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Using Big Data To Improve the Effectiveness of Lifecycle Campaigns. Regional Managing Director . Ohad Hecht. e marsys APAC. Big Data is Like Teenage Sex… . BIG DATA.

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using big data to improve the effectiveness of lifecycle campaigns

Using Big Data To Improve the Effectiveness of Lifecycle Campaigns

Regional Managing Director

Ohad Hecht

emarsys APAC

big data is like teenage sex
Big Data is Like Teenage Sex…

BIG DATA

“everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.”

what you need now is big d ata
What you need now is Big Data
  • Big Data
  • You hear it everyday
  • Everyone talks about it
  • With strategic extraction, examination and technical analysis of massive data, productivity can be increased and delivery times can shortened,big data is in effect a goldmine,and is gaining popularity and attention from the masses。

DigiTimes 2013/02/25

how does big data help
How does Big Data help?

76% companies regard their first marketing priority is creating highly-targeted campaigns

  • 84%of companies do not know where to begin

Marketing Sherpa – 2011 Email Marketing Benchmark Report

slide8

Utilise data you have

Website web forms

Big-Data

Database

Products

ecommerce

Inventory

Suppliers

Turn data….

these days are over
These days are over!

One-message-fits-all

Just doesn’t work anymore!

the opportunity
The opportunity

How to use BIG Data

to maximise mARKETINGROI

you have data use it
YOU HAVE DATA. USE IT.

TREAT PEOPLE ON YOUR DATABASE DIFFERENTLY

  • hot leads
  • small spenders
  • deflectors
  • platinum buyers
slide13

but

HOW?

rfm model and scoring
RFM Model and Scoring

Recency – Number of days or months since last purchase

Frequency– Number of purchases made

Monetary Value – Amount spent by customer

example of rfm scoring
Example of RFM scoring

Howoftenhasyourcustomerordered?

When did a customer last place an order?

Frequency Score:

1: 1 order

2: 2 orders

3: 3 orders

4: 4 – 9 orders

5: > 10 orders

RecencyScore:

1: > 365 days

2: 181 – 365 days

3: 91 – 180 days

4: 31 – 90 days

5: < 30 days

Monetary Score (1-5)

Recency Score (1-5)

Which customers are spendingmoney?

Monetary Score:

1: > $50

2: $51 – $200

3: $201 – $500

4: $501 – $1000

5: > $1000

Frequency Score (1-5)

When was the last response to an email?

Marketing Score:

1: > 180 days

2: 91 – 180 days

3: 31 – 90 days

4: 8 – 30 days

5: < 7 days

make your data work for you
Make your data work for you

PlatinumVIP

Gold Members

General Members

target processing sample
Target processing sample

Elevate members’ CLTV to bring in more sales

Platinum VIP

Promotions to defecting customers to entice them to become active again

First order in 14 days from contact

Gold Members

General Members

Periodically prompt inactive members to come back

slide18

BUT……

WHAT IS THE FIRST STEP?

let me introduce to you
Let me introduce to you

MARKETINGAUTOMATION

marketing automation roi
Marketing Automation ROI

Marketing automation yields 417%

INCREASE IN REVENUE

451% INCREASE IN NURTURED LEADS

who makes 40% larger purchases than non-nurtured leads

Source: Gartner and Marketing Sherpa 2012

marketing automation what is it
Marketing Automation – What is it?

Smart Client segmenting

Strategic up-sell and cross-sell

Lead scoring

Scheduled Content Delivery

Campaign management

Metrics / Reporting

5 step recipe for marketing automation
5-Step Recipe for Marketing Automation

Clean Data

Qualify your prospects

Attach a score to each

Create your automated flow

Map customer stages

slide25

Automating Messages along the Customer Lifecycle

  • Exclusive offers
  • VIP customer previews
  • Free delivery
  • Up-sell /Cross-sell
  • This would go with your last purchase
  • Satisfaction survey
  • First Order
  • Instant confirmation
  • Delivery update
  • Goods despatched
  • Abandon basket
  • Thank You
  • Register
  • Instant confirmation
  • Category choices
  • Special Offers
  • Free delivery
  • 'We miss you'

INACTIVE

CUSTOMER

PREMIUM

CUSTOMER

REPEAT

PURCHASER

FIRST TIME

CUSTOMER

PROSPECT

Customer Lifetime value

Capture

Reactivate

Retain

Mature

Convert

marketing automation in the customer lifecycle
Marketing Automation in the Customer Lifecycle

Premium

Customer

Churning Customer

First-time Customer

Established Customer

Prospect

VIP communication

Be the first to know...

We miss you

Push for 2nd order

Your Audience (Visitors)

Advantages for signing up

CONVERT

GROW

RETAIN

ACQUIRE

REACTIVATE

automate your communications
Automate your communications!

Lapsed

Established

First-timer

VIP

Prospect

We

miss

You!

  • Date
  • trigger
  • campaigns

First-

timer

feedback

Welcome

process

Sign-up

strategy

Loyalty scheme

Marketing

automation

  • Referral
thank you we will now be answering any questions you may have

Thank youWe will now be answering any questions you may have.

Regional Managing Director - APAC

Ohad Hecht