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Eric Stein Eric Stein Maximizing Cross Maximizing Cross Channel Marketing Channel Marketing

Eric Stein: Maximizing Cross Channel Marketing

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

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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]