janrain & digiday webinar: 4 key ways to use registration for deeper customer relationships
TRANSCRIPT
Charlene Li, Principal AnalystAltimeter, a Prophet Company@charleneli
The Missing Marketing MetricThe Path to Registration
Presented by
#JanrainLive
Agenda
The Value of Registration
The Path to Registration
Registration Maturity Stages
Agenda
The Value of Registration
The Path to Registration
Registration Maturity Stages
Registration is More than a Form
Use Registration to Build Rich Profiles, Even Before Purchase Happens
Digital Engagement Provide Data and Insight
Consideration
Pref
eren
ce
Purchase
Awareness
Advoca
cy
Loyalty
SearchEmailContent
Ratings
In-store eCommerce
User ExperienceService & Support
CustomersEmployees
Referrals
Customer Journey
Data Creates More Personalized Experiences
• Increase in unique visitors
• Increase in time spent on site
Engagement
• User Registration• Data
Augmentation
Data• Insights &
Targeting• Marketing• E-Commerce• Advertising
Personalization
Track and Use Registration Data Throughout the Customer Journey
Consideration
Pref
eren
ce
Purchase
Awareness
Advoca
cy
Loyalty
SearchEmailContent
Referrals
Ratings
In-store eCommerce
User ExperienceService & Support
CustomersEmployees
CustomizedExperience
RegistrationData
Agenda
The Value of Registration
The Path to Registration
Registration Maturity Stages
Anonymous
• Someone searched, visited, listened, watched some content or ad
• Uses cookies or other ID to recognize someone across digital touch points
Identified
• Based on activities, starts building a profile of interests
• Can customize only when person initiates a visit on a site
Measuring the Path to Registration
Registered
• Permission to address granted only when perceived value outweighs the risk of sharing identity
• Requires value proposition be greater than perceived risk
Questions to Ask at Each Stage• How good is our customer data?
• How strong is our value proposition to the customer?
• How well are we integrating the data into the customer profile?
• How robust are our analytics to derive insights that drive action?
Profiled
• Deepening profile with each engagement
• Create new experiences with email, onsite/offsite personalization
Privacy Concerns Remain High
But Consumers See Value in Sharing Data
Privacy Best Practices
Tailor data requests to depth of existing relationship
Create incentives to deepen the relationship with incremental offers
Triage experiences based on depth of relationship
Provide more control over the use and sharing of data
Test new channels and frequency of notification
How Philips Creates Value with Registration Data
Challenge: Drive Product Registrations After Purchase
Sonicare Toothbrush Airfryer Beard Trimmer
Reminder to replace brush heads, with 3 for 1 Amazon promotion
Recipes based on your declared interests
Download app to help shape your beard
Key Steps in the Journey• One organization responsible for managing customer data across Bus• Single repository for customer data to glean more insights• Customer insights drive marketing automation
Metrics Enable Optimization of the Registration Path
Anonymous
Identified
Registered
Profiled
What messages and content results in repeat engagement?
Which customized experiences drive registration? What value propositions result in registration?
What customized experiences drive repeat, deeper engagement?What data points drive the move value in the relationship?
Agenda
The Value of Registration
The Path to Registration
Registration Maturity Stages
Registration Maturity Stages
1 Social Login 2 Engagement 3 Email Personalization
4 Onsite Personalization
5 Offsite Personalization
Stage 1: Social Login
GOAL #1Build relationships with customers directly
GOAL #2 Improve account creation process
GOAL #3Increase site participation
IMPLEMENTEDSocial signonCustomized emails
Case Study: Samsung
Social login users were:• 34% more likely to open
emails• 63% more likely to client
through a link on an email• 506% more likely to write a
review
Stage 2: Engagement
GOAL #1Give viewers tools to engage in discussions around shows
GOAL #2Driver conversations and engagement on AMC sites
IMPLEMENTEDSocial loginForums and integrated social activity panelComments linked to social profiles
Case Study: AMC
• Forums on show sites linked comments to social profiles
• Aggregated social comments across social channels on the show site
• Can see comments from a user across all social channels in one place
Stage 3: Email Personalization
GOAL #1Tap social profiles to increase engagement across artists’ sites
GOAL #2Create a central fan profile database
GOAL #3Customize email newsletters with social data
IMPLEMENTEDSocial loginCentral data hub
Case Study: Interscope Records
• Registration conversion rate increased 10-50%, depending on site artist’s site
• Emails targeted to followers of specific artists doubled the open rate, from 7% to 16%
• Emails targeted based on social scores, e.g. liking the band “The XX” and the film “The Great Gatsby, increased open rates to 66%
Stage 4: Onsite Personalization
GOAL #1Use data to inform content rec’d and ads to create experiences
GOAL #2Grow display ads by using data to define narrower audiences
IMPLEMENTEDSocial login linked to Registration
Case Study: New Zealand Herald
“If we’re going to provide the best customer experience, we need to know who our customers are, and that’s where login and registration and data collection come in.”
• 500% increase in web registrations
• 30% increase in commenting users
• 24% increase in visitors from social referrals
• 24% increase in total time visitors from a social site spent
• 47% growth in revenue from targeted ads
• 20% increase in CPM rates
Stage 5: Offsite Personalization
GOAL #1Drive return visits with retargeted ads based on profile data
GOAL #2Deliver retargeted ads across platforms, including mobile
GOAL #3Coord marketing automation across POE channels
• “Smart” retargeting constantly adjusts personalized messaging based on previous behavior
• Take into account a person’s engagement across channels, in real time, requires deep integration between identity database and marketing automation
IMPLEMENTEDSocial loginCentral customer hubMarketing automation
Summary
∙ Determine how registration creates value in your customer relationships
∙ Identify the Path to Registration that’s most relevant to your organization
∙ Set up dashboards to measure and manage the Path to Registration
∙ Create a registration strategy to move through maturity stages with a plan
Summary
∙ Determine how registration creates value in your customer relationships
∙ Identify the Path to Registration that’s most relevant to your organization
∙ Set up dashboards to measure and manage the Path to Registration
∙ Create a registration strategy to move through maturity stages with a plan
Q & AGet your questions answered on
Twitter…#JanrainLive#charleneli