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Leverage Cross Channel Marketing to Engage with Customers on an Individual Level
Dave Audley, Director of Consulting and Analytics, Experian Paul McCrory, Head of Digital, Experian
© 2012 Experian Information Solutions, Inc. All rights reserved. 2
Maximise engagement through the right digital strategy
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..and what products, pricing and offers to develop
Consumer and market dynamics are forcing changeUnderstanding consumer behaviour is a key capability
• Consumers more price-sensitive
• Aware of choices and alternatives
DynamicCustomer Behaviours
• Channel productivity drop
• Channel economics change
• Acquisition • Attrition
• Increased pressure on profitability
..how this drives optimal marketing strategy
Need greater understanding of current and potential customers…
Customer Attributes
&Profiles
Brand and Product Strategy
• Customer Strategy • Product Innovation
• Cross-sell• Loyalty
• Pricing • Promotions
Regulation
Economy
Competition
Choice
• Environment changes• Economic downturn• Increasing competition• Increased choice
On and Off Line Channel Strategy
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Identify and profile your best customer
Best customer
Find more of them
Engage them in their preferred channels
But the fundamental marketing objective hasn’t changedPrecision targeting and engagement
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So what’s needed is an engagement framework…basis for understanding the customer’s journey
TARGETING
CAMPAIGN DESIGN
OPTIMIZEDOFFERS
MODELING
BEHAVIORAL ANALYSIS
CONSUMERINSIGHTS
SOCIAL MEDIA
WEBSITES
TV
DIRECT MAIL
CALL CENTER
STORE
SEARCH
SYNDICATED
INTEGRATED PROFILES
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The Marketing Sophistication Curve…how “engaged” is your business?
CHANNEL EXECUTION
CHANNEL OPTIMISATION
MULTI CHANNEL MARKETING
CROSS CHANNEL OPTIMISATION
file based list processing
single channel, fire and forget
faster cycle times
Persisting results over time
scoring, modeling, and advanced segmentation
enabled across multiple platforms
voice of customer per channel
response attribution
recognising channel preference
personalised interaction
consolidated view of customer
revenue / outcome causation
triggered and drip campaigns
MOST ORGANISATIONS IN AUSTRALIA ARE
HERE
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Maximise your engagement with individuals through email and social
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Viral Marketing
Social Media
Dynamic Content
Lifecycle Programs
Reactivate
Triggered Messages
Remarketing
Early Engagement
Taking your program to the next level
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Social Media
Dynamic Content
Lifecycle Programs
Reactivate
Triggered Messages
Remarketing
Deliverability example
Viral Marketing
Early Engagement
Taking your program to the next level
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Dynamic Content
Lifecycle Programs
Reactivate
Triggered Messages
Remarketing
Viral Marketing
Early Engagement
Social Media
Taking your program to the next level
© 2012 Experian Information Solutions, Inc. All rights reserved. 11
Lifecycle Programs
Reactivate
Triggered Messages
Remarketing
Early Engagement
Viral Marketing
Dynamic Content
Social Media
Taking your program to the next level
© 2012 Experian Information Solutions, Inc. All rights reserved. 12
Lifecycle Programs
Reactivate
Remarketing
Dynamic Content
Triggered Messages
Viral Marketing
Early Engagement
Social Media
Taking your program to the next level
© 2012 Experian Information Solutions, Inc. All rights reserved. 13
Reactivate
Remarketing
Dynamic content
Triggered Messages
Lifecycle Programs
Viral Marketing
Early Engagement
Social Media
Taking your program to the next level
© 2012 Experian Information Solutions, Inc. All rights reserved. 14
Remarketing
Dynamic Content
Triggered Messages
Lifecycle Programs
Reactivate
Viral Marketing
Early Engagement
Social Media
Taking your program to the next level
© 2012 Experian Information Solutions, Inc. All rights reserved. 15
Dynamic Content
Lifecycle Programs
Reactivate
Triggered Messages
Remarketing
Viral Marketing
Early Engagement
Social Media
Taking your program to the next level
© 2012 Experian Information Solutions, Inc. All rights reserved. 16
What’s trending locally and globally?
What’s coming next ?
© 2012 Experian Information Solutions, Inc. All rights reserved. 17Source: ‘The Future of Multichannel Marketing’ Experian Marketing Services 2011
Social and email marketing spend on the rise
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Your audience is on social media
4 in 5 internet users visit social networks and blogs
50 percent of social media users say they check in to their favourite networks
first thing in the morning
In 2011 Australia led the global hours spent per
person on social media at over 7 hours
Source: Nielson, 2011
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Social commerce is growing
Sales via social commerce are expected to reach $30 billion within five years
45% of social media users are at least ‘somewhat’ comfortable providing credit card details through social media channels
Source: Nielson, 2011
Source: Booz&Co
Source: Digitas
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New channels of revenue
Pinterest now at 11 million users worldwide (560k in Aus, up 90k on last month)
Brands such as Etsy are selling items on pinterest and have 46,000 followers – but items link through to their own site
Pinterest now at 11 million users worldwide
(560k in Aus, up 90k on last month)
Brands such as Etsy are selling items on Pinterest and have 46,000 followers, but items link through to their own site
The Fancy allows pinned items to be purchased directly through the site. A useful revenue channel for brands if Pinterest clones continue to grow
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What’s currently trending globally?
Pinterest is the 3rd mostpopular social network
behind Facebook and
Twitter in the US
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What’s currently trending here?
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Window into Influencer Network.
Track multiple generations of tweets, shares and likes through to a final transaction
Understand and quantify ($) the true amplification from social recommendation and sharing
Identify and nurture your network of word of mouth influencersSocial Attribution System
The power of influence
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Tactical case examples – Effective channel integration and recommendations
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Your Customers Who
51%MORE LIKELY TOBUY
—CHADWICK MARTIN BAILEY, MAR, 2010
60%MORE LIKELY TORECOMMEND
… Like your brand on Facebook… Follow your brand on Twitter
—ROI RESEARCH, JUNE, 2010
48%53%
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One Facebook Like = 20 Additional Website Visits
=
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Post to Social
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Like button
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Social triggers… The next step
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Facebook Connect
Email Address
Gender
Opt In Status
Traditional Sign-up Form
Email Address
First Name
Last Name
Friends
And so much
more…Facebook Connect
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How Pinteresting!
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Utilising Facebook Connect data in emails
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Q&A