marketers tend to be most acquainted with focus on “ counts ”. which answers the question “ What are people doing? ”. Rather, the framework that we’ll outline builds on “counts” and conducts analysis so that we can answer the most important question: “Why are people doing what they are doing? ” Taking this approach means that we can successfully achieve the three goals we mentioned: 1. Improve the performance of your campaign 2. Stay ahead of your competitors 3. Increase engagement
- Everyone in the room recognizes that all marketing is most effective when messages are consistently relevant. So, it shouldn’t be a surprise that when asked about which tactics are most effective to increase relevancy, organizations of all sizes agree: Delivering relevant content is key ( see Graph ). And relevance is really the primary distinction between metrics and analysis ….and the reason we, as marketers, need to challenge ourselves to analyze email metrics: it helps ensure that content remains relevant.
- Despite the recognition for creating and sustaining relevance, few companies are using the primary basis for relevance – user behaviors -- in their email marketing. Why? Not because of their inability to “count” these behaviors rather, because of the lack of a framework – as well as those reasons we’ve already covered.
- So, today we’re going to provide you with a practical and replicable framework that we’ve used to help some of the biggest, most recognized names improve their email and their email marketing. And, we’re going to start with the first component of this framework…data-driven performance analysis.
- Stage 1: Collect historical data (ideally, online/offline) Stage 2: To determine to what degree your email is actively engaged over a period of time conduct a wear-out analysis. Start by reviewing each email’s open/click/bounce/conversion over a period of time to see when people become “disengaged” with your email. For one client, the initial contact analysis suggested that people consistently opened the email over a period of time. But, looking at this alone can be misleading…because, we don’t know if it is the same people who are opening the email month-after-month OR if it’s new subscribers that are joining in to prop up the open rate. So, we split the group into two groups: new subscribers because (e.g. less than a year) and tenured (e.g. more than a year) subscribers
- Review the recency of opens to see how long it takes before customers “drop off” from opening. This identifies your “laspsed” subscribers. By watching how long it takes before subscribers drop off, you identify points-in-time where you should be focusing on re-engaging (i.e. not the same information). For example for the client we’ve been looking at we noticed the following: 37% of these eLetter customers opened the Oct 2009 email sent to them. 10% customers did not open their Oct 09 email but opened their Sept 09 email 6% of customers last opened an email in August Implication: Re-engagement emails should be sent immediately to those customers who didn’t open in the prior month or the last two months.
- Once you have actual user behavior, here’s your chance to factor in what you already know about your audience --- e.g. demographic information, purchase history, etc. Now, you’re in a position to develop a segmentation strategy. Use the results We recommend leveraging what you know to develop (4-6) personnas that are robust and reflect meaningful distinctions.
- The outcome of the first phase, performance analysis is a segmentation and engagement strategy. Here’s a typical example….
- Based on the performance analysis, we turn our attention to testing…and creative audit. One thing needs to be emphasized, Testing and Creative Audit tend to work together. That is, based on the performance analysis, you identify specific items that need to be tested. You test creative for example, and then develop alternative creative only be tested to ensure that they perform better.
- Testing is one of the more trusted methods for marketers to audit and develop their email marketing campaigns. Since 2006, Marketing Sherpa has found that marketers devote resources to testing. The most recent study once again reveals that testing is becoming standard practice. Other recent findings about email marketing testing: Target market is a key differentiating factor in the likelihood of testing email elements (i.e. B2C marketers are much more likely to test nearly every element than B2B marketers) Large list (100.000+) owners are up to five times more likely to test the elements of their email campaigns than owners of small lists. This familiarity with testing means that marketers have the budget, time and resources for testing. In our framework, testing plays a critical role. Notice that most marketers are most likely to conduct “subject line” tests . However, if we reflect back on the analyses for LoyaltyCo, we observed that while they had strong open rates, they had declining clickthroughs. So, testing “subject lines” would provide us with minimal insights. And, if you’re audience knows your brand, chances are you need to focus on what happens after the open .
- Here’s a summary of the Creative Audit stages that need to be addressed Keep in mind that the link between testing and creative audit is very strong. That is, if you want to see the investment in performance analysis truly realized, build in testing at the same time.
- The last piece is placing email into the larger program based on your marketing goals.