Date post: | 17-May-2015 |
Category: |
Marketing |
Upload: | bluehornet |
View: | 252 times |
Download: | 2 times |
Agenda Marketing Data Collection Challenges A Simple Way To Start What You Need From Your Email
System What You Need From Web Analytics What Can You Get?
Revenue, Engagement, Predictive
A Journey into the Advanced How to get there
Marketing Data Collection Challenges
You have
You don’t have a PhD statistician in your back pocket …
The Results…
The Results…
Stuck in “Phase I” of your system rollout forever
Results don’t match CFO results
You buy more SaaS systems in hope they will solve your problems
A Simple Way to Start
You Can do a lot with just email marketing dataa little more if you add web analytics
data
Establish ..1. revenue metrics goals2. engagement metrics goals3. predictive metrics goals4. segmentation rules goals
What do you need from email?
What Do You Need from Email?
Delivery stats: segment size, sent, failed, delivered,
deferred
Engagement stats:opens and clicks
Disengagement stats:unsubscribes and complaints * Do you have your FBLs setup?
What Do You Need from Web Analytics?
Page Browse Event
Shopping Cart Add Event
Completed Purchase
What KPIs Can I Get?
Revenue Revenue Per Campaign
Top/Bottom Performers By CampaignRevenue Conversion FunnelValue of a Subscriber
Engagement Engagement By PlatformClick to Open, Conversion, and DisengagementCustomer Engagement Index
Predictive Engagement by campaign trendDisengagement by campaign predictive trendRevenue by campaign predictive trend
Revenue KPIs
Revenue by Campaign
Revenue KPIs – Continued
Top Performers – Revenue and Engagement
Revenue KPIs – Continued
Revenue Conversion Funnel
Revenue KPIs – Continued
Value of an Email Address
Engagement KPIs
Performance Trendlines
Engagement KPIs - Continued
Customer Engagement Index
Where Do I Start?
Establish a key between email and web analytics:
Use Campaign feature in Blue Hornet
Enable web analytics integration with email
Turn on ROI tracker in Blue Hornet
Embed email IDs in web analytics tracking links
Turn on email integration in web analytics system
It is not as hard as you think!
Where Do I Start? - Continued
Get Your IT Team Onboard:
You will need a server allocated The server will need a database Hire a consultant to connect to Blue Hornet and Web
Analytics APIs and insert data into database Badger your IT team to purchase a visualization system
like Pentaho, Business Objects, Jasper, Datawatch Hire out the vendor PS team or another consultant to
build the data model and initial reports Request training on how to make AD HOC reports
These types of projects run $25K - $75K
Advanced Analytics
Only for the brave
For those who actually like their IT team
Your company has a decent ERP system
Your CIO and CFO actually believe in what you are doing
Holy Grail of segmentation
Available ERP Data
Use sale transaction data to bring new company dimensions: profitability, topline revenue, and product volume
Most ERPs have cubes – predefined datasets for reporting
Rich data available: date of sale, total invoice, product code, product grouping, sales rep, customer billing contact, discounts applied
New Dimensions
Profitability by sales rep and/or product Product Groups Product Volume Sales Reps Discounts by product and/or rep
Advanced KPIs
Profitability by campaign by region Discounts by campaign by region Percent of corporate profits and/or products
by campaign Most profitable products by email campaign Predictive profitability by campaign
Advanced KPIs
Advanced Segmentation
Campaigns by least/most profitable customer Select all customers where margin is above 40% and zip code equals 27502
– 27600
Campaigns by most/least profitable products by customers within a demographic “Select all customers where margins on beds is less than 5% within zip
code 27502” Send them a campaign for 40% margin headboards!
Campaigns by most/lease total spend customers within a demographic "Select all customers who have spent less than $3000 on all product
groups in the last 6 months within 27502."
Advanced Segmentation
Where Do I Start?
Establish a key between email and ERP Ensure ERP sale transaction record has Campaign field
Online Key Setup Ensure Campaign is passed from email to shopping cart to ERP
record Enable integration of clicks and opens with ERP system -
automated import – added to customer records
Offline Key Setup – Provide email Messages for Campaigns to call center, enter at time of sale
Where Do I Start? - Continued
Get Your IT Team Onboard:
Ask ERP admin to add field with Campaign name to sale transaction record
Ask ERP admin to add fields for clicks and opens to customer record Hire a consultant familiar with your ERP to import standard ERP sales
cubes into your database Hire a consultant familiar with your ERP to “push” clicks and opens into
the ERP Hire out the BI vendor PS team or another consultant to build the data
model and initial reports for ERP data Request training on how to make AD HOC reports
These types of projects run $50K - $100K