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How to use Intelligent Data to Implement Succesful

Recommendation Campaigns, a Square Meal Case Study Daniel Hagos – Client Solutions Manager, Emarsys

Ed Butcher – Head of Online, Square Meal

Talk with us @Emarsys @SquareMeal

#totallyengaged

Before we begin…

About Emarsys

About Emarsys

Email Service Provider

The Customer Engagement Company

4 key questions for successful customer engagement

How to choose the right Product?

Marketers aims

Personalized and Targeted Communication

” 88% of business leaders said being closer to their customers was the top priority for realizing their strategy over the next five years

IBM

29%

34%

38%

37%

Social media engagement

Conversion rate optimisation

Content marketing

Targeting and personalisation

2013 2012

44%

41%

66%

37%

39%

56%

44%

31%

Improving email deliverability

Quantifying email marketing ROI

Targeting recipients with highly

relevant content

Both channels (32B2C) Consumer channel (B2C) Business channel (BB)

Which three digital-related areas are the top priorities for your organisation in 2013?

Most significant challenges to email mar-keting effectiveness, by primary channel

“

39%

39%

39% 68%

The reality

Are targeted emails being sent?

20%

20%

20%

19%

19%

25% 25%

24% 18% 18%

15% 9%

Content viewed on site

Up-sell

Abandoned baskded

Subscription due for renewal

Selling comple- mentary products

Lapsed customers

Win-back/reengagement Shopping cart abandonment

Upsell/Cross promotional

Date triggered

Event countdown

Post purchase

Activation

Triggered based on website behaviour

Do you send out automated emails based on any of the following triggers or behavior?

Do you use targeted email for the following occasions?

In spite of consumer affinity for personalization, few companies other than Amazon.com and Netflix execute it in a turnkey, efficient, and effective way.

Forrester

“ ”

64% of CMOs have either an informal or no process to manage their marketing automation.

The Annuitas Group

“ ”

25% 26%

Why Is There A Gap?

Many delegates focused on... the barriers they face before implementing a marketing automation platform, with the vast majority saying that they don’t know where to start (especially in a very large organisation)

Econsultancy, 2013

“ ”

Lack of know-how

…on the barriers they face before implementing a marketing automation platform, ……or that internal challenges prevent them from making any notable progress

Econsultancy, 2013

“ ”

Internal challenges (e.g. IT support, no resources)

Decision Tree Labs, 2013

“ ”

Lack of integration

IBM, 2013

“ ”

Budget & ROI

The two biggest barriers are cost and lack of certainty about ROI — both issues that are becoming increasingly important in the marketing domain

46 percent believe one of the top challenge of data- driven marketing today is the inability to connect data across multiple sources

Currently, what data do most marketers use to send segmented campaigns?

What data is being used?

Purchase behaviour

Gender

Preference centre

Email behaviour

Merchandising Teams knowledge

How do you know what a customer is

interested in now?

The Website tells us what a customer is interested in now

The most meaningful interaction

with the customers is on the website

10x more user data generated on the

website compared to email alone

The website is always the most

up-to-date point of expressing

interest

Challenge: How can the website data be utilised to automatically create unique and personalised content across various marketing channels?

Recommendations : How do they work?

Captures: • everything visitors do on

the website

Capture Analyse Act

Applies: • recommendation and

prediction algorithms to the data

Provides: • personalised content in

web, email and display advertising

Multi-channel recommendations

Dynamic recommendation widgets in real-time.

Boost website conversions and sales.

Automatically personalise every email you send.

Recommend products to people.

Display Ad Retargetng

Website Recommender

Email Recommender

Retargeting keeps track of your website visitors and

displays your ad to them as they visit other sites.

Recommendations… only for the big boys???

Who’s using recommendations effectively?

Now available to SMBs..

Who’s using recommendations effectively?

and many more…

electronics

real estate

job listings

toys

grocery

books

dating

Why do they work?

ROI Revenue

Brand loyalty Engagement

Engagement CTR

Enabling personalised, highly relevant 1-to-1 product & content recommendations

Why do they work?

“Up to 20% of retailers revenue could be attributed to product recommendations” “15% of consumers explicitly admitted that they purchased when they saw recommendations on a page”.

(Forrester, 2010)

What percentage of revenue can be attributed to product recommendations??

Browsing

Cart

Purchase

Multi-Channel Recommendations across the Buyer Cycle

2

Predict Website

Predict Email

Personal • 8% CTR • 2.5% revenue

Similar Items • 10% CTR • 4-10% revenue

Matching Items • 2-3% CTR • 1% revenue

Abandoned Browse

• retarget aban-doned browse

In Cart • 4% CTR • ~3% revenue

Abandoned Cart

• retarget aban-doned items

Re-Purchase • Increase

retention & ROI

Personal • 1.5-2x CTR • 2-6x revenue

About Square Meal

• UK’s leading guide to restaurants & bars

• 2 print titles

• Big website, mobile site & apps

• 11,000 restaurants, 8,000 venues

• Active database of 250,000 users

• 2 trade shows

• 25 years

Square Meal Background

Square Meal Results from Predict 43% higher click through rate when Square Meal’s emails have recommendations More customers can discover new restaurants and fewer leave without booking 4 times more likely to convert.

Before recommendations

• Open Rate: ~31.29% (max 48%)

• Click Through Rate: ~13% (max 22%)

• Click To Open: 40%

• Loyalty (LTV): increased 30%

Similar/Related Items

ALSO VIEWED widget offers alternative products • “Other products you may

be interested in”

• Generates 4%-10% of total revenue

• Increases engagement, average CTR 10%

• Square Meal: 4% of all website bookings revenue is generated by Emarsys Predict

Learn the 3 key benefits of using a single platform over disparate technologies

3:30 – 5.30pm

VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI

Thank You Any Questions?