webinar: staying agile during the holiday code freeze, sept 2013 with windsor circle and tealium
DESCRIPTION
In this webinar, co-hosted by Windsor Circle, the leading Retention Automation Platform for Retailers, and Tealium, the leader in tag-management solutions, we discussed that seasonal reality of holiday code freezes: as holiday marketing ramps up, the risks of implementing marketing tools or software that affects website code increase. The webiar reviews some key code-changes to avoid making, and marketing campaigns that increase holiday revenue without requiring risky code changes. Windsor Circle showcases 5 personalized, segmented, automated email campaigns that every retailer should set up before the holiday season gets into full gear. These are easy campaigns, require easy-to-import data, and once set-up, provide ongoing ROI through higher open rates, clicks, and conversions by triggering personalized messages to key customer segments using the automation capabilities of your email marketing software of choice. Speakers: Andrew Pearson, VP of Marketing, Windsor Circle Adam Corey, Director of Business Development, Tealium Andrew Pearson heads marketing for Windsor Circle, and brings an entrepreneurial, agile approach to both inbound and email marketing in the eCommerce space. Andrew has taught digital marketing to over 3,000 people via webinars, workshops and conference sessions. Tealium and Windsor Circle also co-hosted the Total Eclipse of the 80s CloudCrawl Party at ExactTarget Connections 2013.TRANSCRIPT
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STAYING AGILE DURING THE HOLIDAY CODE FREEZE
Rock the Holidays using Retail Big Data for Retention Automation.
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TODAY’S SPEAKERS
Adam CoreyDirector, Business
DevelopmentTealium
Andrew PearsonVP of Marketing
Windsor Circle, Inc.
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ET13:EPIC.
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Agenda:- Holiday Retention
Automation- Example Campaigns- Code Freeze Impact on
Marketers- 5 Ways TMS Keeps
Marketers Agile- Questions- Follow Ups
AGENDA
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GET MORE FROM YOUR EXISTING CUSTOMERS
Retention Automation through the Holidays
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HOLIDAY CAMPAIGNS ARE STARTING
• Experian shows holiday emails begin in force by early October.
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EMAIL WORKS
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RETENTION MATTERS
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TIMING OF HOLIDAY REVENUE
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YOU GET WHAT YOUR PAY FOR…
Source: Adobe Loyal Shopper’s Report April 2013
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BUT IS IT DRIVING THE RESULTS YOU EXPECTED?
Source: Adobe Loyal Shopper’s Report April 2013
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THE MATH…
2.5X
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CONNECT ANY ECOMMERCE PLATFORM TO EXACTTARGET
And more!
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CONNECT. ANALYZE. AUTOMATE.
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Connect Analyze Automate
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RETENTION AUTOMATION PLATFORM
Your Windsor Circle account provides unprecedented retail insights
Repeat Buyers have 4.8x the lifetime value of one-time customers. Track your path to customer loyalty & retention.
Powerful segmentation tools help you leverage data to send the right message to the right customer at the right time.
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WELCOME NEW SHOPPERS (& SUBSCRIBERS)
Retention Automation Holiday Campaign #1
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NEW SUBSCRIBER WELCOME EMAILS
Welcome new subscribers:• Explain brand
value• Set expectations• Recommend
products
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WELCOME EMAILS
We bought green pants, we got a welcome email from the CEO
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AUTOMATING WELCOME SERIES
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HOLIDAY WELCOME EMAIL VARIATIONS
New Subscriber• Welcome to brand, set expectations, suggest gifts
New 1 time Shopper, never been a Subscriber• Include opt-in to email list in check-out• Thank you for purchase, welcome to our brand
Existing Subscriber converting to 1 time Shopper• Welcome to our merry band of customers!• Trigger new customer welcome series
For all Holiday Shoppers:• Is this a gift for you or someone else?
– If for someone else, trigger a “Treat yourself” email
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THANK YOUR CUSTOMERS
Retention Automation Holiday Campaign #2
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POST-PURCHASE THANK YOU EMAILS
Criquet Shirts, a Windsor Circle client, runs post-purchase emails to drive 2nd purchases based on Latency.
Results: Over 50% of recipients open the email; 18% click and just under 2% convert. One simple, automated email helps turn one-time and lapsing customers into repeat buyers. Read more on our blog.
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POST PURCHASE THANK YOU SERIES #1
29.2 % Higher Open Rates Than
List Average
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OFFERS, CONTESTS, AND SURVEYS TO GET EMAILS
Windsor Circle client Annemarie Gianni Skin Care uses on-site “smart offers” based on click-behavior to offer a free Sample Kit.
This is followed by 7 automated emails, which get:• 51% avg. Open Rates• 13% avg. Click Rate• 5% Conversion Rates (of
total recipients, or 37% of Clicks!)
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TRIGGERED EMAILS DRIVE RESULTS
Subject LineDays After Sample Kit Open Click Offer
Here’s What Others Have to Say About Annmarie, Plus Keep Up To Date on Specials 4 60.1% 18.4% 10% off coupon
How to Use Your Samples (Plus, What Products Should I Use for My Skin Type?) 11 67.2% 19.4% 10% off coupon reminder
Stop Stripping Your Skin's Natural Oils with Soap! 18 49.7% 10.3% 10% off coupon reminder
Did You Know: Some Lotions Can Clog Your Pores? 27 44.5% 11.4% 10% off coupon reminder
A Skin Care Routine to Keep You Looking Young and Beautiful 37 44.8% 7.8% 10% off coupon reminder
Last Chance to Use Your Coupon! 50 45.8% 14.1% 10% off coupon last chance!
We Haven't Seen You In a While... 180 32.1% 8.5% 20% off coupon and survey
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EMAILS TO FIRST-TIME HOLIDAY SHOPPERS
Segmented email to this year’s new holiday shoppers based on purchase data• First order after 10/1/13• First order before 12/31/13• Total # orders (WC_Frequency_Actual) = 1
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AMAZE YOUR BEST CUSTOMERS
Retention Automation Holiday Campaign #3
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BEST CUSTOMERS
14.2% Higher Open Rates Than
List Average
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YOUR BEST CUSTOMERS WILL SHOP EARLY
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HELP YOUR CUSTOMERS ENJOY MORE
Retention Automation Holiday Campaign #4
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EMAILS TO LAST YEAR’S HOLIDAY SHOPPERS
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Product Behavioral
PRODUCT & BEHAVIORAL DATA
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Confidential
Purchase Data
Purchase Data
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Confidential
RFM Analysis:Ranks
RFM Analysis:Actuals
Behavioral Data
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Recommendations:“Hot Combo”
Recommendations:“Related Items”
Product Recommendations
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BRAND & CATEGORY RECOMMENDATIONS
Selling based on brand or category affinity is an excellent path for success
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HOT COMBOS & CROSS SELLS
Automated “Hot Combo” product recommendation based on past products purchased.
• Open Rate: 76%
• Click Rate: 24%
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HOT COMBOS & CROSS SELLS
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PRODUCT RECOMMENDATION
Windsor Circle client Golfetail’s Segmented Sends Relative to Daily Email Offers:
Open Rate: 256%Click Rate: 283%Conversions: 169%
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CONSISTENT THEME THAT SUPPORTS EMAIL VOLUME
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SAVE YOUR CHURNING CUSTOMERS
Retention Automation Holiday Campaign #5
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SAVE YOUR CHURNING CUSTOMERS
16.2 % Higher Open Rates Than
List Average
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WIN BACK CAMPAIGNS
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WIN BACK CAMPAIGNS
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WIN BACK CAMPAIGN RULES
Churning Best Customer Segment
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CHURNING BEST CUSTOMER WIN BACK CAMPAIGNS
Send 3-part Win-Back with: • 30% off + free shipping• Fee gift w/ next purchase• Brand promise, thanks from CEO, “You’re the
best” • Early access to products
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WIN BACK CAMPAIGN RULES
Churning Best Customer Segment• RFM Score of 411, or…• Last_Purchase_Date > 84
days before today• Lifetime_Value > $300
Send 3-part Win-Back with 30% off + free shipping
Or, no discount but brand promise from CEO
Other Churning Customers• Last_Purchase_Date >
104 days before today• First_Purchase_Date <
365 days before today• Lifetime_Value > $50
but < $300
Send 3-part Win-Back with 10% off
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SUBMIT YOUR QUESTIONSHave questions?
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BUT MARKETERS CAN STAY AGILE
Code Freeze Impacts Marketers
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FREEZING THE SITE…
Code Freeze is an important part of ensure the best technical user experience during your highest volume season.
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… DOESN’T MEAN FREEZING MARKETING
But, marketers still need to remain agile and active with digital marketing technology.
And tag management solutions enable this!
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DEFINITION
A tag is any snippet of code that allows you to integrate third-party services into your digital platforms
An Image Tag • An I-Frame Tag • A JavaScript Code Block
TYPICAL TAG EXAMPLES
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HOW DID WE GET HERE?
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HOW DID WE GET HERE?
A/B TestingAd Networks
Affiliate Marketing
Analytics
Chat
Email Marketing
Lead NurturingMarketing Automation
Personalization
Search Engine Marketing
Visitor Remarketing
Visitor Retargeting
Banner AdsSocial Marketing
Voice of Customer
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THE TAGGING PROCESS
DIGITAL MARKETER
DIGITAL ANALYST
BUSINESS STAKEHOLDER
Request
PRODUCTMANAGER DEVELOPER QA TESTER SYS ADMIN
Schedule Submit Test Launch
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TAG PROLIFERATION
“Whattypes of tags doyou deploy viayour tag management system?”
5%
14%
26%
38%
42%
47%
50%
59%
62%
64%
88%
Other
Recommendations
Voice of the customer(surveys and feedback)
Social media
Audience measurement
Testing
Behavioral targeting
Affiliate marketing
Ad serving
Search marketing
Web analytics
Base: 76 tag management end users(multiple responses accepted)
Source: Q2 2012 GlobalTagManagementUser Online Survey
Understanding Tag Management Tools & TechnologyForrester Research, 2012
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SOLUTION: UNIVERSAL TAG
A/B Testing
Ad Networks
Affiliate Marketing
Analytics
Banner Advertising
Chat
Email Marketing
Lead Nurturing
Marketing Automation
Personalization
Search Engine Marketing
Social Media Marketing
Visitor Remarketing
Visitor Retargeting
Visualization Platforms
Voice of Customer
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YOUR GIFT DURING THE “FREEZE”
A tag management solution allows the marketers to add in new tags, pixels, etc. without impacting the site or IT
• Add new technologies
• Make changes and add new data
sources
• Avoid outages, issues and latency
• Get full access to your data
• Improve site speed
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#1: ADD NEW TECHNOLOGIES
A tag management solution allows the marketers to add in new tags, pixels, etc. without impacting the site or IT
• Add affiliate network
• Conversion pixels
• Retargeting vendor
• Any digital marketing technology
70% of marketers who use tag management solutions implement new solutions within 1 business day. - Econsultancy Survey
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#2: ADD NEW DATA SOURCES
Tealium allows marketer to collect new data that’s already within reach:
• From the URLs
• From first-party cookies
• From page meta data
• From JavaScript variables
What If…
A campaign goes live with a typo in the URL:
campagnID= instead of campaignID=
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#3: AVOID OUTAGES
Faulty ad pixel caused web site performance issues across Deckers’ e-commerce network on Cyber Monday.
Using Tealium, Deckers was able to instantly shut off faulty tag on Ugg.com – the only site that had deployed Tealium at that point – with click of a mouse.
Deckers was able to retain 100% of their orders for the day. “Tealium paid for itself in one day.”- Nick Smotek, Deckers
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#4: FULL DATA ACCESS
Since Tealium / TMS sits across all your sites and mobile apps, it allows you an eagle-eye view of your data
Code-free, full data set collection provides:
• Deeper analysis of business
questions
• Auditing capabilities
Work with the data in your existing
infrastructure or visualize / analysis in
Splunk.
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#5: IMPROVE SITE SPEED
Because TMS lets you load technologies only when and where you need them, marketers see improvements in site speed.
Better site performance = better user experience = higher conversions.
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ABOUT TEALIUM
• Proven, digital marketing-savvy management
team that has worked together before
– CEO has taken two companies public
• Most capital raised ($27M) via Battery
Ventures, Tenaya, Presidio Ventures
– Omniture, BazaarVoice, Marketo, ExactTarget
• Over 130 employees
• Largest and most agile development team (30+)
• Largest education team
• Fanatical about customer success
RECOGNIZED AS THE GLOBAL MARKET LEADERTM Buyer’s Guide,Econsultancy, 2012
RECOGNIZED AS ‘HIGHLY INNOVATIVE’ VENDORUnderstanding Tag ManagementTools and TechnologyForrester Research, 2012
WINNER, NORTH AMERICA 100Red Herring Tech May, 2013
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COMMUNITY OF MARKETERS
• Large and highly engaged user base: 5,000+ users
• Most comprehensive customer education and training initiatives
– Digital Velocity
– Tag Management University (TMU)
– Tealium Learning Community
• Largest and fastest growing partner eco-system
• Strategic technology integration partnerships with major data and e-commerce vendors
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WHO USES TEALIUM
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THE NUMBERS
49%
9x 100%
30
200
Increase in page load speed through checkout using
Tealium
IT savings ROI by using Tealium
Orders saved during vendor outages on Cyber Monday
Minutes spent toimplement Adobe SiteCatalyst
TAGS
MIN
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IT’S TIME FOR QUESTIONS!Thank You…
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CONTACT TEALIUM
Adam CoreyDirector, Business [email protected]
(888) 622-2050www.tealium.com@tealiumHQ: San Diego, CAOffices in UK, Germany
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AFTER THE CALL
• You’ll receive a copy of the eConsultancy eBook
• Learn more about Tealium or see a demonstration athttp://tealium.com/exacttarget
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CONTACT WINDSOR CIRCLE
Andrew PearsonVP of MarketingWindsor Circle, [email protected]@arjpearson
Windsor Circle, Inc.111 E Chapel Hill StreetDurham, NC 27701(919) 822-2009www.windsorcircle.com@windsorcircle
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9 PILLARS OF RETENTION MARKETING AUTOMATION
Webinar, Oct 3rd, 1pmhttp://www.windsorcircle.com/resources/webinars