To get better campaign results, every marketer uses targeting and personalization; however most fail to maximize their program’s impact. In this webinar, we share insights and strategies to help you delight your email subscribers. You'll learn: How one brand made one simple change that increased click-throughs by 33% How some leading brands are evolving their targeting with predictive analytics Common pitfalls on the road to predictive targeting

1. Evolving your email
targeting for increased
revenue
Julie Anne Reda
VP of Product Strategy, Yesmail
Stephen Yu
VP of Data Strategies, Infogroup

2. What We Will Cover Today
• The marketing landscape
• The evolution of targeting
• Next Steps / Takeaways
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3. Consumers
have
changed…
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4. Standards are higher
Source: DMA, Jan 2012; MyBuys & eTailing Group, June 2011
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5. Most Desired Marketing Capability
97% of marketers said
the following was highly or
somewhat valuable
• better targeting through
more detailed customer
preferences
• delivering real-time
personalized offers
Source: RSR Research, Dec 2011
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6. Consumers’ expectations for marketing
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7. To use data successful, marketers must
Excel in:
1. Data Collection
2. Data Refinement
3. Data Delivery
Provide marketing answers,
not just data
To be effective you must know
how to wield the power of all
available data faster.
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8. Example – StudentBeans.com
• UK-based student portal
• Welcome campaign
based on offers
• Offers selection criteria
– Popularity
– Profitability
• Customized on
– Sex of the subscriber
– Location
Source: MarketingSherpa
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9. Example – StudentBeans.com
Use Orange Links
instead of Blue
33.9% increase in click-through rate
for men (up from 4.49% to 6.01%)
Negligible increase in click-through
rate for women
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10. But getting
a clear
picture is
difficult…
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11. 74% of marketers
are collecting
demographic data
64% are collecting
transactional data
But….
Source: BRITE and NYAMA,
Marketing ROI in the Era of Big Data, Yesmail Confidential 11
Mar 2012

12. Challenges
Source: BRITE and NYAMA, Marketing
ROI in the Era of Big Data, Mar 2012
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13. Not only
that….
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14. Evolution of Targeting
• Demographic
• Attitudinal
• Transactional
• Predictive
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15. Predictive Analytics

16. The Power of Prediction
Marketing Programs that use predictive analytics
receive
– 76% increase in click-through rate
– 73% increment sales lift
Source: Aberdeen Group, Predictive Analytics for Sales and
Marketing, Jan 2012
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17. • No guessing game – You
MUST know your target
• Vast amount of online &
offline data collected
But are they being used
properly?
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18. • Analytics play a huge
roles in prospecting &
CRM
• Short paced marketing
cycle getting shorter
• Huge difference between
advanced marketers and
those who are falling
behind
Winners are the ones who
wield the power of all
available data faster.
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19. “Analytics” means different things…
• BI (Business Intelligence) Reporting
• Descriptive Analytics
• Predictive Modeling
• Optimization
Predictive Modeling for
1-to-1 Marketing
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20. Why Model
• Increase Targeting Accuracy
• Reduce costs by contacting less/smart
• Stay relevant
• Consistent results
• Reveal hidden patterns in data
• Repeatable – key for automation
• Expandable
• “Supposedly” save time and effort
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21. Why not
• Universe is too small
• Predictable data not available
• 1-to-1 marketing channels not
in plan
• Tight budget
• Lack of resources
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22. Common Barriers to Analytics and Modeling
Are not familiar with selection or modeling techniques
• Just need marketing answers
Have a limited budget
• Can’t afford expensive custom models
Don’t have time to develop custom models
• Tight deadlines but still need campaigns to perform
Employ non-traditional and online channels
• Need new forms of data delivery
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23. TargetReady Models
• Games are different now
• Not ranking “Customers” for 1 Merchant at a time any more
• Customize offers & products for 1 Customer at a time now
• Speed is the name of the game
• Pre-built “Marketing Answers” for Immediate Delivery
• Categorical Models
TargetReady Models:
Pre-developed categorical models that are ready for
immediate deployment
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24. Key Benefits of TargetReady Models
• Provide “Marketing Answers”:
No need for users to plow through sea of data
• Extensive Category List & Coverage:
Covers Behavioral & Attitudinal Elements (over 90 categories)
A score for every household, for every category
• Pre-built for Immediate Deployment:
No time to wait for custom models
• Significant Cost Savings:
No upfront development cost, pay as you use it
• Simple to Use:
9 means good, 0 means bad
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25. TargetReady Models: Perfect balance
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26. Example of TargetReady Models
26 Yesmail Confidential 26

27. Next Steps

28. Building a Better Targeting Program
1. Build a comprehensive and progressive profiling
strategy and process
2. Use analytics to match profiles to content and
desired behavior
3. Test for statistical significance
4. Optimize automation
5. Repeat
Be subtle!
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29. Introducing Personalization Ready Models
• Data service provided in
conjunction with Infogroup
• Industry-specific bundles
• Benefits
– Convenience
– Frequently updated
– Includes TargetReady
• Predictive attributes
without the cost
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30. Target in confidence
• Trusted 85% of Fortune 100
• Derived from Infogroup’s Consumer Database
• Permission based and publically available data
• Consumer database is updated every month
– Over 100 attributes
– 210 million individuals within 115 M households
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31. Conclusion
1 Start Small
2 Test and Repeat
3 Integrate into
Overall Program
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32. Thank you!
Questions? – Marketing@yesmail.com