#CNX14 - The Power to Predict: The How-To's of Personalized Content
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Customers’ current behavior is the best predictor for their future behavior. Observing customer behavior and reporting on it is crucial for marketer’s decision making. Gone are the days, however, when marketers had to siphon through siloed data that was days or weeks old. Learn how a leading brand is using Behavioral Insights from the ExactTarget Marketing Cloud to observe customer behavior, visualize it in intuitive dashboards, and make it actionable across messaging platforms in order to drive real-time, relevant marketing.
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#CNX14 - The Power to Predict: The How-To's of Personalized Content
- 1. Track: Mobile & Web Marketing #CNX14 #CNX14 Web and Mobile Analytics: Collecting Data in Real-Time and Making it Actionable
- 2. Track: Mobile & Web Marketing #CNX14 1 COLLECT
- 3. Track: Mobile & Web Marketing #CNX14 1 2 COLLECT VISUALIZE
- 4. Track: Mobile & Web Marketing #CNX14 1 2 3 COLLECT VISUALIZE ACTION
- 5. Track: Mobile & Web Marketing #CNX14 #CNX14 GovX: Amber Martin, Vice President of Digital Media and Analytics ExactTarget: Danny Green, Senior Product Manager for Predictive Intelligence
- 6. Track: Mobile & Web Marketing #CNX14 How Does it Work?
- 7. Track: Mobile & Web Marketing #CNX14
- 8. Track: Mobile & Web Marketing #CNX14
- 9. Track: Mobile & Web Marketing #CNX14 Dashboard Visualization
- 10. Track: Mobile & Web Marketing #CNX14 Business-Centric Reporting Tiles Need Screen Shot Visualize Take Action Integrate
- 11. Track: Mobile & Web Marketing #CNX14 Who we serve: • Our member base – military, first responders and related government employees • Our brands and tickets vendors.
- 12. Track: Mobile & Web Marketing #CNX14 Serving Those Who Serve Our Country and Communities Who Qualifies? • 60 million Americans What we bring our members: • 300+ Brands • Exclusive partnerships with MLB and Ticketmaster • 150+ Events • 75,000+ SKUs
- 13. Track: Mobile & Web Marketing #CNX14 Providing a Sales and Marketing Channel • 1.2 million members • 100,000 new members per month • 1.5M visits/month and growing • 900K email list • Partnership driving 3M additional Oauth members through military associations
- 14. Track: Mobile & Web Marketing #CNX14 How GovX Benefits • Drives business decisions through increased ease of data visualization • Builds campaigns and lists directly within the platform • Allows for increased volume • Improves email performance metrics
- 15. Track: Mobile & Web Marketing #CNX14 Campaign Samples – Search Data • Sending to smaller list sizes that were more targeted (Had searched for similar brands) lead to a 114% increase in open rate and a 40% decrease in unsubscribe rate.
- 16. Track: Mobile & Web Marketing #CNX14 Campaign Samples – Search Data • Even informed our batch sends. We didn’t build lists out of the data, but used the data to understand what people were looking for on the site and serve up those products to our entire audience.
- 17. Track: Mobile & Web Marketing #CNX14 #CNX14 Web and Mobile Analytics: Collecting Data in Real-Time and Making it Actionable
- 18. Track: Mobile & Web Marketing #CNX14 Take Control • When is this available?
- 19. Track: Mobile & Web Marketing #CNX14 Take Control • How can I get this?
- 20. Track: Mobile & Web Marketing #CNX14 Take Control • How much does it cost?
- 21. Track: Mobile & Web Marketing #CNX14 Take Control • What other features can I expect?
- 22. Track: Mobile & Web Marketing #CNX14
- 23. Track: Mobile & Web Marketing #CNX14
- 24. Track: Mobile & Web Marketing #CNX14
- 25. Track: Mobile & Web Marketing #CNX14
- 26. Track: Mobile & Web Marketing #CNX14
- 27. Track: Mobile & Web Marketing #CNX14
- 28. Track: Mobile & Web Marketing #CNX14
- 29. Track: Mobile & Web Marketing #CNX14
- 30. Track: Mobile & Web Marketing #CNX14
- 31. Track: Mobile & Web Marketing #CNX14
- 32. Track: Mobile & Web Marketing #CNX14
- 33. Track: Mobile & Web Marketing #CNX14
- 34. Track: Mobile & Web Marketing #CNX14 Custom Visualizations
- 35. Track: Mobile & Web Marketing #CNX14 Mobile Analytics
- 36. Track: Mobile & Web Marketing #CNX14 1 COLLECT
- 37. Track: Mobile & Web Marketing #CNX14 1 2 COLLECT VISUALIZE
- 38. Track: Mobile & Web Marketing #CNX14 1 2 3 COLLECT VISUALIZE ACTION
- 39. Track: Mobile & Web Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! Prizes! $50 Starbucks Gift Card #CNX14 Session speaker info dgreen@exacttarget.com
- 40. Track: Mobile & Web Marketing #CNX14 Questions? Visit Campground
- 41. Track: Mobile & Web Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
- 42. Track: Mobile & Web Marketing #CNX14
Editor's Notes
- Customers’ current behavior is the best predictor for their future behavior. Observing customer behavior and reporting on it is crucial for marketer’s decision making. Gone are the days, however, when marketers had to siphon through silo’ed data that was days or weeks old. Learn how companies are using Behavioral Insights from the ExactTarget Marketing Cloud to observe customer behavior, visualize it intuitive dashboards and make it actionable across messaging platforms in order to drive real-time, relevant marketing.
- {slide – change to ‘1. Collect 2. Visualise 3. Action} TO MAKE AN INDIVIDUALS EXPERIENCE WITH YOUR COMPANY MEMORABLE, PERSONALISED AND MORE IMPORTANTLY, RIGHT, AND LEAD YOU CLOSER TO PREDICTING THE ‘NEXT BEST ACTION’, WE ARE HERE TODAY TO TELL YOU ABOUT OUR NEW “WEB AND MOBILE ANALYTICS” APPLICATION AS WE WALK YOU THROUGH SESSION WE WILL BE TALKING TO YOU ABOUT THE THREE FUNDAMENTAL PILLARS OF THE FEATURE {next slide} COLLECT WE ARE USING THE PREDICTIVE INTELLIGENCE COLLECT CODE, PLACED ON YOUR SITE, THIS CODE, GATHERING PAGEVIEW DATA FROM IDENTIFIED AND ANONYMOUS WEBSITE VISITORS THIS DATA IS GATHERED IN REAL TIME AND PRESENTED TO THE USER{next slide}
- AS WE GATHER THE DATA, WE MAKE IT AVAILABLE IN THE WEB AND MOBILE ANALYTICS MARKETING CLOUD APPLICATION TO VIEW IN A DASHBOARD WITH SEVERAL TILE BASED REPRESENATIONS OF THE BEHAVIOURS WHICH ARE TAKING PLACE ON YOUR WEBSITE {next slide} ACTION
- ACTION BECAUSE THIS PAGEVIEW WEBSITE DATA IS CAPTURED BY THE PREDICTIVE INTELLIGENCE COLLECT OBSERVATION CODE, THE DATA IS AVAILABLE ACROSS THE MARKETING CLOUD, ALLOWING YOU TO TAKE ACTION ON THE DATA BY USING THE DECISION MAKING, AUTOMATION AND MESSAGING FEATURES. {next slide}
- GOOD MORNING, MY NAME IS DANNY GREEN – I AM A PRODUCT MANAGER HERE AT THE SALESFORCE EXACTTARGET MARKETING CLOUD AND I WILL BE TALKING TO YOU ABOUT THIS NEW APPLICATION DURING THIS SESSION. WITH ME, I AM JOINED BY A HIGHLY VALUED CLIENT, AMBER MARTIN – VICE PRESIDENT OF DIGITAL MEDIA AND ANALYTICS AT GOVX – {need a short line about GovX here}. AMBER WILL BE TALKING TO US ABOUT SOME OF THE SUCCESS THEY HAVE HAD WHILST ON THE BETA PROGRAM FOR THE WEB AND MOBILE ANALYTICS APPLICATION {next slide}
- {Talk about Collect} TO BEGIN WITH, LETS DISCUSS THE FIRST OF THE THREE PILLARS OF THIS APPLICATION – COLLECT. IN THE SAME WAY THAT MOST OF YOU WOULD ADD GOOGLE ANALYTICS CODE TO YOUR WEBSITE, WE MAKE THE PROCESS OF CONFIGURING THE CODE, THEN DEPLOYING IT TO YOUR WEBSITE VERY EASY. FROM INSIDE THE MARKETING CLOUD YOU ARE ABLE TO {next slide}
- ACCESS THE CONFIGURATION OPTION AND DEFINE YOUR VARIABLES THAT YOU WOULD LIKE TO CAPTURE. YOU ARE THEN ABLE TO ADD THIS CODE TO YOUR SITE AND BEGIN CAPTURING DATA STRAIGHT INTO THE MARKETING CLOUD. {Need text on tagging the site to go here and some examples}
- THE CODE CAN BE PLACED ON ANY WEBSITE, FOR EXAMPLE YOU COULD BE USING A MARKETING CLOUD ‘CLOUDPAGE’ TO CAPTURE DATA, DISPLAY INFORMATION ABOUT AN EVENT OR SUPPLEMENT YOUR CORPORATE WEBSITE WITH SPECIFIC INFORMATION ABOUT A TOPIC. BEING PART OF THE SAME APPLICATION, OUR CLOUDPAGES ALREADY HAVE THE COLLECT CODE ADDED TO THEM SO YOU ARE ABLE TO USE THE WEB AND MOBILE ANALYTICS APPLICATION STRAIGHT AWAY. AND WHEN THIS DATA COMES IN THE MARKETING CLOUD {next slide}
- WE PRESENT IT IN A DASHBOARD WITH DATA VISUALISATIONS ON SEPARATE TILES.
- Using Web & Mobile Analytics, we collect individual website visitor pageview behaviours so that we can display the data for the Marketeer in stunning tile based visual representations and then let the website visitor individual, experience the breadth and depth of Marketing Cloud decision making, automation and messaging features. By gathering individual pageview website behaviour we continue building a profile of an individual so that as we move forward in to a “next best action” or “predictive world”, we are better placed to ensure the individual has the best brand experience with our clients. YOUR customers CAN EXPERIENCE A 1:1 JOURNEY WITH YOUR USE OF THE MARKETING CLOUD, BUT SO THAT THEY RECEIVE THE RIGHT AND APPROPRIATE 1:1 JOURNEY YOU NEED TO KNOW AND UNDERSTAND MORE ABOUT THEM. TO TALK TO US FURTHER ABOUT HOW THIS HAS ALREADY BEEN ACHIEVED, ITS MY GREAT PLEASURE TO INTRODUCE YOU TO AMBER MARTIN, VICE PRESIDENT OF DIGITAL MEDIA AND ANALYTICS FROM GOVX. {start applause} {next slide}
- THANK YOU AMBER, I JUST WANT TO HOLD A THOUGHT ON THOSE FIGURES THAT YOU MENTIONED: 114% INCREASE IN OPEN RATES ON YOUR EMAIL CAMPAIGNS BECAUSE THE SUBSCRIBER LIST WAS MORE TARGETTED TO YOUR CUSTOMERS ONLINE WEB EXPERIENCE, THE 40% DECREASE IN UNSUBSCRIBES BECAUSE AGAIN YOU ARE TARGETTING CUSTOMERS WITH VERY SPECIFIC, AND APPROPRIATE MESSAGING IS INCREDIBLE. HEARING THAT YOU ARE ALSO MAKING COMMERCIAL DECISIONS SUCH AS STARTING YOUR BACK TO SCHOOL CAMPAIGN TWO WEEKS EARLIER THAN USUAL BECAUSE OUR SEARCH TILE SHOWED YOU WHAT YOUR WEBSITE VISITORS WERE SEARCHING FOR IS PRETTY AMAZING! THANK YOU FOR THE INSIGHT IN TO HOW GOVX HAVE SUCCESSFULLY UTILISED THE WEB AND MOBILE ANALYTICS APPLICATION. {start applause} THANK YOU AMBER. FOR THOSE OF YOU IN THE AUDIENCE WITH TIES TO THE US SERVICES AND FORCES, I WOULD THOROUGLY RECOMMEND VISITING GOVX.COM SOON LETS NOW TAKE TIME TO DIVE IN THE WEB AND MOBILE ANALYTICS APPLICATION TO SHOW YOU SOME OF THESE TILES WHICH AMBER MENTIONED; FOR THIS PART OF THE SESSION I AM JOINED ON STAGE WITH ONE OF THE KEY DEVELOPERS FOR THE APPLICATION, MIKE GARRIGUS, WHO HAS VOLUNTEERED TO DRIVE THE APPLICATION WHILST I TALK US THROUGH SOME OF THE KEY FEATURES. HI MIKE, THANK YOU FOR HELPING OUT TODAY. {flip over to an already logged in NTO site}
- THANK YOU MIKE, SO, AS WE SAW FROM THE APPLICATION, WE COLLECT WEBSITE VISITOR BEHAVIOURAL PAGEVIEW DATA. WE DISPLAY THE DATA IN TILES ON THE DASHBOARD, TILES WHICH TELL THE MARKETEER ABOUT THE DATA THAT IS BEING USED TO DEFINE THE VISUALISATION, WE TELL THE MARKETEER WHAT THEY CAN DO WITH THIS DATA AND, WE LET THE MARKETEER MAKE USE OF THE DATA ACROSS THE MARKETING CLOUD DECISION MAKING, AUTOMATION AND MESSAGING FEATURES. BUT I CAN SEE THAT WE HAVE SOME INQUISITIVE FACES IN THE AUDIENCE, AND I’M SURE THERE ARE A NUMBER OF QUESTIONS THAT YOU ALL HAVE FOR ME ABOUT THE WEB AND MOBILE ANALYTICS APPLICATION. LET ME TRY TO ADDRESS SOME OF THOSE NOW; FIRST UP – WHEN IS THIS APPLICATION AVAILABLE? TODAY. NOW. THE APPLICATION CAN BE PROVISIONED IN YOUR MARKETING CLOUD ACCOUNT NOW. YOU CAN CONFIGURE THE COLLECT CODE TODAY, YOU CAN HAVE DATA VISUALISATIONS TODAY, YOU CAN USE THE DATA ACROSS THE MARKETING CLOUD TODAY. {next slide}
- HOW CAN YOU GET THIS IN YOUR MARKETING CLOUD ACCOUNTS? IF YOU ARE AN EXISTING PREDICTIVE INTELLIGENCE CUSTOMER, YOU ALREADY HAVE THIS – WE SWITCHED THE FEATURE ON IN YOUR ACCOUNT ALREADY. ONCE YOU HAVE CONFIRMED THE SET UP OF YOUR COLLECT CODE AND IT IS PROPERLY ADDED TO YOUR WEBSITE, YOUR DASHBOARD WILL POPULATE WITH DATA AND YOU CAN START TO ACTION YOUR WEBSITE VISITORS BEHAVIOURS. IF YOU ARE NOT AN EXISTING PREDICTIVE INTELLIGENCE CUSTOMER, {need detail here about provisioning}
- THE IMPORTANT QUESTION…HOW MUCH IS THIS GOING TO COST ME? REMEMBER AT THE BEGINNING OF THE SESSION WHEN I SAID THAT ANYONE CAN USE THE WEB AND MOBILE ANALYTICS APPLICATION? YOU DO NOT HAVE TO BE A HUGE MARKETING CLOUD CUSTOMER TO USE THIS, NOR DO YOU HAVE TO BE THE SMALLEST MARKETING CLOUD CUSTOMER TO USE THIS EITHER?
- Value: Integrate with ExactTarget products and services - Users of the ExactTarget Marketing Cloud can access Behavioral Insights from a new interface within their ETMC account. Insights from Behavioral Insights will become available for use in products such as Journey Builder, Predictive Intelligence and Connect and Convert.
- TO MAKE AN INDIVIDUALS EXPERIENCE WITH YOUR COMPANY MEMORABLE, PERSONALISED AND MORE IMPORTANTLY, RIGHT, AND LEAD YOU CLOSER TO PREDICTING THE ‘NEXT BEST ACTION’, WE ARE HERE TODAY TO TELL YOU ABOUT OUR NEW “WEB AND MOBILE ANALYTICS” APPLICATION AS WE WALKED THROUGH SESSION WE TALKED TO YOU ABOUT THE THREE FUNDAMENTAL PILLARS OF THE FEATURE COLLECT WE ARE USING THE PREDICTIVE INTELLIGENCE COLLECT CODE, PLACED ON YOUR SITE, GATHERING PAGEVIEW DATA FROM IDENTIFIED AND ANONYMOUS WEBSITE VISITORS THIS DATA IS GATHERED IN REAL TIME {next slide}
- AS WE GATHER THE DATA WE MAKE IT AVAILABLE IN THE WEB AND MOBILE ANALYTICS MARKETING CLOUD APPLICATION TO VIEW IN A DASHBOARD WITH SEVERAL TILE BASED REPRESENATIONS OF THE BEHAVIOURS WHICH ARE TAKING PLACE ON YOUR WEBSITE {next slide}
- ACTION BECAUSE THIS PAGEVIEW WEBSITE DATA IS CAPTURED BY THE PREDICTIVE INTELLIGENCE COLLECT CODE, THE DATA IS AVAILABLE ACROSS THE MARKETING CLOUD, ALLOWING YOU TO TAKE ACTION ON THE DATA BY USING THE DECISION MAKING, AUTOMATION AND MESSAGING FEATURES. ONE LAST TIME; Using Web & Mobile Analytics we collect individual website visitor pageview behaviours so that we can display the data for the Marketeer in stunning tile based visual representations and then let the website visitor individual, experience the breadth and depth of Marketing Cloud decision making, automation and messaging features. By gathering individual pageview website behaviour we continue building a profile of an individual so that as we move forward in to a “next best action” or “predictive world”, we are better placed to ensure the individual has the best brand experience with our clients. YOUR customers CAN EXPERIENCE A 1:1 JOURNEY WITH YOUR USE OF THE MARKETING CLOUD, BUT SO THAT THEY RECEIVE THE RIGHT AND APPROPRIATE 1:1 JOURNEY YOU NEED TO KNOW AND UNDERSTAND MORE ABOUT THEM {next slide}
- NOW, I NEED SOMETHING FROM YOU. GO TO YOUR CONNECTIONS 2014 MOBILE APPLICATION – TAKE THE SURVEY FOR THIS SESSION AND YOU WILL HAVE THE CHANCE OF WINNING A $50 STARBUCKS GIFT CARD. PLEASE JOIN THE CONVERSATION ON TWITTER USING #CNX14
- OK, WE ARE JUST ABOUT OUT OF TIME FOR THIS SESSION, I CAN SEE MANY OF YOU HAVE QUESTIONS ABOUT THE WEB AND MOBILE ANALYTICS APPLICATION – HERE’S WHAT WE WILL DO. ABOUT 15 MINUTES AFTER THIS SESSION, WE WILL BE UP AT THE CAMPGROUND, PLEASE COME AND TALK TO US ABOUT YOUR SPECIFIC QUESTIONS AND WE WILL ANSWER THEM FOR YOU.
- LADIES AND GENTLEMEN, THANK YOU FOR DECDING TO COME TO THIS SESSION TODAY, PLEASE ENJOY THE OTHER SESSIONS WE HAVE HERE AT CONNECTIONS 2014, AND {next slide}
- DON’T FORGET TO BOOK YOUR SPACES AT DREAMFORCE IN SAN FRANCISCO ON OCTOBER 13TH THROUGH TO THE 16TH. THANK YOU FOR YOUR TIME, WE HOPE YOU HAVE ENJOYED THIS SESSION, THANK YOU TO MIKE FOR YOUR ASSISTANCE AND A HUGE THANK YOU TO AMBER FOR SHARING THE GOVX EXPERIENCE WITH US – REMEMBER TO VISIT GOVX.COM.