Leveraging the Right Data to get Big Results

WHILE OTHERS MAY BE

TALKING ABOUT ‘BIG’ DATA,

WE’RE FOCUSED ON THE

‘RIGHT’ DATA.

INTRODUCTIONS

Kara TrivunovicVP Strategic ServicesBlueHornet@ktrivunovic

Dan CronynDirector, Consumer MarketingTheLadders@KTOverdrive

Jordan CohenVP MarketingMovable Ink@jcohen808

GETTING TO THE RIGHT DATA

SUBCRIBER DEMO/PSYCHOApplying Your Relationship With Your Subscriber

Know Your Customers, Pick 3:

• Geographic Location

• Age/Birthday

• Custom or Unique to Business

EMAIL ENGAGEMENT METRICSIf You Send Email, You May Know More Than You Think

Leveraging Engagement Metrics:

• Open Behavior

• Click Behavior

• Time of Engagement

Relationships Go Beyond Email:

• Site Visits

• Conversion

• Offline Engagement

BRAND ENGAGEMENT METRICSLeveraging Customer Engagement With the Brand

Email Goes Mobile:

• Device Type

• App Usage

DEVICE ENGAGEMENT METRICSUnderstanding the Device Employed to Engage

REAL STORIES FROM REAL MARKETERS

Using timing (day parting) and device stats, we were able to

drastically increase mobile downloads through e-mail:

• Build for context

• Test

• Iterate and grow

TheLaddersA Story of Success

MOVABLE INK & FINISH LINEA Story of Success

OPTION AOne For All

IDEASegment Using Facebook Fan Data

80% LIFT IN CTRUsing Real-Time Geo-Targeting

A CAUTIONARY TALE

Just because you “can” doesn’t always

mean you “should”:

• Don’t Assume…

• Avoid Sensitive Topics

• Address the Mistakes

11 DATA POINTS TO CONSIDER FOR SUCCESS

• Geographic Location

• Age/Birthday

• Custom or Unique to Business

• Open Behavior

• Click Behavior

• Time of Engagement

• Site Visits

• Conversion

• Offline Engagement

• Device Type

• App Usage

THANK YOU!Questions?