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#WTM13#WTM13
SilverpopWorld Travel Market, London
6th November, 2013.
Behavioral Marketing.
How to Get Your Customers to
Love You
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#WTM13
Silverpop is…the unified digital marketing platformthat delivers superior return on relationshippowered by the deepest insightinto the way each customer behaves.
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#WTM13
5,200+ Brands & 16,000+ Marketers Powered by Silverpop
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Web Sites
Search
Creative
Collaborative
Remember when…
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Digital Marketing Channel Explosion
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#1.The way we communicate
#2.The way we learn and buy
As buyers, we all began to change
#WTM13
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Marketing didn’t really change
we took on more and ran faster
More Channels
More ContentMore Campaigns
More Messages
Declining Results
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#WTM13
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Message Overload
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#WTM13
So customers are beginning to tune out
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Buyers are looking for Personalized Experiences
VS
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Help!
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#WTM13#WTM13
Marketing practice
is ten years behind
marketing vision.
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#WTM13#WTM13
Behavioral Marketing.
Let me introduce you to
Bob.#WTM13
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#WTM13#WTM13
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#WTM13#WTM13
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#WTM13#WTM13
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#WTM13#WTM13
This is “Bob”,the owner of“Primrose Deli”
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#WTM13#WTM13
Three weird facts
I love it
1
Bob = Waitrose x 5
Avg spend per visit = + 30-200%> planned
2
WaitroseBob
3
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#WTM13
Marketing needs toget more like Bob
S I M I L A R I T Y T O B O B
P R O F I T
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#WTM13#WTM13
Today, marketing is un-Bobular
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#WTM13
We’re on the way
B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I Z I N G
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#WTM13#WTM13
The Segmented Audience Approach
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
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#WTM13#WTM13
Problem: The Segmented Audience approach is failing
3%
Relevant Irrelevant
97%
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#WTM13#WTM13
Extending traditional segmentation
1
By Profile
2
By Preference
3
By Now?
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#WTM13#WTM13
Shrinkingsegments
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#WTM13#WTM13
The goal: segments of
one
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#WTM13#WTM13
The biggest win: by behavior
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#WTM13#WTM13
• Age• Gender• Nearest
Airport/station• Travel
preferences• Buy for self/as
a gift• Anniversary• Birthday• etc
Demographics
• Opened email• Did not open
email• Clicked on link
in email• Bounced• No mailing
activity
Email behavior
• Booking/ Travel history
• Survey results• Loyalty points• Destination
searches• Abandoned carts• etc
Relational data
• Cart abandoned• Trips searched• Form completed• Information
downloaded• Video viewed• Custom event• Recommend-
ations• ‘Likes’
Web behavior
• Voucher redemption
• Hotel purchase• Event
attendance• Call centre
activity• Information
request• etc
Off-line behavior
Data that can be used for Segmentation
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#WTM13#WTM13
Noise
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#WTM13#WTM13
Insight = Gold
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#WTM13#WTM13
Getting on the road to behavioral marketing
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#WTM13
A really simple idea
Capture action
Apply rules Generate the best, interaction
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#WTM13
A really simple idea, refinedCapture behavior
Apply rules Generate the best, most personalized series of interactions
MeasureCombine with existing knowledge
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#WTM13
A really simple idea, refined and turbo-chargedCapture behaviorfrom any channel
Apply rules Generate the best, most personalized series of interactions
And most relevant trackacross all channels
Measureand store learning to inform rules
Combine with existing knowledgefrom profiles, preferences and past actions across all channels
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#WTM13#WTM13
That’s what Bob does
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#WTM13
The 5 big questions
1Which behaviors matter most?
How do we turn this insight into action?
How todo it at scale?
How do we do it across all channels?
How do we capture and learn from them?
2 3 4 5
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#WTM13#WTM131
Whichbehaviors
matter most?
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#WTM13
• Booking history• Survey results• Loyalty points• Trip searches• Abandoned carts• etc
• Age• Gender• Nearest airport• Travel preferences• Buy for self/as a gift• etc
• Cart abandoned• Product searched• Form completed• File downloaded• Video viewed• Custom event• ‘Likes’• Recommendations
• Opened email• Did not open email• Clicked on link
in email• Bounced• No mailing activity
• Voucher redemption• Store purchase• Event attendance• Call centre activity• Catalogue request• etc
Demographics Email behavior Relational data Web behaviorOff-line behavior
Which behaviors to track?
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#WTM13#WTM13
How doyou capture and learn?
2
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#WTM13
SOCIAL
BRICKS & MORTAR POS
B E H A V I O R A L D A TA B A S E
WEBSITE
LOCATION
CRM
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#WTM13
The marketing database must establish a single view of a customer across platforms and devices
Single Identity
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#WTM13#WTM133
How to turninsight into
action?
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#WTM13
TriggersRules Analysis Scoring
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#WTM13#WTM134
How todo it at scale?
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#WTM13#WTM13
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#WTM13#WTM135
How do we do it across
all channels?
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#WTM13
Web site
Call
Direct Mail
SMS
Social
Output Channels –Communications
Silverpop Input Channels
External Input Channels
Web site
Location
Social
SMS
Store EPOS
Travel Site store
Call centre
Mail order
Input channels –Interactions
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#WTM13#WTM13
Getting there from here
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#WTM13
The right platform
EmailHigh volume sendsRapid throughputDeliverability services
Marketing AutomationWeb trackingContact scoringContact nurture programmesAutomated behavioural routingAlerts
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#WTM13#WTM13
Automate something!
• 1. Welcome/Onboarding• 2. Browse Abandonment• 3. Booking/Cart Abandonment• 4. Recommendation• 5. Travel Review Request• 6. Happy Birthday• 7. Replenishment/Re-order• 8. Cross Sell• 9. Travel/Purchase Anniversary• 10. Re-engagement
#dmu13
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#WTM13#WTM13
Back to Bob
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#WTM13#WTM13
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#WTM13#WTM13
Start on the Road to
Behavioral Marketing
STA Travel: Moving towards a
segment of one
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