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Eric Stein, EVP, Digital Strategy, Epilson: Best practices to manage cross channel marketing.
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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
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