Marketing AutomationHYPER ISLAND

19 February 2015

Nils Sköld UX Director at Apegroup

@nilsskold

The digital age has obliterated the scripted, one-way flow of information that existed during the era of just a few channels. Companies used to communicate in highly controlled, carefully crafted messages. Now corporations and consumers, including Facebook’s one billion active users, are engaged in unplanned, unscripted discussions.- Power Shift: The rise of the consumer focused enterprise in the digital age. Carpenter, Gregory.

Let’s start off with a nice quote…

What is Marketing Automation?

Basically, it’s giving the customer what they want, when they want it.

IRL

Travel Site Homepage

Checking in SMS

Abandoned Cart E-mail

New technology make new ways of marketing possible, even real-time, but that’s not enough. It’s

how we communicate it that will make a difference.

Content + Context = Success!

How is it done?

Map out the Customer Journey

Walk in their shoes and map out their journey. Visually, so that everyone understands.

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User JourneysThink on what your customers do before, during, and after, your core business.

Empathy exercises help a lot!

Before

During

After

Experience

Where should I stay in Malmö? Does anyone know a good hotel? Is there a hotel near the station?

How do I find the hotel? I’m running late. How do I get in? Where can I eat at this hour?

In what room am I staying? At what time does breakfast end? Can I upgrade my room?

What’s the code for the WiFi? I don’t want to be disturbed! What kind of food can I order to the room?

What’s good to eat in this city? I need to find a gift shop close to the hotel What’s the best way of getting around?

I need to extend the check out by an hour. I want to file a complaint. I forgot my phone charger!

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User JourneysMap out the current journey, based on time and touch points,

and then identify the opportunities

Analyse your customer data

Measure everything, then create segments out of that data. Then build services or products for those segments.

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Gather Data of All Your CustomersAnalyse it and create behavioural segments. Find the room for improvements.

7%

8%

10%

11%

29%

35%

A Travel Company tought their customers were families. It really

was senior citizens.

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77% First Time User• Stays about one time a year

• Bring in 24% of the revenue

• Stays on weekends

• Make reservations for two people or more

• Most often go for package offers

• Make reservations in bought channels

• hotels.com, tripadvisor.com

COSTUMER SEGMENT

Marketing campaigns Push owned channels

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17% Returning Client• Stays for about five nights per year

• Bring in 26% of the revenue

• Stays almost only on week days

• 40% is women and 60% is men. Most are in the age span 30 - 40

• Buys parking but doesn’t use roomservice

• Make reservations in both bought and owned channels

COSTUMER SEGMENT

Parking Age 30 - 40

Owned channels

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6% Loyal Customer• Stays for about 27 nights per year

• Bring in half the revenue

• Are at the hotel only on week days

• 75% are men aged between 40 - 55

• Buys parking and uses room service

• Make reservations in owned channels

COSTUMER SEGMENT

Parking Room Service

Customer Care

Focus on the Customer Lifetime Value

Measure everything, then create segments out of that data.

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Customer Lifetime ValueListening activity on service

AcquisitionMarketing

LostLearn

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OnboardingEducating the new user on how to use the service.

Acquisition Lost

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Push for higher frequencyGet user more active through relevant content

Acquisition Lost

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2

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Try a New MixBased on other similar profiles and their behaviours.

Acquisition Lost

1

2 3

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Re-activation EffortsPersonalised messages bed on segmentations

Acquisition Lost

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2 3

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Churn AnalysisSo to better spot user behaviour that is about to leave.

Acquisition Lost

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2 3

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Get the Right Tools

You can do this manually but it will take years. And there is a great deal of powerful tools out there.

Google Salesforce Journey Builder for a video demo.

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Triggered Communication

This is most companies marketing plan.

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Triggered CommunicationIf this, then that.

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Even out the customer engagementWith constant running contextual content.

Additional content

User engagement

Scheduled campaigns

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Personal and ContextualIf we add all the data we have we can better understand the customer and her needs.

Customer data Purchase History

Favourites Customer Frequency

…

Position Location Weather

Time of Day …

Personal & Social Friends / Contacts

Birthday Social network

…

Open API:s Traffic Sports

Emissions …

Buy a muffin before noon and get it for half prize!

Purchase History

Open API: Train traffic

Location: Train Station

Want to lose 7000 points?

Time: Before departure

Loyalty club Database: Unsold

While Bank Apps says absolutely nothing…

Weather: Raining

Location: Proximity

Time: Closed

Welcome Nils! Use the code 1234 to get in, and if you’re going out again make sure to bring the umbrella that’s been placed in your room.

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Communication PlanA healthy mix of scheduled and triggered communication.

JAN FEB MAR APR MAJ JUN JUL AUG SEP OCT NOV DEC

Winter campaign

Sports Holiday

Customer appreciation

Room Service

Staycation campaign

Loyalty Card campaign

Halloween campaign

Extra points on

Coffee campaign

New customer greeting

Scheduled Triggered

Assignment

You are the marketing director for a travel company.

ASSIGNMENT

Based on given customer segments, and all the ways to do

triggered communication.

ASSIGNMENT

Map out a customer journey for one segment and create a

communication schedule for them.

ASSIGNMENT

Don’t forget the Customer Lifetime Value!

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Main SegmentsBased on the customer data for the travel company.

PlannersLast Minute Loyal

Buy package deals with flight and hotel in one.

Books from bought media, and close before departure.

Most often 2 people. 20-30 age

First time visit. Want to explore the area.

Buy the trip almost a year in advance.

Are 3-4 people. Most often with young kids.

Read up on everything and come very prepared.

Writes detailed reviews and complaints.

Goes to the same place every year.

Often a larger group, going together.

Books through phone, knows the personnel.

Know the area. Stays mostly at the resort.

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Triggered CommunicationPlanned communication based on real time actions.

Customer data Purchase History

Favourites Customer Frequency

…

Position Location Weather

Time of Day …

Personal & Social Friends / Contacts

Birthday Social network

…

Open API:s Traffic Sports

Emissions …

Merci.