eCommerce Theatre - June 18th, 15:00-15:30 Increasing through relevant contact achieved by combining behavioural data and marketing automation.

1. &
PERSONALISE
PROSPER

2. pk.vaish@copernica.com
www.copernica.com
@copernicauk
Pk Vaish

3. The Good Old Days?
Highly targeted
To someone known
About something relevant

4. WEHAVE GONE BACKWARDS?

5. SPRAY & PRAY
Kills Your Brand!

6. WHY IS RELEVANCE IMPORTANT?

7. Anticipated | Personal | Important | Valuable
Looked forward to!
Get t ing Personal !

8. FIRST THINGSFIRST…
Get your metrics right:
‘Marketing must make a positive
impact on revenue and profitability’

9. DESTROYING PROFITABILITY
Short-term gain, long term pain!
ABCD.com has a 50% profit margin
10% discount reduces profit by 20%
25% discount reduces profit 50%

10. Highly personalised newsletters
Visits resulting in no CTA
Stepped cart abandonment emails
Triggered thank you
Do you have a choice?
ENGAGE AND NURTURE EVERY
Prospect and Cust omer
Relevant special offers
Cross - Sell
Chase up payments
Review your experience

11. CREATING PROFILES:
What do we know ?
Just plug it in!!
Your Websit e Aut omat ion

12. MANAGE YOUR CUSTOMER LIFECYCLE

13. Dat a = Relevance

14. CREATING PROFILES:
What do we know ?
TRANSACTIONAL BEHAVOURIAL
INTERESTS DEMOGRAPHIC
SOCIAL

15. SEGMENTSBASED ON
ENGAGEMENT LEVELS
• Most loyal to least loyal
• Last action – visit, e-mail click etc.
• Customer lifetime value.
Lead scoring is
the easiest way

16. TRANSLATEDATA INTO
Personalised Cont ent
• Offers
• Incentives
• Calls-to-action
• Images
• Links
• Recommendations
• Landing pages
RELEVANT CAMPAIGNSHAVE…
50% HIGHER
CLICK THROUGH RATES
30% HIGHER
OPEN RATES
&

17. FOCUSYOUR EFFORT!
• Key page(s) visit, but no CTA
• Frequency of purchase
• Not purchased for X days
• Fewer emails to people who don’t respond
• More frequent emails to people who are
highly engaged

18. Case St udy:
MAN UTD SOCCER SCHOOLS
• MUSS operated by Nike as part of the long
term merchandising agreement with MUFC
• Nike uses MUSS to promote the MUFC brand
globally through football experiences
• Reaching hundreds of thousands of children and
parents in every part of the world

19. • International audience
• High order value
• Long customer lifecycle
• Complicated buying process
• High abandonment rates
• Huge administration overhead
Case St udy:
MAN UTD SOCCER SCHOOLS

20. THEMORE YOU CAPTURE THE BETTER
• Parents or Guardian details
• Child details – name, age, gender, medical details
• Person transacting
• Products viewed / booked
• Payment options
• Deposits and balance payments

21. PERSONALISE!
Post Purchase
Content
Promotional
Banners
Specific
Offers

22. AUTOMATED EMAILS
BROCHURE
DOWNLOAD
ABANDONED
BASKET

23. The Result …
Open rate 8% | Conversion rate tripled
More Revenue than PPC | Reduced costs

24. Key Takeaways!
Automation is the key
Use the data to trigger these
campaigns
Send one to one emails at
the right time
Focus on the most engaged

25. HOW MUCH DOES
Copernica Cost ?
• Single user license only £160 per month
• Volume based email bundles
• Integrate with your website easily
• Free training support
• Advanced certification program
Free for the first three months*

26. pk.vaish@copernica.com
www.copernica.com
@copernicauk
Stand no. 560
Thank you!

27. Thank you for at t ending!
?