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TARGETINGthroughout the
THE CUSTOMER JOURNEY
Alistair Simpson
More than 838 Billion Marketing Messages Sent in the US in 2013
(Source: Forrester)
Around 84% of all Email Traffic will be spam(Source: The Radicati Group)
What is considered Spam?
Approach?Hunt like this guy…
Proviso:Don’t actually hunt your users…
INTRODUCTION
Digital Marketing Professional
My Work
CRM Manager
Nearly 8 Million Email Subscribers
Nearly 400,000 Facebook Fans
Nearly 4,000 Brands
Thousands of Offers
Connecting the Right Offer
To the Right Person
At the Right Time
A Very Romantic Notion
What’s the Plan?
Data
Customer Profiling
Targeting in Practise
Customer Journeys
What’s Next?
DATA
What products do you want to build?
What do you want to know about users?
What are the business needs?
Is it reliable?
How is the data structured?
What data are you collecting?
How are you using it?
Is it useful?
Customer Profiling
Personal
Demographic
Behavioural
Preference Based
Value Engagement
- LTV- AOV- Number of
Transactions
- Visits- Click Depth- Session
Duration- Recency- Frequency- Loyalty
Customer Profiling
Engagement
Value
High Value, Low
Engagement
High Value, Mid
Engagement
High Value, High
Engagement
Mid Value, Low
Engagement
Low Value, Low
Engagement
Low Value, Mid
Engagement
Mid Value, Mid
Engagement
Mid Value, High
Engagement
Low Value, High
Engagement
Engagement Focus - Content
Engagement
Value
High Value, Low
Engagement
High Value, Mid
Engagement
High Value, High
Engagement
Mid Value, Low
Engagement
Low Value, Low
Engagement
Low Value, Mid
Engagement
Mid Value, Mid
Engagement
Mid Value, High
Engagement
Low Value, High
Engagement
Value Focus – Online Retail
Engagement
Value
High Value, Low
Engagement
High Value, Mid
Engagement
High Value, High
Engagement
Mid Value, Low
Engagement
Low Value, Low
Engagement
Low Value, Mid
Engagement
Mid Value, Mid
Engagement
Mid Value, High
Engagement
Low Value, High
Engagement
Strategy Definition
Engagement
Value
Multi-Channel
Approach
Loyalty + Cross Sell
VIP Programs
Competitions
Win-backShare &
Save
Personalisation
Time Limited Deals
Stretch & Save
Targeting – In Practise
Already we’ve seen many ways to profile customers
But we’re going to focus onBEHAVIOURIAL TARGETING
Targeting – Level 1
All Users
Interacted with Target Brand /
Product
Active
Site
EmailApp
Targeting – Level 2
1
2
3
5
4
67
1. Target Clickers Only
2. Related A, Other shoe retailers
3. Related B, Other retailers who sell shoes
4. Target & Related A
5. Target & Related B
6. Related A + Related B, Not Target
7. Clicked All
Targeting – Level 2 – Results
Targeting – Level 2 – Results
Targeting – Level 2 – Results
Brand / Product Relationship is informed by the Data,
not human intuition
Targeting – Test Results
- The ‘ALL’ group had a…- 34% higher Open Rate, - 36% higher CTR, - 13% higher Conversion Rate
…than the ‘Target only’ group
Users that had interacted with more than 1 brand, perform better than users who had just clicked the Target brand
The Customer Journey
The Customer Journey – Part 1
The Customer Journey – Then What?
1st Interaction
2nd Interaction
3rd Interaction
The Customer Journey – Retargeting
The Customer Journey – Post-Sale
Multi-Stage Approach
Widen the funnel
What’s Next?
Intent
Large Scale
Automation
Takeaways
Make Data Useful
Profile & Strategise
Target Related Groups
Multi-Stage – Widen the Funnel
The Future’s Bright
