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iStrategy Conference Melbourne 2011: Michael Twomey, Silverpop, 'From Social Media to Email | Building your company's ROI' - Interactive Workshop (Day One)
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• Identify data gaps & challenges but don’t over complicate it
• Consolidate data sources and capture points with CRM integration, web analytics, transactional or other sources
• Review & optimise touch points and include progressive profiling where appropriate
• Develop content worthy of value exchange
• Utilise Send Time Optimisation to optimise and increase engagement levels for email
Data is the source of fuel #silverpop
Australian marketers are at the beginning of the data evolution #istrategy #silverpop
• Utilise behavioural marketing to trigger customer lifetime communications
• Leverage your new insights by optimising content using improved segmentation, dynamic content, real time content or content scraping
• Avoid over-personalisation and decorative content
• Identify appropriate channels to market
Data is the source of fuel #silverpop
Focus on the data you’re using, the purpose of your communications & what behaviour you want to change #istrategy #silverpop
• Review internal production processes and streamline them
• Automate key building block programs and assign a dashboard ROI
• Review insights & optimise programs every 7 days
+ 51 %
6258 Unique views to determine winner70,825 Remaining viewers only saw winning prize
+ 23 %
+ 58%
Data is the source of fuel #silverpop
Spend your time on shifting behaviour – automate everything else #istrategy # silverpop
Data is the source of fuel #silverpop
Australian marketers are at the beginning of the data evolution #istrategy #silverpop
Focus on the data your using, the purpose of your communications & what behaviour you want to change #istrategy #silverpop
Spend your time shifting behaviour – automate everything else #istrategy #silverpop
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