Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by:...
Transcript of Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by:...
![Page 1: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/1.jpg)
Embracing People Based MarketingPresented by: Craig Belhumeur, VP - Business Development @ 4Cite
April 24-25, 2019
![Page 2: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/2.jpg)
2Meet the Speakers
Craig BelhumeurVP, Business Dev.
Cindy MarshallFounder & CEO
![Page 3: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/3.jpg)
![Page 4: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/4.jpg)
![Page 5: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/5.jpg)
5Wunderman’s Bill of Rights
• Being transparent and authentic, and letting go of controlling the message
• Capturing data that enables more relevant, valuable exchanges without invading privacy
• Understanding the acceptable frequency of communications
• Telling relevant brand stories that inform, not self-promote
• Having conversations with consumers that establish respect and likeability
• Building relationships through meaningful engagement, not wasted activities
• Making it easy for consumers to interact and buy
• Keeping communications succinct
![Page 6: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/6.jpg)
6Wunderman’s Bill of Rights
• Being transparent and authentic, and letting go of controlling the message
• Capturing data that enables more relevant, valuable exchanges without invading privacy
• Understanding the acceptable frequency of communications
• Telling relevant brand stories that inform, not self-promote
• Having conversations with consumers that establish respect and likeability
• Building relationships through meaningful engagement, not wasted activities
• Making it easy for consumers to interact and buy
• Keeping communications succinct
![Page 7: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/7.jpg)
7Wunderman’s Bill of Rights
• Being transparent and authentic, and letting go of controlling the message
• Capturing data that enables more relevant, valuable exchanges without invading privacy
• Understanding the acceptable frequency of communications
• Telling relevant brand stories that inform, not self-promote
• Having conversations with consumers that establish respect and likeability
• Building relationships through meaningful engagement, not wasted activities
• Making it easy for consumers to interact and buy
• Keeping communications succinct
![Page 8: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/8.jpg)
2019
![Page 9: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/9.jpg)
![Page 10: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/10.jpg)
Paid Social
OnSite Personalization
Programmatic
Affiliate
Database
Connected TV
Paid Search
Direct Mail
![Page 11: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/11.jpg)
![Page 12: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/12.jpg)
![Page 13: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/13.jpg)
![Page 14: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/14.jpg)
Online/Offline Shopper Identity
![Page 15: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/15.jpg)
![Page 16: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/16.jpg)
Cookies are no longer a reliable stand-alone digital ID.
![Page 17: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/17.jpg)
Without identity,what are you personalizing?
![Page 18: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/18.jpg)
Only 15.3% of marketing organizations say they can confidently identify their audience members across
channels.
![Page 19: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/19.jpg)
68.8% of U.S marketers think they’re only partly successful at identity in general.
![Page 20: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/20.jpg)
Visitor Identity Gap
![Page 21: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/21.jpg)
![Page 22: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/22.jpg)
Cast a wider net, embrace People Based Marketing
The DMA expects U.S. marketers to spend $900 million in 2019 on identity solutions, growing to more than $2.6 billion in 2022.
![Page 23: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/23.jpg)
Over 70% of U.S. consumers in the 4Cite Identity Network
• 180M Email Addresses
• 100M Physical Addresses
• 100% Deterministic ID
• 100% Device Agnostic
Identify MORE VisitorsCustomers AND Prospects
![Page 24: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/24.jpg)
![Page 25: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/25.jpg)
Increase triggered email volume.
Fuel marketing database with digital insights.
Coordinate online and offline campaigns.
Welcome visitors with personalized offers onsite.
Offer product recommendations unique on open.
Remarket to site abandoners with personalized direct mail.
Increase email acquisition rate.
Eliminate ad waste.
Increase AOV.
![Page 26: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/26.jpg)
26Boden Case Study
Changing Email Landscape
1. Declining click rates of 25% in past 2 years
2. Competitive in box
3. Internal pressure to increase frequency results in less engagement
4. Decreasing customer spend
![Page 27: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/27.jpg)
27Boden Abandon Cart
How 4Cite Helps Boden Win. Better identification – proven against competitors
Increased trigger email volume (+788%)
Increased CTR (+108%)
Increased CVR (+138%)
Incremental Revenue of $3.2M
![Page 28: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/28.jpg)
28Boden Examples
Abandoned Browse
Triggered Email
Shopping Elsewhere
Triggered Email
Now On SaleTriggered
![Page 29: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/29.jpg)
29Annie Selke Case Study
Emerging DTC Brand
• Desire to ramp DTC quickly
• Abandon cart email program was not capturing enough people
• No browse abandon program
• No personalized dynamic emails targeting different buyer types
• Limited ability to deliver personalized light boxes onsite
• Leverage 4Cite data
First Trigger w/out 4Cite
Implemented 4Cite Programs
![Page 30: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/30.jpg)
30Annie Selke Abandon Cart
How 4Cite Helps Annie Selke Win
• Increased abandon cart email sends 300%
• Abandon cart/browse make up 21% of email revenue
• Weekly best-seller email beating open rates by 25% and CVR by 65%
• 4-5% order rate & opt-back in rate from light boxes
• 70% increase in email revenue post 4Cite launch
![Page 31: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/31.jpg)
31Annie Selke Lightbox Examples
Exit Intent Re-engage Customer
Email Opt Back In Catalog Reminder
![Page 32: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/32.jpg)
32Who is doing it well? My in box…
Same day I
browsed
Day 2Morning
Day 2Afternoon
Low Inventory Alert
Last Chance Low Stock on Favorite Styles
Good News! Prices Have Dropped!
![Page 33: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/33.jpg)
33Increase Triggered Email Volume
$1,834,866.54
EMAIL CAMPAIGN
ESP ONLY
4CITE LIFT LIFT %$/EMAIL
DELIVEREDINCREMENTAL
REVENUEANNUALIZED
REVENUE
Abandon Cart
7,905 13,908 6,003 76% $5.65 $33,916.95 $881,840.70
Abandon Browse
14,514 46,113 31,599 218% $1.16 $36,654.84 $953,025.84
22,419 60,021 37,602 168% $1.88 $70,572 $1,834,867
![Page 34: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/34.jpg)
34Shopping Elsewhere Trigger
![Page 35: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/35.jpg)
35Direct Mail
Are you buying prospect lists? How do they perform?
Maximize the value of the consumers visitors your website:
• Identify existing shoppers and new prospects • Are they displaying intent to purchase?• Do you incorporate digital insights prior to the
merge/purge?
Automatically qualify visitors that are
browsing your site and ensure that they receive your next
catalog
![Page 36: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/36.jpg)
36Welcome Lightbox
4Cite’s Triggered Lightbox service has greatly increased both our email opt-in rates and web visitor conversions. Compared to our previous email acquisition lightbox service, 4Cite results in 3X the daily sign ups and more than 10Xthe demand after the initial subscribe date!
![Page 37: Embracing People Based Marketing - CohereOne€¦ · Embracing People Based Marketing Presented by: Craig Belhumeur, VP - Business Development @ 4Cite April 24-25, 2019. Meet the](https://reader036.fdocuments.net/reader036/viewer/2022081607/5edebc8fad6a402d666a1527/html5/thumbnails/37.jpg)
37Exit Intent Lightboxes
4Cite Client
• Save your cart• Increased offer• Save categories shopped• Offer financing• Point them to your closest location
Retain 3-5% of abandoning shoppers by displaying Exit Intent lightboxes to capture email addresses deeper within the sales funnel.