Consumer Marketing Automation – The Next Horizon

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DRI - Discovery/Reinvention/Integration/

The document discusses consumer marketing automation and the "always addressable consumer". It notes that most consumers now use multiple devices and access the internet in various locations frequently. It promotes a new horizon of real-time consumer data, consumer-centric campaigns, and predictive intelligence that can understand individual consumers. This contrasts with traditional marketing approaches that rely on daily data feeds and batch processing to develop a single customer view. The new approach uses APIs and flexible data models to integrate diverse consumer data sources in real-time and automatically generate predictive indicators to personalize campaigns.

Marketing

CONSUMER
MARKETING
AUTOMATION
THE NEXT HORIZON
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REALTIME CONSUMER
MARKETING AUTOMATION
EMAIL
MOBILE
SOCIAL
ACROSS ALL
CHANNELS
APP
DESKTOP
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© 2015 Sailthru, Inc. All Rights Reserved

PERSPECTIVE
THE ALWAYS ADDRESSABLE CONSUMER
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MULTIPLE DEVICES
Own and personally use at
least three connected devices
FREQUENT ACCESS
Go online multiple times a day
MULTIPLE
LOCATIONS
Go online from multiple
physical locations, including
at least one “one the go”
MEET THE
ALWAYS ADDRESSABLE CONSUMER
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ALWAYS ADDRESSABLE CONSUMERS
LEAVE A DIGITAL FOOTPRINT
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ALWAYS ADDRESSABLE CONSUMERS
CHOOSE THEIR JOURNEY WITH BRANDS
WAKE UP SLEEP
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NEW HORIZON
REALTIME DATA
CONSUMER CENTRIC CAMPAIGNS
PREDICTIVE INTELLIGENCE
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TRADITIONAL APPROACH
ETL | FIXED DATA MODEL | DAILY FEEDS
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Single
Customer
View
daily
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SAILTHRUECOMMERCE/CMS
PURCHASES
INVENTORY
RETURNS
PRODUCT
WEBSITE/SOCIAL
INTERESTS
SEARCHES
LOCATIONS
BASKETS
DEVICES
MARKETING CHANNELS
EMAIL PUSH NOTIFICATION SMS
DESKTOP/MOBILE
RECOMMENDATIONS
CONTENT
realtime realtime
realtime
NEW HORIZON
APIs | FLEXIBLE DATA MODEL | INSTANT
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TRADITIONAL
CAMPAIGN CENTRIC | SLOW MOVING | ONE SIZE
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NEW HORIZON
CONSUMER CENTRIC | AGILE | 1:1 PERSONAL
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PRODUCTS & PROMOTIONS CONTENT
EMAIL | PUSH NOTIFICATION
| DESKTOP | MOBILE
NEW HORIZON
CONSUMER CENTRIC | AGILE | 1:1 PERSONAL
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TRADITIONAL
DATA SCIENTISTS ANALYSE | MARKETERS MARKET
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OPTOUT_24 = 0.125
VISIT_24 = 0.751
PURCHASE_24 = 0.571
NEW HORIZON
AUTOMATED PREDICTIVE INDICATORS
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Sailthru’s technology understands what our
readers respond to and serves them more of
the same content. It’s gotten so accurate at
this point that my mom, who is a Business
Insider subscriber, actually thinks I select the
stories for her personally.
Breton Fischetti
Manager of Business and Audience Development
60% INCREASE IN EMAIL
CLICK THRU RATES
52% OF SITE RECIRCULATION
TRAFFIC FROM SAILTHRU
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21.1% Lift
IN PURCHASE CONVERSION
2.3% Lift
IN AOV
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THANK YOU
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7. MULTIPLE DEVICES Own and personally use at least three connected devices FREQUENT ACCESS Go online multiple times a day MULTIPLE LOCATIONS Go online from multiple physical locations, including at least one “one the go” MEET THE ALWAYS ADDRESSABLE CONSUMER © 2015 Sailthru, Inc. All Rights Reserved

8. MULTIPLE DEVICES Own and personally use at least three connected devices FREQUENT ACCESS Go online multiple times a day MULTIPLE LOCATIONS Go online from multiple physical locations, including at least one “one the go” 2 OUT OF 3 UNDER 45s ARE ALWAYS ADDRESSABLE CONSUMER © 2015 Sailthru, Inc. All Rights Reserved

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