Eric Stein: Maximizing Cross Channel Marketing

Eric SteinEric Stein

Maximizing Cross Maximizing Cross

Channel MarketingChannel Marketing

DATA DRIVES MULTICHANNEL MARKETING

23 OFFICESAROUND THE WORLD

2,700ASSOCIATES WORKING WITH

2,500 brandsAROUND THE WORLD 2,500 brands

WHOLLY-OWNED BY

ALLIANCE DATA (NYSE: ADS)

$5B COMPANYBUILT TO DRIVE PROFITABLE RELATIONSHIPS BETWEEN BRANDS AND CONSUMERS

Epsilon - comprehensive portfolio of services and solutions for relevant marketing

CompiledOnline

Analytics

Agility

CDISonar

Grand

Central

LoyaltyDREAM

DREAMmail

Survey

Transactional

• VELOCITYVELOCITYVELOCITYVELOCITY

• VOLUMEVOLUMEVOLUMEVOLUME

• VALUEVALUEVALUEVALUE

START WITH WHAT YOU KNOW

Interactor

LOOK ALIKE

PROSPECTS

CustomerCustomer

Case Study:

Using Online Transactor Index To Segment an Offline Model…

Marketer’s Offline Response Segments (A=best)

Online Transactor

Index(1=heavy online)

Defining the audience using the offline response model only, the client would have selected the top three groups (A+B+C)

But, in this case, more than half of the top three offline segments have below-average online transaction behavior

By overlaying the Online Transactor Index, the marketer is able to focus on a population is both interested in their product and is likely to make a transaction online

Historical Interactor• Quality/Selection • Aspirational/Lifestyle

Category ProspectsTrial/Acquisition

Brand Messaging Funnel

X mm Uniques

2x mm

Uniques

7x mm

Uniques

Recent InteractorProduct/Category

• Customer Reviews• Events/Promotions• Seasonal/New ArrivalsInteractors

0-14 Days 15 - 90 Days > 90 Days

Recent BuyerProduct Reco

Lapsed BuyerReactivation

Historical Buyer• Breadth of Selection• Events/Promotions

Buyers

Brand Messaging Funnel

0-30 Days 31 - 365 Days > 365 Days

Reactivation• Events/Promotions• Product Recommendations• New Arrivals

X Uniques

15x mm

Uniques25x mm Uniques

Recent Interactor

Historical Interactor

Category Prospects

Interactors

Brand Messaging Funnel

X mm Uniques

2x mm

Uniques

7x mm Uniques

0-14 Days 15 - 90 Days > 90 Days

$

$$

$$$

X Uniques

15x mm Uniques

25x mm Uniques

Recent Buyer

Lapsed BuyerHistorical BuyerBuyers

0-14 Days 15 - 90 Days > 90 Days

0-30 Days 31 - 365 Days > 365 Days

$ $$$$$

DECISION

CONSUMER DATA

ANALYTC MODELS

TRANSACTION DATA

CONTACT/RESPONSE HISTORY

M

A

R

K

E

ALL CHANELS

VELOCITY

DECISION

ENGINECAMPAIGN SEGMENTATION

CONSUMER DATA

PARTNER CAMPAIGNS

REAL TIME SESSIONS DATA

WEB

CONTACT/RESPONSE HISTORY E

T

I

N

G

SEE HOW DATA DRIVES

YOUR BRANDS

THANK

YOU!YOU!Eric Stein

[email protected]