1. StrongView:
Proprietary
and
Confiden4al - October 2014

2. StrongView:
Proprietary
and
Confiden4al
THE RULES
• The cage has a diameter as big as
this stage, all of which can be
used by the fighters to
demonstrate their mastery
• The Champion Bout consists of
four rounds, plus Q&A
• The bout will run 45 Minutes
(or until somebody cries “uncle”)

3. StrongView:
Proprietary
and
Confiden4al
THIS FIGHT
• This is a Heavyweight Bout
• Unless there is a TKO, the winner
will be determined by you
• Be disruptive…er, uh interactive
FOULS
• Boring the Audience
• Physical Abuse
Verbal abuse is highly encouraged
• No questions from the audience

4. Jennifer Stamper
email marketing specialist
Matthieu Ullens
Head of IT & product strategy
Erryn Neckel
marketing director
StrongView:
Proprietary
and
Confiden4al
Unique Approach:
Tapping into customer
archetypes
Judo Move:
Persona Powerhouse
Unique Approach:
Metrics driven & controlling
IT
Judo Move:
Belgian chocolate ;-)
Unique Approach:
Automation Innovation
Judo Move:
Content Cannonball

5. StrongView:
Proprietary
and
Confiden4al
IT’S TIME!

6. StrongView:
Proprietary
and
Confiden4al
THE BUSINESS
Company:
Extra Space Storage
Industry:
Consumer Services
Industry Size:
24 Billion
Product:
Empty Space
Employees:
3,000
Personal Years of Experience:
3

7. The Problems:
StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
1. Only 55% of our
reservations
actually move in
2. Reservation
templates are not
mobile responsive

8. StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
Pierre-Charles
L'Enfant's – in 1791
put together the plans
for Washington DC
Chief
Architects of
Boston

9. The Plan
1-­‐3
day
reserva,on
StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
3-­‐8
day
reserva,on
9
day
reserva,on
Trigger
instant
email
10-­‐14
day
reserva,on
Trigger
instant
email
Trigger
instant
email
Trigger
instant
email
24
hours
before
move-­‐in
7
days
a:er
reserva,on
2-­‐6
day
reserva,on
Move-­‐in
day
reminder
Move-­‐in
day
reminder
Move-­‐in
day
reminder
Move-­‐in
day
reminder
24
hours
before
move-­‐in
24
hours
before
move-­‐in
Move-­‐in
day
reminder

10. We Were Missing The People
StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN

11. StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
The Plan

12. StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
Personas
SLOW FAST
LOGICAL EMOTIONAL

13. StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
Personas
SLOW FAST
LOGICAL EMOTIONAL
Relationship oriented.
Develops relationship
with employees.
Reviews & images.
Spends time asking
questions.
Mother
Teresa
Humanis(c

14. StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
Personas
SLOW FAST
LOGICAL EMOTIONAL
Relationship oriented.
Develops relationship
with employees.
Reviews & images.
Spends time asking
questions.
Mother
Teresa
Humanis(c
Direct, goal
oriented.
Wants facts.
Knows exactly what
she wants and
wants it quickly.
Gaston
Compe((ve

15. StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
Personas
SLOW FAST
LOGICAL EMOTIONAL
Relationship oriented.
Develops relationship
with employees.
Reviews & images.
Spends time asking
questions.
Mother
Teresa
Humanis(c
Direct, goal
oriented.
Wants facts.
Knows exactly what
she wants and
wants it quickly.
Gaston
Compe((ve
Moment-to-moment.
Persuaded by good deal
or promo.
Likes video/images.
Is afraid of commitment.
Wants non-threatening
communication.
Will
Ferrell
Spontaneous

16. StrongView:
Proprietary
and
Confiden4al
Personas
SLOW FAST
LOGICAL EMOTIONAL
Direct, goal
oriented.
Wants facts.
Knows exactly what
she wants and
wants it quickly.
Detail oriented.
Wants to make a
smart decision.
Wants white
papers, materials
and data.
Will take time
making decision.
Moment-to-moment.
Persuaded by good deal
or promo.
Likes video/images.
Is afraid of commitment.
Wants non-threatening
communication.
Relationship oriented.
Develops relationship
with employees.
Reviews & images.
Spends time asking
questions.
Will
Ferrell
Gaston
Spontaneous
Compe((ve
Mother
Teresa
Humanis(c
Mr.
Spock
Methodical
THE CAMPAIGN

17. StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN

18. 500
400
300
200
100
StrongView:
Proprietary
and
Confiden4al
THE RESULTS
• Rentals are up 30% since launch
• Open rates are up 7.36%
• Increased customer mobile
engagement
0
Rentals
2013 2014

19. What we’re testing next:
StrongView:
Proprietary
and
Confiden4al
WHAT’S NEXT?
1. SMS campaign for our reservations
2. Speak to personas in all of our email
programs
3. Mobile friendly emails
4. Give customers more control

20. TAKE YOUR SHOT!
StrongView:
Proprietary
and
Confiden4al

21. StrongView:
Proprietary
and
Confiden4al
THE BUSINESS
Company:
Vente-Exclusive.com
Industry:
Flash Sales (comparable to Gilt)
Characteristics: Email intensive business
Product: Focused on Fashion & lingerie,
but also high-tech, decoration, travel…
Employees: 130
Personal Years of Experience: 15

22. StrongView:
Proprietary
and
Confiden4al
THE CONTEXT
Email intensive
business
• 3M users
• 70M monthly
emails
Emails represent 60% of
order entry channel
Churn & activation
curves are under
control
Yet opt-out reduction &
activation are key
growth buckets
Bucket 2
Bucket 1
TooManyEm
ails,
50%
DontNeedE
mails,
8%
Others,
24%
CantAfford,
2%
DontLikeBra
nds,
3%
EmailFreque
ncy,
6%
EmailsNotInt
eres,ng,
7%

23. CURRENT SITUATION
A 85% Daily users
15% Weekly users
Personal
alerts
StrongView:
Proprietary
and
Confiden4al
B
1
2
New
sales
3
Open
sales
1
Open
sales

24. 1
2
1
2
StrongView:
Proprietary
and
Confiden4al
THE PLAN
• The issue
• Untapped growth potential
• Opting-out due to email frequency
• Activation of extra members
• The Plan
• Two phased personalization
• Improve relevance of both
programs
• Improve frequency

25. A 15% Weekly users
Personal
alerts
StrongView:
Proprietary
and
Confiden4al
THE HOW?
85% Daily users
B
1
2
New
sales
3
Open
sales
1
Open
sales

26. A 15% Weekly users
StrongView:
Proprietary
and
Confiden4al
THE HOW?
85% Daily users
B
1

27. A 15% Weekly users
StrongView:
Proprietary
and
Confiden4al
THE HOW?
85% Daily users
B
1
Open
sales
1
Ranking
of
Sales
order
based
on
personal
preferences
Introduc,on
of
2 Personal
alerts

28. A 15% Weekly users
StrongView:
Proprietary
and
Confiden4al
THE HOW?
85% Daily users
B
1
Open
sales
1
Ranking
of
Sales
order
based
on
personal
preferences
Introduc,on
of
2 Personal
alerts
3
Change
frequency
based
on
user
email
behavior

29. VEX
datasources
VEX
output
StrongView:
Proprietary
and
Confiden4al
THE HOW?
VEX DB CAL events Email info
The black box
Pig, R, Azkaban
& other Buzzwords
Google Big Query
Relevance
initiatives New analytics tool
Statistical models based
on following criteria
For brand relevance:
visits, carts, orders,
detailed product views,
returns, sales visited /
sales available…
For email frequency:
Emails opened, clicked,
type of placement
clicked, visit, mobile
push notifications sent…

30. StrongView:
Proprietary
and
Confiden4al
THE RESULTS
Preliminary results for phase 1
• Revenue generate +2.3%
- Translating into +1.4% on total revenues!
• Clicks/Opens +3.4%
Phase
2
is
currently
under
development
• Results
expected
as
of
November
14

31. TAKE YOUR SHOT!
StrongView:
Proprietary
and
Confiden4al

32. StrongView:
Proprietary
and
Confiden4al
THE BUSINESS
Company:
The Motley Fool
Industry:
Financial Services
Purpose:
To Help The World Invest - Better.
Product:
Financial Subscriptions
Offices: United States, United Kingdom, Australia,
Canada, Singapore, Germany
Shoes in the office:
Optional (Nerf wars, mandatory)

33. StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
Opportunity: Less than 20% of our email
database had seen our top email messages.
Solution: Automate an email program that
serves our top converting messages based
on a user’s behaviors.
Goals: Increase email conversion rates
by 10%. And decrease the time to execute.
Key Metrics:
• Order Conversion Rate
• Happy Hour Rate
Definition of Success: An automated
program that sends emails based on a
person’s interactions and content responses
to increase email conversion rates.
Email
Open
Email
Click
Site
Ac,on
-­‐
Engagement
Specific
-­‐
Top
Content
-­‐
Automated

34. How did we do it?
Start
Path
Subject
A
Content
A
StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
Subject
B
Content
A
Subject
C
Content
A

35. How did we do it?
Start
Path
Subject
A
Content
A
StrongView:
Proprietary
and
Confiden4al
THE CAMPAIGN
Subject
B
Content
A
Subject
C
Content
A
Email
&
Site
Engagement
Open
Path
Click
Path
Site
A
Path
Site
B
Path

36. StrongView:
Proprietary
and
Confiden4al
THE RESULTS
Open Rate = Flat

37. Open Rate = Flat
StrongView:
Proprietary
and
Confiden4al
THE RESULTS
Click Rate = Flat

38. StrongView:
Proprietary
and
Confiden4al
THE RESULTS
Click Rate = Flat
Order Rate =
12% lift
Open Rate = Flat

39. StrongView:
Proprietary
and
Confiden4al
THE RESULTS
Click Rate = Flat
Order Rate =
12% lift
Happy hour rate =
100% lift
Open Rate = Flat

40. Serve
Targeted
Content
StrongView:
Proprietary
and
Confiden4al
WHAT’S NEXT?
Segment
List
Behaviorally
Recognize
top
content
for
each
behavior
Automate
the
email
sends
(happy
hour!)

41. Serve
Targeted
Content
StrongView:
Proprietary
and
Confiden4al
WHAT’S NEXT?
Segment
List
Behaviorally
Recognize
top
content
for
each
behavior
Subject
Line
&
CTA
Tes4ng
New
Engagement
Points
Deeper
Campaigns
Automate
the
email
sends
(happy
hour!)
Align
with
adver4sing
ini4a4ves
Addi4onal
Segmenta4on
Pathways

42. TAKE YOUR SHOT!
StrongView:
Proprietary
and
Confiden4al

43. AND THE WINNER IS…
Erryn Neckel

44. StrongView:
Proprietary
and
Confiden4al