Relevance = Revenue - PK Vaish, Copernica
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& PERSON ALISE PROSPER
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eCommerce Theatre - June 18th, 15:00-15:30 Increasing through relevant contact achieved by combining behavioural data and marketing automation.
Transcript of Relevance = Revenue - PK Vaish, Copernica
& PERSONALISE
PROSPER
The Good Old Days? Highly targeted
To someone known About something relevant
WE HAVE GONE BACKWARDS?
SPRAY & PRAY Kills Your Brand!
WHY IS RELEVANCE IMPORTANT?
Anticipated | Personal | Important | Valuable Looked forward to!
Get t ing Personal !
FIRST THINGS FIRST… Get your metrics right:
‘Marketing must make a positive impact on revenue and profitability’
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%
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 om er
Relevant special offers
Cross - Sell
Chase up payments
Review your experience
CREATING PROFILES: What do we know ?
Just plug it in!!
Your Websit e Aut om at ion
MANAGE YOUR CUSTOMER LIFECYCLE
Dat a = Relevance
CREATING PROFILES: What do we know ?
TRANSACTIONAL BEHAVOURIAL
INTERESTS DEMOGRAPHIC SOCIAL
SEGMENTS BASED ON ENGAGEMENT LEVELS • Most loyal to least loyal • Last action – visit, e-mail click etc. • Customer lifetime value.
Lead scoring is t he easiest way
TRANSLATE DATA INTO Personalised Cont ent
• Offers • Incentives • Calls-to-action • Images • Links • Recommendations • Landing pages
RELEVANT CAMPAIGNS HAVE…
50% HIGHER CLICK THROUGH RATES
30% HIGHER OPEN RATES
&
FOCUS YOUR 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
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
• International audience
• High order value
• Long customer lifecycle
• Complicated buying process
• High abandonment rates
• Huge administration overhead
Case St udy: MAN UTD SOCCER SCHOOLS
THE MORE 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
PERSONALISE!
Post Purchase Content
Promotional Banners
Specific Offers
AUTOMATED EMAILS
BROCHURE DOWNLOAD
ABANDONED BASKET
The Result …
Open rate 8% | Conversion rate tripled More Revenue than PPC | Reduced costs
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
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*
Thank you for at t ending!
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