The Clear Advantage to Competitive Intelligence Applications
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This document provides an overview of the eDataSource competitive intelligence (CIA) platform. It begins with an agenda and introduction to eDataSource. It then discusses the history and benefits of CIA tools, highlighting research finding that 99% of marketers using CIA tools saw improvements. The value of competitive intelligence is discussed. The document shows that most marketers view CIA as important but only a minority use CIA platforms. Benefits of CIA platforms include improved email marketing metrics like open rates. Finally, the document demonstrates features of the eDataSource CIA platform, including the Competitive Tracker, Inbox Tracker, and upcoming Inbox Tracker 2.0 release.
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The Clear Advantage to Competitive Intelligence Applications
- 1. Chris Adams| CTO, eDataSource Competitive Intelligence Applications The Clear Advantage to Competitive Intelligence EIS 2016
- 2. Agenda A Brief History of CIA Tools Who is eDataSource? Who Are Using CIA Platforms Why You Should be Using a CIA Platform A Look at the eDatasource CIA Platform
- 3. eDataSource WE ARE WE EXIST TO PROVIDE YOU WITH A FACT- BASED ECOSYSTEM FOR STRATEGIC ONLINE DECISION-MAKING
- 4. WHAT WE DO Competitive Insights Email Intelligence Custom Comparisons Deliverability Monitoring Deliverability Solutions
- 5. Competitive Tracker Inbox Tracker Design Tracker Live Consumer-Based Panel Reporting The most powerful search tool of email marketing intelligence on the market today. Our panel-based solution enables you immediately spot, react and correct email delivery issues. Optimize your email campaigns for the apps and devices your subscribers use.
- 6. Historical Email Marketing Tactics Newsletter Signup Research ServicesSecret Shopping Industry Insights Pro: Easy, Friction-Free Con: Analytics Impossible Pro: Mechanical and repeatable Con: No consumer interaction Pro: Reliable benchmarking Con: Limited data sets Pro: Detailed and hands-on Con: Place-in-time view
- 7. A Systematic Approach “This era of real-time data, contextual email and moment- marketing demands a systemic programmatic approach to email marketing competitive intelligence.” - David Daniels, The Relevancy Group ”The Value of Competitive Intelligence”, 2016
- 8. History of EDS Analyst 2003 Launched the First CIA Platform 5,000 Brands Covered Automated the “Newsletter” Process
- 9. The Value of Competitive Intelligence Research Study – October 2016
- 10. Who is Using a CIA Platform When asked 91% of Marketersviewed CIA as SIGNIFICANTLY OR SOMEWHAT IMPORTANT Source: The Relevancy Group, 10/16
- 11. Who is Using a CIA Platform If a tool existed that allowed you to view your competitors email performance data including open rate, click-through rate and delivery rate, would you use it? 90% of Marketers said they would use a tool like EDS Analyst, but only 38% are. Early Adopters have a HUGE COMPETITIVE ADVANTAGE Source: The Relevancy Group, 10/16
- 12. Benefits of a CIA Platform IMPROVED OPEN RATES 34% OPTIMIZED SEND TIMES 34% IMPROVED CLICK- THROUGHS 33% INCREASED UNDERSTNG IN COMPETITOR AWARENESS 33%IMPROVED DELIVERABILITY 32% IMPROVED CONVERSION-RATES 30% IMPROVED ORDER VALUE 33% NO IMPROVEMENTS IDENTIFIED 1% CIA IS PROVEN TO IMPROVE YOUR EMAIL MARKETING EFFORTS Source: The Relevancy Group, 10/16 99out of 100 Marketers using CIA saw an improvement to their marketing efforts
- 13. Benefits of a CIA Platform 3X MORE REVENUE* Source: The Relevancy Group, 10/16*Assumes average monthly send volume of 19.4 million emails and average order value of $121.86
- 14. Choosing a CIA Platform What is the source of the data? How does that source align to your industry and competitors? What are their custom reporting capabilities? What can be automated, saved, reused and alerted? Does their services team include email marketing experts? How easy is the application to use?
- 15. Analyst NextGen: A Look at the Leading CIA Platform Announcing: Inbox Index Real-time index score Based upon live consumer data Gmail, Yahoo, Outlook and AOL Inbox % Historical Avg Downward Movements Volatility Score Factors:
- 19. Analyst NextGen Design Tracker Choose Email Clients Send Email
- 21. Analyst NextGen Announcing Inbox Tracker 2.0 Available Early Q2 2017
- 22. Analyst NextGen Inbox Tracker 2.0 Real-Time Actionable Intelligence Clear and Easy-To-Use Dashboard Custom List Weighting New Alerting System In-App Detection of Deliverability Problems In-App Solutions to Deliverability Problems
- 24. Thank You!....Questions? Chris Adams – CTO | chris@edatasource.com eDataSource | @eDataSource
Hinweis der Redaktion
- Brief introduction - Name - Family - First time at EIS, Asked to Speak - Love skiing 0:30
- Walk through brief Agenda items I was sharing a bit with my daughter on what I’d be speaking about and she responded, “Oh, so it’s kind of like an infomercial for your company.” --- As I was getting ready to correct her, I had to stop, because, at the end of the day, if I accomplish one thing, I hope it’s that you leave this time and decide that it is in your best interest to partner with us and our flagship product, Analyst NextGen 1:00
- We are eDataSource --- speak tagline Marketing speak for we help you make decisions with your online email campaigns 1:20
- Cover each of the tools and what they allow The way we do this is unique in the industry… 2:00
- Talk about our core platform and the fact it’s based upon a live consumer panel 3:00
- Cover the historical email marketing techniques Primary newsletter signup Walls of printouts, thousands of emails Industry insights 4:30
- A Systematic Approach was needed. An approach that produced reliable and repeat results That you can guage and make decisions upon Enter Email Data Source 4:50
- Briefly discuss the history of eDataSource Launched in 2003 5,000 brands covered Pioneered the use of ”virtual characters” Transition: Been in the competitive field since 2003, knew that there was value to it, but had never been quantified 5:30
- So, we commissioned a study this past summer that was released in Oct. The Value of Competitive Intelligence Coined the term: Competitive Intelligence Applications Set out to answer the question: What is the value of competitive intelligence Hypothesis-based. Based upon 486 qualified marketers Managers to CMOs in the United States 6:30
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- Touch on the fact that 99% of respondents saw some sort of improvement Culminate to improved order value But, we were curious how much of an improvement 7:45
- And the study concluded that on average, senders who send clos to 20M emails per month And saw an avg order of $122 saw, on average, a 3x increase in their revenues vs. those who did Not use a competitive intelligence tool Why is this? Address some of the reasons 8:30
- FOCUS upon Panel Data Alignment to the US Population Email marketing experts Ease of Use 9:30
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