edatasource - sponsor breakfast presentation
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Participate or Dominate? Email is a luxurious channel for marketers. You really can’t lose. Almost anything you do will make you some money, and following some basic principals will make you even more. That’s what we call participating. Email can also be an extremely lucrative channel if you really focus your efforts and resources on maximizing its potential. It’s not as easy as just participating, but with the right tactics and relevant 3rd party data about your program as well as deep insight into your actual competitor’s behaviors, rather than generic industry information, you can build a winning strategy and stay on top of the most important tactics in the market. Now that’s what we call Dominating. eDataSource will introduce their new Inbox Tracker and Delivery Tracker tools, as well as introduce critical consumer behavior and business attributes in email and ecommerce analytics for a few chosen retailers, showcasing winning strategies and tactical ways to utilize competitive analytics to outsmart your competition. Presenters: Carter Nicholas, CEO, eDataSource G.B. Heidarsson, SVP Sales and Marketing, eDataSourceTRANSCRIPT
Participate or Dominate?
Gaining Competitive Advantageusing Competitive Analytics
Competitive Advantage …gained with eDataSource..
Verified monitoring of one’s own results that enables maximum efficiency and success
A more accurate picture of the competitive landscape allowing insight and countermeasures to competitors strategy and tactics
Understanding of successes and failures across industries and industry segments
Tools for the Task eDataSource pioneered monitoring of email
deployments through consumers inboxes in 2010. This service is now offered in a free version as InboxTracker
eDataSource just launched a seed based monitoring platform, DeliveryTracker
eDataSource pioneered monitoring of promotional email and social media deployments and now has an archive of messages reaching back as far as 2005
eDataSource aggregates and reports on revenue and sales information from order confirmations sent bydozens of large ecommerce players
eDataSource’s Focus Internal efficiency control
Control real inbox delivery through an organically grown panel
Deploy and monitor email seeds Verify 3rd party deployments and social media
messages sent on the company’s behalf
eDataSource’s Focus Strategic Monitoring/Competitive
Analytics Know your competitors email list sizes and
segmentation strategies, offers and creative Monitor deployments in Email and Social media Benchmark your own successes to competitors
results
Internal Revenue Maximization Clear view of your own performance
Inbox Tracker – Real tracking of consumers interaction with you emails – And It’s FREE
Delivery Tracker – Delivery monitoring, duration analysis and Spam Filter control
Affiliate Quality Tracking
Leg up on the competition Clear view Competitors Actions
Promotional Creative, current and historical Segmentation, Personalization, Promotions and
Merchandizing External traffic drivers, social media activity,
affiliates
Know what you are up against Competitors Metrics
What is working for your competition and what is not
Understand approximate list sizes and deployment sizes
Monitor Read Rates, Inbox Placement and Deletion Rates
How It Works in Email Search for any Email Marketer to view
Detailed information about the emails and their performance
Image of Email Email HTML Subject line Third party emails Domain owner Link report Overview of other links Analytics for the specific email
Or search by any Word or Phrase In subject line or copy
Learning from others Proflowers.com challenges with Gmail
Increased frequency reduces inbox placement beforeValentines Day
Inbox Delivery needs to be improved byEaster
Action: Do whatever it takes
to increase activityamongst GmailSubscribers
Learning from others Cigars International Challenges with
Gmail Copied Proflowers approach with Gmail specials Saw immediate and sustained improvement in
email activity Results
Improvement in activity lead to sustainedimprovement ininbox delivery for Gmail
Keyword usage in Subject Lines Usage of “Black Friday” in Retailers
Subject Lines
86.80%
13.20%
97.53%
2.47%
68.11%
31.89%
List Overlap Analysis Who else is influencing your customers
Presidential
Candidates
- Competition in Email
Apple
.com
Amaz
on.com
Group
on
Barne
s & N
oble
Living
Socia
l
Ticket
mas
ter
iTun
es
Netflix
.com
Pando
ra.com
0%
10%
20%
30%
40%
50%
60% 52%48%
31% 28% 27% 24% 23% 22% 22%
Largest Marketers sharing inboxes with J. Crew
Nords
trom
Bloom
ingd
ales
Mac
y's
Neim
an M
arcu
s
Saks 5t
h Ave
nue
Kohls
J.C. P
enne
y
e.lo
rdan
dtay
lor.c
om0%
5%
10%
15%
20%18%
15% 14%12% 12%
9% 9%
5%
Department Stores sharing inboxes with J. Crew
Gap
Banan
a Rep
ublic
Old N
avy
Expre
ss
Urban
Out
fitters
Ann T
aylo
r
Amer
ican
Eagle
0%
5%
10%
15%
20% 18%
15% 14% 13%
10% 9% 8%
Other Clothing Brands sharing inboxes with J. Crew
- Competition in Email (Dell Home USA)
Apple
Amaz
on
Wal
mar
t
BestB
uy
Stapl
es
HP Sho
ppin
g
Radio
Shack
Tiger
Onl
ine
Office
Depot
Neweg
g
Samsu
ng U
SA
Circui
t City
CompU
SA
B&H P
hoto
0%
10%
20%
30%
40%
50% 45%41%
21%17%
12% 10% 9% 8%6% 5% 4% 4% 2% 2%
Electronics Brands and Vendors Sharing Inboxes with Dell
Paypa
l
Zynga
mai
l
Skype
mca
fee.
com
Syman
tec
0%
5%
10%
15%
20%
25%
30%29%
22% 21%
14%
2%
Common Online Services Sharing Inboxes with Dell
Series1
Netflix Pandora iTunes Audible Blockbuster0%
5%
10%
15%
20%
25% 22%19%
12%
6% 5%
Audio and Video Streaming Providers Sharing Inboxes with Dell
- Competition in Email
South
wes
t
Pricel
ine
Exped
ia
Trave
lzoo
Tripad
viso
r
Delta
Vacat
ions
2Go
Hotwire
0%
5%
10%
15%
20% 17%16% 15%
13% 13%11% 11% 10%
Travel Sites Sharing inbox with Victoria's Secret
Bath
& B
odyw
orks
Sepho
raUlta
Sally B
eaut
y
Mar
y Kay
Fragr
ance
net
MAC C
osm
etics
Frede
ricks
of H
ollyw
ood
0.0%
5.0%
10.0%
15.0%
20.0%19.6%
13.7%
6.2% 4.4% 4.3% 4.2% 3.3% 2.5%
Beauty and Intimates sharing inbox with Victoria's Secret
Zulilly Rue la la Gilt Ideeli Myhabit Haute Look
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%9.0%
5.9% 5.9% 5.5% 5.1% 4.9%
Flash Sales Sites sharing Inbox with Victoria's Secret
Presidential CandidatesWho’s Sharing Inboxes?
0.0%
10.0%
20.0%
19.6%
11.3% 10.4% 8.7%
0.9%
Political Senders Sharing Inbox with BarackObama.com
GOP.com
TownH
all.c
om
Mich
elle
Bac
hman
Campa
ign
for L
iber
ty
Freed
omW
orks
Barac
kOba
ma.
com
0%10%20%30%40%50% 42%
17% 17% 15% 13% 12%
Political Senders Sharing Inboxes with MittRomney.com
Wal
-Mar
t
Netflix
Delta
Best B
uy
BN.com
Bed B
ath
& B
eyon
d
Fox N
ews
CNN
Saks 5t
h Ave
nue
Hotel
s.com
0%
5%
10%
15%
20%
25% 22% 22%
12%
16% 15%
8%5%
3% 2%
10%
20%22%
10%
15%17%
5%
0%3% 2%
7%
Brand affinity between Romney and Obama campaign subscribers
MittRomney.com BarackObama.com
More on the Presidential Campaigns
The first Presidential Debate
The Finale
ECommerce Monitoring and Benchmarks Keeping up with Amazon
Over 20% increase in AOV from September to November
Almost 15% increase in number of orders Almost 30% increase in Revenue in the period
Example: Competitive Insights
Staples Office Depot
Average Order $ $156.53 $104.30Items Per Order 5.42 5.39Avg. Price per Item
$28.88 $19.35
Daily Total $ Sales Index
Walmart.com’s Black Friday and Cyber Monday sales events resulted in a higher boost in sales than Amazon’s week long approach.
Staples AOV and Avg Price per Item is significantly higher than Office Depot.
Amazon’s Avg Daily Sales are 4.28x that of Walmart.com
Data Accuracy•Data is gathered from an organically grown panel of around 800,000 active email subscribers.•eDataSource has never used targeted promotions, toolbars, co-registration or other tactics to grow its panel size. This preventsinaccuracy’s and imbalance in subscriber demographics•No other analytical platform can make this claim
Q&A