ibm presentation
TRANSCRIPT
Rewarding Customer BehaviourSeptember 17, 2015
Justis Saayman Managing Consultant for IBM Marketing
Cloud 15 years experience in the visual
communication and marketing industries Worked for/with companies such as:
Just-EatMoo.comVolvoSurfstitch Group (Surfdome)
Loves getting licked by puppies
Caroline Brocart-Henno Senior Consultant for Silverpop, an IBM
company IBM Marketing Cloud guru 2+ years experience in Digital Marketing 6+ years experience within Retail industry
in France and New Zealand Loves singing, running and jumping in
puddles
@caroline_henno
So what are we talking about?1. The unseen problems
2. Reaping benefits from habits
So what are we talking about?1. The unseen problems
2. Reaping benefits from habits
So what are we talking about?1. The unseen problems
2. Reaping benefits from habits
The unseen problems
Small things can have great impacts
Marketers are:
Assuming actions and results when data is right in front of them
Thinking they can change behavior quickly
Compartmentalising and not learning
Marketing to the exception and not the rule
Reaping benefits from habits
You have down days? So does everyone elseUsing search data to affect email/social and web marketing
Problems addressed:
Use search reports to see what’s trending (on-site, SEO and PPC) Check historic (previous week) click categories on email Highlight stock which needs clearing or is slow-selling
You have down days? So does everyone elseOnline retailer sells 400% more products in a day than in the last 4 weeks
Flash sale campaign Day selected by low traffic days combined with search/ppc analysis
of competitors Products selected by customer search data on-site Campaign launched via Social and Email
Results:• 400% more products sold per product selection in one day compared to
same selection in the last 4 weeks• Stock holding decreased on slow moving products• Compared to assumed product they saw a significant increase
Sometimes a person is just after a bargainWhy change the habit when they could be worth more…
Problems addressed:
Make bargain hunters buy more, more often No cannibalising of full-price customer basket values Increase brand value Utilise tools like IBM’s Watson Analytics* to gauge trends or quickly
report on customer behaviour
*Free trial available: http://www.ibm.com/analytics/watson-analytics/
No need to offer sales to everyone, instead target those who always use it
Offer sales to those who only buy via discount or sale Less sales mean brand is perceived to be more premium Let full price customer buy products on special occasions only eg.
Summer sale
Results:• Discount customer average yearly sales up from 4 to 6 purchases• Average basket value for Discount customers stayed the same• Client could remove one 20% sale from their yearly calendar
Sometimes a person is just after a bargain
One size sometimes does fit all (or the majority)20 generic sales beats 1 personalised sale
Problems addressed:
Send Time Optimisation is awesome, but not always the answer Waking hours matter to click and conversion rates Getting the non-engagers to engage Market to the rule not the exception but segment based on scoring
Using email behaviour data drives crowd participation
More than 50% of openers did so within the first 24 hours of launch Substantial decrease in opens, clicks and conversion after 10pm Used historical email data to decide earlier send times for testing
and customer segments Focussed on generic, grudge/passion product
Results:• Offered on average 10-20% more clicks within the 24 hour time frame• Conversion increased• Lower converting segments increased engagement significantly
One size sometimes does fit all (or the majority)
Questions
Silverpop, an IBM company:Email marketing, automation behavioural marketing, lead-to-revenue management and mobile engagement solutions.
IBM Marketing Cloud:Delivery of exceptional experiences for customers across the buyer journey by leveraging key data, providing analytical insights and automating relevant cross-channel interactions.
IBM Marketing Cloud Capabilities
Thank you