relevance = revenue - pk vaish, copernica

& PERSONALISE

PROSPER

pk.vaish@copernica.com www.copernica.com @copernicauk

Pk Vaish

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*

pk.vaish@copernica.com www.copernica.com @copernicauk Stand no. 560

Thank you!

Thank you for at t ending!

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