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It's estimated that 90% of all of the data we have available today was generated in the last 2 years and that it will continue to grow by 50% a year over the next few years. But with all of this data, the challenge becomes identifying the right data to leverage for your email program. This on-demand webinar, presented by BlueHornet with co-presenters from TheLadders and Movable Ink, will dig into how brands are identifying the data they need to make their programs successful, as well as how it is being leveraged. You'll walk away with several points to consider applying to your program.
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Leveraging the Right Data to get Big Results
WHILE OTHERS MAY BE
TALKING ABOUT ‘BIG’ DATA,
WE’RE FOCUSED ON THE
‘RIGHT’ DATA.
INTRODUCTIONS
Kara TrivunovicVP Strategic ServicesBlueHornet@ktrivunovic
Dan CronynDirector, Consumer MarketingTheLadders@KTOverdrive
Jordan CohenVP MarketingMovable Ink@jcohen808
GETTING TO THE RIGHT DATA
SUBCRIBER DEMO/PSYCHOApplying Your Relationship With Your Subscriber
Know Your Customers, Pick 3:
• Geographic Location
• Age/Birthday
• Custom or Unique to Business
EMAIL ENGAGEMENT METRICSIf You Send Email, You May Know More Than You Think
Leveraging Engagement Metrics:
• Open Behavior
• Click Behavior
• Time of Engagement
Relationships Go Beyond Email:
• Site Visits
• Conversion
• Offline Engagement
BRAND ENGAGEMENT METRICSLeveraging Customer Engagement With the Brand
Email Goes Mobile:
• Device Type
• App Usage
DEVICE ENGAGEMENT METRICSUnderstanding the Device Employed to Engage
REAL STORIES FROM REAL MARKETERS
Using timing (day parting) and device stats, we were able to
drastically increase mobile downloads through e-mail:
• Build for context
• Test
• Iterate and grow
TheLaddersA Story of Success
MOVABLE INK & FINISH LINEA Story of Success
OPTION AOne For All
IDEASegment Using Facebook Fan Data
80% LIFT IN CTRUsing Real-Time Geo-Targeting
A CAUTIONARY TALE
Just because you “can” doesn’t always
mean you “should”:
• Don’t Assume…
• Avoid Sensitive Topics
• Address the Mistakes
11 DATA POINTS TO CONSIDER FOR SUCCESS
• Geographic Location
• Age/Birthday
• Custom or Unique to Business
• Open Behavior
• Click Behavior
• Time of Engagement
• Site Visits
• Conversion
• Offline Engagement
• Device Type
• App Usage
THANK YOU!Questions?