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E-Mail-Marketing in der Cloud

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Veröffentlicht am

Email-Expo 2012
E-Mail-Marketing in der Cloud - Daten schnell, flexibel und einfach für bessere Kampagnen nutzen

Rolf Anweiler, eCircle
Das Blog der Messe Frankfurt zur Digitalisierung des Geschäftslebens:
http://connected.messefrankfurt.com/de/

Veröffentlicht in: Technologie
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E-Mail-Marketing in der Cloud

  1. 1. E-Mail-Marketing in der Cloud –Daten schnell, flexibel und einfach für bessere Kampagnen nutzen Rolf Anweiler, Email-Expo 2012
  2. 2. eCircle 2
  3. 3. Datenexplosion – wer kann darauf schon vorbereitet seinQuelle: IBM Global Chief Marketing Officer Study, 2011 eCircle 3
  4. 4. http://venturebeat.com/2012/02/25/60-seconds-social-media/ eCircle 4
  5. 5. Quadratur des Kreises: wir alle wissen, dass relevantere E-Mailsbesser funktionieren, aber wir scheuen den Aufwand Open  Rate     up  120%   Click  Rate   up  105%  
  6. 6. Einfachheit: Umfangreiche E-Mail-Marketing-Programme müsseneinfach zu produzieren und zu managen seinNeukunden-­‐ Regelmäßige   Tak@sche   Re-­‐Targe@ng   Specials   Post  Purchase   Intensive  Care  gewinnung   Angebote   Kampagnen   (Warenkorb)  
  7. 7. eCircle 7
  8. 8. Die  besten  Mul@-­‐Channel-­‐Kampagnen  benö@gen  Daten  aus  vielen  verschiedenen  Bereichen  des  Unternehmens     Vertrieb / Händler Public Relations Kunden DB/CRM Kundenservice Marketing Personalized products from browse history Product Product Product Review A Review B Review C Social media data f in s Offers targeted to ‘Customer segment’ eCircle 8
  9. 9. Das Problem: Die wenigsten Unternehmen können vorhandene Dateneffizient in Kampagnen umsetzen Operative Marketing-Systeme KaufhistorieProduktkataloge Bewertungen Kunden-DB / CRM Ihre Kunden Social Aktivität Der “Flaschenhals”-Effekt STOP Browsing-Verhalten eCircle 9
  10. 10. Die Lösung: Speichern Sie Daten und Inhalte aus allen Systemen undin jedem beliebigen Format in der eCircle Digital Marketing Cloud Operative Marketing-Systeme Der “Cloud-Effekt” §  Bestehende IT-Architektur muss nicht verändert werden §  Selektionen und komplex personalisierte E-Mail-Inhalte können Kaufhistorie einfach umgesetzt werden Bewertungen Kunden-DB / Digital Marketing Cloud Digital Marketing Cloud CRM Produktkataloge Ihre Kunden Social Aktivität Browsing-Verhalten eCircle 10
  11. 11. Cineworld, eine der größten Kinoketten in Großbritannien, reduziert Komplexität von hochpersonalisierten NachrichtenDie Herausforderung:§  Komplex dynamische E-Mails mit statischen Standardpersonalisierungen§  Altes System war instabil und langsam§  Der Versand dauerte extrem lange Ku n dend§  Keine Möglichkeit zur Skalierung und aten werd en in Weiterentwicklung der C Nac loud hrich gesp t wir eich d dy ert nam isch zusa mme nges telltDie Lösung:§  Speicherung von Kino- und Filmdaten in der Cloud§  Nachricht wird dynamisch zusammengestellt§  Neues Mastertemplate mit besserer User Experience wurde gestaltet eCircle 11
  12. 12. TV Sender Channel 4 vermittelt ganz einfach großartige User Experience via E-MailDie Herausforderung:§  Bewerbung von online TV-Programmen via E-Mail§  Schon gesehene Sendungen sollen individuell aus der E-Mail TV-P ro ausgeschlossen werden -hist gramm, orien Z§  Datenhandling in 3 Systemen notwendig werd uschaue en in rg§  Keine Ressourcen für Test und Versand Nach der C ewohnh loud eit richt wird gesp en und dyna eiche misc rt h zu sam me n gest elltDie Lösung:§  TV Programm wird als Standardfile in der Cloud gespeichert§  Zuschauerhistorie aus Adobe Webanalyse wird in Cloud integriert§  Dynamische Nachrichtenzusammenstellung§  Selektionen basierend auf den Daten aus der Cloud eCircle 12
  13. 13. Der Retailer Halfords versendet automatisiert perfekt an den Kundenlebenszyklus angepasste E-Mails Die Herausforderung:§  E-Mail Versand anhand des Kundenlebenszyklus Prod u§  Cross-Selling auf Basis von gekauften Produkten und ktkatalog Brow e§  Konvertierung von Warenkorb-Abbrechern sing- , Produk V te Clou erhalten mpfehlu d ge werd n Nach speic en in gen richt hert der w i rd dyna misc h zu sam men Die Lösung: gest ellt §  Speicherung des Halfords Produktkatalogs in der eCircle Private Cloud §  Daten aus Bazaarvoice Recommendation Tool in der Cloud für relevante Produktvorschläge §  Integration von Cormetrics Webanlayse Daten zur Indentifizierung von Warenkorb-Abbrechern §  Komplette Automatisierung des Prozesses durch dynamisches Befüllen der Templates eCircle 13
  14. 14. Einfach bessere Kampagnen versenden - eCircle Digital Marketing CloudVersenden  Sie  ganz  einfach  höchst  personalisierte,  einzigar@ge  E-­‐Mails    Verringern  Sie  den  Aufwand  bei  der  Kampagnenerstellung  –  gewinnen  Sie  Zuverlässigkeit    Unabhängigkeit  von  der    IT  Einfaches  Set  Up  –  leichte  Integra@on  von  Daten  Höchste  Datensicherheit  nach  EU  Standards   eCircle 14
  15. 15. eCircle – der führende Anbieter für cloud-based digital Marketing inEuropa Erfahrung und Vertrauen §  1999 gegründet §  Über 1000 Kunden weltweit §  4 der deutschen Top 10 Retailer sind eCircle Kunde §  Über 350 Mitarbeiter §  Niederlassungen in Deutschland, UK, Frankreich, Italien, Niederlande, Dänemark und Polen. Leistung und Innovation §  Über 37 Milliarden E-Mails für Kunden in 2011 versandt §  Geschäftsfelder: digital Marketing Software und Media Services §  Multi-Channel E-Mail, Social, Mobile §  Gewinner zahlreicher E-Mail- und Internet-Awards: DMA Award, Revolution Innovation Award, New Media Award, eco Internet Award eCircle 15
  16. 16. International führende Marken aus allen Branchen verlassen sich aufunsere Produkte und ServicesLifestyleReisenRetailAutomobilFMCGNon ProfitFinanzenTelekommunikationMedia eCircle 16
  17. 17. Vielen Dank für Ihre Aufmerksamkeit! Sprechen Sie mit uns – gleich hier auf der Email-Expo.de / at / ch uk fr iteCircle GmbH 14 St Johns Square 10, rue du Fg Poissonnière Via Pietro Orseolo 12Nymphenburger Höfe NY II London EC1M 4NL 75010 Paris 20144 MilanoDachauer Str. 63 T: +44 (0)20 7618 4200 T: +33 (0)1 53 80 48 00 T: +39 02 30 87 62080335 München nl esIhr Ansprechpartner: Zen Building Paseo de la Habana 9-11 Newtonlaan 115 28036 MadridT.: +49 (0)89 120 09-600 3584 BH Utrecht T: +34 (0)91 298 61 70info@ecircle.com T: +31 (0)30 210 64 19 eCircle 17

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