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DO IT BETTER, DO IT WITH DATA!
Email Summit 04/2017
Florent Diverchy, Omni-channel Marketing Consultant - Bisnode
WHY ARE YOU DOING MARKETING CAMPAIGNS?
TO INCREASE THE
ADVERTISER ROI
WHY ?
ADVERTISER ROI
ROI = number ofCUSTOMERS
x years ofACTIVITY
Average yearly
BASKET -Marketing
COSTSx
ADVERTISER ROI
Earn more
Increase Increase Increase
ROI = number ofCUSTOMERS
x years ofACTIVITY
Average yearly
BASKET -Marketing
COSTSx
ADVERTISER ROI
Earn more
ROI = number ofCUSTOMERS
x years ofACTIVITY
Average yearly
BASKET -Marketing
COSTSx
Spend Less
Decrease
ADVERTISER ROI
Cost per Active LeadExample: Client FMCG
16€
6€
4€
Marketing
COSTS
Spend Less
Decrease
ADVERTISER ROI
Email as a way to Spend Less
ADVERTISER ROI
Email as a way to Spend Less(and yet still earning a lot)
THE CHALLENGE OF RELEVANCE
Do it better, do it with Data!
Openers(25%)
Clickers(6%)
AVERAGE CAMPAIGN RESULTS
Clients
Clients
Openers(25%)
Clickers(6%)
Clients Prospects
Openers(15%)
Clickers(2,25%)
Clients Prospects
AVERAGE CAMPAIGN RESULTS
Openers(25%)
Clickers(6%)
Clients Prospects
Openers(15%)
Clickers(1%)
Display
Clickers(2,25%)
Clients Prospects Facebook
AVERAGE CAMPAIGN RESULTS
Global efficiencybetween 1 and 6%
WE NEED TO DO BETTER
AVERAGE CAMPAIGN RESULTS
Global efficiencybetween 1 and 6%
WE NEED TO DO BETTER
WE NEED RELEVANCE
AVERAGE CAMPAIGN RESULTS
6% 10%
WITH RELEVANCE
Clients
2,25% 4%6% 10%
WITH RELEVANCE
Clients Prospects
1% 5%2,25% 4%6% 10%
WITH RELEVANCE
Clients Prospects Facebook
1% 5%2,25% 4%6% 10%
WITH RELEVANCE
Clients Prospects Facebook
CPC/1.6 CPC/1.8 CPC/5
1% 5%2,25% 4%6% 10%
WITH RELEVANCE
Clients Prospects Facebook
CPC/1.6 CPC/1.8 CPC/5
THANKS TO BEST PRACTICESTHAT INCREASE RELEVANCE
BEST PRACTICES: DATA
Do it better, do it with Data!
Digital
Data
Time
Campaignstart
Campaignend
DATA USAGE IN
Digital
Data
Time
Campaignstart
Campaignend
DATA USAGE IN
1
1. Targeting
Digital
Data
Time
Campaignstart
Campaignend
DATA USAGE IN
1 2
2. Reporting
1. Targeting
Digital
Data
Time
Campaignstart
Campaignend
DATA USAGE IN
1 23
2. Reporting
1. Targeting
3. Adaptation
Digital
Data
Time
Campaignstart
Campaignend
DATA USAGE IN
1 2
2. Reporting
1. Targeting
3
3. Adaptation
4
4. Go / No-go
DigitalData
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
Persona
Woman60+New clientLikes being warmClicks on Promos
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
Psychographic Persona
Likes to feel differentFinds your product elegantDoesn’t want to look old
Follows recommendationsLikes the quality of your productWants to be comfortable
Woman60+New clientLikes being warmClicks on Promos
1. Targeting
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
Woman
1 kid
32 yo 0,823
0,712
0,413
-0,017
0,912
-0,231
0,221
-0,062
…
Business Intelligence Targeting
1. Targeting
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
DigitalData
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
BENCHMARKING15% Open15% Click on Open2,25% CTR
Prospection Emails
25% Open25% Click on Open5,63% CTR
Client Emails
1,00% CTR0,10% Reshare
Facebook Ad
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
15% Open15% Click on Open2,25% CTR
Prospection Emails
25% Open25% Click on Open5,63% CTR
Client Emails
1,00% CTR0,10% Reshare
Facebook Ad
Men open more (17% vs 14%), Women click more (17% vs 13%)
Age has a huge impact on Open Rate
Age has also an impact on Click Rate
18-29: 8,5% 30-49: 15,0%50+: 22,5%
18-44: 11%45+: 16%
NL open more than FR (17% vs 13%)
BENCHMARKING2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
Received
Opened
Clicked
Opted-In
Bought
Click
DigitalData 2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
DigitalData
Should I send a mail to make second-time buyers buy a third time?
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
000 001
010
011
110
111
101100
85%
15%
62€61€
Bitmap Activity of the last 3 buying periods
Should I send a mail to make second-time buyers buy a third time?
DigitalData
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
000 001
010
011
110
111
101100
85%
15%
62€61€
Bitmap Activity of the last 3 buying periods
1. Too many emails
2. Too expensive
3. Sending Costs
Most Frequent Reasonsto Stop Purchasing
Should I send a mail to make second-time buyers buy a third time?
DigitalData
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
000 001
010
011
110
111
101100
85%
15%
62€61€
Bitmap Activity of the last 3 buying periods
1. Too many emails
2. Too expensive
3. Sending Costs
Most Frequent Reasonsto Stop Purchasing
Should I send a mail to make second-time buyers buy a third time?
DigitalData
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go
DODO MEASURE MANAGE DATA INTERPRET
OPTIMIZE
Data is key for Strategy
WithoutData
With Data
Geographical
Family
Sociodemographics
Consumer data
Lifestyle
Intentions
Consumer Journey
Close Loop Data
Online Behavior
Social Behavior
Localisation DataPsychographic Data
WHICH TYPE OF DATA ?
Geographical
Family
Sociodemographics
Shopping data
Lifestyle
Intentions
Consumer Journey
Close Loop Data
Online Behavior
Social Behavior
Localisation DataPsychographic Data
Your CRM
Your Email Campaigner
Your Facebook Business Manager
By tagging your site
Via you registration form
WHICH TYPE OF DATA ?
BEST PRACTICES: OMNI-CHANNEL
Do it better, do it with Data!
AN OMNI-CHANNEL SETUP
ClickNo Click
Remail
Open
Click
Good Reactions
Open
ClickNo Click
Remail
Open
Click
Good Reactions
Open
AN OMNI-CHANNEL SETUPWebsite
VisitBanner Retargeting
Traditional Bannering
x3
ClickNo Click
Remail
Open
Click
Good Reactions
Open
AN OMNI-CHANNEL SETUPWebsite
VisitBanner Retargeting
Traditional Bannering
x3
FacebookCustom
Audience
Custom Audience
Look-a-like
Facebook AdsExtra targeting
TraditionalFacebook Ads
x3x18
Facebook Ads
Retargeting
PERMESSO
TURBO
CPC / 5
CPL / 2
1% 5%
CROSS-CHANNEL
CROSS-CHANNEL
CROSS-CHANNEL
TAKE AWAY
Do it better, do it with data!
TAKE AWAY
Do it better, do it with data!
Focus on ROI
TAKE AWAY
Do it better, do it with data!
Focus on ROI
Use Email to Spend Less
TAKE AWAY
Do it better, do it with data!
Focus on ROI
Use Email to Spend Less
Always be Relevant
TAKE AWAY
Do it better, do it with data!
Focus on ROI
Use Email to Spend Less
Always be Relevant
Use Data everywhere
TAKE AWAY
Do it better, do it with data!
Focus on ROI
Use Email to Spend Less
Always be Relevant
Use Data everywhere
Make your Channels work together
FLORENT DIVERCHYOmni-channel Marketing ConsultantFlorent.diverchy@bisnode.com
@thefrenchflo
THANKS FOR YOUR ATTENTION!
Email Summit
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