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#RIC15 PLAYING THE MARKETING LONG GAME Cassie Lancellotti-Young EVP, Customer Success – Sailthru [email protected] @dukecass Leveraging Personalization to Drive Lifetime Value
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Page 1: Playing The Marketing Long Game #RIC15

#RIC15

PLAYING THE MARKETING LONG GAME

Cassie Lancellotti-Young

EVP, Customer Success – Sailthru [email protected]

@dukecass

Leveraging Personalization to Drive Lifetime Value

Page 2: Playing The Marketing Long Game #RIC15

#RIC15 www.sailthru.com    [email protected]

RE

VE

NU

E

PERSONALIZATION MATURITY

Personalization: so much more than just a name

LEGACY TECHNOLOGIES

Segmentation/Rules Based

BehavioralRecommendations

Omnichannel

Optimized

PredictivePersonalizationOmnichannel

Optimized

revenue potential blocked by database limitations and acquisition integrations

unmatched revenue potential because of native build and

flexible architecture

+5-10% lift in response

rate

+20-50% lift in

conversion rates +20%

lift in lifetime value

Page 3: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Effective 1:1 requires a multi-channel single customer view

Page 4: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

360° customer profiling automated by Sailthru

Email

Mobile Offline

Online

Social Analytics

• Opens at 3:00 PM ET, purchases after 10PM

• Most likely to click on sale or promotional emails

• AOV from email $105

• Surfs the web on Google Chrome

• Most often browses from Tribeca (NYC)

• AOV online $127 • Watches product videos

•  Tweets about your brand •  Likes Alex & Ani, beaches,

museums on Facebook

• Recieves push notifications

• Has iOS7 • Has your latest

brand app

• Shops only in your flagship store

• AOV of in-store purchases is $271

• Customer since May 2012 • Has spent $989 to date •  Top 0.1% of customers likely

to purchase in next week

Page 5: Playing The Marketing Long Game #RIC15

#RIC15 www.sailthru.com    [email protected]

Case Study: Acumen Brands

+116% lift in email

revenue

+109% lift in email purchase

conversion

-54% reduction in

customer churn

+34% increase in

visits

1:1 behavioral emails

now contribute 70% of total email revenue (from 0%

baseline)

Page 6: Playing The Marketing Long Game #RIC15

#RIC15 www.sailthru.com    [email protected]

So, how’d they do it?

Automation Personalization Analytics

Page 7: Playing The Marketing Long Game #RIC15

PERSONALIZATION (climbing the maturity curve)

Page 8: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Personalization – climbing the maturity curve R

EV

EN

UE

PERSONALIZATION MATURITY

Segmentation/Rules Based

BehavioralRecommendations

Omnichannel

Optimized

PredictivePersonalizationOmnichannel

Optimized

0% behavioral email

+109% lift in

conversion rates 54%

reduction in customer churn

Page 9: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Country Outfitter has evolved from “batch and blast” to behavioral emails to drive major performance lift

“Batch and Blast” Dynamic Email

+116% lift in email

revenue

Page 10: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Something for everyone…

Page 11: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

1:1 personalization ultimately means a “single template” (mixes content and products, different revenue streams)

Page 12: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Email is just one channel; 1:1 recommendations on style blog drove a 25% lift in CTR

Page 13: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Re-targeting has proven especially strong for harnessing power of personalization beyond email

clients have seen 5-6X improvement in advertising ROI with Sailthru-powered custom audiences as

well as over 5X lift in buyer conversion

Page 14: Playing The Marketing Long Game #RIC15

#RIC15 www.sailthru.com    [email protected]

Automation – critical for both feasibility and scalability

Automatically build 360-degree

multi-channel customer profiles

with Sailthru

Leverage data feeds to further tighten

recommendations

Analytics and recommendations react in real-time

Triggers always work, but lift is much stronger when they’re

augmented with personalization

“Customer acts, marketing reacts”

Page 15: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Example: cart abandonment emails

BEFORE AFTER

Page 16: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Even early messages can be personalized/automated… (tweaking welcome streams by acquisition PPC keyword)

User A User B

huge spike in first-week activation

Page 17: Playing The Marketing Long Game #RIC15

ANALYTICS rich historical data augmented with

predictions, all focused on the metric that matters most: customer lifetime value

Page 18: Playing The Marketing Long Game #RIC15

#RIC15 www.sailthru.com    [email protected]

Example: Leveraging Retention Data to Optimize Acquisition

BI is a critical layer for optimizing marketing decisions; cohorts are a key ingredient

Page 19: Playing The Marketing Long Game #RIC15

#RIC15 www.sailthru.com    [email protected]

(cohorts can be used for even seemingly basic analysis)

Page 20: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Predictions (Sailthru Sightlines) vis-à-vis traditional (“RFM”) segmentation models – 50% lift in revenue

Page 21: Playing The Marketing Long Game #RIC15

#RIC15 www.sailthru.com    [email protected]

Country Outfitter used Sightlines to evolve targeting from recency of engagement to purchase propensity

+24% lift in segment

purchase conversion

-22% reduction in

opt-outs per sale

compelling

use cases to boost AOV and protect

margins

Page 22: Playing The Marketing Long Game #RIC15

www.sailthru.com    [email protected]

Retention means cultivating long-term value, not just quick wins CELL A: PRODUCTS CELL B: CONTENT

Cell A may win for gross conversions today, but what about lifetime revenue per user?

Page 23: Playing The Marketing Long Game #RIC15

#RIC15 www.sailthru.com    [email protected]

If you remember just two things from today…

focus on the “long game” –

lifetime value vs. quick optimization wins

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winning retention is about personalization, automation & analytics

coming together

Page 24: Playing The Marketing Long Game #RIC15

#RIC15

Q & A