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Trigger Based Marketing
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15/09
15/09 22/09 29/09 01/10 02/10
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Why trigger based ? Single shot actionsOrganised in silos Focus on reachCost cutting optimization
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
SpringPromo
New YearPromo
Back toSchool
XmasUpsellcampaign
Cross-sellcampaign
Product / Campaign Driven A BCDE…
Personalisation => Versions
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Why trigger based ?
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Be relevant
5 fundamental categoriesfor context information
=> types of triggers
individuality
trigger
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Product basedPurchase of a (new) product.Replacement or upgrade of a product.Deplete stocks.Expiration of contracts.Interested in aProduct…
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Individual basedLife stage based events
• Birthday• Go to college• Movers• Marriage• Kids• Pets• …• New company• Expansion• Mergers & acquisitions
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Events in the relationship with a customer?Changes in customerstatusReviewssatisfaction
Relation based
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Omni Channel Loyalty Programs
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PurchaseCustomer service contactClicksBased on behavior (frequency, recency)NON EVENTS
Activity based
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Check email address=> offer
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360°Single
CustomerDB
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Location based• Offers• Interaction• Suggestions• Reviews
Mobile AppsBeacon technology
Location based
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Meir project
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Get Keep Grow Winback
Cust
omer
Eng
agem
ent
Time
Key Desired BehaviorsAwareness
Trial / Welcome / First Experience
Repeat engagement / Content
Loyalty / VIPSocialParticipation
Re-EngageSatisfactionX-sell
DefineCustomer Journey
Define triggers
individuality
trigger
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EVENT
EVENT
EVENT
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EVENT
EVENT
EVENT
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EVENT
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EVENT
EVENT
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EVENT
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Time
TODAY
Start Marketing Automation
Real-time Trigger Based
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From Versions Frames
FORMATS TEXT PERSO IMAGE PERSOCONDITIONAL
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WEINSIGHTScreating customer value & engagement