Eric Stein, EVP, Digital Strategy, Epilson: Best practices to manage cross channel marketing.

1. Eric Stein
Maximizing Cross
Channel Marketing

2. DATA DRIVES MULTICHANNEL MARKETING

3. 2,700
ASSOCIATES
23 OFFICES WORKING WITH
AROUND THE WORLD 2,500 brands
WHOLLY-OWNED BY
ALLIANCE DATA (NYSE: ADS)
$5B COMPANY
BUILT TO DRIVE PROFITABLE RELATIONSHIPS BETWEEN BRANDS AND CONSUMERS

4. Epsilon - comprehensive portfolio of services and
solutions for relevant marketing
Analytics
Online Compiled
DREAM
Loyalty DREAMmail Transactional
Grand Agility
Sonar Survey
Central CDI

5. • VELOCITY
• VOLUME
• VALUE

6. START WITH WHAT YOU KNOW
PROSPECTS
LOOK ALIKE
Interactor
Customer

7. Case Study:
Using Online Transactor Index To Segment an Offline Model…
Marketer’s Offline Response Segments (A=best)
Online
Transactor
Index
(1=heavy
online)
Defining the audience using the offline By overlaying the Online
response model only, the client would Transactor Index, the marketer is
have selected the top three groups able to focus on a population is
(A+B+C) both interested in their product
and is likely to make a
But, in this case, more than half of the transaction online
top three offline segments have below-
average online transaction behavior

8. Brand Messaging Funnel
7x mm
Uniques
2x mm
Uniques
X mm Category Prospects
Uniques Historical Interactor Trial/Acquisition
• Quality/Selection
• Aspirational/Lifestyle
Recent Interactor • Customer Reviews
Product/Category • Events/Promotions
Interactors • Seasonal/New Arrivals
0-14 Days 15 - 90 Days > 90 Days

9. Brand Messaging Funnel
0-30 Days 31 - 365 Days > 365 Days
Buyers Recent Buyer Historical Buyer
Lapsed Buyer
Product Reco • Breadth of Selection
Reactivation
• Events/Promotions
• Product Recommendations
• New Arrivals
X Uniques
15x mm
Uniques
25x mm
Uniques

10. Brand Messaging Funnel 7x mm
Uniques
2x mm
Uniques
X mm Category Prospects
Uniques Historical Interactor $$$
Recent Interactor
$$
Interactors $
0-14 Days 15 - 90 Days > 90 Days
0-30 Days 31 - 365 Days > 365 Days
Buyers Recent Buyer Historical Buyer
$ Lapsed Buyer
$$
$$$
X Uniques
15x mm
Uniques
25x mm
Uniques

11. VELOCITY
ALL CHANELS
M
CONSUMER DATA A
ANALYTC MODELS R
TRANSACTION DATA K
CONTACT/RESPONSE HISTORY DECISION
ENGINE
E
CAMPAIGN SEGMENTATION T
CONSUMER DATA
PARTNER CAMPAIGNS I
REAL TIME SESSIONS DATA N
WEB G

12. SEE HOW DATA DRIVES
YOUR BRANDS
THANK
YOU!
Eric Stein
estein@epsilon.com