1. akin arikan - marrying online and offline to increase revenues

Part IInteractive Marketing

And the contribution of online channels

Akin ArikanAkin [email protected]

Blog: MultichannelMetrics.com

© 2009 Unica Corporation

The ChallengeThe Challenge


Where Did You Research vs. Purchase When You Purchase When You …

Research online: Very OftenPurchase online: SometimesPurchase online: Sometimes

© 2009 Unica Corporation3

Successful Customer Strategies require a Mix of Online and Offline InteractionsMix of Online and Offline Interactions

Attract

Engage &

G &

Engage &Persuade

Grow &Retain


Online Becomes Even More Critical as Push-Marketing Gives Way to PullPush-Marketing Gives Way to Pull

Attract

Engage &

G &

Engage &Persuade

Grow &Retain


SPOT Disease: SPOT Disease: SPending, Organizations, and Technology are not Aligned


We Don’t Put our Money Where Our Mouse IsMouse Is


Direct Mail Spending: 3% Decline in 2008; Expecting 8% 9% Drop in 20092008; Expecting 8% - 9% Drop in 2009

February 2009Channel in

Transformation: Vertical Market Trends in Direct

Mail 2009


OnlineMarketerMarketer

Direct Direct Marketer,

Y HYou are Here


The Great Organizational Divide between Online + Offline Marketingbetween Online + Offline Marketing

Who in your organization is Is your online marketing aligned Who in your organization is responsible for online marketing?

Is your online marketing aligned with other channels?

NO YES

60% 40%2007

50% 50%2008

35%Marketing dept

35%I t t k ti 50% 50%2008

31% 69%2009 (estim)

35%Internet marketing

30%Other (IT, sales)


Source: Unica European Customer survey 08

The Great Technical Divide from Silo’d Decision Logic Per ChannelSilo’d Decision Logic Per Channel

1. Not leveraging key signals & indicators from other channelsindicators from other channels

2. Inconsistent communication –different offers and logic

3 N t ffi i t d li ti3. Not efficient: duplicating infrastructure and processes


Expecting Online Integration, Analytics and PersonalizationAnalytics and Personalization

February 2009Channel in

Transformation: Vertical Market Trends in Direct

Mail 2009


The Solution Is Already In Your The Solution Is Already In Your Hands


Online Marketers Have a Treasure Chest But Direct Marketers Hold the KeyBut Direct Marketers Hold the Key


What’s in that Treasure Chest?What’s in that Treasure Chest?


#1: Incredibly Rich BehavioralInsights from Click DataInsights from Click Data

Built on a solid financial foundation

since 1930

3.9% APR on Balance Transfers to a new

Platinum Card

Refinance your mortgage at amazing low rates


Two Uses of Web Analytics:Aggregate Aggregate …


Two Uses of Web Analytics:Aggregate AND Individual LevelAggregate AND Individual-Level

Tap into visitor level detail


Online Marketers Feel Overwhelmed by Individual Overwhelmed by Individual Level Data

But Direct Marketers Al d H th T l


Already Have the Tools & Know-How Required

#2: Cost Effective Medium for (Real Time) Personalization(Real-Time) Personalization

But only in the hands of those ut o y t e a ds o t osewho know how to use it well


Interactive Marketing Will Emerge As the Dominant Marketing DisciplineAs the Dominant Marketing Discipline

Engaging each customer and prospect in a cross-channel dialog that builds

th i t d t b h iupon their past and current Online & OfflineI b d & O tb d

behavior


Inbound & Outbound

How Can this Help Me Throughout How Can this Help Me Throughout the Customer Life Cycle?


Acquisition and Online Media Optimization Optimization

SEMWeb Analytics

SEM

Ad Serving

Affiliate

Social Media

Email


Anonymous Visitor Arriveson the Welcome Pageon the Welcome Page

Built on a solid financial foundation

since 1930 Target offers to- IP Address - Keywords- Referrers

3.9% APR on Balance Transfers to a new

Platinum Card

Refinance your mortgage at amazing

low rates

- and clicks


low rates

Conversion: Car Manufacturers

Profile Interests• Which products: Convertible• Which products: Convertible• Options: Yellow, Fully Loaded

Score Propensities• Where in funnel: Close to buy• Propensity to buy from us: Quite high• Estimated value: HighEstimated value: High

Time of


Time of opportunity

Cross-Channel Targeting: Collette VacationsCollette Vacations

Spain vacations on sale?


Contact those who viewed travel to Spain!

Remarketing: g

from online from online account applicationaccount application

Results• 52% open rate, 5% click-thru


• ~3.4% incremental conversion

Cross-Sales: eBayy

Onsite Personalization

Triggered by last search or recent purchase

ResultsResults• Dramatic improvements in

average CTR• Customers love it!


Cross-Sales: Options Tradingp g

Comes to web site oftenf t k t difor stock trading

X times today, viewed info on options trading

Trading is trending down and also no


visits to online

Retention: Wireless Carriers

Key Web Events

Contact Us Details

Store Locator

Promotion Response

Browse Phones

Review Rate Plans

Read FAQ for Free IN-Network Calling

Review International Plan

Review Number Portability


Customer is Presented with Retention OfferRetention Offer

Offers delivered on site, via SMS, or email,

Offer is targeted based on customer value and risk


How Do We Get There?How Do We Get There?


The Online Marketer’s View


The Direct Marketer’s View


Next: Part IIThe Growing Importance of

Online Marketingg


1. akin arikan - marrying online and offline to increase revenues

Documents