1. @jwattonStop sending email! Startsending multi-channelmessages that matter!JohnWatton, Senior Director MarketingTFM&A Manchester, 15th May, 2013.

2. @jwatton 3. @jwattonProblem: NoiseThe average consumer is exposed to30,000marketing messages per day. 4. @jwattonThe SegmentedAudienceApproachMale30-40Male30-40Male30-40Male30-40Male30-40Male30-40Male30-40FemaleHomeownerFemaleHomeownerFemaleHomeownerFemaleHomeownerFemaleHomeownerFemaleHomeownerFemaleHomeownerCollegeEducatedWith kidsCollegeEducatedWith kidsCollegeEducatedWith kidsCollegeEducatedWith kidsCollegeEducatedWith kidsCollegeEducatedWith kids 5. @jwattonProblem:The Segmented Audience approach is failing3%Relevant Irrelevant97% 6. @jwatton 7. @jwattonWhats missing1By Profile2By Preference3By Now?@jwatton 8. @jwattonBuyers favour personalised experiencesThe more you invest...the better it gets! 9. @jwattonMore Channels of Interaction 10. @jwattonAcross multiple devices 11. @jwattonRight messageRight timeRight place 12. @jwattonThe biggest win:by behaviour 13. @jwattonTypes of digital behaviour Age Gender Nearest store Productpreferences Buy for self/as agift etcDemographics Opened email Did not openemail Clicked on linkin email Bounced No mailingactivityEmail behaviour Purchase history Survey results Loyalty points Product searches Abandoned carts etcRelational data Cartabandoned Productsearched Form completed File downloaded Video viewed Custom eventWeb behaviour Voucherredemption Store purchase Eventattendance Call centreactivity Cataloguerequest etcOff-line behaviour 14. @jwattonInsight = Gold 15. @jwattonA really simple ideaCaptureactionApply rules Generatethe bestinteraction 16. @jwattonA really simple idea,refined and turbo-chargedCapturebehaviourfrom anychannelApply rules Generatethe best, mostpersonalizedinteractionAnd mostrelevant trackacross allchannelsMeasureand storelearning toinform rulesCombinewith existingknowledgefromprofiles, preferences andpast actionsacross allchannels 17. @jwattonThe 5 bigquestions1Whichbehavioursmatter most?How do weturn this insightinto action?How todo it at scale?How to do itacrossall channels?How do wecapture andlearn fromthem?2 3 4 5 18. @jwatton1Whichbehavioursmatter most? 19. @jwattonData that can be usedin segmentation Purchase history Survey results Loyalty points Product searches Abandoned carts etc Age Gender Nearest store Product preferences Buy for self/as a gift etc Cart abandoned Product searched Form completed File downloaded Video viewed Custom event Opened email Did not open email Clicked on linkin email Bounced No mailing activity Voucher redemption Store purchase Event attendance Call centre activity Catalogue request etcDemographics Email behaviour Relational data Web behaviour Off-line behaviour 20. @jwattonHow doyou captureand learn?2 21. @jwattonSOCIALEMAILBRICKS &MORTAR POSB E H A V I O U R A LD A T A B A S EWEBSITELOCATIONCRM 22. @jwatton3How to turninsight intoaction? 23. @jwattonTriggersRules Analysis Scoring 24. @jwatton4How todo it at scale? 25. @jwattonBehavioural marketingat B2C Scale150 million Messages delivered per day213 billion Records under management70,000 Active Message Automations200 million CRM records syncd per month346 million IndividualizedAutomated Messages per month4.7 Billion Behaviours processed per month 26. @jwatton5How to do it acrossall channels? 27. @jwatton 28. @jwattonWeb siteCallDirect MailEmailSMSSocialActionChannelsOutput ChannelsCommunicationsSilverpop Input ChannelsExternal Input ChannelsWeb siteLocationEmailSocialSMSStore EPOSWeb storeCall centreMail orderInput channels Interactions Web store Mail order Call centre Event 29. @jwattonThe 5 bigquestions1Whichbehavioursmatter most?How do weturn this insightinto action?How do wedo it at scale?How do wedo it acrossall channels?How do wecapture andlearn fromthem?2 3 4 5 30. @jwattonAutomate something! 1.Welcome/Onboarding 2. Browse Abandonment 3. Cart Abandonment 4. Recommendation 5. Product Review Request 6. Happy Birthday 7. Replenishment/Re-order 8. Cross Sell 9. Purchase Anniversary 10. Re-engagement 31. @jwattonThe increase in open and click rates ofParenting.coms newsletters vs otherBonnier properties following re-designof email newsletters to a multi-yearprogram linked to child development2X 32. @jwattonThe increase in click-to-open rateCorporate training firm InsideOutachieved with Silverpop using EngagePrograms, Lead Scoring and SFDCintegration to boost engagement anddeliver more high-quality leads to sales.6X 33. @jwattonThe open rate increase ed-techcompany CourseHero saw after usingautomation to set up behaviour-drivencampaigns.29% 34. @jwattonSmartPaks Behaviour Based Email Works!Metrics Automation MakesA Big DifferenceAutomated/TransactionalBroadcastOpen Rate +68.3% 27.6% 16.4%CTR +103.5% 5.9% 2.9%CTOR +20.9% 21.4% 17.7%Conversion Rate +135.8% 14.6% 6.2%Unsubscribe -42.9% 0.08% 0.14%SPAM ComplaintRate-33.3% 0.04% 0.06%Bounce -6.0% 0.63% 0.67% 35. @jwatton 36. @jwattonThankYou!+44 7557 125255jwatton@silverpop.com@jwatton