1.
VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
How to use Intelligent Data to Implement Succesful
Recommendation Campaigns, a Square Meal Case Study
Daniel Hagos – Client Solutions Manager, Emarsys
Ed Butcher – Head of Online, Square Meal

2.
Talk with us @Emarsys @SquareMeal
#totallyengaged
Before we begin…

3.
About Emarsys

4.
About Emarsys
Email Service
Provider
The Customer
Engagement Company

5.
4 key questions for successful customer engagement

6.
How to choose the right Product?

7.
Marketers aims
Personalized and Targeted Communication
”
88% of business leaders said being closer to
their customers was the top priority for realizing
their strategy over the next five years
IBM
29%
34%
38%
37%
Social media
engagement
Conversion rate
optimisation
Content
marketing
Targeting and
personalisation
2013
2012
44%
41%
66%
37%
39%
56%
44%
31%
Improving email
deliverability
Quantifying email
marketing ROI
Targeting recipients
with highly
relevant content
Both channels (32B2C)
Consumer channel (B2C)
Business channel (BB)
Which three digital-related areas are the
top priorities for your organisation in 2013?
Most significant challenges to email mar-keting
effectiveness, by primary channel
“
39%
39%
39%
68%

8.
The reality
Are targeted emails being sent?
20%
20%
20%
19%
19%
25%
25%
24%
18%
18%
15%
9%
Content
viewed on site
Up-sell
Abandoned
baskded
Subscription due
for renewal
Selling comple-
mentary products
Lapsed
customers
Win-back/reengagement
Shopping cart
abandonment
Upsell/Cross
promotional
Date triggered
Event countdown
Post purchase
Activation
Triggered based on
website behaviour
Do you send out automated emails based
on any of the following triggers or behavior?
Do you use targeted email for the following
occasions?
In spite of consumer affinity for personalization, few
companies other than Amazon.com and Netflix
execute it in a turnkey, efficient, and
effective way.
Forrester
“
”
64% of CMOs have either an informal
or no process to manage their marketing
automation.
The Annuitas Group
“
”
25% 26%

9.
Why Is There A Gap?
Many delegates focused on... the barriers they face
before implementing a marketing automation platform,
with the vast majority saying that they don’t know where
to start (especially in a very large organisation)
Econsultancy, 2013
“
”
Lack of know-how
…on the barriers they face before implementing a
marketing automation platform, ……or that internal
challenges prevent them from making any notable
progress
Econsultancy, 2013
“
”
Internal challenges
(e.g. IT support, no resources)
Decision Tree Labs, 2013
“
”
Lack of integration
IBM, 2013
“
”
Budget & ROI
The two biggest barriers are cost and lack of
certainty about ROI — both issues that are
becoming increasingly important in the marketing
domain
46 percent believe one of the top challenge of data-
driven marketing today is the inability to connect
data across multiple sources

10.
Currently, what data do most marketers use to send segmented
campaigns?
What data is being used?
Purchase behaviour
Gender
Preference centre
Email behaviour
Merchandising Teams knowledge

11.
How do you know what
a customer is
interested in now?

12.
The Website tells us what a
customer is interested in now
The most
meaningful
interaction
with the customers is
on the website
10x more user data
generated on the
website compared to
email alone
The website is
always the most
up-to-date
point of expressing
interest
Challenge:
How can the website data be utilised to automatically create
unique and personalised content across various marketing
channels?

13.
Recommendations : How do they work?
Captures:
• everything visitors do on
the website
Capture
Analyse
Act
Applies:
• recommendation and
prediction algorithms
to the data
Provides:
• personalised content in
web, email and display
advertising

14.
Multi-channel recommendations
Dynamic recommendation
widgets in real-time.
Boost website conversions
and sales.
Automatically personalise
every email you send.
Recommend products to
people.
DisplayAd
Retargetng
Website
Recommender
Email
Recommender
Retargeting keeps track of
your website visitors and
displays your ad to them as
they visit other sites.

15.
Recommendations… only for the big boys???
Who’s using recommendations effectively?

16.
Now available to SMBs..
Who’s using recommendations effectively?
and many more…
electronics
real estate
job listings
toys
grocery
books
dating

17.
Why do they work?
ROI
Revenue
Brandloyalty
Engagement
Engagement
CTR
Enabling personalised, highly relevant
1-to-1 product & content recommendations

18.
Why do they work?
“Up to 20% of retailers revenue
could be attributed to product
recommendations”
“15% of consumers explicitly
admitted that they purchased
when they saw
recommendations on a page”.
(Forrester, 2010)
What percentage of revenue can be attributed to
product recommendations??

19.
Browsing Cart Purchase
Multi-Channel Recommendations across the Buyer
Cycle
2
Predict
Website
Predict
Email
Personal
• 8% CTR
• 2.5% revenue
Similar Items
• 10% CTR
• 4-10% revenue
Matching Items
• 2-3% CTR
• 1% revenue
Abandoned
Browse
• retarget aban-
doned browse
In Cart
• 4% CTR
• ~3% revenue
Abandoned
Cart
• retarget aban-
doned items
Re-Purchase
• Increase
retention & ROI
Personal
• 1.5-2x CTR
• 2-6x revenue

20.
About Square Meal
• UK’s leading guide to restaurants & bars
• 2 print titles
• Big website, mobile site & apps
• 11,000 restaurants, 8,000 venues
• Active database of 250,000 users
• 2 trade shows
• 25 years
Square Meal Background

21.
Square Meal Results from
Predict
43% higher click through
rate when Square Meal’s
emails have
recommendations
More customers can
discover new restaurants
and fewer leave without
booking
4 times more likely to
convert.

22.
Before recommendations
• Open Rate: ~31.29% (max 48%)
• Click Through Rate: ~13% (max 22%)
• Click To Open: 40%
• Loyalty (LTV): increased 30%

23.
Similar/Related Items
ALSO VIEWED widget offers
alternative products
• “Other products you may
be interested in”
• Generates 4%-10% of
total revenue
• Increases engagement,
average CTR 10%
• Square Meal: 4% of all
website bookings
revenue is generated by
Emarsys Predict

24.
Learn the 3 key benefits of using a single platform
over disparate technologies
3:30 – 5.30pm

25.
VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
Thank You
Any Questions?