1.
Leveraging
the Right
Data to get
Big Results
WHILE OTHERS MAY BE
TALKING ABOUT „BIG‟ DATA,
WE‟RE FOCUSED ON THE
„RIGHT‟ DATA.

2.
INTRODUCTIONS
Kara Trivunovic
VP Strategic Services
BlueHornet
@ktrivunovic
Dan Cronyn
Director, Consumer Marketing
TheLadders
@KTOverdrive
Jordan Cohen
VP Marketing
Movable Ink
@jcohen808

3.
GETTING TO THE RIGHT DATA

4.
SUBCRIBER DEMO/PSYCHO
Applying Your Relationship With Your Subscriber
Know Your Customers, Pick 3:
•
•
•
Geographic Location
Age/Birthday
Custom or Unique to Business

5.
EMAIL ENGAGEMENT METRICS
If You Send Email, You May Know More Than You Think
Leveraging Engagement Metrics:
•
•
•
Open Behavior
Click Behavior
Time of Engagement

6.
BRAND ENGAGEMENT METRICS
Leveraging Customer Engagement With the Brand
Relationships Go Beyond Email:
•
•
•
Site Visits
Conversion
Offline Engagement

7.
DEVICE ENGAGEMENT METRICS
Understanding the Device Employed to Engage
Email Goes Mobile:
•
•
Device Type
App Usage

8.
REAL STORIES FROM REAL MARKETERS

9.
TheLadders
A Story of Success
Using timing (day parting) and device stats, we were able to
drastically increase mobile downloads through e-mail:
•
•
•
Build for context
Test
Iterate and grow

10.
MOVABLE INK & FINISH LINE
A Story of Success

11.
OPTION A
One For All

12.
IDEA
Segment Using Facebook Fan Data

13.
80% LIFT IN CTR
Using Real-Time Geo-Targeting

14.
A CAUTIONARY TALE
Just because you “can” doesn‟t always
mean you “should”:
•
•
•
Don’t Assume…
Avoid Sensitive Topics
Address the Mistakes

15.
11 DATA POINTS TO CONSIDER FOR SUCCESS
•
•
•
•
•
•
•
•
•
•
•
Geographic Location
Age/Birthday
Custom or Unique to Business
Open Behavior
Click Behavior
Time of Engagement
Site Visits
Conversion
Offline Engagement
Device Type
App Usage

16.
THANK YOU!
Questions?