An introduction of Precision Marketing Tool provided in WebSphere Commerce v7 FEP5. This presentation describes the key elements related to marketing activities, in particular: e-Marketing Spot, Web Activities, Dialog Activities, Customer Segments, Experiments, Mail Activities and Campaigns.
3. PRECISION MARKETING
Precision marketing?
“Precision marketing is a technique to retain,
cross-sell and upsell existing customers.”
WebSphere Commerce introduces the
Management Center Marketing Tool
in order to implement
the precision marketing strategies!
4. PRECISION MARKETING
The Marketing Tool
• Design creative marketing campaigns that can contain web and email
activities;
• Create experiments to test your campaign activities' effectiveness;
• Create and manage marketing content;
• Define the flow of marketing activities;
• Review and manage marketing activities;
• Create and manage search rules;
• Create and manage search rule experiments.
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E-Marketing Spots
“E-Marketing Spots give the Marketing Manager the ability to effectively
communicate with customers without involving IT”
• Create an e-Marketing Spot to reserve an area on a store Web page to
display marketing information to customers;
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E-Marketing Spots - Planification
• To include an e-Marketing Spot on a store page, the store developer must
create a JSP file for the e-Marketing Spot.
• Among other things, this JSP file specifies:
• The name of the e-Marketing Spot
• The types of marketing information to display (that is, content, or category
recommendations, or catalog entry recommendations, or a combination of
these types)
• The maximum number of each type of marketing information that the eMarketing Spot can display at one time
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E-Marketing Spots – Snippets ex.
• ContentAreaESpot.jsp
• This JSP snippet displays a basic e-Marketing Spot, formatted to fit in the
main content area of a store page.
• The code in this JSP snippet can retrieve the following types of data from
the Get MarketingSpotData service:
• Catalog entries
• Categories
• Content, such as an advertisement
• ScrollingProductsESpot.jsp
• This snippet is used to display list of scrollable catalog entries or
categories, within a scrollable pane widget in an e-Marketing Spot on a
store page
• The code in this JSP snippet can retrieve the following types of data from
the Get MarketingSpotData service:
• Catalog entries
• Categories
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Web Activities
“Control what displays in predefined
e-Marketing Spots on your store pages.”
• Web activity determines what to show the customer at that point in that time.
• Web activities can display:
• Marketing images;
• Recommendations for categories and products, including cross-sells and
up-sells;
• A list of a customer's recently viewed products or categories;
• Lists of best-selling or top-browsed products;
• Coremetrics Intelligent Offer recommendations.
• Each e-Marketing Spot typically has one or more Web activities associated
with it.
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Web Activities - Targets
“Targets define which customers experience your marketing activity.”
Search
criteria and
results
Customer
segment
Shopping
Cart
Promotion Checker
Day/Time
Social Commerce
Participation
Targets
Cookie
Contents
Purchase
History
Current
Page
Catalog Browsing
Behavior
Online Behavior
External Site
Referral
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Web Activities - Actions
“Actions define what to do based on the activity flow.”
Display
Location-based
content
Recommend
Catalog Entry
Recommend
Content
Display
Promotional Price
Display Coremetrics
Intelligent Offer
Actions
Add To or Remove
From Customer Segment
Display Top
Browsed
Display Best
Sellers
Recommend
Category
Display
Merchandising
Association
Recommend
Promotion
Display
Recently
Viewed
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Dialog Activities
“Automate marketing actions based on the specific behavior
of your customers over time”
• Dialog activity triggers actions
• when customers do something specific or
• when a an event occur.
• Classic trigger examples are :
• The customer registers;
• The customer places an order.
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Dialog Activities
• When a customer registers, send the customer a thank-you e-mail
message containing some promotional advertisements.
• When a customer places an order, if the customer has spent over $1000 at
your store, add the customer to the "Big Spenders" customer segment.
• When a customer has abandoned a shopping cart for 3 days, send the
customer an e-mail message as a reminder of their recent shopping visit.
Issue the customer a coupon for 20% off their order.
• When a customer places an order, check whether the customer's purchase
history contains catalog entries from the Boys or Girls categories. If so, add
the customer to the "Customers who buy children's clothing" customer
segment.
• On a customer's birthday, send the customer a text message with a
birthday wish and a link to your store.
Trigger
Target
Action
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Dialog Activities - Triggers
“Triggers define the event that causes your Dialog activity to start or
continue.”
Customer checks in
Customer Checks out
with promotion
Subscription
Event
Recurring
Order Event
Customer Searches
Wait
Customer
Registers
Customer
Places Order
Triggers
Customer
Participates
in Social
Commerce
Customer Abandons
Shopping Cart
Wait for event
Customer is
Customer
in a segment
Celebrates Birthday
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Dialog Activities - Targets
“Targets define which customers experience your marketing activity.”
Search
criteria and
results
Customer
segment
Shopping
Cart
Promotion Checker
Day/Time
Social Commerce
Participation
Targets
Cookie
Contents
Purchase
History
Current
Page
Catalog Browsing
Behavior
Online Behavior
External Site
Referral
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Dialog Activities - Actions
“Actions define what to do based on the activity flow.”
Actions
Add To or Remove
From Customer Segment
Issue Coupon
Send message
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Customer segmentation
“A customer segment is group of customers who share one
or more attributes that are relevant to marketing activities.”
• The customer segments that you create in Management Center are
considered dynamic. These segments are dynamic because customers
belong to the segment based on their personal data, purchase history, and
behavior, all of which can change over time
• Classic customer segment examples are :
• all registered customers;
• all customers who have spent over $1000 at the store;
• all male customers over the age of 40.
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Customer segmentation - population
1. Selecting a set of attributes from the customer segment properties view;
2. Using marketing activities to add or remove customers;
1. Using Coremetrics Analytics to populate customer segments.
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•
Registration
•
•
•
•
Registration status
Registration date
Last registration update
Demographic
•
•
•
•
•
•
•
•
Customer segmentation - attributes
Gender
Current age according to supplied birth date
Age group
Annual income
Marital status
Children
Household size
Address
•
•
•
•
•
•
City
Province
Country
ZIP
Phone
E-mail
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•
Purchase details
•
•
•
•
Customer segmentation - attributes
Amount spent since registration
Orders
Last purchase date
Miscellaneous
•
•
•
•
•
•
Last store visit date
Job funcion
Interests
Company name
Currency
Language
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Experiment
“Marketing experiments enable Marketing Managers to run
alternative paths within existing web activities
to determine whether small changes
might improve the effectiveness of a web activity..”
• Test the effectiveness of your marketing activities, promotions, and site
pages.
• Assign customers to the control or test element, and track their response.
• You can add an experiment to a web activity to deliver an alternative
marketing message.
• You can experiment with:
• The content that the web activity displays
• The target customer segment
• The e-Marketing Spot in which the web activity displays
• The web activity displayed in a particular e-Marketing Spot
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E-mail activities
“Use e-mail activities to deliver news and promotions
to customers using e-mail.”
• E-mail activities send a single, dynamic e-mail message to multiple
recipients;
• Because individual e-mails are generated for each e-mail address, you
can personalize the e-mail content for each recipient;
• Each e-mail activity requires an e-mail template that defines the content
of the e-mail.
• E-mail activities can exist in three states:
• sent;
• not sent;
• and scheduled but not sent.
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•
•
•
•
•
E-mail activities - template
Name
Description
Record number of emails opened
Email subject
Placeholders
Email content
• First Name
• Last Name
• Link with one of the following click action
• Display catalog entry
• Display category
• Issue coupon
• Add to shopping cart
• Add to wish list
• Unsubscribe
• Content Spot
• E-Marketing Spot
• Promotion code
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E-mail activities – delivery failure
“delivery of e-mail sent as part of an e-mail activity
is subject to failure for a number of reasons”
• A bounce-back is a case where an outgoing e-mail fails to arrive at its
destination, and ends up in the sender's inbox instead;
• Bounce-backs fall into two categories:
• Hard: e-mail address to which you sent the message is not valid
• Soft: caused by some event or situation that is typically considered
temporary
• When you create an e-mail activity, you have the option of specifying how
WebSphere Commerce should handle soft bounce-backs. You have the
option of having the message re-sent, and if so, how often, and how long
after the initial send date to wait before re-sending.
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Campaigns
“Campaigns are managed by Marketing Managers,
in order to keep a store's marketing activities organized”
• Marketing campaigns organize your marketing activities into logical groupings.
• Creating these campaigns helps find out which activities belong to which
marketing efforts, as well as organizing associated statistics for the group of
activities.
43. PRECISION MARKETING
References
• WebSphere Commerce Marketing and Promotions
Howard Borenstein - December 2011
•
WebSphere Commerce InfoCenter v7
http://pic.dhe.ibm.com/infocenter/wchelp/v7r0m0/index.jsp