Windsor Circle, Inc. The State of Predictive Marketing Platforms
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Windsor Circle, Inc.
The State of Predictive Marketing Platforms
• Predictive Lifecycle Marketing Platform
• 350+ Retail Clients
• 35MM Consumers
• 80+ Employees
• #Winning – Google Pitch Contest
– SxSW Pitch Contest
– $9MM VC
– #1 on Glassdoor
Windsor Circle, Inc.
#PerformanceAtScale
$7.5B Transactions Processed
35M Total Customers Managed 447M
Orders Processed
9.2B Products Processed 3.3M Largest Client’s
Customer List
Open Source Stack: Python | Backbone | Postgres| nginx | Linux Hosted: Amazon Web Services | EC2 | RDS Updated July 2015
WHAT’S GOING ON?
1:1 Mass Personaliza/on
Automated Messaging
Iden/ty Management
3 Big Trends Emerging and Colliding
“Digital marke7ng hubs will have an impact on the business on par with ERP.”
-‐ Gartner
Gartner: Five Key Trends
1. Cross-Channel Strategy, Campaigns and Data
2. Automation to Boost Speed and Performance
3. Yearning for 1:1 Customer Relationships
4. Engagement Aligned for Daily Activities
5. More Responsibility for Digital Commerce
“Digital marke7ng hubs will have an impact on the business on par with ERP.”
h9p://www.gartner.com/smarterwithgartner/five-‐key-‐trends-‐in-‐gartners-‐2015-‐digital-‐marke/ng-‐hype-‐cycle/
‘Early adopters’ require more complete products, but move quickly to seize compe//ve advantage.
Mainstream adop/on requires completeness and convenience.
Innovators willing to try early products, co-‐invest in development, etc.
Who Should Act Now to Seize Competitive Advantage?
Aspiring Stars
Category Leaders Established
Migrators
Soph
is/ca/o
n
Resources
WHO ARE THE PLAYERS?
Competitive Landscape Predic've Marke'ng Pla0orms promise to analyze data, predict lifecycle marke/ng events, and automate personalized communica/ons. The plaRorms tend to posi/on based on core capabili/es (science v. easy of use).
Marke'ng Automa'on Pla0orms tend to be email plaRorms that are trying to evolve in two direc/ons… more data and more channels. Most are branding as “marke/ng clouds.” The newer ones assume personaliza/on.
data science easy automa/on
The Race is On.
Company Rounds Raised ($MM) Lead Investors
AgilOne 3 $41.0 Mayfield Sequoia Tenaya
BlueCore 3 $28.2 FirstMark
Custora 3 $6.5 Founda/on Greycroa
Reten/on Science 2 $9.5 Upfront Pritzger
Smarter HQ 4 $25.3 Ba9ery Simon
Windsor Circle 4 $8.75 Comcast Ventures IDEA Fund
WHAT SHOULD I BE THINKING ABOUT?
• Marketing Metrics are Shifting – From: Opens, Clicks, Conversions – To: LTV, Retention Rates, LTV/CAC
• Talent Requirements are Shifting – Director of Customer Retention – Director of Customer Lifetime Value
Considerations
• Get the Basics Down First – Thank Customers – Reward Best Customers – Predict and Save Churning Customers – Cart Abandonment – Segmented Promotions
• Then Quickly Move to More Advanced Capabilities – Replenish Items That Have Run Out – Browse Abandonment – Geo-location and store targeting
Automation You Should Be Running
Executive Summary
• Consumers Demanding Consistent, Personalized Cross Channel Experience
• Predictive Marketing Platforms Evolving to Fill That Need
• Considerations – Metrics – Personnel – Timing and Resources
• Game On!
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