Commerce-Driven RemarketingLeveraging Past-Purchase Data To Drive More

Orders

Chris Geiss, Product Manager

January 30, 2013

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Questions

• Please email them to chris.geiss@bronto.com

Additional Info

• This webinar is being recorded and will be sent afterward

Introduction

Chris Geisschris.geiss@bronto.com

Your Friendly NeighborhoodProduct Manager

Announcement

http://brontosummit.com

Topics

The Value of Past-Purchase Data

New Features in Bronto

1. Order Import2. RFM Metrics3. New Segmentation System 4. Reports & Other Metrics

Commerce-Driven Remarketing Use Cases

Relevant Service Offerings

Other Customer Resources

Questions

The Value of Past-Purchase Data

More than 80% of e-commerce buyers have only purchased once

The most efficient path to higher revenue is through existing customers

Past purchases are the best indicator of future purchases

Detailed past-purchase information enables smarter lifecycle marketing (post-purchase, VIP and loyalty programs, etc)

New Features in Bronto…

…to help you take advantage of past-purchase data

New Features in Bronto

✓

New Features – Order Import

What Is An Order?

• A tracked purchase

What Is A Conversion?

• An order that isassociated with aBronto delivery

Conversions

Orders

New Features – Order Import

API Calls

addConversionaddOrUpdateOrders (new!)

deleteOrders (new!)

JavaScript Calls

addConversionaddOrder (coming 1H-13)

Partner Integrations

New Features – Order Import

Data Captured

• Order ID• Order Date• List of Products

• SKU• Name• Category• Description• Image• URL• Quantity• Price

• Contact (and, optionally, Delivery) Association

Please take the quick poll…

Using any Bronto-specific order/conversion tracking?

• No, none.• Pixel or Basic JavaScript (no product details)• Advanced JS or API Conversion Calls (w/ product details)• New Order API Calls• New Partner Integrations (Magento, Demandware, ATG)

New Features in Bronto

✓ ✓

New Features – RFM Metrics

Recency – Frequency – Monetary Value

• First Order Date• Last Order Date• Last Order Total• Total Orders• Total Revenue• Average Order Value

All Contacts Grid

Beta Segments

New Features in Bronto

✓ ✓ ✓

New Features – Beta Segments

Benefits of the New System

• Faster Calculation Times

• New Criteria

• Keep Membership Updated

New Features – Beta Segments

Keep Membership Updated

• Process updates as events occur• No refreshes needed

99100

Males OnSpecial Deals

List

SEGMENTS

Females On Special Deals

List

123

47On VIP ListNotification

Center

Susan fills out Manage Preferences

webform and

subscribes to your Special

Deals list

New Features – Beta Segments

New Features – Beta Segments

Combine Order Criteria…

… But Be Careful With Product Attributes

New Features in Bronto

✓ ✓ ✓ ✓

New Features – Reports

Contact Order History

New Features – Reports

Split Revenue By Channel

New Features – Reports

Orders Allocation

New Features in Bronto

✓ ✓ ✓ ✓

Commerce-Driven Remarketing

Use Cases

• Upgrade & Cross-Sell

• VIP & Loyalty Programs• Treat everyone fairly, but not equally… Leverage RFM Metrics

• Don’t Clean Recent Purchases From Your Lists• Leverage ‘Last Order Date’ and be careful with “We Miss You”

• Product Review, Care Tips and Warranty Info• Follow-up with people that purchased specific products

• Determine What To Focus On By Analyzing Orders• Make generic marketing more targeted

– Subject, Hero Images, Promotions, etc.

Strategy-as-a-Service

Every Bronto strategist has been in your shoes

Almost 60 years of combined email-focused experience

3-tier subscription-based service; 1-on-1 best practice coaching & implementation guidance

Getting Started – Strategic Sprints

Packaged project implementation

to accelerate time-to-revenue

Proven best practice advice +

implementation

Simplified packaged pricing

Consistent approach

Flexible—buy one Sprint or many;

start at any point of contract term

Choose from our Sprint library…

http://bronto.com/services/scope#sprints

Let our experts install, configure, and validate the Bronto extension to save time and ensure success

Expert installation completed in five days or less

Configuration of all Magento / Bronto settings

Validation that all functionality works as intended

Magento Implementation Service

Not Using Magento?

Other options for getting the data in…

Developer Kickstart

API Welcome Kit Preliminary consultation to review integration plans Step-by-step project plan, complete with sample code Follow-up consultation to ensure successful

integration

FTP Upload

Import contact and/or order history information We’ll create custom fields in Bronto to match file

fields Using the Direct Import feature, a regularly scheduled

job will run on Bronto to update information

Key Resources

1. Bronto.com/Product-Blog New Feature Alerts Product Updates

2. Bronto.com/Resources White Papers & Guides On-Demand Webinars Holiday Resources

3. Community.Bronto.com API Documentation Solutions & Code Samples

Bronto White Paper

Uncovering Missed Revenue Opportunities: Exploring the Customer Lifecycle

http://a.bron.to/0o7

Summit Reminder

http://brontosummit.com

Thank You!

Chris Geisschris.geiss@bronto.com

Your Friendly NeighborhoodProduct Manager

Questions?chris.geiss@bronto.com