avaus marketo hacks: using purchase history to personalize follow-up communication for opera...
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Marketo Hacks: Using purchase history to personalize follow-up communication for Opera visitorsFinnish National Opera
Ilona Vigren / [email protected]
Segmented Welcome letter sent to customers before the show
Based on the show name information received from CRM sales data, Marketo
segment the Welcome messages sent to the customers before the
show
Main picture and CTA links change
based on the segmentation
The basic information about the show is shown
in the email by using tokens (Show name,
date, name and weekday)
Segmentation rules in Marketo: If Show Name
is Phantom of the Opera show POO
content, if Show Name is Indigo show Indigo
content, etc.
1 2The content changes
also based on marketing permission.
One welcome letter has two separate segment logics for different content
blocks
Segmentation rules in Marketo: If
unsubscribed is false show 1, if Unsubscribe
is true, show 2.
Module used to collect marketing permissions or to collect feedback
from current newsletter
subscribers, content changes
based on segment
Production specific reviews collected after the show
Based on the show name information received from CRM sales data, Marketo segments the Thank
you -messages
Main picture shown based on the show name segmentation
CTA links are also segmented based on the show name
The link leading to the show review page
contains utm-parameter that defines
the source i.e. Show name
Logic in Marketo: If Show Name +1 day is Phantom of the Opera
use utm-parameter ”source=phantomoftheopera”, if Show Name +1 day is Indigo use
utm-parameter ”source=indigo”, etc.
The source of the review is catched with a hidden field
4
Customer can give star review
and add additional
comment + nickname
Logic in Marketo: Define form field as hidden. Edit autofill
and select url_parameter,
parameter name utm_source.
SHOW REVIEW PAGE
Show review source and review are matched in Marketo
Show review data is collected first in raw data fields and then combouned with the show name to final
fields. Different show reviews are packed into
one field.
Show review information moves to marketing database. The web developers
have a open interface that show the review
information.
Logic in Marketo: Write the previous information that has
been in the field. After that write the show review source (name
of the show) and then the comment or the number of
strars or the nickname that the customer has given.
Want to learn more about this? Link to Marketo docs:
https://docs.marketo.com/display/public/DOCS/Append+Data+t
o+a+Field
1. SMART LIST
2. FLOW STEP
Final review results are shown on oopperabaletti.fi
Star reviews Comment + nickname
