Evolving your email
targeting for increased
revenue
Julie Anne Reda VP of Product Strategy, Yesmail
Stephen Yu VP of Data Strategies, Infogroup
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• The marketing landscape
• The evolution of targeting
• Next Steps / Takeaways
What We Will Cover Today
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Standards are higher
Source: DMA, Jan 2012; MyBuys & eTailing Group, June 2011
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97% of marketers said
the following was highly or
somewhat valuable
• better targeting through
more detailed customer
preferences
• delivering real-time
personalized offers
Most Desired Marketing Capability
Source: RSR Research, Dec 2011
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Excel in:
1. Data Collection
2. Data Refinement
3. Data Delivery
Provide marketing answers,
not just data
To be effective you must know
how to wield the power of all
available data faster.
To use data successful, marketers must
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• UK-based student portal
• Welcome campaign
based on offers
• Offers selection criteria
– Popularity
– Profitability
• Customized on
– Sex of the subscriber
– Location
Example – StudentBeans.com
Source: MarketingSherpa
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33.9% increase in click-through rate
for men (up from 4.49% to 6.01%)
Negligible increase in click-through
rate for women
Example – StudentBeans.com
Use Orange Links
instead of Blue
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74% of marketers
are collecting
demographic data
64% are collecting
transactional data
But….
Source: BRITE and NYAMA,
Marketing ROI in the Era of Big Data,
Mar 2012
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Challenges
Source: BRITE and NYAMA, Marketing
ROI in the Era of Big Data, Mar 2012
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• Demographic
• Attitudinal
• Transactional
• Predictive
Evolution of Targeting
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Marketing Programs that use predictive analytics
receive
– 76% increase in click-through rate
– 73% increment sales lift
The Power of Prediction
Source: Aberdeen Group, Predictive Analytics for Sales and
Marketing, Jan 2012
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• No guessing game – You
MUST know your target
• Vast amount of online &
offline data collected
But are they being used
properly?
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• Analytics play a huge
roles in prospecting &
CRM
• Short paced marketing
cycle getting shorter
• Huge difference between
advanced marketers and
those who are falling
behind
Winners are the ones who
wield the power of all
available data faster.
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• BI (Business Intelligence) Reporting
• Descriptive Analytics
• Predictive Modeling
• Optimization
Predictive Modeling for
1-to-1 Marketing
“Analytics” means different things…
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• Increase Targeting Accuracy
• Reduce costs by contacting less/smart
• Stay relevant
• Consistent results
• Reveal hidden patterns in data
• Repeatable – key for automation
• Expandable
• “Supposedly” save time and effort
Why Model
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• Universe is too small
• Predictable data not available
• 1-to-1 marketing channels not
in plan
• Tight budget
• Lack of resources
Why not
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Common Barriers to Analytics and Modeling
Are not familiar with selection or modeling techniques
• Just need marketing answers
Have a limited budget
• Can’t afford expensive custom models
Don’t have time to develop custom models
• Tight deadlines but still need campaigns to perform
Employ non-traditional and online channels
• Need new forms of data delivery
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• Games are different now • Not ranking “Customers” for 1 Merchant at a time any more
• Customize offers & products for 1 Customer at a time now
• Speed is the name of the game
• Pre-built “Marketing Answers” for Immediate Delivery
• Categorical Models
TargetReady Models: Pre-developed categorical models that are ready for immediate deployment
TargetReady Models
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• Provide “Marketing Answers”:
No need for users to plow through sea of data
• Extensive Category List & Coverage:
Covers Behavioral & Attitudinal Elements (over 90 categories)
A score for every household, for every category
• Pre-built for Immediate Deployment:
No time to wait for custom models
• Significant Cost Savings:
No upfront development cost, pay as you use it
• Simple to Use:
9 means good, 0 means bad
Key Benefits of TargetReady Models
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1. Build a comprehensive and progressive profiling
strategy and process
2. Use analytics to match profiles to content and
desired behavior
3. Test for statistical significance
4. Optimize automation
5. Repeat
Be subtle!
Building a Better Targeting Program
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• Data service provided in
conjunction with Infogroup
• Industry-specific bundles
• Benefits
– Convenience
– Frequently updated
– Includes TargetReady
• Predictive attributes
without the cost
Introducing Personalization Ready Models
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• Trusted 85% of Fortune 100
• Derived from Infogroup’s Consumer Database
• Permission based and publically available data
• Consumer database is updated every month
– Over 100 attributes – 210 million individuals within 115 M households
Target in confidence