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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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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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