Precision Marketing

Francesco SchettiniE-Commerce Solution ArchitectFreelance

@FranSchettini

http://fschettini.com

WebSphere Commerce v7 FEP5

Extracted from WCS v.7.0.0.7 Info Center

Agenda

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A1. E-Marketing Spots2. Web Activities3. Dialog Activities4. Targeting Customers5. Experiments6. Mail activity7. Campaign

Precision marketing?

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“Precision marketing is a technique to retain, cross-sell and upsell existing customers.”

WebSphere Commerce introduces theManagement Center Marketing Toolin order to implement the precision marketing strategies!

The Marketing Tool

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• Design creative marketing campaigns that can contain web and email activities;

• Create experiments to test your campaign activities' effectiveness;• Create and manage marketing content;• Define the flow of marketing activities;• Review and manage marketing activities;• Create and manage search rules;• Create and manage search rule experiments.

E-Marketing Spots

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1

• Create an e-Marketing Spot to reserve an area on a store Web page to display marketing information to customers;

“E-Marketing Spots give the Marketing Manager the ability to effectively communicate with customers without involving IT”

E-Marketing Spots - Planification

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1• To include an e-Marketing Spot on a store page, the store developer must

create a JSP file for the e-Marketing Spot. • Among other things, this JSP file specifies:

• The name of the e-Marketing Spot • The types of marketing information to display (that is, content, or category

recommendations, or catalog entry recommendations, or a combination of these types)

• The maximum number of each type of marketing information that the e-Marketing Spot can display at one time

E-Marketing Spots – Snippets ex.

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1• ContentAreaESpot.jsp

• This JSP snippet displays a basic e-Marketing Spot, formatted to fit in the main content area of a store page.

• The code in this JSP snippet can retrieve the following types of data from the Get MarketingSpotData service:

• Catalog entries • Categories • Content, such as an advertisement

• ScrollingProductsESpot.jsp• This snippet is used to display list of scrollable catalog entries or

categories, within a scrollable pane widget in an e-Marketing Spot on a store page

• The code in this JSP snippet can retrieve the following types of data from the Get MarketingSpotData service:

• Catalog entries • Categories

Web Activities

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2

• Web activity determines what to show the customer at that point in that time.• Web activities can display:

• Marketing images;• Recommendations for categories and products, including cross-sells and

up-sells;• A list of a customer's recently viewed products or categories;• Lists of best-selling or top-browsed products; • Coremetrics Intelligent Offer recommendations.

• Each e-Marketing Spot typically has one or more Web activities associated with it.

“Control what displays in predefined e-Marketing Spots on your store pages.”

Web Activities – Simple example

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2

E-marketingSpot

Action

Web Activities – Use segmentation

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2

E-marketingSpot

Customer SegmentBranch

Action

Web Activities – Use browsing behavior

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2

E-marketingSpot

Browsing BehaviourBranch

Action

Mandatory

Web Activities

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2

Spot Branches Targets Actions

1 2 3 4

Mandatory

1-1

Web Activities

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2

Web Activities - Targets

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2“Targets define which customers experience your marketing activity.”

Targets

Customersegment

ShoppingCart

PurchaseHistory

CurrentPage

Catalog BrowsingBehavior

Online BehaviorExternal SiteReferral

CookieContents

Social CommerceParticipation

Day/Time

Promotion Checker

Search criteria andresults

Web Activities - Actions

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2“Actions define what to do based on the activity flow.”

Actions

RecommendCatalog Entry

RecommendContent

RecommendCategory

DisplayMerchandisingAssociation

RecommendPromotion

Display Recently Viewed

Display Best Sellers

Display Top Browsed

Add To or RemoveFrom Customer Segment

Display CoremetricsIntelligent Offer

Display Promotional Price

Display Location-based content

Web Activities

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2

Create a Web Activity

Dialog Activities

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3

• Dialog activity triggers actions • when customers do something specific or • when a an event occur.

• Classic trigger examples are : • The customer registers;• The customer places an order.

“Automate marketing actions based on the specific behavior of your customers over time”

Dialog Activities – simple example

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3

Trigger Action Action

Dialog Activities

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3• When a customer registers, send the customer a thank-you e-mail

message containing some promotional advertisements.• When a customer places an order, if the customer has spent over $1000 at

your store, add the customer to the "Big Spenders" customer segment.• When a customer has abandoned a shopping cart for 3 days, send the

customer an e-mail message as a reminder of their recent shopping visit. Issue the customer a coupon for 20% off their order.

• When a customer places an order, check whether the customer's purchase history contains catalog entries from the Boys or Girls categories. If so, add the customer to the "Customers who buy children's clothing" customer segment.

• On a customer's birthday, send the customer a text message with a birthday wish and a link to your store.

Trigger Target Action

Dialog Activities – customer loyalty

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3

Trigger Trigger

Action

Action

Action

Dialog Activities – abandoned cart

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3

Trigger Trigger Action

Action Branch Trigger

Action

Mandatory

Dialog Activities

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3

Trigger Branches Targets Actions

1 2 3 4

Mandatory

1-n

Dialog Activities - Triggers

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3“Triggers define the event that causes your Dialog activity to start or

continue.”

Triggers

Wait

CustomerRegisters

Customer Places Order

Customer Participatesin SocialCommerce

Customer AbandonsShopping Cart

Customer is in a segmentCustomer

Celebrates Birthday

Wait for event

Customer Searches

Recurring Order Event

Subscription Event

Customer Checks out with promotion

Customer checks in

Dialog Activities - Targets

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3“Targets define which customers experience your marketing activity.”

Targets

Customersegment

ShoppingCart

PurchaseHistory

CurrentPage

Catalog BrowsingBehavior

Online BehaviorExternal SiteReferral

CookieContents

Social CommerceParticipation

Day/Time

Promotion Checker

Search criteria andresults

Dialog Activities - Actions

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3“Actions define what to do based on the activity flow.”

ActionsAdd To or RemoveFrom Customer Segment

Send message

Issue Coupon

Dialog Activities

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3

Create a Dialog Activity

Customer segmentation

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4

• The customer segments that you create in Management Center are considered dynamic. These segments are dynamic because customers belong to the segment based on their personal data, purchase history, and behavior, all of which can change over time

• Classic customer segment examples are : • all registered customers;• all customers who have spent over $1000 at the store;• all male customers over the age of 40.

“A customer segment is group of customers who share one or more attributes that are relevant to marketing activities.”

Customer segmentation - population

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41. Selecting a set of attributes from the customer segment properties view;

2. Using marketing activities to add or remove customers;

3. Using Coremetrics Analytics to populate customer segments.

Customer segmentation - attributes

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4• Registration

• Registration status• Registration date• Last registration update

• Demographic• Gender• Current age according to supplied birth date• Age group• Annual income• Marital status• Children• Household size

• Address• City• Province• Country• ZIP• Phone• E-mail

Customer segmentation - attributes

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4• Purchase details

• Amount spent since registration• Orders• Last purchase date

• Miscellaneous• Last store visit date• Job funcion• Interests• Company name• Currency• Language

Experiment

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5

• Test the effectiveness of your marketing activities, promotions, and site pages.

• Assign customers to the control or test element, and track their response.

• You can add an experiment to a web activity to deliver an alternative marketing message.

• You can experiment with:• The content that the web activity displays• The target customer segment• The e-Marketing Spot in which the web activity displays• The web activity displayed in a particular e-Marketing Spot

“Marketing experiments enable Marketing Managers to run alternative paths within existing web activities

to determine whether small changes might improve the effectiveness of a web activity..”

Experiment – an example using content

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5

Spot

Experiment

Action

Action

Control Path

Experiment Path

Experiment – an example using content

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5

Mandatory

Experiment - content

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5

Mandatory

Spot Experiment Targets Actions

1 2 4 5

Mandatory

1-1

Branches

3

Experiment – an example using spot

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5

Spot

Experiment

Action

Action

Control Path

Experiment Path

Spot

Experiment – an example using action

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5

Target

Experiment

Action

Action

Control Path

Experiment Path

Spot Target

Mandatory

Experiment – spot or actions

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5

Mandatory

Experiment Spot Targets Actions

1 2 4 5

Mandatory

1-n

Branches

3

Experiment

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5

Create anexperiment

E-mail activities

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6

• E-mail activities send a single, dynamic e-mail message to multiple recipients;

• Because individual e-mails are generated for each e-mail address, you can personalize the e-mail content for each recipient;

• Each e-mail activity requires an e-mail template that defines the content of the e-mail.

• E-mail activities can exist in three states: • sent;• not sent; • and scheduled but not sent.

“Use e-mail activities to deliver news and promotions to customers using e-mail.”

E-mail activities - template

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6• Name• Description• Record number of emails opened• Email subject• Email content

• First Name• Last Name• Link with one of the following click action

• Display catalog entry• Display category• Issue coupon• Add to shopping cart• Add to wish list• Unsubscribe

• Content Spot• E-Marketing Spot• Promotion code

Placeholders

E-mail activities – delivery failure

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6

• A bounce-back is a case where an outgoing e-mail fails to arrive at its destination, and ends up in the sender's inbox instead;

• Bounce-backs fall into two categories: • Hard: e-mail address to which you sent the message is not valid• Soft: caused by some event or situation that is typically considered

temporary• When you create an e-mail activity, you have the option of specifying how

WebSphere Commerce should handle soft bounce-backs. You have the option of having the message re-sent, and if so, how often, and how long after the initial send date to wait before re-sending.

“delivery of e-mail sent as part of an e-mail activity is subject to failure for a number of reasons”

Campaigns

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7

• Marketing campaigns organize your marketing activities into logical groupings.• Creating these campaigns helps find out which activities belong to which

marketing efforts, as well as organizing associated statistics for the group of activities.

“Campaigns are managed by Marketing Managers, in order to keep a store's marketing activities organized”

References

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• WebSphere Commerce Marketing and Promotions Howard Borenstein - December 2011

• WebSphere Commerce InfoCenter v7http://pic.dhe.ibm.com/infocenter/wchelp/v7r0m0/index.jsp