Agenda Marketing Data Collection Challenges A Simple Way To Start What You Need From Your Email

System What You Need From Web Analytics What Can You Get?

Revenue, Engagement, Predictive

A Journey into the Advanced How to get there

Marketing Data Collection Challenges

You have

You don’t have a PhD statistician in your back pocket …

The Results…

The Results…

Stuck in “Phase I” of your system rollout forever

Results don’t match CFO results

You buy more SaaS systems in hope they will solve your problems

A Simple Way to Start

You Can do a lot with just email marketing dataa little more if you add web analytics

data

Establish ..1. revenue metrics goals2. engagement metrics goals3. predictive metrics goals4. segmentation rules goals

What do you need from email?

What Do You Need from Email?

Delivery stats: segment size, sent, failed, delivered,

deferred

Engagement stats:opens and clicks

Disengagement stats:unsubscribes and complaints * Do you have your FBLs setup?

What Do You Need from Web Analytics?

Page Browse Event

Shopping Cart Add Event

Completed Purchase

What KPIs Can I Get?

Revenue Revenue Per Campaign

Top/Bottom Performers By CampaignRevenue Conversion FunnelValue of a Subscriber

Engagement Engagement By PlatformClick to Open, Conversion, and DisengagementCustomer Engagement Index

Predictive Engagement by campaign trendDisengagement by campaign predictive trendRevenue by campaign predictive trend

Revenue KPIs

Revenue by Campaign

Revenue KPIs – Continued

Top Performers – Revenue and Engagement

Revenue KPIs – Continued

Revenue Conversion Funnel

Revenue KPIs – Continued

Value of an Email Address

Engagement KPIs

Performance Trendlines

Engagement KPIs - Continued

Customer Engagement Index

Where Do I Start?

Establish a key between email and web analytics:

Use Campaign feature in Blue Hornet

Enable web analytics integration with email

Turn on ROI tracker in Blue Hornet

Embed email IDs in web analytics tracking links

Turn on email integration in web analytics system

It is not as hard as you think!

Where Do I Start? - Continued

Get Your IT Team Onboard:

You will need a server allocated The server will need a database Hire a consultant to connect to Blue Hornet and Web

Analytics APIs and insert data into database Badger your IT team to purchase a visualization system

like Pentaho, Business Objects, Jasper, Datawatch Hire out the vendor PS team or another consultant to

build the data model and initial reports Request training on how to make AD HOC reports

These types of projects run $25K - $75K

Advanced Analytics

Only for the brave

For those who actually like their IT team

Your company has a decent ERP system

Your CIO and CFO actually believe in what you are doing

Holy Grail of segmentation

Available ERP Data

Use sale transaction data to bring new company dimensions: profitability, topline revenue, and product volume

Most ERPs have cubes – predefined datasets for reporting

Rich data available: date of sale, total invoice, product code, product grouping, sales rep, customer billing contact, discounts applied

New Dimensions

Profitability by sales rep and/or product Product Groups Product Volume Sales Reps Discounts by product and/or rep

Advanced KPIs

Profitability by campaign by region Discounts by campaign by region Percent of corporate profits and/or products

by campaign Most profitable products by email campaign Predictive profitability by campaign

Advanced KPIs

Advanced Segmentation

Campaigns by least/most profitable customer Select all customers where margin is above 40% and zip code equals 27502

– 27600

Campaigns by most/least profitable products by customers within a demographic “Select all customers where margins on beds is less than 5% within zip

code 27502” Send them a campaign for 40% margin headboards!

Campaigns by most/lease total spend customers within a demographic "Select all customers who have spent less than $3000 on all product

groups in the last 6 months within 27502."

Advanced Segmentation

Where Do I Start?

Establish a key between email and ERP Ensure ERP sale transaction record has Campaign field

Online Key Setup Ensure Campaign is passed from email to shopping cart to ERP

record Enable integration of clicks and opens with ERP system -

automated import – added to customer records

Offline Key Setup – Provide email Messages for Campaigns to call center, enter at time of sale

Where Do I Start? - Continued

Get Your IT Team Onboard:

Ask ERP admin to add field with Campaign name to sale transaction record

Ask ERP admin to add fields for clicks and opens to customer record Hire a consultant familiar with your ERP to import standard ERP sales

cubes into your database Hire a consultant familiar with your ERP to “push” clicks and opens into

the ERP Hire out the BI vendor PS team or another consultant to build the data

model and initial reports for ERP data Request training on how to make AD HOC reports

These types of projects run $50K - $100K