michael twomey, silverpop - 'building roi

• Identify data gaps & challenges but don’t over complicate it

• Consolidate data sources and capture points with CRM integration, web analytics, transactional or other sources

• Review & optimise touch points and include progressive profiling where appropriate

• Develop content worthy of value exchange

• Utilise Send Time Optimisation to optimise and increase engagement levels for email

Data is the source of fuel #silverpop

Australian marketers are at the beginning of the data evolution #istrategy #silverpop

• Utilise behavioural marketing to trigger customer lifetime communications

• Leverage your new insights by optimising content using improved segmentation, dynamic content, real time content or content scraping

• Avoid over-personalisation and decorative content

• Identify appropriate channels to market

Data is the source of fuel #silverpop

Focus on the data you’re using, the purpose of your communications & what behaviour you want to change #istrategy #silverpop

• Review internal production processes and streamline them

• Automate key building block programs and assign a dashboard ROI

• Review insights & optimise programs every 7 days

+ 51 %

6258 Unique views to determine winner70,825 Remaining viewers only saw winning prize

+ 23 %

+ 58%

Data is the source of fuel #silverpop

Spend your time on shifting behaviour – automate everything else #istrategy # silverpop

Data is the source of fuel #silverpop

Australian marketers are at the beginning of the data evolution #istrategy #silverpop

Focus on the data your using, the purpose of your communications & what behaviour you want to change #istrategy #silverpop

Spend your time shifting behaviour – automate everything else #istrategy #silverpop

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