Custora + Movable Ink Expert E-commerce

Transcription

1 WEBINAR Custora + Movable Ink Expert E-commerce NETTA KIVILIS, HEAD OF MARKETING, CUSTORA MILES WILLIAMS, CMO, MOVABLE INK ERIC SZUHANY, SENIOR ACCOUNT MANAGER, MOVABLE INK 1 QUESTIONS?

2 Welcome 1. Building a community 2. Chat your questions 3. Q+A at the end 4. Quiz + raffle 5. Will share deck & recording 2 QUESTIONS?

3 Agenda 1. Custora: Segmentation 2. Quiz + raffle 3. Movable Ink: Contextual Mktg 4. Q+A 3 QUESTIONS?

4 WEBINAR Customer segmentation NETTA KIVILIS, HEAD OF MARKETING, CUSTORA 4 QUESTIONS?

5 Intro 1. Why ? 2. Elements of e-commerce 3. Frameworks 4. Case studies 5 QUESTIONS?

6 We re Intro to working Custora with sharp teams. Custora is a predictive marketing platform built for e-commerce teams. We help retailers acquire valuable customers and improve customer retention. Tools This is our sweet spot Teams Data 6 QUESTIONS?

7 We work with sharp teams 7 QUESTIONS?

8 RHETORICAL What s so great about ? 8 QUESTIONS?

9 (& search) won the holidays ORDERS BY MARKETING CHANNEL SHARE (%) OF HOLIDAY E-COMMERCE ORDERS BY MARKETING CHANNEL Other 5.5 Direct 24.9 Display 0.8 Affiliate Paid Search 17.5 Organic Search 21 Social 1.9 drove almost a fifth (17.7%) of orders Data based on The Custora E-Commerce Pulse: Tracks real-time e-commerce transaction data from over 100 US retailers, over 100 million online shoppers, & over $40 billion in e-commerce revenue. 9 QUESTIONS?

10 is biggest on the big days Share of e-commerce orders driven by marketing Black Friday Cyber Monday Turkey Weekend 27.3% 23.9% 23.1%

11 STYLISH Elements of e-commerce 11 QUESTIONS?

12 Elements of e-commerce Trigger-based Transactional Pre-purchase Browse follow-up Cart Abandonment Product now available Post-purchase Purchase attachments Review request Replenishment New product announcement Post-purchase rec s Lifecycle Marketing Welcome series Member to buyer conversion Re-activation / win-back Loyalty recognition Other triggers App download Customer service follow-up Social media activity Blog activity Order confirmation Shipping confirmation Return confirmation Calendar-based Seasonal calendar Birthday Sales and promotions 12 QUESTIONS?

13 Elements of e-commerce Trigger-based Transactional Pre-purchase Browse follow-up Cart Abandonment Product now available Post-purchase Purchase attachments Review request Replenishment New product announcement Post-purchase rec s Lifecycle Marketing Welcome series Member to customer conversion Re-activation / winback Loyalty recognition Other triggers App download Customer service follow-up Social media activity Blog activity Order confirmation Shipping confirmation Return confirmation Calendar-based Seasonal calendar Birthday Sales and promotions 13 QUESTIONS?

14 + Segmentation Seasonal Calendar Welcome series / Member to customer Re-activation / win-back * Find more info on Segmentation on Custora U 14 QUESTIONS?

15 DIY Segmentation frameworks 15 QUESTIONS?

16 Example: Seasonal calendar Goal: Improve revenue and conversion of seasonal (Winter) s 16 QUESTIONS?

17 Example: Seasonal calendar How: Identify product affinity segments to deliver more personalized s Result: In progress and looking good 17 QUESTIONS?

18 Segmentation dimensions Demographic Behavioral Geography Age Gender Income Marital Status Life-stage demographics Purchase behavior Promotion behavior Site behavior behavior Mobile behavior Lifecycle Segmentation Persona Segmentation Acquisition Channel 18 QUESTIONS?

19 QUIZZICAL Quiz time 19 QUESTIONS?

20 Quiz: Best segmentation variables Which 2 are among the best variables on which to segment? A. Marital status B. Device type used C. First browsed product D. First purchased product E. Favorite HBO show All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora 20 QUESTIONS?

21 Quiz: Best segmentation variables Which 2 are among the best variables on which to segment? A. Marital status B. Device type used C. First browsed product D. First purchased product E. Favorite HBO show All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora 21 QUESTIONS?

22 7 dimensions that matter 1. Acquisition Path 2. First Purchase 3. Device Type 4. Geography 5. Income 6. Gender 7. Age 22 QUESTIONS?

23 Keep segmentation REAL Relevant Efficient Actionable Lasting 23 QUESTIONS?

24 DIY Case studies 24 QUESTIONS?

25 Welcome / Member to customer Goal: Increase member-to-customer conversion Before Every new member 25 QUESTIONS?

26 Welcome / Member to customer How: Segment on predicted conversion rates Results: 1.75x lift in conversion, 3.5% Revenue lift Before After Every new member Tailored Campaigns 26 QUESTIONS?

27 Reactivation / Win-back Goal: Reduce attrition rate 90 Days 90 Days 27 QUESTIONS?

28 Reactivation / Win-back How: Segmenting based on individual purchase frequency Results: 17% lift in activation rate and 10.7% lift in revenue 30 Days 90 Days 28 QUESTIONS?

29 Add l resources Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics custora.com/pulse 2014 Holiday Recap Report 29 QUESTIONS?

30 Contextual Marketing: What, Why, How

31 Are your campaigns taking customers out of context?

32 Marketing is based on trust, but that trust is broken. Why contextual marketing?

33 55% of visitors spend fewer than 15 seconds on your website The average Internet visitor sees more than 1,700 banner ads a month but click-through rates are around 0.1% Why contextual 78% of customers don t trust s from companies marketing? 87% of customers don t trust ads on websites 67% of customers don t trust ads in any channel

34 Source: Smart Insights

35 If CONTENT is king CONTEXT is the chessboard.

36 Forrester Reports Forrester sees progressive companies building their own contextual marketing engines (CMEs) to connect with their customers not through campaigns, but through ongoing interactions. Contextual marketing needs technologies across four areas: real-time analytics, insights, marketing automation, and interactions.

37 But what does context look like?

38 Utility Contextual Marketing Customer Experience Engagement & ROI

39 73% YoY increase in mobile payment volume

40 It s not. It all starts with . Sound complicated? Expensive?

41 Key Marketing Challenges Personalization Automation Optimization Innovation Increase response rates with uniquely tailored content Personalized at the moment of Repurpose content from the web & social Ensure crosschannel Insights based on real-time analytics Optimize for the individual, onthe-fly Stand out in a crowded inbox Create compelling user experiences open consistency

42 A Useful, Engaging Experience Live Deal Preview of Next Deal Expiration Countdown

43 Increasing Relevance Across the Marketing Lifecycle Newsle&er( Promo,onal( s( Product( Launches( Loyalty( 100% INCREASE IN OPEN RATE 300% INCREASE IN CLICK-THROUGH RATES

44 80% INCREASE IN CLICK-THROUGH RATES Geo-Targeted Products & Creative

45 Time-Targeted Promos & Offers

46 Countdown Timer To Launch Current Available Shoe Sizes Store Location Based on Geo-Targeting Social Icons Deep- Linking to Mobile Apps

47 Live Winner s Circle Rewards Balance Live Shipping Details In Live Social Integrations

48 Next Steps

49 The Way Forward First-Party Data! Context! Real-Time Interactions! (merge tags, APIs)! (real-time analytics, content)! Today, marketing is about customer experiences, not campaigns.!

50 The Way Forward Want to get started with contextual marketing? Get in touch with us at or visit movableink.com

51 ASK AWAY Q+A NETTA KIVILIS, HEAD OF MARKETING, CUSTORA MILES WILLIAMS, CMO, MOVABLE INK ERIC SZUHANY, SENIOR ACCOUNT MANAGER, MOVABLE INK 30 QUESTIONS?