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PREDICTIVE INTELLIGENCE 
BENCHMARK REPORT 
Metrics and Insights from 
140+ Million Interactions
Predictive Intelligence Benchmark Report 
Metrics and Insights from 140+ Million Interactions 
The key to building a cohesive, highly personalized customer journey 
starts with predictive intelligence.
Key Terms 
We use these terms to describe data in this section. 
Influence: Measured when a customer interacts 
with any predictive intelligence element and makes 
a purchase. 
Lift in conversion: The increase in purchases when a 
customer clicks on a predictive element. 
Session: A group of actions and page views in a 
single visit to a website. 
Predictive Intelligence: Web 
Marketers have long known that every 
customer journey is unique, but they haven’t 
always been able to refine messages based 
on their customers’ unique characteristics. 
With advancements in predictive intelligence— 
the web-based technology that allows 
marketers to target consumers based on 
searches, clicks, views, shares, comments, 
downloads, and more—marketers can now 
more accurately predict future outcomes and 
tailor messages to each individual. 
Predictive Intelligence Benchmark Report
Web Visits Influenced over Time 
3.40% 
4.02% 
Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 
Predictive Intelligence Benchmark Report 
4.25% 
4.41% 
8.18% 
7.48% 
7.85% 8.07%
Total Orders Influenced over Time 
11.47% 
14.85% 
Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 
Predictive Intelligence Benchmark Report 
16.52% 
18.89% 
26.84% 
32.38% 
34.71% 
28.03%
Revenue Influenced over Time 
17.54% 
21.29% 
Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 
Predictive Intelligence Benchmark Report 
19.02% 
21.65% 
27.65% 
32.23% 
28.88% 
40.38%
Lift in Conversion Rate over Time 
14.48% 
20.98% 
28.80% 30.11% 
Average 25th Percentile 75th Percentile 
Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 
Predictive Intelligence Benchmark Report 
42.36% 
47.18% 
52.38% 51.59% 
8.58% 
12.21% 13.72% 
17.83% 
24.96% 
30.07% 
37.63% 
41.47% 
5.39% 
4.95% 4.52% 
8.52% 
11.46% 
18.32% 
25.03% 
28.98%
Lift in Average Order Value (AOV) over Time 
11.46% 
Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 
Predictive Intelligence Benchmark Report 
Average 25th Percentile 75th Percentile 
3.32% 
5.73% 
7.81% 
4.82% 
7.74% 
8.45% 
10.75% 
1.99% 
3.28% 
4.14% 
4.89% 
5.67% 
7.44% 
7.92% 
0.17% 0.16% 0.21% 
0.69% 
2.24% 2.17% 
4.85% 4.54% 
3.24%
Lift in Revenue per Session over Time 
17.19% 
25.88% 
Average 25th Percentile 75th Percentile 
Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 
Predictive Intelligence Benchmark Report 
38.34% 
33.98% 
51.52% 
53.55% 
64.82% 
71.33% 
12.86% 
17.89% 
19.41% 
21.81% 
32.54% 
37.27% 
49.08% 
53.05% 
6.26% 
5.50% 6.39% 
10.97% 
16.15% 
22.57% 
35.24% 
40.14%
Predictive Intelligence: Email 
Email is core to a solid predictive intelligence strategy, as email campaigns evolve to 
include more personalized customer journeys and 1:1 messaging unique to each 
subscriber. In this section, we evaluate performance of predictive intelligence-inclusive 
emails to see how the combined forces of email and predictive intelligence 
are performing for marketers. 
Predictive intelligence creates personalized journeys by using behavior-based 
precision to speak to individuals instead of broad segments. 
Predictive Intelligence Benchmark Report
We use these terms to describe email campaigns in 
this section. 
Abandoned cart: Sent when a customer leaves an 
unpurchased item in a virtual shopping cart. A triggered 
abandoned cart email uses predictive data to provide further 
product recommendations. 
Abandoned product: Sent when a customer visits a product 
page repeatedly, but does not add the item to a cart. 
Back-in-stock: Alerts a customer who has been looking at 
out-of-stock products that the items are now available. 
Drip campaign: Email program that includes a series of emails. 
Marketing: Promotional email sent to a customer that 
includes predictive recommendations. 
New arrivals: Sent to a customer based on past 
viewing behavior. 
Post-purchase: Sent to a customer after a recent order and 
includes recommendations for complementary products. 
Transactional: Sent to a customer based on data for a 
specific transaction (shipping, receipts, etc.) and includes 
recommended products. 
Key Terms 
Predictive Intelligence Benchmark Report
Email Campaign Results: Abandoned Cart 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
60% 
10% 
9% 
22% 
Predictive Intelligence Benchmark Report 
Influenced Revenue 
$2,319,224.16 
$843,334.76 
$335,575.23 
$372,673.31 
$3,870,807.46 
Click-to-open rate: Revenue per open: Revenue per click: 
5% $1.77 $36.02 
Email Campaign Results: Abandoned Cart Drip 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
Influenced Revenue 
$144,046.31 
$70,705.20 
$38,711.63 
$34,411.63 
$287,874.77 
50% 
12% 
13% 
25% 
Click-to-open rate: Revenue per open: Revenue per click: 
9% $1.50 $16.09
Email Campaign Results: Abandoned Product 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
54% 
14% 
13% 
19% 
Predictive Intelligence Benchmark Report 
Influenced Revenue 
$1,284,969.76 
$454,114.79 
$296,392.61 
$327,396.22 
$2,362,873.38 
Click-to-open rate: Revenue per open: Revenue per click: 
14% $1.00 $7.39 
Email Campaign Results: Abandoned Product Drip 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
Influenced Revenue 
$370,938.13 
$85,439.62 
$58,292.83 
$59,645.44 
$574,316.02 
65% 
10% 
10% 
15% 
Click-to-open rate: Revenue per open: Revenue per click: 
10% $0.61 $6.28
Email Campaign Results: Back-in-Stock 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
32% 
24% 
20% 
24% 
Predictive Intelligence Benchmark Report 
Influenced Revenue 
$183,618.08 
$135,748.36 
$115,308.14 
$136,507.17 
$571,181.75 
Click-to-open rate: Revenue per open: Revenue per click: 
19% $2.43 $13.03 
Email Campaign Results: Marketing 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
Influenced Revenue 
$2,533,258.25 
$935,692.66 
$687,680.15 
$900,589.30 
$5,057,220.36 
50% 
18% 
14% 
19% 
Click-to-open rate: Revenue per open: Revenue per click: 
2% $0.13 $7.39
Email Campaign Results: New Arrivals 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
33% 
24% 
23% 
20% 
Predictive Intelligence Benchmark Report 
Influenced Revenue 
$7,484.85 
$4,491.70 
$5,314.03 
$5,592.33 
$22,882.91 
Click-to-open rate: Revenue per open: Revenue per click: 
8% $0.25 $2.96 
Email Campaign Results: Transactional 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
Influenced Revenue 
$530,293.67 
$49,851.70 
$37,886.81 
$44,168.80 
$662,200.98 
80% 
7% 
6% 
8% 
Click-to-open rate: Revenue per open: Revenue per click: 
1% $0.10 $8.32
Email Campaign Results: Post-Purchase 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
44% 
17% 
17% 
22% 
Predictive Intelligence Benchmark Report 
Influenced Revenue 
$121,556.17 
$61,119.27 
$47,592.80 
$47,246.98 
$277,515.22 
Click-to-open rate: Revenue per open: Revenue per click: 
13% $0.76 $5.93 
Email Campaign Results: Post-Purchase Drip 
Day 0 
Days 1-2 
Days 3-4 
Days 5-7 
Influenced Revenue 
$16,645.24 
$8,596.60 
$2,049.51 
$2,743.60 
$30,034.95 
55% 
9% 
7% 
29% 
Click-to-open rate: Revenue per open: Revenue per click: 
5% $0.30 $5.89
Recommendations 
• Adopt abandoned cart email campaigns. They provide some of the greatest 
ROI, influenced revenue, and revenue per click, yet only 15% of marketers are 
using them. 
• Focus on the customer journey by incorporating a healthy mix of email campaigns 
and customer behaviors. More than 50% of customer interactions happen during a 
multi-event, multi-channel journey*. 
• Create measurable goals for your predictive intelligence strategy and refer to 
them often. 
*Transforming Customer Experience: From Moments to Journeys, McKinsey & Company 
Predictive Intelligence Benchmark Report
About the Data 
We extracted predictive intelligence 
email data from 52.7 million messages 
influenced by the Predictive Intelligence 
Engine sent by ExactTarget Marketing 
Cloud customers in 2013. The web 
data was extracted from 95.4 million 
influenced sessions during customers’ 
first 36 months of engagement. 
Predictive Intelligence Benchmark Report
Want more? 
Download the full report at 
exacttarget.com/benchmark-2014/ 
predictive-intelligence
Predictive Intelligence Benchmark Report

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Predictive Intelligence Benchmark Report

  • 1. PREDICTIVE INTELLIGENCE BENCHMARK REPORT Metrics and Insights from 140+ Million Interactions
  • 2. Predictive Intelligence Benchmark Report Metrics and Insights from 140+ Million Interactions The key to building a cohesive, highly personalized customer journey starts with predictive intelligence.
  • 3. Key Terms We use these terms to describe data in this section. Influence: Measured when a customer interacts with any predictive intelligence element and makes a purchase. Lift in conversion: The increase in purchases when a customer clicks on a predictive element. Session: A group of actions and page views in a single visit to a website. Predictive Intelligence: Web Marketers have long known that every customer journey is unique, but they haven’t always been able to refine messages based on their customers’ unique characteristics. With advancements in predictive intelligence— the web-based technology that allows marketers to target consumers based on searches, clicks, views, shares, comments, downloads, and more—marketers can now more accurately predict future outcomes and tailor messages to each individual. Predictive Intelligence Benchmark Report
  • 4. Web Visits Influenced over Time 3.40% 4.02% Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 Predictive Intelligence Benchmark Report 4.25% 4.41% 8.18% 7.48% 7.85% 8.07%
  • 5. Total Orders Influenced over Time 11.47% 14.85% Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 Predictive Intelligence Benchmark Report 16.52% 18.89% 26.84% 32.38% 34.71% 28.03%
  • 6. Revenue Influenced over Time 17.54% 21.29% Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 Predictive Intelligence Benchmark Report 19.02% 21.65% 27.65% 32.23% 28.88% 40.38%
  • 7. Lift in Conversion Rate over Time 14.48% 20.98% 28.80% 30.11% Average 25th Percentile 75th Percentile Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 Predictive Intelligence Benchmark Report 42.36% 47.18% 52.38% 51.59% 8.58% 12.21% 13.72% 17.83% 24.96% 30.07% 37.63% 41.47% 5.39% 4.95% 4.52% 8.52% 11.46% 18.32% 25.03% 28.98%
  • 8. Lift in Average Order Value (AOV) over Time 11.46% Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 Predictive Intelligence Benchmark Report Average 25th Percentile 75th Percentile 3.32% 5.73% 7.81% 4.82% 7.74% 8.45% 10.75% 1.99% 3.28% 4.14% 4.89% 5.67% 7.44% 7.92% 0.17% 0.16% 0.21% 0.69% 2.24% 2.17% 4.85% 4.54% 3.24%
  • 9. Lift in Revenue per Session over Time 17.19% 25.88% Average 25th Percentile 75th Percentile Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 Predictive Intelligence Benchmark Report 38.34% 33.98% 51.52% 53.55% 64.82% 71.33% 12.86% 17.89% 19.41% 21.81% 32.54% 37.27% 49.08% 53.05% 6.26% 5.50% 6.39% 10.97% 16.15% 22.57% 35.24% 40.14%
  • 10. Predictive Intelligence: Email Email is core to a solid predictive intelligence strategy, as email campaigns evolve to include more personalized customer journeys and 1:1 messaging unique to each subscriber. In this section, we evaluate performance of predictive intelligence-inclusive emails to see how the combined forces of email and predictive intelligence are performing for marketers. Predictive intelligence creates personalized journeys by using behavior-based precision to speak to individuals instead of broad segments. Predictive Intelligence Benchmark Report
  • 11. We use these terms to describe email campaigns in this section. Abandoned cart: Sent when a customer leaves an unpurchased item in a virtual shopping cart. A triggered abandoned cart email uses predictive data to provide further product recommendations. Abandoned product: Sent when a customer visits a product page repeatedly, but does not add the item to a cart. Back-in-stock: Alerts a customer who has been looking at out-of-stock products that the items are now available. Drip campaign: Email program that includes a series of emails. Marketing: Promotional email sent to a customer that includes predictive recommendations. New arrivals: Sent to a customer based on past viewing behavior. Post-purchase: Sent to a customer after a recent order and includes recommendations for complementary products. Transactional: Sent to a customer based on data for a specific transaction (shipping, receipts, etc.) and includes recommended products. Key Terms Predictive Intelligence Benchmark Report
  • 12. Email Campaign Results: Abandoned Cart Day 0 Days 1-2 Days 3-4 Days 5-7 60% 10% 9% 22% Predictive Intelligence Benchmark Report Influenced Revenue $2,319,224.16 $843,334.76 $335,575.23 $372,673.31 $3,870,807.46 Click-to-open rate: Revenue per open: Revenue per click: 5% $1.77 $36.02 Email Campaign Results: Abandoned Cart Drip Day 0 Days 1-2 Days 3-4 Days 5-7 Influenced Revenue $144,046.31 $70,705.20 $38,711.63 $34,411.63 $287,874.77 50% 12% 13% 25% Click-to-open rate: Revenue per open: Revenue per click: 9% $1.50 $16.09
  • 13. Email Campaign Results: Abandoned Product Day 0 Days 1-2 Days 3-4 Days 5-7 54% 14% 13% 19% Predictive Intelligence Benchmark Report Influenced Revenue $1,284,969.76 $454,114.79 $296,392.61 $327,396.22 $2,362,873.38 Click-to-open rate: Revenue per open: Revenue per click: 14% $1.00 $7.39 Email Campaign Results: Abandoned Product Drip Day 0 Days 1-2 Days 3-4 Days 5-7 Influenced Revenue $370,938.13 $85,439.62 $58,292.83 $59,645.44 $574,316.02 65% 10% 10% 15% Click-to-open rate: Revenue per open: Revenue per click: 10% $0.61 $6.28
  • 14. Email Campaign Results: Back-in-Stock Day 0 Days 1-2 Days 3-4 Days 5-7 32% 24% 20% 24% Predictive Intelligence Benchmark Report Influenced Revenue $183,618.08 $135,748.36 $115,308.14 $136,507.17 $571,181.75 Click-to-open rate: Revenue per open: Revenue per click: 19% $2.43 $13.03 Email Campaign Results: Marketing Day 0 Days 1-2 Days 3-4 Days 5-7 Influenced Revenue $2,533,258.25 $935,692.66 $687,680.15 $900,589.30 $5,057,220.36 50% 18% 14% 19% Click-to-open rate: Revenue per open: Revenue per click: 2% $0.13 $7.39
  • 15. Email Campaign Results: New Arrivals Day 0 Days 1-2 Days 3-4 Days 5-7 33% 24% 23% 20% Predictive Intelligence Benchmark Report Influenced Revenue $7,484.85 $4,491.70 $5,314.03 $5,592.33 $22,882.91 Click-to-open rate: Revenue per open: Revenue per click: 8% $0.25 $2.96 Email Campaign Results: Transactional Day 0 Days 1-2 Days 3-4 Days 5-7 Influenced Revenue $530,293.67 $49,851.70 $37,886.81 $44,168.80 $662,200.98 80% 7% 6% 8% Click-to-open rate: Revenue per open: Revenue per click: 1% $0.10 $8.32
  • 16. Email Campaign Results: Post-Purchase Day 0 Days 1-2 Days 3-4 Days 5-7 44% 17% 17% 22% Predictive Intelligence Benchmark Report Influenced Revenue $121,556.17 $61,119.27 $47,592.80 $47,246.98 $277,515.22 Click-to-open rate: Revenue per open: Revenue per click: 13% $0.76 $5.93 Email Campaign Results: Post-Purchase Drip Day 0 Days 1-2 Days 3-4 Days 5-7 Influenced Revenue $16,645.24 $8,596.60 $2,049.51 $2,743.60 $30,034.95 55% 9% 7% 29% Click-to-open rate: Revenue per open: Revenue per click: 5% $0.30 $5.89
  • 17. Recommendations • Adopt abandoned cart email campaigns. They provide some of the greatest ROI, influenced revenue, and revenue per click, yet only 15% of marketers are using them. • Focus on the customer journey by incorporating a healthy mix of email campaigns and customer behaviors. More than 50% of customer interactions happen during a multi-event, multi-channel journey*. • Create measurable goals for your predictive intelligence strategy and refer to them often. *Transforming Customer Experience: From Moments to Journeys, McKinsey & Company Predictive Intelligence Benchmark Report
  • 18. About the Data We extracted predictive intelligence email data from 52.7 million messages influenced by the Predictive Intelligence Engine sent by ExactTarget Marketing Cloud customers in 2013. The web data was extracted from 95.4 million influenced sessions during customers’ first 36 months of engagement. Predictive Intelligence Benchmark Report
  • 19. Want more? Download the full report at exacttarget.com/benchmark-2014/ predictive-intelligence