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The Zamboni EffectHow User Data Management Makes Email Smoother
User Data Email Marketing(and Vice Versa)
User DataManagement
EmailMarketing
PLATFORM(not sexy)
What do you keep in your Social Data Warehouse?
Demographics/ Profile
Other 1stParty Declared
InterestGraph
Inferred Data (GraphDive)
SocialGraph
Purchased Data
• First / Last Name• Email• Age• Gender• Location• Relationship Status
Demographics / Profile
Other 1st Party Declared
Interest Graph
Inferred Data (GraphDive)
Social Graph
Purchased Data
• “Likes”• Pages Likes• Videos Watched• Movies• Games
• Friends• Followers• Fans• **Friends’ Data**
• Ask them anything you want on your .com
• Cat or Dog?• Cable provider• Vegetarian?• Political leanings)
• Age• Education• Marital Status• Location
• Household income• Average size
of mortgage• Family size• Subscriptions• Donations
Improved Email Delivery
We’re GOOD!We PROMISE!
We’re GOOD!We can PROVE IT!
PLATFORMS ARE BORING(until you use them for something cool)
There’s nothing more interesting or sexier
than zambonis
*Top Google Image Result for “Sexy Zamboni”Go Badgers!
The Zamboni Effect
User barriers, drop-offs, bad data, abandonment
Rough data and UX chopped away
Clean, precise segementations
User data cleaned and consolidated
4
3
1 2
Smooth intake with User ManagementRemoving Barriers from Registration and Subscription
• No drop-off from double opt-in• Get more accurate data more easily• Eliminate form fatigue• (+ increase additional data collection)• No more “fat finger” mistakes • AND ESPECIALLY ON MOBILE!!!
Smooth outbound with User ManagementBetter Personalization and Segmentation
• Leverage » Social Profile » First Party Data
• Enrich » automated segmentations » email flows » campaigns » responses to triggers to be more relevant
CleanData
RoughData
The Zamboni RefreshNew
Login Event
TAKEAWAYS
• Make registration easy• Eliminate form fatigue for better data• Don’t ignore the mobile experience• Connect personal info to checkout process
Remove Barriers when Possible
Personally Identifiable Information
BE CLEAR
Use your data
Personalize and target
