Targeting Throughout the Customer Journey | CompletelyEmail - Rough Agenda & Pure360
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The document discusses effective targeting strategies throughout the customer journey in digital marketing, emphasizing the importance of data collection and customer profiling for enhancing engagement. It highlights the necessity of multi-channel approaches and behavior-based targeting to improve marketing outcomes such as open rates and conversion rates. Key takeaways include making data useful, profiling strategically, and leveraging related groups for better targeting.
Targeting Throughout the Customer Journey | CompletelyEmail - Rough Agenda & Pure360
- 1. TARGETING throughout the THE CUSTOMER JOURNEY Alistair Simpson
- 2. More than 838 Billion Marketing Messages Sent in the US in 2013 (Source: Forrester)
- 3. Around 84% of all Email Traffic will be spam (Source: The Radicati Group)
- 4. What is considered Spam?
- 5. Approach? Hunt like this guy…
- 6. Proviso: Don’t actually hunt your users…
- 7. INTRODUCTION
- 9. My Work
- 10. CRM Manager
- 11. Nearly 8 Million Email Subscribers Nearly 400,000 Facebook Fans
- 14. Connecting the Right Offer
- 15. To the Right Person
- 16. At the Right Time
- 17. A Very Romantic Notion
- 18. What’s the Plan? Data Customer Profiling Targeting in Practise Customer Journeys What’s Next?
- 19. DATA
- 20. What are the business needs? What do you want to know about users? What products do you want to build?
- 21. What data are you collecting? How is the data structured? Is it reliable? Is it useful? How are you using it?
- 23. Personal Demographic Behavioural Preference Based
- 24. Value Engagement - LTV - AOV - Number of Transactions - Visits - Click Depth - Session Duration - Recency - Frequency - Loyalty
- 25. Customer Profiling Mid Value, Mid Engagement Engagement Value High Value, Low Engagement High Value, Mid Engagement High Value, High Engagement Mid Value, Low Engagement Low Value, Low Engagement Low Value, Mid Engagement Mid Value, High Engagement Low Value, High Engagement
- 26. Engagement Focus - Content Mid Value, Mid Engagement Engagement Value High Value, Low Engagement High Value, Mid Engagement High Value, High Engagement Mid Value, Low Engagement Low Value, Low Engagement Low Value, Mid Engagement Mid Value, High Engagement Low Value, High Engagement
- 27. Value Focus – Online Retail Mid Value, Mid Engagement Engagement Value High Value, Low Engagement High Value, Mid Engagement High Value, High Engagement Mid Value, Low Engagement Low Value, Low Engagement Low Value, Mid Engagement Mid Value, High Engagement Low Value, High Engagement
- 28. Strategy Definition Personalisation Engagement Value Multi- Channel Approach Loyalty + Cross Sell VIP Programs Competitions Win-back Share & Save Stretch & Save Time Limited Deals
- 29. Targeting – In Practise
- 30. Already we’ve seen many ways to profile customers
- 31. But we’re going to focus on BEHAVIOURIAL TARGETING
- 32. Targeting – Level 1 All Users Interacted with Target Brand / Product Active Site Email App
- 33. Targeting – Level 2 1 2 3 4 5 6 7 1. Target Clickers Only 2. Related A, Other shoe retailers 3. Related B, Other retailers who sell shoes 4. Target & Related A 5. Target & Related B 6. Related A + Related B, Not Target 7. Clicked All
- 34. Targeting – Level 2 – Results
- 35. Targeting – Level 2 – Results
- 36. Targeting – Level 2 – Results
- 37. Brand / Product Relationship is informed by the Data, not human intuition
- 38. Targeting – Test Results Users that had interacted with more than 1 brand, perform better than users who had just clicked the Target brand - The ‘ALL’ group had a… - 34% higher Open Rate, - 36% higher CTR, - 13% higher Conversion Rate …than the ‘Target only’ group
- 40. The Customer Journey – Part 1
- 41. The Customer Journey – Then What? 1st Interaction 2nd Interaction 3rd Interaction
- 42. The Customer Journey – Retargeting
- 43. The Customer Journey – Post-Sale
- 45. Widen the funnel
- 46. What’s Next?
- 47. Intent
- 48. Large Scale
- 49. Automation
- 50. Takeaways
- 51. Make Data Useful Profile & Strategise Target Related Groups Multi-Stage – Widen the Funnel The Future’s Bright
- 52. Contact Me: Email: [email protected] Google+: Alistair Simpson LinkedIN: Alistair Simpson