Five steps toward predictive marketing
Predictive marketing is the holy grail for marketers who want to communicate on a truly 1-to-1 basis with their prospects and customers. But maturing to predictive marketing doesn’t happen overnight; it’s a journey with deliberate milestones. If you’re ambitions include predictive marketing, there are steps you can take to vault your way to your goal. This TLearn webinar will explore five measures we recommend based on our work with leading travel companies from around the world. During this session you’ll learn about: The Personalized Marketing Maturing Curve Signs you’re ready to graduate to predictive marketing Practical techniques that can help you achieve your goal Presenters for our TLearn session are: Dave O’Flanagan, Boxever, CEO Nick Vivion, Global Event Lead and Moderator, Tnooz Gene Quinn, CEO and Producer, Tnooz This TLearn webinar took place on Tuesday 19th May 2015.
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Five steps toward predictive marketing
- 1. 5 steps to understanding predictive marketing in travel TLearn Webinar 19 May 2015
- 2. Your hosts Nick Vivion Global Events Lead & Moderator Tnooz Gene Quinn CEO & Producer Tnooz
- 4. Poll no. 1 Where are you located?
- 5. Poll no. 2 Which industry segment do you represent?
- 6. | Boxever.com 5 Steps to Understanding Predictive Marketing in Travel Dave O’Flanagan, CEO & co-founder, Boxever @daveof
- 7. | Boxever.com 7 What is predictive marketing? Predictive marketing uses predictive analytics to help you better understand your customers and offer them a unique offer at the right time
- 8. | Boxever.com Why Predictive? • Understand trends & relationships • Predict propensity • Identify new audience clusters • Communicate more effectively & personally
- 9. | Boxever.com 9 Predictive Answers Questions… • Who will respond best to my offers? • Who is most likely to buy? • What content & offers should I send these customers? • What channel will be most profitable? • What should I stop doing? • Etc.
- 10. | Boxever.com 10 Marketing Maturity Model Mass Merchandising Macro Segmentation Micro Segmentation 1-1 Personalization Sophistication/ Capability Customer Value Tailored based on market, origin, destination, etc. Segments based on lifestyle or RFM strategies Targeted segments based on similar behavior Unique, opBmized offer based on individual behaviors.
- 11. | Boxever.com 11 Analytical Maturity Model Descriptive Analytics Diagnostics Analytics Predictive Analytics Prescriptive Analytics Sophistication/ Capability Customer Value What happened? Why did it happen? When will it happen? How can we make it happen? Hindsight Insight
- 12. | Boxever.com 12 Maturity Models Sophistication/ Capability Customer Value PARITY (TradiBonal) DIFFERENTIATION (Advanced)
- 13. | Boxever.com 5 Steps 1. Start Small 2. Define KPIs to measure 3. Get your data in order 4. Test & Iterate 5. Build Business Case
- 14. | Boxever.com Step 1 – Start Small
- 15. | Boxever.com Step 2 - Define KPIs to measure % # $
- 16. | Boxever.com Step 3 – Get your data in order • Identified • Clean • Integrated
- 17. | Boxever.com Step 4 – Test & Iterate
- 18. | Boxever.com 18 Step 5 – Build Business Case GO
- 19. | Boxever.com 19 Words of Advice
- 20. | Boxever.com 20 Q&A Thank you. Dave O’Flanagan Boxever @Boxever / www.boxever.com
- 21. Q & A
- 22. Thank you! Send your questions and comments to nvivion@tnooz.com Replay and presentation of webinar will be available on www.tnooz.com