#WTM13#WTM13

SilverpopWorld Travel Market, London

6th November, 2013.

Behavioral Marketing.

How to Get Your Customers to

Love You

#WTM13

Silverpop is…the unified digital marketing platformthat delivers superior return on relationshippowered by the deepest insightinto the way each customer behaves.

#WTM13

5,200+ Brands & 16,000+ Marketers Powered by Silverpop

Email

Web Sites

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Creative

Collaborative

Remember when…

Digital Marketing Channel Explosion

#1.The way we communicate

#2.The way we learn and buy

As buyers, we all began to change

#WTM13

Marketing didn’t really change

we took on more and ran faster

More Channels

More ContentMore Campaigns

More Messages

Declining Results

#WTM13

Message Overload

#WTM13

So customers are beginning to tune out

Buyers are looking for Personalized Experiences

VS

Help!

#WTM13#WTM13

Marketing practice

is ten years behind

marketing vision.

#WTM13#WTM13

Behavioral Marketing.

Let me introduce you to

Bob.#WTM13

#WTM13#WTM13

#WTM13#WTM13

#WTM13#WTM13

#WTM13#WTM13

This is “Bob”,the owner of“Primrose Deli”

#WTM13#WTM13

Three weird facts

I love it

1

Bob = Waitrose x 5

Avg spend per visit = + 30-200%> planned

2

WaitroseBob

3

#WTM13

Marketing needs toget more like Bob

S I M I L A R I T Y T O B O B

P R O F I T

#WTM13#WTM13

Today, marketing is un-Bobular

#WTM13

We’re on the way

B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I Z I N G

#WTM13#WTM13

The Segmented Audience Approach

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

#WTM13#WTM13

Problem: The Segmented Audience approach is failing

3%

Relevant Irrelevant

97%

#WTM13#WTM13

Extending traditional segmentation

1

By Profile

2

By Preference

3

By Now?

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Shrinkingsegments

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The goal: segments of

one

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The biggest win: by behavior

#WTM13#WTM13

• Age• Gender• Nearest

Airport/station• Travel

preferences• Buy for self/as

a gift• Anniversary• Birthday• etc

Demographics

• Opened email• Did not open

email• Clicked on link

in email• Bounced• No mailing

activity

Email behavior

• Booking/ Travel history

• Survey results• Loyalty points• Destination

searches• Abandoned carts• etc

Relational data

• Cart abandoned• Trips searched• Form completed• Information

downloaded• Video viewed• Custom event• Recommend-

ations• ‘Likes’

Web behavior

• Voucher redemption

• Hotel purchase• Event

attendance• Call centre

activity• Information

request• etc

Off-line behavior

Data that can be used for Segmentation

#WTM13#WTM13

Noise

#WTM13#WTM13

Insight = Gold

#WTM13#WTM13

Getting on the road to behavioral marketing

#WTM13

A really simple idea

Capture action

Apply rules Generate the best, interaction

#WTM13

A really simple idea, refinedCapture behavior

Apply rules Generate the best, most personalized series of interactions

MeasureCombine with existing knowledge

#WTM13

A really simple idea, refined and turbo-chargedCapture behaviorfrom any channel

Apply rules Generate the best, most personalized series of interactions

And most relevant trackacross all channels

Measureand store learning to inform rules

Combine with existing knowledgefrom profiles, preferences and past actions across all channels

#WTM13#WTM13

That’s what Bob does

#WTM13

The 5 big questions

1Which behaviors matter most?

How do we turn this insight into action?

How todo it at scale?

How do we do it across all channels?

How do we capture and learn from them?

2 3 4 5

#WTM13#WTM131

Whichbehaviors

matter most?

#WTM13

• Booking history• Survey results• Loyalty points• Trip searches• Abandoned carts• etc

• Age• Gender• Nearest airport• Travel preferences• Buy for self/as a gift• etc

• Cart abandoned• Product searched• Form completed• File downloaded• Video viewed• Custom event• ‘Likes’• Recommendations

• Opened email• Did not open email• Clicked on link

in email• Bounced• No mailing activity

• Voucher redemption• Store purchase• Event attendance• Call centre activity• Catalogue request• etc

Demographics Email behavior Relational data Web behaviorOff-line behavior

Which behaviors to track?

#WTM13#WTM13

How doyou capture and learn?

2

#WTM13

SOCIAL

EMAIL

BRICKS & MORTAR POS

B E H A V I O R A L D A TA B A S E

WEBSITE

LOCATION

CRM

#WTM13

The marketing database must establish a single view of a customer across platforms and devices

Single Identity

#WTM13#WTM133

How to turninsight into

action?

#WTM13

TriggersRules Analysis Scoring

#WTM13#WTM134

How todo it at scale?

#WTM13#WTM13

#WTM13#WTM135

How do we do it across

all channels?

#WTM13

Web site

Call

Direct Mail

Email

SMS

Social

Output Channels –Communications

Silverpop Input Channels

External Input Channels

Web site

Location

Email

Social

SMS

Store EPOS

Travel Site store

Call centre

Mail order

Input channels –Interactions

#WTM13#WTM13

Getting there from here

#WTM13

The right platform

EmailHigh volume sendsRapid throughputDeliverability services

Marketing AutomationWeb trackingContact scoringContact nurture programmesAutomated behavioural routingAlerts

#WTM13#WTM13

Automate something!

• 1. Welcome/Onboarding• 2. Browse Abandonment• 3. Booking/Cart Abandonment• 4. Recommendation• 5. Travel Review Request• 6. Happy Birthday• 7. Replenishment/Re-order• 8. Cross Sell• 9. Travel/Purchase Anniversary• 10. Re-engagement

#dmu13

#WTM13#WTM13

Back to Bob

#WTM13#WTM13

#WTM13#WTM13

Start on the Road to

Behavioral Marketing

STA Travel: Moving towards a

segment of one

http://vimeo/69406200

Or email us at

emeamarketing@silverpop.com