The document discusses how marketers can use data and insights to create effective marketing strategies. It emphasizes the importance of data-driven personalization and using customer insights to optimize marketing. Marketers are encouraged to measure results and define success, integrate multichannel campaigns, and understand audiences in order to personalize messaging and experiences. The document also explains how Mailchimp provides features to help customers unlock insights capabilities and democratize sophisticated analytics for small businesses.
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â What is data-driven personalization and why is it
important for marketing?
â How does Mailchimp think about customer and
marketing insights?
â How do customer and marketing insights help
optimize marketing?
â How do should marketers measure results and
deïŹne success?
3
Key Concepts & Questions
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The right people
Targeting
The right message
Personalization
The right place(s)
Channels
5
How do you enable this at scale?
The 3 pillars of Great Marketing
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McKinsey research
shows personalization
â Reduces acquisition
costs as much as 50%
â Lifts revenues by 5-15%
â Increases the eïŹciency
of marketing spend by
10-30%
Irrelevant content
generates 83% lower
response rates in the
average marketing
campaign.
Lack of personalization
and trust cost businesses
$756 billion last year.
(on the ïŹipside)
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According to an Epsilon
survey of 1,000
consumers aged 18-64:
80% say they are more likely
to do business with a company
if it oïŹers personalized
experiences.
90% claim they ïŹnd
personalization appealing.
More than half of
consumers even say
theyâre willing to hand
over their personal
information, so long as
you use it to beneïŹt
them.
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Campaigns using 4 + digital
channels outperform those
using single / dual channel
campaigns by 300%.
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Palmer to add
Placeholder for funnel
ïŹow from OOH > video
> social ad > display ad >
website
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Learn More
Youâre ready to grow. Now what? Run integrated campaigns across
channels to boost performance by 300%. Thatâs what.
Get 3x the ROI
with multi-channel marketing
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Sign Up Now Sign Up Now
Get better
results with a
marketing
CRM.
Sign Up Now
Tag and
segment your
audience
to create
personalized
marketing.
Thatâs what.
Sign Up Now
You got your
1,000th
customer!
Now what?
Freshtix,
A Mailchimp customer
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User Story:
UrbanSitter
âThat hook back to our
database is incredibly
important because it keeps our
data up to date, relevant, and
accurate so that when we're
emailing parents, we are doing
so at the right point in their
life cycle.â
And when pairing this data with
automations, the company saw
a 260% increase in their
conversion rate attributable to
the expanded welcome series.
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What are a companyâs top marketing challenges?
Generating traïŹc and leads
Providing the ROI of our marketing activities
Securing enough budget
Identifying the right technologies for our needs
Managing our website
Targeting content for an international audience
Training our team
Hiring top talent
63%
40%
28%
26%
26%
21%
19%
16%
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Optimizing Marketing with Insights
â Know the audience
â Iterate on top performing ads / campaigns
â Build .com to reïŹect our sources of traïŹc
â Better understand which channels drive engagement
â Focus time, money, resources
23. â Winner! â
âYouâve already got what you need to startâ Framing
Unique Impressions: 2.7M
Unique Clicks: 4,493
CTR: 0.166% (23%âČ avg)
âEasy to startâ Framing
Unique Impressions: 2.7M
Unique Clicks: 3,866
CTR: 0.143% (11%âČ avg)
CRM Targeting A CRM Targeting B
@Brooke HatïŹeld
2019 Login Tests
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This is hard! It takes a lot of humans (88 and counting to be exact)!
Ad and Site
Performance
In-house team and
agencies (PhD and 3Q)
Product
Engagement
Product Insights and
Marketing Analytics
Email-SpeciïŹc
Data
Three full-time expert
email marketers
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Providing novice marketers with context to understand
what theyâre doing well, what theyâre not doing well, and
guide decisions so they can improve performance.
Competitive Benchmarking
(in progress)
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Where are
we going? Weâre democratizing sophisticated
insights for small businesses, so their
marketing can work harder for them,
and they have conïŹdence theyâre
doing the right thing.
We surface insights so the next best
action is clear and compelling.
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Key Takeaways
1. âBetter marketingâ means using what you know about your audience to craft
messages and experiences that are highly relevant to them
2. Integrating brand marketing with product marketing moves audiences through the
funnel more eïŹectively than doing only one or the other.
3. Itâs critical to consider how personalization can enhance the entire customer journey
from ïŹrst touch to website sign-up to in-app experience.
4. Insights are key to optimizing marketing, driving better targeting and improving
marketing performance.
5. Building great insights is challengingâand the space is rapidly evolving â for small
and large businesses alike.