driving extraordinary results through email analytics

© 2016 Experian Information Solutions, Inc. All rights reserved.

Charles NguyenAssociate Director, Strategic Services

Experian Marketing Services

January 26, 2016

Driving extraordinary email results through omnichannel analyticsNicholas EinsteinVP Research and Principal Analyst

The Relevancy Group

2 © 2016 Experian Information Solutions, Inc. All rights reserved.

Bringing brands and customers closer together, every time.

Reach the right audiences

Maximize the value of every customer interaction

Inspire long-term brand advocacy


Meet the presenters

Charles NguyenAssociate Director, Strategic Services

Experian Marketing Services

Nicholas EinsteinVP Research and Principal Analyst

The Relevancy Group@othereinstein

#EmailAnalytics


Founded by tenured industry analyst and marketer David Daniels, The Relevancy Group (TRG) provides market research and advisory services

We measure consumer and executive behaviors to develop strategies that optimize a return on marketing investments, and are a trusted advisor to leading technology organizations and familiar brands

Publish The Marketer Quarterly - www.marketerquarterly.com

The Relevancy Group

#EmailAnalytics


Experian’s background in data/analytics

#EmailAnalytics

30 yearsdata-driven expertise

• Largest consumer databasehousing demographic data on 700M individuals in 270M households

• Data modeling experts, including over 200 PhD’s, statisticians and data scientists

• Experian Marketing Suite enables over 10,000 brands to identify, understand and engage customers and prospects across any channel

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Follow the conversation on Twitter

#EmailAnalytics | @ExperianMkt | @RelevancyGroup

Agenda• The evolution of analytics

• The importance of analytics for email marketers

• Analytics in real life• Real-time contextual data at email open• Cross-channel attribution• Predictive modeling

• Requirements and recommendations


About The Research

• Hypothesis-driven research based on a survey of 300 marketing executives conducted in Spring 2015.*

• The research was acquired and sponsored by Experian; they are a neutral partner and this research does not endorse Experian.

• We will take questions at the end of the presentation and are happy to answer any follow-up questions via email - [email protected]

#EmailAnalytics

mailto:[email protected]


So, what do we mean by analytics and how has it

evolved?


Complete customer

view

DemographicsLocations + profile

+ assumptions

BehaviorOnline divide

+ clicks + views + content

JourneySocial presence

+ triggers

TransactionsCustomer purchases

+ spend + loyalty reward

Future behaviorsPredictive

analytics + insights

Making big data small, purposeful and actionable

Your data +

Data management Data quality

Analytics

#EmailAnalytics


A/B testing Last click attribution Time of Day Day of Week Use of Email Data

Basic Tactics Advanced Tactics

Multivariate testing Omnichannel attribution Predictive modeling Deep personalization Use of real-time data Omnichannel data integration Coordination of lifecycle

campaigns across channels

#EmailAnalytics


Why is this importantfor enterprise marketers?


Email is dying blossoming

#EmailAnalytics

91%81% 76% 72% 70% 67% 63% 59% 54% 49%

Q: Please rate the effectiveness of each channel in terms of delivering revenue results for your business

91% of surveyed marketers named email

highly or somewhat effective

Source: The Relevancy Group Executive Marketer Survey, 4/2015, N=300


Email is dying blossoming

#EmailAnalytics

Q: What percentage of your overall revenue is attributed to your email marketing initiatives?

% of Email Marketers Reporting That Email Drives >25% of Total Revenue

Source: The Relevancy Group Executive Marketer Survey, 11/2013; 4/2015, 12/2015

Fall 2013 Spring 2015 Winter 20150.00%

5.00%

10.00%

15.00%

20.00%

25.00%

12.80%

22.70%24.40%


It is becoming a prerequisite for driving relevant messaging across channels

#EmailAnalytics


Top priority for improving ROI is Analytics

Question: What are your top five priorities for improving the ROI of your digital marketing programs?Source: The Relevancy Group Executive Survey n=300 4/15 US Only.

Increase relevancy of direct communications through the use of dynamic content

Centralizing our customer data and making it actionable

Improving response attribution across multiple channels

Utilize real-time data

Greater use of analytics in order to optimize our communications

0% 5% 10% 15% 20% 25% 30% 35% 40%

26%

29%

29%

30%

34%

#EmailAnalytics


Marketers are asking for help

Fall 2013 Spring 2015 Winter 201580.0%

84.0%

88.0%

92.0%

96.0%

85.5%

91.0%

93.6%

Percentage of email marketers reporting that they currently use or plan to use analytic services

Source: The Relevancy Group Executive Marketer Survey, 11/2013; 4/2015, 12/2015 #EmailAnalytics


Opens Clicks Unsubscribes Transactions Meta data

► Device type

► Time of day

► Location

Email data is abundant, proprietary and easily accessed

#EmailAnalytics

Of course, analytics isn’t limited to email data.

Take advantage of data from other channels to optimize your email and cross-

channel programs.

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Separate the signal from the noise.


Advanced analytics:Examples


Personalization

Relevancy

Engagement / Data Driven

Optimization

Improved User Experience

Real-time contextual data at time of email open

#EmailAnalytics

Results Delta Open Rates 2X &

CTR 3X Finish Line +21% CTR &

+42% revenue


Predictive modeling Example: Multi-Channel Retailer client

Challenge Customer Centric strategy with 1:1 messaging to increase engagement and transactions

NeedUtilize 1st and 3rd party data to optimize content

Results Maximize targeting sophistication

Develop compelling content

67% Average Order Value lift

#EmailAnalytics

Gender: Female Age: 32 Location: Chicago

Shared demographics & geographics

Look at Me Now• Premium brands• Country club member• Enjoys entertaining• Quality relationships• Safety, security

Stop & Smell the Roses• Enjoys simple pleasures• Creative, cultural, spiritual• Healthy living• Outdoor enthusiasts• Activist thinking


Cross-channel attributionExample: Telecommunications client

Challenge As the client expanded across channels, could not properly allocate channel value

NeedActionable data-driven means to manage its marketing spend.

Results Real-time attribution delivery now permits

in-flight adjustments Reduced prospecting budget by 13.5%

Redistributed prospecting spend resulting in 220,000 incremental responses worth $88MM in lifetime value

#EmailAnalytics


Requirements for building more powerful analytics


RequirementsClean & managed data

Garbage in = Garbage out

Leverage email behavioral data

Fuel paid media with CRM data

Establish identity across channels

#EmailAnalytics

Sophistication ladder:


RequirementsCustomer profile development

Opened today’s email

3 purchases per year

Dan

First-party data

3rd party data

Social influencer Influenced

by % off offers

Next car purchase in

6 mo.

Impulse shopper, especially online

#EmailAnalytics

SingleAge 29


Requirements:Focus

Once you trust your data,

narrow in on the data points that will help you drive the experiences

your customers care about

#EmailAnalytics


Headwinds in the Enterprise Marketing Organization

Requirements:Organizational structure

Less than half of marketers responded

that their marketing team shares common goals

#EmailAnalytics

None of the above

Our marketing department is rewarded with common personal incentives

My compensation and incentives are tied only to the marketing performance of the channels that I am responsible for

We have data scientists on our team

Each marketing channel operates independently with no central or common collaboration

We practice marketing response attribution to ensure that offline response is attributed back to the appropriate marketing channel

Our marketing programs are tightly coordinated across all marketing channels

Marketers in our department are aware of the specific success measures that they will be judged by

Our CMO & CIO meet regularly

There is central ownership of our marketing programs across all marketing channels

We have clear measures in place to determine success

We have clear marketing goals by channel

We manage customer contact frequency to ensure customers get a limited set of messages across all marketing channels

Our marketing department shares common goals

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

2%

15%

16%

17%

18%

22%

23%

23%

24%

25%

25%

26%

28%

38%

Question: Describe how your marketing organization operates.Source: The Relevancy Group Executive Survey n=300 4/15 US Only.


Sophisticated Analytics drives real business results


The return on marketing analytics – monthly revenue

#EmailAnalytics

Basic Analytics Advanced Analytics $-

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$258,547

$617,298

Source: The Relevancy Group Analysis, The Relevancy Group Executive Survey n=300, April, 2015, US Only. Based on 19.3 Million Messages a Month. The Relevancy Group applied the actual delivery, open, click, conversion and average order value that marketers reported based on the tactics that they reported that they utilized.


Customer focus + improved customer experience

► Customer advocacy► Greater loyalty, and ultimately,

revenue

Better manage channel proliferation

► Internet of Things► New networks and devices

Other benefits of advanced analytics

#EmailAnalytics


Choosing the righttechnology partner


40% of marketers shared that “analytical services” would be the single most valuable service to their organization*

Marketers value analytical services

*Source: The Relevancy Group Executive Marketer Survey, 4/2015, N=300 #EmailAnalytics

None of the above

Production services to manage our production process

Technical services to assist with managing and integrating data

Creative services to develop content or templates

Acquisition services to acquire new customers

Strategic services to assist in adopting new marketing digital channels, i.e. mobile app push

Analytical services to help us identity audience trends

Analytical services to develop recommendation algorithms

Strategic services to help optimize our programs

Analytical services to develop measurement, attribution models

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

3%

17%

24%

27%

28%

30%

31%

33%

36%

40%


Proven track record of strategic data services

Data integration/technology for a single customer view

Relevant vertical experience Data management expertise

When choosing a partner, prioritize:


Those marketers who employ more sophisticated analytics programs can drive over 2x the monthly revenue of those that do not

The email channel generates key data that can be leveraged to drive omnichannel success

Channel proliferation and customer expectation demand that marketers make better use of the data at their disposal

More data is at marketers disposal today than ever before and marketers value the products and services that help them manage

Key takeaways

#EmailAnalytics


Stay tuned for an email with links to download the paper and access webinar recording

http://ex.pn/analytics

#EmailAnalytics

