4. This is me,
A fortysomething
Marketing Manager.
I live in West London
I like my wine*.
* In a kind of a cool,
metrosexual way not
in a ‘problem’ way…*
(* I hope)
6. Here’s the thing
about me and Bob…
1
I spend 5x more
at Bob’s than I do
in my supermarket
(which is famous
for its wine
department).
Bob Waitrose
7. 1 2
I spend 5x more
at Bob’s than I do
in my supermarket
(which is famous
for its wine
department).
Every time I go in,
I tend to spend 30-
200% more than
I planned.
Here’s the thing
about me and Bob…
Bob Waitrose
Bob Waitrose
8. 1 2
I spend 5x more
at Bob’s than I do
in my supermarket
(which is famous
for its wine
department).
Every time I go in,
I tend to spend 30-
200% more than
I planned.
3
And I love it.
Here’s the thing
about me and Bob…
Bob Waitrose
Bob Waitrose
Bob Waitrose
10. Because Bob
knows everything
about me.
I eat a lot of meat.
I hate oaky Chardonnay
My five favorite Spanish reds
I secretly covet a certain Super-Tuscan
I love Rioja
My birthday is coming up
I tend to spend £15 per bottle
My wife loved that Rosé from last week
I love cooking Spanish food
Pinot Noir bores me witless
12. Every step closer to Bob-
ness increases every
metric that matters.
Traffic, conversion rates,
email opens, click-
throughs, loyalty, repeat
purchase, lifetime value…
The more Bob-like
your marketing gets
the more you will sell.
14. If Bob were a typical marketer
instead of the world’s best
wine salesman…
He wouldn’t say,
“Hey John, how’d you get
on with that Riesling?”
He’d say,
“Hello potential customer.
This is a wine shop.
White or red?”
15. The good news:
we’re on the way
B R OA D C A S T TA R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
16. The good news:
we’re on the way
B R OA D C A S T TA R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
We’re all marketing in a far
more sophisticated way than
just a few years ago…
17. Most of us are segmenting
our audiences. That’s good.
College
Educated
With Kids
College
Educated
With Kids
College
Educated
With Kids
Female
Homeowner
Male
30-40
Male
30-40
Male
30-40
Female
Homeowner
Female
Homeowner
18. But mostly, we’re
segmenting into
big buckets.
We need to make these
segments smaller
and smallerand smaller and smaller and smaller and smaller.
20. Then you’re really talking
to each person as an individual.
And using the things you know
about that individual to have
a MUCH more intelligent, relevant
interaction.
Like Bob
would.
30. Apply rulesYou apply
rules
Capture
behavior
from any
channel
Combine
with existing
knowledge
from profiles,
preferences
and past
actions
across all
channels
Generate the
best, most
personalised
interaction
And most
relevant track
across all
channels
Measure
and store
learning to
inform rules
It’s a really simple idea
You
capture
action
You generate
the best,
interaction
31. Apply rulesCapture
behavior
from any
channel
Combine
with existing
knowledge
from profiles,
preferences
and past
actions
across all
channels
Generate the
best, most
personalised
interaction
And most
relevant track
across all
channels
Measure
and store
learning to
inform rules
And you can refine that
really simple idea:
Capture
behavior
Combine
with existing
knowledge
Generate the
best, most
personalised
interaction
Measure
32. And then turbo-charge it.
Capture
behavior
from any
channel
Combine
with existing
knowledge
from profiles,
preferences
and past
actions
across all
channels
Apply rules Generate the
best, most
personalised
interaction
And most
relevant track
across all
channels
Measure
and store
learning to
inform rules
34. The problem:
• Bob has a few hundred customers.
You might have a few million.
• So how do you apply Bob-style
Behavioral Marketing in your world?
35. You’ve got to answer
five big questions:
1 2 3 4 5
Which
behaviors
matter
most?
How do
you capture
and learn
from them?
How do
you turn
this insight
into action?
How do
you do it
at scale?
How do you
do it across
all channels?
37. Only you can decide what’s best,
but pick from this kind of data:
Demographics Email behavior Relational data Web behavior Off-line behavior
• Age
• Gender
• Nearest store
• Product preferences
• Buy for self/as a gift
• etc
• Opened email
• Did not open email
• Clicked on link in
email
• Bounced
• No mailing activity
• Purchase history
• Survey results
• Loyalty points
• Product searches
• Abandoned carts
• etc
• Cart abandoned
• Product searched
• Form completed
• File downloaded
• Video viewed
• Custom event
• Voucher
redemption
• Store purchase
• Event attendance
• Call center
activity
• Catalogue request
• etc
39. With a central database
of customer behaviors
B E H AV I O R A L DATA B A S E
LO C AT I O NE M A I L
C R MS O C I A L
B R I C K S
M O R TA R P O SW E B S I T E
Fed by all these
channels and
touch-points.
41. Rules Analysis Scoring Triggers
With four techniques:
Simple, “If/Then” logic By someone who
understands the business
To make strong purchase
signals leap out
And generate the best
next action
42. All you need is a simple way to
capture those rules and triggers
and scores in a logical flow…
Ooh.
Here’s one.
45. You need a platform
that handles this kind of scale:
150 million Messages delivered per day
213 billion Records under management
70,000 Active Message Automations
200 million CRM records sync’d per month
346 million Individualized Automated Messages per month
4.7 Billion Behaviors processed per month
48. B-2-1
Automation
Engage Behavioral
Database
‘The Segment of One’
Web site
Call
Direct Mail
Email
SMS
Social
Action
Channels
Output Channels –
Communications
Silverpop Input Channels
External Input Channels
Web site
Location
Email
Social
SMS
Store EPOS
Web store
Call center
Mail order
Input channels –
Interactions
• Web store
• Mail order
• Call center
• Event
Like this…
51. You just need
to think like Bob.
likes red
has 3
kids
likesmeat
hates oaky
Chardonnay
loves Rioja
birthdaysoon
52. And find the right
marketing platform
Email
High volume sends
Rapid throughput
Deliverability services
Best of both
Marketing
Automation
Web tracking
Contact scoring
Contact nurture programmes
Automated behavioral routing
Alerts
63. Next steps.
Here’s some further reading on
Behavioral Marketing that you
might like:
The Silverpop Book Club
Our way of sharing our favourite marketing books with fellow
marketers. Meet the authors and hear the stories behind the
books we love.
Behavioral Marketing Blog
From the latest trends and techniques to best practice examples
and customer cases. Tune in.
Leveraging buyer behaviors in a multichannel world
A short whitepaper on how you can use all the new digital
channels to your advantage.
64. Stay in touch.
Connect with us via social media:
Twitter
LinkedIn
Facebook
YouTube
Slideshare
Google+
Or visit us at: silverpop.com