Predictive Marketing Agilone Email Edition
22
PREDICTIVE MARKETING AGILONE EMAIL EDITION
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AgilOne is a cloud-based predictive intelligence application for marketers. Based on a data-scientist approach to marketing, AgilOne processes exploding volumes of customer data, measures, predicts and maximizes customer lifetime value and recommends what immediate actions to take to increase revenue. AgilOne allows marketers to optimize their acquisition, growth and retention marketing based on both current and potential customer revenue. AgilOne marketing tools are based on an intelligent SaaS platform that makes multi-channel customer data clean and smart. AgilOne has helped hundreds of brands including Bosch, ideeli, Moosejaw, HP, PetCareRx, MAVI Jeans, Holland & Barrett and Shazam. AgilOne is backed by venture capital firms Sequoia Capital and Mayfield Fund. For more information, please visit www.agilone.com.
Transcript of Predictive Marketing Agilone Email Edition
PREDICTIVEMARKETING
AGILONEEMAILEDITION
CONTEXT
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Aspirations Vs. Reality
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Problem Why can’t Email Marketers
solve this problem today?
AgilOne Email Edition
• Most email marketers
treat every customer
somewhat the same way
• Few measure marketing
effectiveness
longitudinally across
channels
• 5-minute set-up
• Collect and mine email
data to predict propensity
of people to engage
• Segments customers so
that they can be acted on
and integrate tightly with
existing email platforms
• Enables effective test-
measure-optimize
• Email Marketing
Solutions do not offer
built-in integrations and
predictive analytics
• Email marketers don’t
have the resources to
build a solution internally
• There are very few SaaS
email optimization
solutions integrating with
existing email platforms
Fromoptimizing campaigns
tooptimizing
customer engagementand
value
5
What metrics do you use?
File size
Deliverability rate
Open rate
Click-Through rate
Conversion rate
Unsubscribe and SPAM complaint
Etc…
6
I am growing my contact list nicely.
7
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500,000
1,000,000
1,500,000
2,000,000
2,500,000
Contact Count (opt-in)
Or am I?
8
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Contact Count (opt-in)
Low Value/Engagement
Medium Value/Engagement
High Value/Engagement
Optimizing short-term vs. long-term
9
Email Frequency
$$$
Cost
of
emailing
Cost of
unsubscribe
Revenue generated
by emails
Optimal Operating Frequency
Overview of AgilOne Email Edition
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Data Flow
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1. billions of email activity
data point are extracted from
the email marketing solution
every day or every hours
2. Advanced machine learning
algorithms find patterns and
predict engagement and
unsubscribe behavior for each
customers
3. Predictive customer
segments are sent to
the email marketing
platform
Enthusiast
Sleepy
Phantom
Ignored
NewbieMainstreet
Optimization Framework
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Recipe to increase customer lifetime value
1. Cut back Newbie touch frequency (half of opt outs come from Newbies)
and test different onboarding programs
2. Reduce Phantom and Sleepy touch frequency and use aggressive offer
3. Add extra emails to Enthusiasts and invite them to participate in your
social programs
Standard Test Framework
• The test cell samples are selected at the start of the test and kept "frozen" throughout the test
Detailed Results
• Test span 30 days
• Customers in Test - received at least one email during test
• Open and click rates are the ratio of unique opens/clicks to sends
• Unsubscribe rate is the ratio of customers unsubscribing to customers in test
• Numbers in green show a difference from baseline with 95%+ confidence
Let's put a $ value
• If we can estimate a gain/loss/cost for each action we can project the overall value of each treatment
relative to baseline
