I held a lecture on Marketing Automation for the Data Driver Marketing class. At Hyper Island, Stockholm. 19 February 2015.

2. MarketingAutomation
HYPERISLAND
19 February 2015

3. Nils Sköld
UX Director at Apegroup
@nilsskold

4. The digital age has obliterated the scripted, one-
way flow of information that existed during the
era of just a few channels. Companies used to
communicate in highly controlled, carefully
crafted messages. Now corporations and
consumers, including Facebook’s one billion
active users, are engaged in unplanned,
unscripted discussions.
- Power Shift: The rise of the consumer focused enterprise in the digital age. Carpenter, Gregory.
Let’s start off with a nice quote…

5. What is Marketing Automation?
Basically, it’s giving the customer what they want,
when they want it.

6. IRL

7. Travel Site
Homepage
Checking in
SMS
Abandoned Cart
E-mail

8. New technology make new ways
of marketing possible, even real-
time, but that’s not enough. It’s
how we communicate it that will
make a difference.
Content + Context = Success!

9. Howisitdone?

10. Map out the Customer Journey
Walk in their shoes and map out their journey.
Visually, so that everyone understands.
1

11. 11
UserJourneys
Think on what your customers do before, during, and after, your core business.
Empathy exercises help a lot!
Before
During
After
Experience

12. Where should I stay in Malmö?
Does anyone know a good hotel?
Is there a hotel near the station?

13. How do I find the hotel?
I’m running late. How do I get in?
Where can I eat at this hour?

14. In what room am I staying?
At what time does breakfast end?
Can I upgrade my room?

15. What’s the code for the WiFi?
I don’t want to be disturbed!
What kind of food can I order to the room?

16. What’s good to eat in this city?
I need to find a gift shop close to the hotel
What’s the best way of getting around?

17. I need to extend the check out by an hour.
I want to file a complaint.
I forgot my phone charger!

18. 18
UserJourneys
Map out the current journey, based on time and touch points,
and then identify the opportunities

19. Analyse your customer data
Measure everything, then create segments out of that
data. Then build services or products for those segments.
2

20. 20
GatherDataofAllYourCustomers
Analyse it and create behavioural segments. Find the room for improvements.
7%
8%
10%
11%
29%
35%
A Travel Company
tought their customers
were families. It really
was senior citizens.

21. 21
77%FirstTimeUser
• Stays about one time a year
• Bring in 24% of the revenue
• Stays on weekends
• Make reservations for two people or more
• Most often go for package offers
• Make reservations in bought channels
• hotels.com, tripadvisor.com
COSTUMER SEGMENT
Marketing campaigns
Push owned channels

22. 22
17%ReturningClient
• Stays for about five nights per year
• Bring in 26% of the revenue
• Stays almost only on week days
• 40% is women and 60% is men. Most are in the age span 30 - 40
• Buys parking but doesn’t use roomservice
• Make reservations in both bought and owned channels
COSTUMER SEGMENT
Parking
Age 30 - 40
Owned channels

23. 23
6%LoyalCustomer
• Stays for about 27 nights per year
• Bring in half the revenue
• Are at the hotel only on week days
• 75% are men aged between 40 - 55
• Buys parking and uses room service
• Make reservations in owned channels
COSTUMER SEGMENT
Parking
Room Service
Customer Care

24. Focus on the Customer Lifetime Value
Measure everything, then create segments out of
that data.
3

25. 25
CustomerLifetimeValue
Listening activity on service
Acquisition
Marketing
Lost
Learn

26. 26
Onboarding
Educating the new user on how to use the service.
Acquisition Lost
1

27. 27
Pushforhigherfrequency
Get user more active through relevant content
Acquisition Lost
1
2

28. 28
TryaNewMix
Based on other similar profiles and their behaviours.
Acquisition Lost
1
2 3

29. 29
Re-activationEfforts
Personalised messages bed on segmentations
Acquisition Lost
1
2 3
4

30. 30
ChurnAnalysis
So to better spot user behaviour that is about to leave.
Acquisition Lost
1
2 3
4
5

31. Get the Right Tools
You can do this manually but it will take years. And
there is a great deal of powerful tools out there.
Google Salesforce Journey Builder for a video demo.
4

32. TriggeredCommunication

33. This is most companies
marketing plan.

34. 34
TriggeredCommunication
If this, then that.

35. 35
Evenoutthecustomerengagement
With constant running contextual content.
Additional content
User engagement
Scheduled campaigns

36. 36
PersonalandContextual
If we add all the data we have we can better understand the customer and her needs.
Customer data
Purchase History
Favourites
Customer Frequency
…
Position
Location
Weather
Time of Day
…
Personal & Social
Friends / Contacts
Birthday
Social network
…
Open API:s
Traffic
Sports
Emissions
…

37. Buy a muffin before noon
and get it for half prize!

38. Purchase
History
Open API:
Train traffic
Location:
Train Station

39. Want to lose
7000 points?

40. Time: Before
departure
Loyalty club Database:
Unsold

41. While Bank Apps says
absolutely nothing…

42. Weather:
Raining
Location:
Proximity
Time:
Closed
Welcome Nils! Use the
code 1234 to get in, and
if you’re going out again
make sure to bring the
umbrella that’s been
placed in your room.

43. 43
CommunicationPlan
A healthy mix of scheduled and triggered communication.
JAN FEB MAR APR MAJ JUN JUL AUG SEP OCT NOV DEC
Winter campaign
Sports Holiday
Customer appreciation
Room Service
Staycation campaign
Loyalty Card campaign
Halloween campaign
Extra points on
Coffee campaign
New customer greeting
Scheduled Triggered

44. Assignment

45. Youarethemarketingdirector
foratravelcompany.
ASSIGNMENT

46. Basedongivencustomer
segments,andallthewaystodo
triggeredcommunication.
ASSIGNMENT

47. Mapoutacustomerjourneyfor
onesegmentandcreatea
communicationscheduleforthem.
ASSIGNMENT
Don’t forget the Customer Lifetime Value!

48. 48
MainSegments
Based on the customer data for the travel company.
PlannersLast Minute Loyal
Buy package deals with flight
and hotel in one.
Books from bought media,
and close before departure.
Most often 2 people. 20-30
age
First time visit. Want to
explore the area.
Buy the trip almost a year in
advance.
Are 3-4 people. Most often
with young kids.
Read up on everything and
come very prepared.
Writes detailed reviews and
complaints.
Goes to the same place
every year.
Often a larger group, going
together.
Books through phone,
knows the personnel.
Know the area. Stays mostly
at the resort.

49. 49
TriggeredCommunication
Planned communication based on real time actions.
Customer data
Purchase History
Favourites
Customer Frequency
…
Position
Location
Weather
Time of Day
…
Personal & Social
Friends / Contacts
Birthday
Social network
…
Open API:s
Traffic
Sports
Emissions
…

50. Merci.