Published on March 10, 2014
Marketing Automation Demystifying Big Data gregbeazley.com
About Me Surfers In A Dress
/surfersinadress About Me • 6 years Agency & Client-side • Events > Advertising > Marketing > Consulting • Datarati • • Data-driven Customer Lifecycle Marketing • • Marketing Automation specialists Actionable Insights Blog: gregbeazley.com
Why are you here? Big Data Better Efforts & Decisions Marketing Automation Your big data is all of the response and activity generated by your digital marketing efforts. The problem is, how do you integrate all of that data in order to make more effective marketing decisions? We look at best practice in marketing automation and how to better nurture leads through the sales funnel.
• What is “Big Data”? • • • Importance of Data Access to Technology Visualise & Manipulate Predict & Automate
What is “Big Data”? • • • What/who for? Complete picture? What is Big Data NOT?
Marketing Automation Database CRM Database Customers & Prospects What is Marketing Automation? • • • Connecting the dots to Automate (API) An enabler for data-driven marketing Behavioural data
Marketing Marketing Automation Database Revenue Cycle Funnel Sales CRM Database Bridging the gap between Marketing & Sales
What does Marketing Automation do? Landing Pages Forms Cookie Tracking PURLs Measurement Segmentations Pipeline & Revenue Data Management SMS via Webhook
Engage Attract Conversion Acquisition Conversion Marketing Spend $ Retain • Traditional Approach Convert • • • Small Conversion % Linear path to purchase Easy to control Drop-oﬀs > Re-acquisition ($$$) Disconnect between Marketing & Sales
Permission loop Permission Capture Conversion Acquisition Relationship Conversion • Permission • • Permission to Market cross-channel Build a relationship Targeted communications (email, display, social)
Permission loop Permission Capture Conversion Acquisition Conversion Conversion Relationship Welcome Abandonment Browsing & Reminders • Relationship • • Market in a known way (targeted) Drive to ﬁrst-time purchase We know who you are and what you like
Repurchase loop Transaction e.g. Thank you Cross Sell Conversion Replenishment e.g. prepaid, vitamins • Repurchase • • Buy for a second time Up Sell & Cross Sell other products Product life cycle
Stickiness loop Service Alerts e.g. ﬂight delays Ratings & Reviews Conversion Referrals • Stickiness • • Brand Preference Competitive Diﬀerentiation Rewarding Loyalty
Win Back loop Win Back Conversion • Win Back • Recapture Customers from Defection Avoid re-starting the cycle
Re-permission loop Relationship Targeted Conversion • Re-permission • Maintaining & recapturing permission across channels Targeted Campaigns throughout the lifecycle to increase conversion
Re-permission Permission Win Back Conversion Acquisition Stickiness Conversion Relationship Conversion Targeted Re-purchase Conversion • Customer Lifecycle • • More prescriptive approach More eﬀectively map campaigns against the lifecycle Automate customer experience to help generate pipeline & revenue
Customer Lifecycle Campaign Ideas 1. 2. 3. 4. 5. 6. Engage Educate Convert Excite Renew Reward
8 Key Takeaways 1. Buyer’s are now in control, so think about the customer experience 2. Digital ﬁngerprints are being created across email, web, search and social media 3. Marketing must align with sales objective: revenue 4. Connect your Marketing database with your Sales/CRM database for Revenue and ROI tracking 5. Set up a scoring model to track engagement levels to ensure you are following up with those most likely to convert 6. Set up automated campaigns that trigger on speciﬁc types of behaviour via email, web, search, social media and purchase activities 7. Report on campaign effectiveness by channel, by frequency, by ROI 8. Test and optimise!
What next? • What are your business objectives? • What campaigns should you be prioritising? • What data are you capturing and what do you need to capture? • How healthy is your data? • What resources would you need to put some level of CRM & Marketing Automation in place?
/in/gregbeazley gregbeazley.com Connect. @gregbeazley firstname.lastname@example.org
References • Big Data: • • • Marketing Technology LUMAscape Gartner Digital Marketing Transit Map Revenue Cycle Funnel: • • Marketo Revenue Cycle Funnel Customer Lifecycle: • Responsys Customer Lifecycle • Datarati Customer Lifecycle Campaign Ideas
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