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E-mail marketing: segmentare i database
  con tecniche evolute per ottenere
           migliori risultati
     (RFM e Beha...
4 secondi su ContactLab.
la nostra migliore presentazione?
Oltre 1.000 clienti, tra cui...
SEGMENTARE

  Dire cosa, a chi, e quando
              vs
 Aprire la bocca e dare fiato
SEGMENTARE
 perche’ siamo diversi
Ahimè


Una % esagerata di campagne email non sono
                segmentate
Quindi

Nell’email marketing troppo spesso
    si apre la bocca e si dà fiato

      E i risultati si vedono

             ...
One to all
 (Broadcastasting)
One to one
Capiamo come fare
    al meglio il
 “One to group”
Il vostro database...
Il vostro database...
2x4x3

= 24
Scegliere i criteri

Sesso         2 Uomo    Donna

Fascia eta’   4 15-25   25-35    35-50   50-70

Regione       3 Nord  ...
E capirne le
conseguenze
  Uomo    15-25   Nord
  Uomo    15-25   Centro
  Uomo    15-25   Sud
  Uomo    25-35   Nord
  Uo...
Teoria insiemi
Segmentazione “standard”

                         Anziani
Giapponesi




                          Musicisti
            ...
“maschi, cap 20121”
Come segmentare
     “sociodemo”
        Sempre che abbiate questi dati nel database....




• Sesso
• Età
• Provincia
• ....
Cluetrain Manifesto

   I mercati sono fatti di conversazioni
I mercati sono fatti di esseri umani, non di
           segm...
Come segmentare
   “comportamentale”
• hanno cliccato su un link di un prodotto
• si sono iscritti allo iab forum
• hanno ...
Come segmentare
       “behavioural”

• segmentazioni su comportamenti (ripetuti?)
  nel tempo
 ★   analisi churn
 ★   ela...
Come segmentare
       “RFM”

• Recency
• Frequency
• Monetary Value
Best cluster “RFM”
      (5,5,5)
E una volta segmentato...
     Trovate le giuste parole, per le giuste persone
Free Report




DOWNLOAD @ www.contactlab.com
GRAZIE!
 Massimo Fubini
  ContactLab


                   Si, era tutto
                   molto, molto
                  ...
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IAB Forum 2009: E-mail marketing: segmentare i database con tecniche evolute per ottenere migliori risultati (RFM e Behavioral targeting)

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Massimo Fubini's presentation at IAB Seminar 2009 (Milan)

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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IAB Forum 2009: E-mail marketing: segmentare i database con tecniche evolute per ottenere migliori risultati (RFM e Behavioral targeting)

  1. 1. E-mail marketing: segmentare i database con tecniche evolute per ottenere migliori risultati (RFM e Behavioral targeting). (Per evitare di avere una Ferrari e girare alla velocità di un monopattino)
  2. 2. 4 secondi su ContactLab. la nostra migliore presentazione? Oltre 1.000 clienti, tra cui...
  3. 3. SEGMENTARE Dire cosa, a chi, e quando vs Aprire la bocca e dare fiato
  4. 4. SEGMENTARE perche’ siamo diversi
  5. 5. Ahimè Una % esagerata di campagne email non sono segmentate
  6. 6. Quindi Nell’email marketing troppo spesso si apre la bocca e si dà fiato E i risultati si vedono :-(
  7. 7. One to all (Broadcastasting)
  8. 8. One to one
  9. 9. Capiamo come fare al meglio il “One to group”
  10. 10. Il vostro database...
  11. 11. Il vostro database...
  12. 12. 2x4x3 = 24
  13. 13. Scegliere i criteri Sesso 2 Uomo Donna Fascia eta’ 4 15-25 25-35 35-50 50-70 Regione 3 Nord Centro Sud
  14. 14. E capirne le conseguenze Uomo 15-25 Nord Uomo 15-25 Centro Uomo 15-25 Sud Uomo 25-35 Nord Uomo 25-35 Centro Uomo 25-35 Sud Uomo 35-50 Nord Uomo 35-50 Centro Uomo 35-50 Sud Uomo 50-70 Nord Uomo 50-70 Centro Uomo 50-70 Sud Donna 15-25 Nord Donna 15-25 Centro Donna 15-25 Sud Donna 25-35 Nord Donna 25-35 Centro Donna 25-35 Sud Donna 35-50 Nord Donna 35-50 Centro Donna 35-50 Sud Donna 50-70 Nord Donna 50-70 Centro Donna 50-70 Sud = 24
  15. 15. Teoria insiemi
  16. 16. Segmentazione “standard” Anziani Giapponesi Musicisti Corridori ?
  17. 17. “maschi, cap 20121”
  18. 18. Come segmentare “sociodemo” Sempre che abbiate questi dati nel database.... • Sesso • Età • Provincia • .....
  19. 19. Cluetrain Manifesto I mercati sono fatti di conversazioni I mercati sono fatti di esseri umani, non di segmenti demografici
  20. 20. Come segmentare “comportamentale” • hanno cliccato su un link di un prodotto • si sono iscritti allo iab forum • hanno cliccato e poi hanno visitato almeno x pagine del sito • .....
  21. 21. Come segmentare “behavioural” • segmentazioni su comportamenti (ripetuti?) nel tempo ★ analisi churn ★ elasticità al prezzo
  22. 22. Come segmentare “RFM” • Recency • Frequency • Monetary Value
  23. 23. Best cluster “RFM” (5,5,5)
  24. 24. E una volta segmentato... Trovate le giuste parole, per le giuste persone
  25. 25. Free Report DOWNLOAD @ www.contactlab.com
  26. 26. GRAZIE! Massimo Fubini ContactLab Si, era tutto molto, molto interessante...

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