The why, what and how of automated marketing. Tiggered marketing gets the tactical execution automated so you can focus on the strategy.

1. Automated eMarketing:
Getting the Tactical Execution Automated So You
Getting the Tactical Execution Automated So You
Can Focus on the Strategy
Thursday, January 21, 2010
1/21/2010 1

2. Webcast Housekeeping
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1/21/2010 2

3. Today s Presenters
Today’s Presenters
• Marci Hower
– Marci Hower manages Metrics’ interactive services offerings.
Marci Hower manages Metrics interactive services offerings
Marci has 15 years experience in online direct marketing. Prior to joining
Metrics, Marci was a Business Development Manager with a national e‐
strategy consulting firm. She was also an integral part of growing a start‐up
company as the General Manager of a Midwest interactive agency.
Marci blends her experience in sales, marketing, design and interactive
Marci blends her experience in sales marketing design and interactive
technologies to help clients such as National City, Kelly Services, Midas, World
Market Center and American Greetings create and implement their online
strategies. A local thought leader, Marci is honored to be a past president of
DMA Cleveland. She was instrumental in developing a regional conference
that is now in its 4th year, Interaction 2009. Marci is a past recipient of Crains
Forty under Forty award, and she is a frequent speaker at events and
seminars.
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4. Automated eMarketing
g
Getting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?
• What to automate?
• How to automate
• Automation in practice…
1/21/2010 4

5. Why Automate?
Why Automate?
Top email marketing challenges
MarketingSherpa 2010 Email Benchmark Report
5

6. Why Automate?
Why Automate?
• 89% of retailers cited email is the most mentioned successful tactic
overall.‐ Forrester Research and Shop.org Retailing Online 2009:
overall Forrester Research and Shop org "Retailing Online 2009:
Marketing Report' (2009)
• As a direct result of receiving email, 82% of respondents accessed their
As a direct result of receiving email 82% of respondents accessed their
account via online customer service. ‐ Epsilon (Oct 2008)
• 66% of those surveyed said they had made a purchase because of a
66% of those surveyed said they had made a purchase because of a
marketing message received through email. ‐ ExactTarget, "2008 Channel
Preference Survey" (2008)
6

7. Why Automate?
Why Automate?
• Improve customer service
• Leverage the unrivaled power of recency
L th i l d f
• Consistently deliver relevant messages
• Reduce missed opportunities
• Strengthen relationships
• Set it and forget it (well, almost)
• Significantly outperform standard messages
Significantly outperform standard messages

8. Automated eMarketing
g
Getting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?
• What to automate?
• How to automate
• Automation in practice…
1/21/2010 8

9. Win‐back alert
ck of activity touch point
Target reached
Membership guides
Topic alert
Profile viewed
Profile viewed
Membership anniversary Friend request
Customer service messages
On‐boarding messages Recommendations from friends
Lapsed activity Service notifications C fi
Confirmation message
i Web page behavi
W b b h i
Welcome message Registration information Billing/Payment notices
Download alert
Download alert
h
Post purchase messages Shopping cart abando
h b d
Birthday greeting
rofile update notifications Meeting confirmations
Acknowledgement email
Transactional messages
Transactional messages
Available now notices Profile viewed alert
havior
Anniversary Social networking updates Shipment notifications
Bonus notice Change Notices
Return notices
Return notices
opping cart abandonment Announcements Information posting notices
Information request response Cross‐sell messages
Failure notices
F il ti Profile update not
Profile update not
Status notifications Account information

10. What to Automate?
What to Automate?
• Opportunities are countless
The more triggers you implement the more revenue
you will generate over time.
• Reality Check
The majority of your subscribers are not likely to meet the criteria
of your triggers in any given month. Volume is low.
Controls and frequency caps must be in place

11. What to Automate?
What to Automate?
• Start small, automate and measure
You don’t need a complicated system to boost the bottom line
– Low hanging fruit
Low hanging fruit
– Easy to implement
– Simple arbitration
– Simple measurement

12. What to Automate?
What to Automate?
• Know your audience
– Demographics
D hi
– Attitudes
– Behavior
– Financial
Fi i l
– Segmentation
• Brainstorm Triggers
– Life Stage Triggers
– Life Cycle Triggers
– Transactional Triggers
– Customer Initiated Triggers
– External Triggers

13. What to Automate?
What to Automate?
• Develop a business case
– Conversion rate projections
C i t j ti
– Financial projections
– Align with organizational objectives and system capabilities
– Addresses current customer life‐cycle, purchase cycle or business needs
Add t t lif l h l b i d
– Do not duplicate existing marketing programs
– Define trigger qualification criteria and size audience
• Prioritize
Pi ii
• Continually evaluate and add programs
• Scale your programs
– Triggers based on pattern detection
– Optimize based on arbitration
– Design of testing methodologies

14. Case Study: Smart argain.com
Case Study: SmartBargain.com

15. Case Study: Smart argain.com
Case Study: SmartBargain.com

16. Case Study: Smart argain.com
Case Study: SmartBargain.com

17. Case Study: Realtor.com
Case Study: Realtor.com
1/21/2010

18. Case Study: Realtor.com
Case Study: Realtor.com
1/21/2010

19. Automated eMarketing
g
Getting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?
• What to automate?
• How to automate
• Automation in practice…
1/21/2010 19

20. How to Automate?
How to Automate?
Integration.
Automation.
Optimization.

21. How to Automate?
Integration
• Marketing Messages
– St t
Strategy & development of incentives
&d l t fi ti
• Channels
– What channel will be used to deliver message
• Arbitration
– Maximum number of contacts per day
– Maximum number of contacts per year
– Minimum time between contacts
– Lead Prioritization
• Databases
• Platforms
– Web analytic platform
– Email service provider
p
– Others?

22. How to Automate?
Automation
• Finalize triggers
• Combine recommended triggers with budget, offers/messages
C bi d dt i ith b d t ff /
and channel
• Supports business case development
• Data sourcing and transfer
– Identify files required
– Design frequency
– Exchange protocol information to establish transfers
– Request and deliver on going file feeds as well as historical extracts
• Content
– Finalize creative and messages
– Manage personalization
– Create dynamic content areas where needed

23. How to Automate?
Optimization
• Analysis of current programs
– Supports business case
S t b i
– Design trigger performance reports and develop code to automate
– ROI calculations
• Tweak triggers based on results
T kt i b d lt
– Widen deployment of the most effective triggers
– Seek additional triggers with similar attributes of your best
– Discontinue use of less effective triggers
• Develop greater insights with test methodologies
– Test: Offer, audience, creative, cadence, personalization
• Create new triggers based on more sophisticated analysis
– Statistically meaningful changes in transactions
– Store visit behavior changes
– Site engagement levels

24. Automated eMarketing
g
Getting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?
• What to automate?
• How to automate
• Automation in practice…
1/21/2010 24

25. Case Study: Midas
Case Study: Midas
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26. Case Study: Midas
Case Study: Midas
• Started small, low hanging fruit
• Continually evaluating and growing programs
• Analyzed audience
• Developed a business case
Developed a business case
• Integrated with current marketing programs
• Combined recommended triggers with budget, Direct
Mail
offers/messages and channel
offers/messages and channel
• Integrated data sources and platforms Mobile Email
Customer
Phone Web
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27. Midas triggers
Midas triggers
Purchase &
P h &
Retention
Repurchase
Repurchase timing
triggers Purchase pattern
disruption
Factory service
Factory service
maintenance
Declined services
Loyalty
L lt
“Most likely” communications
models/triggers
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28. ATOM℠ ‐‐ Automated, Triggered‐Opportunity
Marketing
Purchase &
Purchase &
Retention
Repurchase
Repurchase timing triggers
Purchase pattern disruption
h di i
Factory service maintenance
Declined services
Loyalty communications
L lt i ti
“Most likely” models/triggers
ATOM manages trigger identification
and optimization process
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29. ATOM process
ATOM process
Objectives & strategies Marketing & retention Tracking at trigger
drive trigger decisions opportunities are generated & program level
Opportunity arbitration Trigger opportunities
Alternative trigger types
Alternative trigger types matches best
matches best delivered through
delivered through
offer/channel to customer multiple channels
29

30. Case Study: Midas
Case Study: Midas
Purchase Trigger
Conveys Midas brand
Coupon print‐out
Clear call to action
Personalized
Personalized
• Name
• Store
• Store manager
• Date
Dynamic Content:
• Coupon
• Service
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31. Case Study: Midas
Case Study: Midas
FSM Trigger
Conveys Midas brand
Coupon print‐out
Clear call to action
Personalized
Personalized
• Name
• Car Make
• Mileage
• Store
• Date
Dynamic Content:
Dynamic Content:
• Coupon
• Recommended Services
1/21/2010

32. eCRM Deployment Process
eCRM Deployment Process
Midas eCRM Process BEFORE Automation: Midas eCRM Process AFTER Automation:
– Individual list loads took several – Data Extension Import and filters
hours now take minutes
– C ti
Creative was paste HTML and did
t HTML d did – Creative was updated to allow for
not allow for dynamic content dynamic content rules, making
– Limited manual communication communications more relevant to
between CRM database and Exact
between CRM database and Exact the recipient
the recipient
Target for contact history – Consistent communication
– No Tracking data was getting between CRM database and Exact
communicated to the CRM Target for contact history
database from Exact Target – Tracking data is now imported
– Opt‐outs were updated monthly into CRM database, allowing
closed‐loop reporting
– Opt‐outs are managed daily
dd l
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33. eCRM Metrics Comparison
eCRM Metrics Comparison
Before Automation After Automation 4/09‐9/09
Delivery Rate: 90.8% Delivery Rate: 94.2%
Open Rate: 17.0% Open Rate: 23.9%
Click through Rate: 1.6%
Click‐through Rate: 1 6% Click through Rate: 1.9%
Click‐through Rate: 1 9%
(note emails do not have many reasons for clicking) (note emails do not have many reasons for clicking)
Conversions: Unknown Conversion Rate: 19.6%
Conversion Rate: Unknown
Conversion Rate: Unknown Higher ticket items through
Higher ticket items through
online channel
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34. Other Metrics Marketing Webinars
Other Metrics Marketing Webinars
• Next Webinar: The Value of Eye Tracking Software
February 18, 2010 12:00 PM ‐ 1:00 PM EST
February 18 2010 12:00 PM ‐ 1:00 PM EST
Presenter: Cathy Zapata, VP of Research and Customer Experience
Learn more at http://events.metricsmarketing.com
• Other Previously Recorded BrightTalk Webcasts:
Other Previously Recorded BrightTalk Webcasts:
Automated Triggered Opportunity Marketing
Presenter: Todd Thompson
BrightTalk: http://www.brighttalk.com/webcasts/7621/play
Landing Page Optimization
Presenter: Cathy Zapata
BrightTalk: http://www.brighttalk.com/webcasts/7618/play
Customer Conversion Optimization
Presenter: Mike Kihalek
BrightTalk: http://www.brighttalk.com/webcasts/7622/play
1/21/2010

35. Questions?
1/21/2010 35

36. Contact Information
Contact Information
Marci Hower,
VP Interactive Services
440‐471‐6017 or
877‐332‐9222 X117
877 332 9222 X117
mhower@metricsmarketing.com
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