Tech talk how innovation is the currency in todays engagement economy yesmail_fisher

1. Innovation Is the Currency In
Today’s Engagement Economy
Michael Fisher
President: Yes Lifecycle Marketing
September 27th, 2017

2. Yes Lifecycle Marketing Confidential 2
• Marketers need the right data management processes and platforms in place to create a
humanized engagement model that transforms their businesses into an insights driven one
capable of effectively engaging today’s complex customers.
• How does innovation create more effective marketing programs and effectively close the
measurement gap that plagues many marketing organizations?
– Coordination of communication across channels
– Common measurement around the “Customer” rather than channel or campaign
– Let Insights lead the way!
Innovation For Today’s Engagement Economy

3. Yes Lifecycle Marketing Confidential 3
Every decision we make as marketers
has an economic consequence.
So shouldn’t all decisions be tied to
fact based insights?

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• Sent same day at 7:20 am
• Same Shirts Different
Price

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• Display Ad
Click-thru
• No free
shipping
incentive
• Sent 6:46am
• Free shipping
incentive
• Female focus
• Sent same day at
6:49am
• Free shipping incentive
• Male focus
• Different % off
incentive

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• Recognition of understanding the customer
and not the channel or product
• Integrating data that led to insights that led to
actions that drive results
• Triggering across channels
• Measurement
How Innovation Led The Way

9. Yes Lifecycle Marketing Confidential 9
Contributing Factors to Client Satisfaction:
• Operational data management and innovation
• Awareness and adoption support
• Availability and integration of data and related assets
Our Survey Data…

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What We’re Hearing
70% said Improving
Customer Engagement was a
top priority
Other priorities based on feedback from
analysts, the market, and our customers:
• Demand for a central command center
• Insights living in all channels and part
of every touch point

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• 65% of marketers have some
level of responsibility in 3+
channels
• Average of 4.4 channels
Marketers Have Cross-Channel Responsibilities

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• Over 50% of email
marketers have
responsibilities in:
– SMS
– Social Media
– Direct Mail
– Display
• Social and Display are
critical for customer
retention & engagement
Importance of Cross-Channel Responsibilities

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YLM Innovation Ratings:
• New Products: +36.7%
• Product Enhancements: +33.4%
Yesmail360 (2017) vs. (2016):
• Ease of Use/Intuitive: +21.9%
• Available Features: +22.4%
Product Innovation Ratings Up Dramatically

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Frequency, Channel, & Response Rates
Insights driven targeting with coordinated touches (frequency) and the
“right” mix of channels make a difference in driving higher response rates
8.5% 7.4% 5.3% 2.0% 1.5%
Response details
Channel Mix
Frequency

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Business
Goals
Program
Campaign
Message
Business
Goals
Program
Campaign
Message
• An effective data management & framework are critical to
address measurement and insights gaps
• In addition to traditional revenue and ROI metrics, defined
metrics to address questions like:
– Business:
• What % of sales can be attributed to each marketing
Channel?
– Goals:
• Which strategies and tactics were most effective at
reaching goals?
– Program:
• What share of customer retention can be associated
with each program?
How Do We Close the Measurement Gap?

17. See for yourself @ Booth #1545