role to build meaningful metrics for the cmo...role to build meaningful metrics for the cmo you will...

© 2019 eMarketer Inc.

Webinar: Beyond Clicks—The Email Marketer’s

Role to Build Meaningful Metrics for the CMO

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June 25, 2019

Tech-Talk Webinar

Douglas Clark

Global Director, Public Relations

eMarketer

PRESENTER MODERATOR

Kara Trivunovic

SVP, Digital Solutions

Epsilon

Presented by

PRESENTER

Shar VanBoskirk

VP, Principal Analyst

Forrester

2 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential

All names and logos are trademarks or registered trademarks of their respective owners.© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential

All names and logos are trademarks or registered trademarks of their respective owners.

The Email Marketer’s Role to Build

Meaningful Metrics for the CMO

Presented by:

Kara Trivunovic, SVP, Digital Solutions, Epsilon

Guest Speaker, Shar VanBoskirk, VP, Principal

Analyst, Forrester

BEYOND CLICKS


All names and logos are trademarks or registered trademarks of their respective owners.3 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential


The Journey Of Email Marketing

”Hi, First Name,>”

EARLY DAYS

OF EMAIL

<“Hi First Name!”>

ERA OF

INCREASING

PERSONALIZATION

Adding

recommendations:

“People who bought

this also bought…”

THE MODERN ERA OF

HYPER-PERSONALIZATION

1:YOU

Artificial Intelligence (AI)

enables marketers to engage

with every individual

customer in a personalized

and meaningful manner


All names and logos are trademarks or registered trademarks of their respective owners.4

Personalization Challenges

Real-time DecisioningHow long does it take to arrive

at the right decision? Too long!

Creating & Managing ContentAre your customers segments?

Or are they individuals?

Holistic Measurement If you don't know what it means,

what have you really learned?

Channel Alignment & Optimization Okay so you've figured out what to say

and when. Just one more...where?

Aligning & Activating DataData is everywhere, and it's messy



EMAIL DRIVES

PERSONALIZATION,

LEADING TO

ENGAGEMENT

Purchase

Behavior

Propensity

and Intent

PsychographicDemographic

and Lifestyle

Health and

Wellness

Finances

and Wealth

Who

she is

What

she buysWhat she

cares about

First party data

Psychographic Devices Sites they like

Product

file

Third party data

Shopping

preferences

Geographic Demographic

Customer Transactions Email/web

interactions

Capturing & Cultivating Diverse Data to Drive Relevant Insights


All names and logos are trademarks or registered trademarks of their respective owners.6 © 2019 FORRESTER. REPRODUCTION PROHIBITED

CMOs have more on their plates than ever before



Marketing has to assume different responsibilities

© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential


HOW BRANDS

ARE MEASURING

TODAY



Challenge

• As an icon of modern luxury and personal

style, Coach wanted to deepen their

customer relationships.

• They wanted a test to see if email

personalization would improve customer

connections and re-engage consumers.

SPECIFIC METRICS

OF INTEREST INCLUDED:

• Open Rates

• Click Through Rates

• Average Order Value (AOV)



Coach Strengthens Customer Connections with Personalized Emails

3.7%Lift in overall AOV

4.1%Lift in in-store AOV

Delivered personalized

messaging, including

subject line and

pre-header text




Personalization

Based on Spending Habits

Luxury

Trendsetter

Cost-conscious


All names and logos are trademarks or registered trademarks of their respective owners.© 2019 FORRESTER. REPRODUCTION PROHIBITED

It’s not enough to measure just email response rates


All names and logos are trademarks or registered trademarks of their respective owners.© 2019 FORRESTER. REPRODUCTION PROHIBITED

There are three dimensions to measuring customer engagement



• Conduct a cause and effect analysis to tie engagement to business outcomes.

• Place engagement in context of particular points in the customer journey.

• Work with partners to identify engagement metrics.

• Count also the efficiency gain that marketing efforts create.

Don’t measure engagement in a vacuum



TOMORROW

IS POSSIBLE

TODAY






Getting Started

Align measurements of success

to your email metrics

3 THINGS

YOU CAN

START DOING

RIGHT NOW

Partner across the organization to identify

value in measuring customer engagement

Define gaps in the migrating from email

engagement to customer engagement



1:1 1:YOU



Thanks for joining us

for today’s Tech Talk!

If you would like to see where you are at in

the email personalization journey and

tips to get to the next stage from Epsilon,

take our 5-question quiz:

https://explore.epsilon.com/getpersonal



https://explore.epsilon.com/getpersonal

© 2019 eMarketer Inc.

Webinar: Beyond Clicks—The Email Marketer’s Role to Build Meaningful

Metrics for the CMO

You’ll receive an email to view the slides and full recording from today’s presentation.

You can register for upcoming Tech Talk and Meet the Analyst Webinars at emarketer.com/webinars

Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily, freewheeling conversations about the

ways digital is transforming media, marketing, business and even life. Tune in at emarketer.com/podcast

June 25, 2019

Tech-Talk WebinarQ&A Session

Douglas Clark

Global Director of Public Relations

eMarketer

PRESENTER MODERATOR

Kara Trivunovic

SVP, Digital Solutions

Epsilon

Presented by

PRESENTER

Shar VanBoskirk

VP, Principal Analyst

Forrester

role to build meaningful metrics for the cmo...role to build meaningful metrics for the cmo you will...

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