Do it better, do it with Data! Email Summit 04/2017 Do it better, do it with Data! Florent Diverchy, Omni-channel Marketing Consultant - Bisnode
WHY ARE YOU DOING MARKETING CAMPAIGNS?
To increase the Advertiser ROI Why ? To increase the Advertiser ROI
ROI = number of BASKET x x - years of ADVERTISER ROI COSTS ACTIVITY CUSTOMERS years of ACTIVITY Average yearly BASKET Marketing COSTS ROI = x x -
ROI = Earn more number of BASKET x x - Upsell Retention Recruitment ADVERTISER ROI Upsell cross-sell Retention Recruitment Increase Increase Increase number of CUSTOMERS years of ACTIVITY Average yearly BASKET Marketing COSTS ROI = x x - Earn more
ROI = Earn more Spend Less number of BASKET x x - Marketing ADVERTISER ROI Marketing Optimization Decrease number of CUSTOMERS years of ACTIVITY Average yearly BASKET Marketing COSTS ROI = x x - Earn more Spend Less
Spend Less Marketing Optimization ADVERTISER ROI COSTS Decrease Example: Client FMCG Cost per Active Lead Decrease 16€ Marketing COSTS 6€ Spend Less 4€
Email as a way to Spend Less ADVERTISER ROI Email as a way to Spend Less
(and yet still earning a lot) ADVERTISER ROI Email as a way to Spend Less (and yet still earning a lot)
The Challenge of Relevance Do it better, do it with Data! The Challenge of Relevance
AVERAGE CAMPAIGN RESULTS Clickers (6%) Openers (25%) Clients Clients
AVERAGE CAMPAIGN RESULTS Openers (15%) Clickers (2,25%) Clickers (6%) Openers (25%) Clients Prospects Clients Prospects
AVERAGE CAMPAIGN RESULTS Openers (15%) Clickers (2,25%) Clickers (6%) Clickers (1%) Openers (25%) Clients Prospects Display Clients Prospects Facebook
AVERAGE CAMPAIGN RESULTS Global efficiency between 1 and 6% WE NEED TO DO BETTER
AVERAGE CAMPAIGN RESULTS Global efficiency between 1 and 6% WE NEED TO DO BETTER WE NEED RELEVANCE
WITH RELEVANCE Clients 6% 10%
WITH RELEVANCE Clients Prospects 6% 10% 2,25% 4%
WITH RELEVANCE Clients Prospects Facebook 6% 10% 2,25% 4% 1% 5%
6% 10% 2,25% 4% 1% 5% WITH RELEVANCE CPC/1.6 CPC/1.8 CPC/5 Clients Prospects Facebook 6% 10% 2,25% 4% 1% 5% CPC/1.6 CPC/1.8 CPC/5
THANKS TO BEST PRACTICES THAT INCREASE RELEVANCE WITH RELEVANCE Clients Prospects Facebook 6% 10% 2,25% 4% 1% 5% CPC/1.6 CPC/1.8 CPC/5 THANKS TO BEST PRACTICES THAT INCREASE RELEVANCE
Do it better, do it with Data! Best Practices: DATA
DATA USAGE IN Data Digital Campaign start Campaign end Time
1. Targeting Data Digital DATA USAGE IN Data Digital Campaign start Campaign end 1 Time
1. Targeting 2. Reporting Data Digital DATA USAGE IN 2. Reporting Data Digital Campaign start Campaign end 1 2 Time
1. Targeting 2. Reporting 3. Adaptation Data Digital DATA USAGE IN 2. Reporting 3. Adaptation Data Digital Campaign start Campaign end 1 3 2 Time
1. Targeting 2. Reporting 3. Adaptation 4. Go / No-go Data Digital DATA USAGE IN 2. Reporting 3. Adaptation 4. Go / No-go Data Digital Campaign start Campaign end 4 1 3 2 Time
1. Targeting 2. Reporting 3. Adaptation Data Digital 4. Go / No-go
Persona 1. Targeting 2. Reporting 3. Adaptation 4. Go / No-go Woman 60+ New client Likes being warm Clicks on Promos Persona
Psychographic Persona 1. Targeting 1. Targeting Woman 60+ New client Likes being warm Clicks on Promos 2. Reporting 3. Adaptation 4. Go / No-go Likes to feel different Finds your product elegant Doesn’t want to look old Follows recommendations Likes the quality of your product Wants to be comfortable Psychographic Persona
Business Intelligence Targeting 2. Reporting 3. Adaptation Woman 0,712 4. Go / No-go 0,413 -0,062 1 kid 0,221 -0,017 0,823 32 yo 0,912 … -0,231
1. Targeting 2. Reporting Data 3. Adaptation Digital 4. Go / No-go
BENCHMARKING 1. Targeting 2. Reporting 3. Adaptation 4. Go / No-go Prospection Emails 15% Open 15% Click on Open 2,25% CTR 2. Reporting 3. Adaptation 4. Go / No-go Client Emails 25% Open 25% Click on Open 5,63% CTR Facebook Ad 1,00% CTR 0,10% Reshare
BENCHMARKING 1. Targeting 2. Reporting 3. Adaptation 4. Go / No-go Prospection Emails 15% Open 15% Click on Open 2,25% CTR 2. Reporting Men open more (17% vs 14%), Women click more (17% vs 13%) 3. Adaptation NL open more than FR (17% vs 13%) 4. Go / No-go Client Emails Age has a huge impact on Open Rate 25% Open 25% Click on Open 5,63% CTR 18-29: 8,5% 30-49: 15,0% 50+: 22,5% Age has also an impact on Click Rate Facebook Ad 18-44: 11% 45+: 16% 1,00% CTR 0,10% Reshare
1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go Received 4. Go / No-go Opened Clicked Opted-In Bought Click
1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go Should I send a mail to make second-time buyers buy a third time? 4. Go / No-go
1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go Should I send a mail to make second-time buyers buy a third time? 4. Go / No-go Bitmap Activity of the last 3 buying periods 85% 61€ 62€ 000 001 011 111 15% 100 010 101 110
1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go Should I send a mail to make second-time buyers buy a third time? 4. Go / No-go Bitmap Activity of the last 3 buying periods 85% 61€ 62€ Most Frequent Reasons to Stop Purchasing 000 001 011 111 15% 1. Too many emails 100 010 101 110 2. Too expensive 3. Sending Costs
1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go Should I send a mail to make second-time buyers buy a third time? 4. Go / No-go Bitmap Activity of the last 3 buying periods 85% 61€ 62€ Most Frequent Reasons to Stop Purchasing 000 001 011 111 15% 1. Too many emails 100 010 101 110 2. Too expensive 3. Sending Costs
Data is key for Strategy Without Data With Data DO MEASURE MANAGE DATA INTERPRET DO OPTIMIZE
WHICH TYPE OF DATA ? Geographical Intentions Family Consumer Journey Sociodemographics Close Loop Data Consumer data Online Behavior Lifestyle Social Behavior Psychographic Data Localisation Data
WHICH TYPE OF DATA ? Geographical Intentions Family Consumer Journey Your CRM Via you registration form Sociodemographics Close Loop Data Your Email Campaigner Shopping data Online Behavior By tagging your site Lifestyle Social Behavior Your Facebook Business Manager Psychographic Data Localisation Data
Best Practices: Omni-channel Do it better, do it with Data! Best Practices: Omni-channel
An omni-channel SETUP Email Open No Click Click Remail Good Reactions
Traditional Bannering Website Visit Banner Retargeting An omni-channel SETUP x3 Traditional Bannering Email Open No Click Click Remail Good Reactions Open Click
x3 x3 An omni-channel SETUP Email Open No Click Click Remail Website Visit Banner Retargeting An omni-channel SETUP x3 Traditional Bannering Email Open Facebook Ads Extra targeting No Click Click Facebook Custom Audience Custom Audience Look-a-like x3 Remail Good Reactions x18 Open Facebook Ads Retargeting Traditional Facebook Ads Click
Permesso Turbo
CPC / 5 CPL / 2 Facebook 1% 5%
Cross-channel
Cross-channel
Cross-channel
Do it better, do it with data! Take away
Do it better, do it with data! Take away Focus on ROI
Do it better, do it with data! Take away Focus on ROI Use Email to Spend Less
Do it better, do it with data! Take away Focus on ROI Use Email to Spend Less Always be Relevant
Do it better, do it with data! Take away Focus on ROI Use Email to Spend Less Always be Relevant Use Data everywhere
Do it better, do it with data! Take away Focus on ROI Use Email to Spend Less Always be Relevant Use Data everywhere Make your Channels work together
Thanks for your attention! Email Summit Thanks for your attention! FLORENT DIVERCHY Omni-channel Marketing Consultant Florent.diverchy@bisnode.com @thefrenchflo Let’s Connect Questions?