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Simon Annicchiarico, Chairman -Appius and Simon Lye, Partner Manager EMEA -SilverPop Learn how your Ektron website can leverage Silverpop’s Behavioural Marketing Database in real time to treat each visitor as a person.
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Simon Annicchiarico, Chairman - Appius
Simon Lye, Partner Manager EMEA - SilverPop
www.appius.com
www.silverpop.com
Cross-Channel Personalisation & Behavioural Marketing
twitter.com/appius_uk
www.linkedin.com/in/annicchiarico
01202 553744
Appius Strengths and Technology Partnerships
Bridging the gap between
marketing and technology
for better business results.
your digital solutions team
Elite Partner
Gold Partner
Product interest
Visit patterns
Previous purchases
Campaign responses
Site Behaviour
Location
Time zone
Device type
Browser
Environment
Referring domain
Search keyword
Traffic type
Source
Salesforce
Dynamics
CRM
Context
Social Graph
Where does Context come from?
￭ Search Engine Optimization￭ Manual and automated URL aliasing
￭ Search engine friendly URLs and menus
￭ URL Alias Redirects
￭ Conversion Rate Optimization￭ A|B|N, Multivariate Testing
￭ Content Targeting￭ Rules-based personalization
Ektron – Marketing Optimization
Ektron Marketing Optimization – Multivariate Testing
The Targeted Content widget can evaluate the
following information about a page's site visitor.
￭ search engine or URL that directed him to the
page
￭ the page's URL parameters
￭ the user's device, such as a Smart Phone
￭ the page from which he was directed
￭ regional visitor information: county or country
￭ information in the visitor's Facebook profile,
such as if his marital status is single
￭ whether a certain cookie is on his computer
￭ if logged in￭ user or membership group to which he belongs
￭ any of his custom user properties that match your criteria
￭ the current date and time on the Ektron server?
Ektron Marketing Optimization – Content Targeting
Silverpop is..the unified digital marketing platform
that delivers superior return on relationship
powered by the deepest insight
into the way each customer behaves.
Silverpop introduction
Silverpop introduction
A really simple idea
Capture action
Apply rules Generate the best interaction
Early years Silverpop Engage
• Behavioural marketing
campaigns
• If… then…
• Clicked, opened, submitted,
watched
• Product lifecycle
campaigns
• Cross-sell
• Up-sell
• Renewal/replenish
• Customer lifecycle
campaigns
• Welcome
• Birthday
• Reactivation
Multi-Track Automated Campaigns
• Welcome/Onboarding
• Browse Abandonment
• Cart Abandonment
• Recommendation
• Product Review Request
• Happy Birthday
• Replenishment/Re-order
• Cross Sell
• Purchase Anniversary
• Re-engagement
Automate something!
Shrinkingsegments
Shrinking segments
CUSTOMERS ARE A SINGLE AUDIENCE
The Mass Market Approach
SEGMENT 1 SEGMENT 2 SEGMENT 3
CUSTOMERS ARE MANY LITTLE AUDIENCES
The Segmented Audience Approach
CUSTOMERS ARE INDIVIDUALS
INFLUENCER SCORE: 73
UPSELL SCORE: 45CHANNEL PREF: MOBILE
SITE VISTS: 2X IN 3MO
STORE CHECKIN: ATL, GA
PREFERS: FLASH SALES
32 LIKES, 521 FRIENDS
24 RETWEETS
INFLUENCER SCORE: 12
UPSELL SCORE: 87CHANNEL PREF: EMAIL
SITE VISTS: 5X IN 1MO
PURCHASES: $45.23 ON 4/5
$22.13 ON 6/1
PREFERS: FREE SHIPPING
3 LIKES, 124 FRIENDS
INFLUENCER SCORE: 34
UPSELL SCORE: 12CHANNEL PREF: SITE
SITE VISTS: 2X IN 3MO
PREFERS: DISCOUNTS
0 RETWEETS
The Behavioral Marketing Approach
What’s missing?
1
By Profile
2
By Preference
3
By Now?
What’s missing?
Hey Sarah!
Check out our newest
line of running shoes!
Listen & Get Personal Ideas
Hey Jim!
Thanks for the social
love! Check out this
Tip Sheet:
Listen & Get Personal Ideas
Mary,
Need Help with
your trip
to Italy?Italy?
Listen & Get Personal Ideas
The goal:segments of one
Segments of one
A really simple idea, refined
Capture behaviour
Apply rules Generate the best, most personalizedinteraction
MeasureCombine with existing knowledge
Refined
A really simple idea,
refined and turbo-chargedCapture behaviourfrom any channel
Apply rules Generate the best, most personalized interaction
And most relevant trackacross all channels
Measureand store learning to inform rules
Combine with existing knowledgefrom profiles, preferences and past actions across all channels
Turbo-charged
The 5 big questions
1
Which behavioursmatter most?
How do we turn this insight into action?
How todo it at scale?
How do we do it across all channels?
How do we capture and learn from them?
2 3 4 5
Big questions
Which behaviours to track?
• Age• Gender• Nearest store• Product
preferences• Buy for self/as a
gift• etc
Demographics
• Opened email• Did not open
email• Clicked on link
in email• Bounced• No mailing
activity
Email behaviour
• Purchase history• Survey results• Loyalty points• Product searches• Abandoned carts• etc
Relational data
• Cart abandoned
• Product searched
• Form completed• File downloaded• Video viewed• Custom event
Web behaviour
• Voucher redemption• Store purchase• Event attendance• Call centre activity• Catalogue request• etc
Off-line behaviour
What to track?
How Does Silverpop Help You Get
Personal with your Customers?
Get Personal with your Customers
Silverpop Engage Platform
What if your ektron website could leverage
Silverpop’s Behavioural Marketing Database
in real time to treat each visitor as a person?
Behavioural Marketing with your Ektron website
Ektron Website. Meet Silverpop.
Ektron Website. Meet Silverpop.
Behavioural
Database
Ektron Website
Social
CRMSales & support data
Revenue & pipeline
Bricks &
Mortar
POS
Location
A Behavioural Marketing Wrapper to your Ektron Website
Ektron Website. Meet Silverpop.
Shared Editors PageBuilder widgets and
use of solution APIs
Shared DataIntegrated into Ektron CMS,
with DxH or Web Services
Simple……but separate. Code snippets
in developer templates
Flexible approach to the level of integration
What if your Mobile Apps could leverage
Silverpop’s Behavioural Marketing Database
in real time to treat each visitor as a person?
Behavioural Marketing with Mobile Apps
Mobile Apps. Meet Silverpop.
Behavioural Marketing with Mobile Apps
Developers
Reference Code
Mobile App - UB
Oauth / API
Contact Database
Message Send Engine
Marketers
Single Identity
App Content
Understand Behaviours
Add to Programs
Behavioural Marketing on Mobile Apps
Mobile App
Universal
BehaviorsInstall App
Open App
Abandon Goal
Complete Goal
Single Identity
Behaviour Scoring
A Mere Truffle
Dynamic Content
Scoring Point
Levels
Profile Update
A Mere Truffle
Mobile App
Universal Behavior
Program
Automation
APP URL
App Context
A Mere Truffle
Last Purchase Visited Store
Opened Mobile App
Retweeted @Brand
SilverPop Universal Behaviors in Action
Simon Annicchiarico, Chairman - Appius
Simon Lye, Partner Manager EMEA - SilverPop
www.appius.com
www.silverpop.com
Any Questions?
twitter.com/appius_uk
www.linkedin.com/in/annicchiarico
01202 553744
