big data

Josh Whiten Digital Marketing Director@SagittariusMktg @joshwhiten

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growth acceleration programs.digital marketing that drives traffic and creates raving fans.ecommerce websites and apps that convert more sales.

@SagittariusMktg @joshwhiten

We work with brands on digital growth strategiesThat work increasing uses data and personalisation for acquisition and retention 2

how do we help increase sales and profits online?

@SagittariusMktg @joshwhiten

What is personalisation and why should I care? Really! Were all here to talk about personalisation!Now the real reason is it can improve our all important sales figures

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the model.

@SagittariusMktg @joshwhiten

The whole journeyTravel is a brilliant sector for digital marketing.Its something that people kind of like to take their time over and this gives you so many opportunities to sell and add valueToo much focus on the initial pull or awareness4

200,000visits

2,000orders

1%conversion rate

@SagittariusMktg @joshwhiten

100aov

SkiWeekends Stats1% = 100%2 main issuesToo many people falling out of the funnelNever enough selling to convert more interest in to desireTo often once weve got their money we stop selling.

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@SagittariusMktg @joshwhitenaim high.

What is personalisation and why should I care? Really! Were all here to talk about personalisation!Now the real reason is it can improve our all important sales figures

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how do we double 200k to 400k?

@SagittariusMktg @paulrstephen #travelmktg

What is personalisation and why should I care? Really! Were all here to talk about personalisation!Now the real reason is it can improve our all important sales figures

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400,000visits

4,000orders

1%conversion rate

@SagittariusMktg @paulrstephen #travelmktg

100aov

SkiWeekends Stats1% = 100%2 main issuesToo many people falling out of the funnelNever enough selling to convert more interest in to desireTo often once weve got their money we stop selling.

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200,000visits

4,000orders

2%conversion rate

@SagittariusMktg @paulrstephen #travelmktg

100aov

SkiWeekends Stats1% = 100%2 main issuesToo many people falling out of the funnelNever enough selling to convert more interest in to desireTo often once weve got their money we stop selling.

9

200,000visits

2,000orders

1%conversion rate

@SagittariusMktg @paulrstephen #travelmktg

200aov

SkiWeekends Stats1% = 100%2 main issuesToo many people falling out of the funnelNever enough selling to convert more interest in to desireTo often once weve got their money we stop selling.

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in reality, its a combination.

@SagittariusMktg @paulrstephen #travelmktg

What is personalisation and why should I care? Really! Were all here to talk about personalisation!Now the real reason is it can improve our all important sales figures

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250,000visits

3,125orders

1.25%conversion rate

@SagittariusMktg @paulrstephen #travelmktg

128aov

SkiWeekends Stats1% = 100%2 main issuesToo many people falling out of the funnelNever enough selling to convert more interest in to desireTo often once weve got their money we stop selling.

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3 strategies.

@SagittariusMktg @paulrstephen #travelmktg

But personalise what?Analytics are the keyBefore you put lots of effort in you need to know where to put the effortTypically our clients are very similar to Skiweekends and initial acquisition is not the problem.Its getting them through the funnel.

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@SagittariusMktg

EngageCapture and identifyRetain and returnFeed the FunnelAcquisition and awarenessConvertReduce the friction

the funnel.

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1. feed the funnel.

Organic / SEOPPCSocial MediaEmailReferralOfflineDirect@SagittariusMktg @paulrstephen #travelmktg

Use all the channelsWe all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers.How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that arent creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly.Are you remarketing to people based on their on-site activityHow could you be using direct mail to make customers feel good about you after theyve just spent x thousand with you.

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its a journey.

@SagittariusMktg @paulrstephen #travelmktg

What is marketing?Marketing is the process of getting someone to pay more for your product (not less)So were trying to sell not give it awayDo it right and you create a level of desire where customer will pay a premium

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@SagittariusMktg

@JoshWhiten

Maybe digital isnt just part of your marketing strategy but part of your propositionConcrete company with an appStart talking about Headspace17

.first and last click attribution.

@SagittariusMktg @paulrstephen #travelmktg

2. reduce the friction.

CROUser Experience (UX)PersonalisationA/B TestingMobile

RemarketingReviewsReassurance@SagittariusMktg @paulrstephen #travelmktg

Use all the channelsWe all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers.How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that arent creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly.Are you remarketing to people based on their on-site activityHow could you be using direct mail to make customers feel good about you after theyve just spent x thousand with you.

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22%less bouncerate

7%more holiday searches

32%more hotel page views

107%increase in facebook likes

120%increase in customer feedback

55%more conversions to booking process

personalisation.

@SagittariusMktg @paulrstephen #travelmktg

Ski Case StudyThe stats speak for themselves and so do the awardsimprove productimprove marketingimprove customer experiencecreate raving fansWhat I hope you all lean from today is how important it is and how it needs to be central to your business strategy20

3. maximise value.

Highest Value SegmentsCross Sell and Up SellRepeat PurchaseLifetime Value@SagittariusMktg @paulrstephen #travelmktg

Use all the channelsWe all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers.How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that arent creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly.Are you remarketing to people based on their on-site activityHow could you be using direct mail to make customers feel good about you after theyve just spent x thousand with you.

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data is the key.

@SagittariusMktg @paulrstephen #travelmktg

Data is the key to everythingThis is the Big Data hall at CeBit last yearCustomer DataWebsite AnalyticsCommerce Data - CRM / Res SystemSocial Data

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google analytics.

@SagittariusMktg @paulrstephen #travelmktgwhat we usewhats available

Data builds over timeExplicit their email, the deviceImplicit what they looked at, what campaign they triggered, search facets, number of visits, their social interests the list goes on

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what to look for.

Conversions > Multi Channel Funnels > Assisted ConversionsConversions > Goals > Funnel VisualisationBehaviour > Experiments@SagittariusMktg @paulrstephen #travelmktg

Use all the channelsWe all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers.How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that arent creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly.Are you remarketing to people based on their on-site activityHow could you be using direct mail to make customers feel good about you after theyve just spent x thousand with you.

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.recap.

@SagittariusMktg @paulrstephen #travelmktgCR, AOV and SessionsFeed the FunnelReduce the FrictionMaximise Value

thank you.

Josh Whitenjosh@sagittarius.agency

@SagittariusMktg @paulrstephen #travelmktg