Marketers have data points flying at them from all angles. This isn’t a bad thing— it means they can now know more about their customers and use that information to deliver more individualized experiences and offerings. A key step in the deepening of this relationship is registration — but do you have the value proposition and trust to have someone register with you before ever making a purchase? In this webinar, sponsored by Janrain, Altimeter CEO & Principal Analyst Charlene Li will examine how understanding your customer’s path to registration could be one of the most powerful metrics to use in your marketing efforts. You’ll learn: Why is the path to registration a powerful marketing metric? How do leading marketers use path to registration data to make key decisions? How strong is your value proposition in deepening trust and moving customers along the path to registration? How robust are your analytics in deriving insights and taking actions that will drive customers to registration?

1. Charlene Li, Principal Analyst
Altimeter, a Prophet Company
@charleneli
The Missing Marketing Metric
The Path to Registration
Presented by
#JanrainLive

4. Agenda
The Value of Registration
The Path to Registration
Registration Maturity Stages

5. Agenda
The Value of Registration
The Path to Registration
Registration Maturity Stages

6. Registration is More than a Form

7. Use Registration to Build Rich Profiles, Even Before
Purchase Happens

8. Digital Engagement Provide Data
and Insight
Search
Email
Content
Ratings
In-store
eCommerce
User Experience
Service & Support
Customers
Employees
Referrals
Custome
r Journey

9. Data Creates More Personalized
Experiences
• Increase in
unique visitors
• Increase in time
spent on site
Engagement
• User Registration
• Data
Augmentation
Data
• Insights &
Targeting
• Marketing
• E-Commerce
• Advertising
Personalization

10. Track and Use Registration Data
Throughout the Customer Journey
Search
Email
Content
Referrals
Ratings
In-store
eCommerce
User Experience
Service & Support
Customers
Employees
Customized
Experience
Registration
Data

11. Agenda
The Value of Registration
The Path to Registration
Registration Maturity Stages

12. Anonymous
• Someone searched,
visited, listened,
watched some
content or ad
• Uses cookies or
other ID to recognize
someone across
digital touch points
Identified
• Based on activities,
starts building a
profile of interests
• Can customize only
when person
initiates a visit on a
site
Measuring the Path to Registration
Registered
• Permission to
address granted
only when perceived
value outweighs the
risk of sharing
identity
• Requires value
proposition be
greater than
perceived risk
Questions to Ask at Each Stage
• How good is our customer data?
• How strong is our value proposition to the customer?
• How well are we integrating the data into the customer profile?
• How robust are our analytics to derive insights that drive action?
Profiled
• Deepening profile
with each
engagement
• Create new
experiences with
email, onsite/offsite
personalization

13. Privacy Concerns Remain High

14. But Consumers See Value in
Sharing Data

15. Privacy Best Practices
Tailor data requests to depth of
existing relationship
Create incentives to deepen the
relationship with incremental offers
Triage experiences based on depth of
relationship
Provide more control over the use
and sharing of data
Test new channels and frequency of
notification

16. How Philips Creates Value
with Registration Data
Challenge: Drive Product Registrations After Purchase
Sonicare Toothbrush Airfryer Beard Trimmer
Reminder to replace
brush heads, with 3 for
1 Amazon promotion
Recipes based on your
declared interests
Download app to help
shape your beard
Key Steps in the Journey
• One organization responsible for managing customer data across Bus
• Single repository for customer data to glean more insights
• Customer insights drive marketing automation

17. Metrics Enable Optimization of the
Registration Path
Anonymous
Identified
Registered
Profiled
What messages and content
results in repeat engagement?
Which customized experiences drive registration?
What value propositions result in registration?
What customized experiences drive repeat,
deeper engagement?
What data points drive the move value in the
relationship?

18. Agenda
The Value of Registration
The Path to Registration
Registration Maturity Stages

19. Registration Maturity Stages
1 Social Login 2 Engagement 3 Email
Personalization
4 Onsite
Personalization
5 Offsite
Personalization

20. Stage 1: Social Login
GOAL #1
Build relationships
with customers
directly
GOAL #2
Improve account
creation process
GOAL #3
Increase site
participation
IMPLEMENTED
Social signon
Customized emails
Case Study: Samsung
Social login users were:
• 34% more likely to open emails
• 63% more likely to client through
a link on an email
• 506% more likely to write a
review

21. Stage 2: Engagement
GOAL #1
Give viewers tools to
engage in discussions
around shows
GOAL #2
Driver conversations
and engagement on
AMC sites
IMPLEMENTED
Social login
Forums and integrated social activity panel
Comments linked to social profiles
Case Study: AMC
• Forums on show sites linked
comments to social profiles
• Aggregated social comments
across social channels on the
show site
• Can see comments from a user
across all social channels in
one place

22. Stage 3: Email Personalization
GOAL #1
Tap social profiles to
increase engagement
across artists’ sites
GOAL #2
Create a central fan
profile database
GOAL #3
Customize email
newsletters with social
data
IMPLEMENTED
Social login
Central data hub
Case Study: Interscope Records
• Registration conversion rate increased
10-50%, depending on site artist’s site
• Emails targeted to followers of specific
artists doubled the open rate, from 7%
to 16%
• Emails targeted based on social scores,
e.g. liking the band “The XX” and the film
“The Great Gatsby, increased open rates
to 66%

23. Stage 4: Onsite Personalization
GOAL #1
Use data to inform
content rec’d and ads
to create experiences
GOAL #2
Grow display ads by
using data to define
narrower audiences
IMPLEMENTED
Social login linked to
Registration
Case Study: New Zealand Herald
“If we’re going to provide the best
customer experience, we need to
know who our customers are, and
that’s where login and registration
and data collection come in.”
• 500% increase in web registrations
• 30% increase in commenting users
• 24% increase in visitors from social
referrals
• 24% increase in total time visitors
from a social site spent
• 47% growth in revenue from
targeted ads
• 20% increase in CPM rates

24. Stage 5: Offsite Personalization
GOAL #1
Drive return visits with
retargeted ads based
on profile data
GOAL #2
Deliver retargeted ads
across platforms,
including mobile
GOAL #3
Coord marketing
automation across
POE channels
• “Smart” retargeting constantly
adjusts personalized messaging
based on previous behavior
• Take into account a person’s
engagement across channels, in
real time, requires deep integration
between identity database and
marketing automation
IMPLEMENTED
Social login
Central customer hub
Marketing automation

25. Summary
∙ Determine how registration creates value in your
customer relationships
∙ Identify the Path to Registration that’s most
relevant to your organization
∙ Set up dashboards to measure and manage the
Path to Registration
∙ Create a registration strategy to move through
maturity stages with a plan

27. Summary
∙ Determine how registration creates value in your
customer relationships
∙ Identify the Path to Registration that’s most
relevant to your organization
∙ Set up dashboards to measure and manage the
Path to Registration
∙ Create a registration strategy to move through
maturity stages with a plan

28. Q & A
Get your questions answered on Twitter…
#JanrainLive
#charleneli