Using Customer Data to Improve Email Relevancy

Introductions

Adam Bravo Director, Campaign Operations, Corporate Marketing MGM Resorts International

Paige O’Neill Vice President, Marketing Aprimo – Teradata

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Better Customer Experience

• Channel preference/convenience

• Ability to easily find Product/brand information

• Relevant & timely promotional incentives

• Highly personalized communications delivered

more frequently

More Efficient & Effective Marketing • Creates relationships

• Drives loyalty & satisfaction

• Saves on agency costs

• Lets the marketer focus on creative,

messaging, offers

• Increases average purchase price

• Store/product/brand recommendations

Connecting to Customers: M life

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Three Things To Take Away

1. Engagement is more important than ever.

2. Communicate on the customer’s timeline and urgency. Learn from MGM’s experience.

3. Customers don’t want more email. They want more relevant email. How can we create more relevancy with the Aprimo tools?

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What Hasn’t Killed Email Yet?

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Email

ROI Puts

Stars

In Our

Eyes

New Reality: Consumers can quickly “sweep” and filter

email messages they don’t find interesting.

In fact, that process is automated.

Even permission-based messages

are marked as “spam.”

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Subscriber Covenant

The Truth.

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Typical Email Marketing Stream

Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?

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Lifecyle Email Marketing

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Welcome! We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?

Cross Channel Marketing

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Welcome Email. We like you. It’s Free Taco Tuesday. Pls RT Hi, are you ready to buy? Thanks for buying! Text in to join our party! Dear Pamela, you might also like…. Hi, are you ready to buy? Visit Facebook: What do others like?! Sale 4 U 2Day! Cool content you might like. Mobile coupon! Are you ready to buy? Something special for you! Any of your friends like this?

The Email Marketing Evolution from “Batch & Blast” to “Engage & Customize” is

powered by automation and data integration.

Broadcast

Segment

Dialogue

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Right Message Person Time

Every time.

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Leveraging creative space based upon data from a customer’s web presence

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Connections Require Segmentation

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Customer Email Call Center

Sales Team Database Online

Wherefore Art Thou Data?

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MGM Data Challenge

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Simple MGM Dialogue

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Customizing with Extended Attributes

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Data Driven

Lifecycle Triggers

• Customized balances without the account statement feel

• Imagery specific to the room the customer has available

• Variable offer components according to the guest’s transactional history

• Events based upon our inventory needs

Booking Pre Arrival Check In On

Property Post Visit

MGM M life Member Experience

ARIA Lifecycle Customization

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Segment Methodology

1. SEGMENTATION: identify logical groups to which the same basic messages are likely to resonate.

2. TARGETING: align messaging to the engagement patterns of each segment.

3. PERSONALIZATION: add the finishing touches that make the communication feel personal.

Hotel vs. Gaming

Spend level

Property Preference

Active M life

Deal vs. event driven

Lifecycle programs

Best time to send

Gender

Past events/dining/games of

interest

Presence of children

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Why Bother With All This?

• Better customer experience

• Improved response rates

• Improved inbox placement

• Sender Reputation as a KPI

• Deeper understanding of customer

• Shared learnings across properties = Optimization

• Digital marketing “seat” at the table

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Happy Birthday

“With great power comes

great responsibility.” - Uncle Ben

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Thank you & Questions

More info? Just email stephanie.miller@aprimo.com

Or @stephanieSAM

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