Transcript The Cast of Characters - Oracle Content Marketing

STRONGVIEW
MARKETING SERVICES
Your Full-Service Partner
Proprietary and Confidential
• Partners with clients to increase revenue
and efficiency for their email programs
•
Award-winning marketing services
• Recognized industry experts & thought
leaders (Click Z, MediaPost, DMA, etc.)
• Industry-leading client
(Forrester)
satisfaction scores
Proprietary and Confidential
SERVING AS EXTENSION OF THE TEAM
Account Services
Account Management | Production
Program Deployment | Process
Optimization | Deliverability | Training
Creative
Creative Design | Landing Pages | Microsites
Mobile Optimization | Social Integration
Mobile Elements | Copywriting | Display
Strategy
Campaign Strategy | Program Analytics
Program Optimization | Segmentation
Referral Marketing | Social Strategy
Technical Services
Implementation | Platform Upgrades
Preference Centers | Production
Automation | Custom API & Integrations
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THE CAST OF CHARACTERS
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER
DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
Proprietary and Confidential
THE CAST OF CHARACTERS
ACCOUNT DIRECTOR
• Industry leader with 10+ years of experience
• Owner of overall customer satisfaction
• Provides direction for continuous innovation and
growth for clients
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER
DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
Proprietary and Confidential
THE CAST OF CHARACTERS
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
• Industry leader with 5+ years
of experience
• Day-to-day contact
PROGRAM MANAGER
• Owner of daily operations
• Accountable for program
management
EMAIL PRODUCER
DELIVERY SPECIALIST
• 3+ years industry experience
• Accountable for campaign
execution & delivery
• 5+ years industry experience
• ISP relations & delivery
management
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
Proprietary and Confidential
THE CAST OF CHARACTERS
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER
DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
• Cross-channel strategy &
program development
• Program optimization &
actionable analysis
• Creative design & copywriting
• Custom data integration
• Automation and efficiency
tools
• Custom reports
Proprietary and Confidential
STRONGVIEW
What is submitted?
• Campaign Request Form
What do we do
• Validate Code
• PSD Files
• Render Test
• Assets
• Mobile Optimize*
• HTML Files
• Link/Open Tracking
• Dynamic Logic Matrix
• Dynamic Content
• Target Definitions
• Tests
A UTOM AT ED
WORKFLOW
• 41 Point QA
* Creative and responsive templates are an
option
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We pair our technology with expertise
Getting the most out of your programs takes a partnership of technology and services
We partner to determine the most effective approach
The audience, the offer, the information is collected or developed together to accurately align our industry
expertise with the power of your brand
We align expectations
Your Account Team works together to turn your input into a brief as well as an initial strategy and execution
plan
We deliver seamlessly
With your approval, we begin to put your strategy into action by developing a strategic framework and an
initial look and feel to your campaign
We continue to optimize beyond deployment
The project doesn’t conclude just because it has delivered, the Account Team stays with you to validate its
effectiveness and identify learning opportunities as we move forward
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More Strategic
StrongView’s powerful self-service tool is used by our own experts, resulting in their
delivery of full service capability resulting in less spend on production and a greater
focus on program strategy.
Greater Flexibility
From full services to supervised use of our tool by our experts to on-site training to
self-service, we can seamlessly move back and forth among full, collaborative, and
self-service models allowing clients to add or subtract services based on calendar or
project needs.
Seamless Integration
Integration with your data model and systems allows for a more succinct and
streamlined look at your customers. Because there is no need to move all of this
data from one place to another you can better access and leverage a single view of
your customer.
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ACHIEVING SUCCESS FOR CLIENTS: COOKING.COM
WELCOME SERIES
Analyzing the Data
Welcome Series developed,
includes progressive profiling
strategy.
Optimizing
Against the Data
Reduction churn by 29% and
increased engagement by 198%.
Analyses of customer base for
persona alignment.
Taking Action
on the Data
Response data used for further
personalization of the content.
Results
Great Success
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ACHIEVING SUCCESS FOR CLIENTS: IHG
INTERCONTINENTAL HOTELS GROUP
Consolidating
the process
Launching sophisticated marketing
initiatives and vertical-specific “bestpractices”, across all brands
Optimizing the
global effort
Market leading messaging
tactics, exposing subscribers to
industry leading technology
Converging providers,
streamlining creative, minimizing
vendor headcount
Implementing
the plan
Utilizing existing data to leverage
revenue driving / multi-lingual
campaign add-on’s, and resources
Innovation
Forward
thinking
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.5M
108
Revenue Growth
37% YOY
Q4 2012
Q4 2012
66%
21%
Revenue per email (RPE)
Open rates
Q4 2012
16%
Click-thru rates (CTR)
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Full Service Capability
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Account
Strategy
Creative
Technical
More Strategic
• Our people leverage advanced tools that result in them requiring less billable hours
Flexible Deployment
• Full, hybrid and self-service options, with ability to move among them
• Expand and collapse based on calendar needs
Supports Central & Local Use
• Central services can be deployed in combination with local office variations
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xxxx
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[email protected]
650-421-xxxx
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Go to www.strongview.com
Whitepapers
Research
Case Studies
Webinars
Expert Advice & Blogs
Twitter: @strongview
Facebook.com/strongviewinc
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APPENDIX
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IHG: CONSOLIDATION
Creative
Standardized
Message Inputs
8 full-time resources to
hand code message
Account
Man hours
decreased to 96
hours/mo from
1,280 hours/mo
Account Services
Team QAs, Tests,
and Launches
Faster, more efficient campaigns
leads to higher ROI
EPSILON
Process
Review
Automated Template
Coding
Strategy Technical
Campaign Turnaround decreased
to 3-days from
10-days
Reduction in Errors
& Increase in ROI
Proprietary and Confidential
Implementation Milestones
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Transactional Initiatives
Implemented PCR & Brand transactional
email templates
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Template Redesign
Redesign all email templates to deliver on
best practices and brand GL’s
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Promotional Initiatives
Implemented PCR & Brand promotional
email templates
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Calendar Management
Instituted cross program deployment
calendar management
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Mobile Device Tracking
Implemented platform and mobile device
tracking
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Executive Dashboard
Designed executive reporting dashboard
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Implementation Milestones (cont.)
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Process Documentation
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Continuing Best Practices
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Disaster Recovery Prep
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Media Redundancy Plan
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AMEA Full Service Work
Created process and training
documentation for all email programs
Established IHG specific best practice
documentation
Established disaster recovery
communications plans
Digital Asset Manager back-up plan
established
Took over full-service work for AMEA’s PCR
Newsletter
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Optimization Milestones
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Cross Sell Marketing
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Program Categorization
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Multi-Lingual Unsubscribes
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Template Consolidation
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Template Redesign
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Web Analytics Transition
Enabled Cross Sell Marketing: per offer
reporting across all programs
Categorization for email programs
reflecting the purpose of the
Consolidated multi-lingual unsubscribe
pages & surveys
Consolidated dynamic content to one
block of verified source code
Template redesign matching dialogue
marketing efforts
Managed transition from Coremetrics to
Omniture
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Innovation Milestones
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Mobile Key Messaging
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Countdown Clock
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Mobile Optimization
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User Generated Content
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EMEA Preference Center
Implemented Mobile Key messaging
24-hour flash sales program executed on
proprietary countdown clock technology
Mobile optimized monthly eStatement
customer emails
Automated the process of placing
customer reviews in emails
EMEA preference center built to allow for
list imports from hotels
Proprietary and Confidential
IHG: COUNTDOWN-CLOCK, 08.14.2012
Solution Summary
StrongView created and provided a countdown clock that was
embedded into an email template and a website. The clock
was designed to provide a countdown based on the date/time
of their single selected event.
Asset Summary
We provided the clock as a GIF / 8 bit PNG file.
Marketing Objectives
IHG is pairing a flash-clock creative element with subject line
testing, seeing whether leading with the time or the discount
amount will drive more engagement.
Subject Lines
1) 24 Hours Only. 50% off Reward Nights
2) 50% off Reward Nights. 24 Hours Only.
Observations
The most successful Adhoc email launched in ‘12 from both
engagement and revenue perspective. This is credited to a
well thought out strategy and rich offer. The subject line test
with the symbol generated slight lift in open rates for Split 1,
and the 24 hour countdown clock generated a sense of
urgency (presumably) to take advantage of the offer
Proprietary and Confidential
IHG: COUNTDOWN-CLOCK, 11.02.2012
Solution Summary
We created and provided a countdown clock that was
embedded into an email template and a website. The clock
was designed to provide a countdown based on the date/time
of their single selected event.
Asset Summary
We provided the clock as a GIF / 8 bit PNG file, a sized
specified by IHG. The image will be utilized for a one-time
campaign with an approximate quantity of 1M members (max).
Marketing Objectives
Members were presented a discount for 24 hours when using
points to redeem gift cards.
Subject Lines
★Save 25% on gift cards and brand merchandise! Offer ends
November 2 at noon EST
Observations
The flash sale was a great success and surpassed their
channel benchmark on all levels. This is their most "engaged"
segment though, so this was expected, but not at this level.
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IHG: COUNTDOWN CLOCK: REPORTING
08.14.2012 | Segments: All active PA2 and elite PCR members (known here as "STANDARD")
Click Activity
EN Split 1 =
EN Split 2 =
ES Split 1 =
ES Split 2 =
1) Primary CTA (70.6% of clicks) 2) Account (9.2 % of clicks) 3) Subhead (5.8 % of clicks)
1) Primary CTA (70.6% of clicks) 2) Account (9.4 % of clicks) 3) Teaser (5.7 % of clicks)
1) Nav Login (51.0% of clicks) 2) Booking Module (21.9 % of clicks) 3) Nav Rewards (3.9 % of clicks)
1) Nav Login (50.5% of clicks) 2) Reservation (20.5 % of clicks) 3) N/A
11.02.2012 | Segments: All active PA2 and elite PCR members (known here as "STANDARD")
Click Activity
PA2 = 1) Primary CTA (65.3% of clicks) 2) Nav Login (13.6 % of clicks) 3) PCR.com (3.1 % of clicks)
STANDARD = 1) Primary CTA (69.1% of clicks) 2) Nav Login (10.3 % of clicks) 3) Flights Anywhere (2.8 % of clicks)
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COOKING.COM WELCOME PROGRAM: MAILINGS
Day 0
Day 4
Day 8
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LIFT IN OPENS, CLICKS AND CONVERSIONS
• Lift in Open rate of 41.83%
• Lift in Click through rate of 7.68%
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For profiled users, average open is 51.2% and average click
through rate is 22.9%!
• 29% decrease in disengagement (complaints and unsubs)
• Increased conversions form old 1-email welcome program
to 3 emails with more relevant, behaviorally targeted
content
Proprietary and Confidential
THE CAST OF CHARACTERS
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
TECHNICAL SUPPORT LEAD
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
The transition to StrongView was seamless and quickly put an end to our
skyrocketing email costs – not to mention the improved support we’re
receiving from their top-notch deliverability and strategic services teams.
Proprietary and Confidential
THE CAST OF CHARACTERS
ACCOUNT DIRECTOR
• Industry leader with 10+ years of experience
• Owner of overall customer satisfaction
• Provides direction for continuous innovation and
growth for clients
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
TECHNICAL SUPPORT LEAD
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
Proprietary and Confidential
THE CAST OF CHARACTERS
Dedicated
Account Manager
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
 Proactive account
management &
customer service
 Program assessment &
recommendations
 Benchmark analysis
 Periodic reviews
 Best practice
consultation
 Training
ACCOUNT MANAGER
TECHNICAL SUPPORT LEAD
Your dedicated “go-to”
person leverages a clear
understanding of your
business and unique
marketing objectives to
help ensure your complete
success.
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
Proprietary and Confidential
THE CAST OF CHARACTERS
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
TECHNICAL SUPPORT LEAD
Provides personalized
support from an expert who
has a deep technical
understanding of your
implementation, including
marketing programs and
business objectives.
EXPERT SERVICES
STRATEGIC CONSULTING
Dedicated
Tech Lead
 Dedicated support
engineer serves as you
main contact for all
cases
 Detailed knowledge of
your specific email
infrastructure and
practices
 Informed & most
expedient response to
questions
 Weekly status meetings
CUSTOM DEVELOPMENT
Proprietary and Confidential
THE CAST OF CHARACTERS
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER
DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
• Cross-channel strategy &
program development
• Program optimization &
actionable analysis
• Creative design & copywriting
CUSTOM DEVELOPMENT
• Custom data integration
• Automation & efficiency tools
• Custom reports
Proprietary and Confidential
ACHIEVING SUCCESS FOR CLIENTS: AVG
• 3 products – PCTuneUp, Antivirus, Mobile
• Target: Existing PAID and FREE customer base
• Duration: 1 month (holiday season)
• A/B Testing with Incentives / No Incentives
• Seasonal Theme of Sharing – to test Referral Program
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AVG SEASON FOR SHARING
Goals for Campaign:
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Drive Interest in top paid products: PC Tuneup, Antivirus, Mobile
Provide a free product download as a gift to new customers acquired
Convert those that try the gift to become subscription-based customers
Invitation Received
Intro Panel by Product
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AVG SEASON FOR SHARING
Campaign Action = Download
Key Takeaways:
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15,800 Participants to Campaign
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99,500 Initial Views (Intro Panel)
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21,000 Invites Sent
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90% of Invitations by Email
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Click Rate of Invites: 30%
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3,986 Campaign Actions
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65% of Invites Clicked, ended in a
Product Download (Conversion
Rate)
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Twice the common conversion rate (of
30%) that are most successful campaigns
experience.
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STRATEGIC TESTING METHODOLOGY
1. Ask a question
2. Form a Hypothesis
3. Determine KPI’s and
establish a baseline
4. Create the test
5. Segment the list
6. Measure & analyze the
results
7. Optimize based on
learning's
Ask a ?
Optimize
based on
Results
Form a
Hypothesis
What question are you
trying to answer?
Measure &
Analyze
Results
KPIs/Baseline
Segment Test
& Control
Lists
Create Test
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PUT TOGETHER THE RIGHT TEST MATRIX
Type
(pick one)
 A/B (Single
Factor)
 Multivariate
Variable
(one for a/b, a few for
multivariate)
Metric
(one primary)
 Subject
 Delivered
 From Name
 Open Rate
 Format (HTML,
 Click Rate
Mobile)
 Content (e.g. pre-
header text)
 Timing (day, hour,
time zone, etc.)
 Offer
 Call to Action
 Layout/Location
 Style (Font, Color,
etc.)
 Sequence
 Clicks-to-Open
 Conversions
 Revenue
 Revenue per
Email
 ROI
Duration
(pick one)
Additional
Tests
 Set time (e.g. 30
 Audience Segments
days)
 Lifecycle Stage
 Set amount (10%
of list, one batch,
etc.)
 Confidence level
(e.g. 98%)
 Manual End
 Purchase &
response Behavior
 Triggered campaigns
 Device type
 Frequency/Cadence
 Cross-channel
integration
 Complaints
 Opt-Outs
 Forwards
 Shares
 Program (e.g. # of
emails)
 Personalization
 Other
Proprietary and Confidential
INTRODUCTION TO YOUR HEAD OF STRATEGY
Katrina Conn
VP Marketing
Services
Biographical Sketch
 15 years of email & cross-channel marketing experience
 Strategic Client focus leveraging ESP and Agency services to increase
delivery, customer engagement, conversion and retention
 Domestic & International Interactive marketing experience
 Industry focus – Retail, Travel & Entertainment, Technology, Financial, and
Media
 Industry representative/speaker - AdTech, Email Insider Summit, eTail,
Dreamforce
 DMA & Email Experience Council member
 Education: Regis University
Areas of Expertise
 Cross-channel program integration: email, social, mobile, display and direct,
and POS
 Customer Acquisition, Purchase, & Retention Lifecycle marketing
 Channel Analytics, Attribution and ROI performance
 Behavioral/Response marketing & individualized campaign development
 Audience persona & segmentation development strategies
 Email optimization, testing and engagement strategies
Proprietary and Confidential
37
MIKE GENTILE, ASSOCIATE CREATIVE DIRECTOR
Called “StrongView’s design power” Mike currently tackles any of the
500+ client campaigns, from mobile optimization to full redesigns.
Creating lasting campaigns with a fresh approach and proven results.
Previously work included, ACD at Hill Holliday, NY responsible for the
agency's Verizon B2B/CRM, General Motors and Sirius Satellite Radio
Business. He was instrumental in developing Hill Holliday into a National
powerhouse with his creative strategy and off the wall approaches.
Before that Mike was at McCann Erickson, NY building brands and
customer loyalty for fortune 500 auto and tech companies. Clients
include Xbox Live, Sprint, Mastercard, Hallmark, Gateway, Marriott and
Buick.
Although mike has won numerous industry awards, (DMA’s, Caples,
Echo’s..) he's most proud of his 2nd place "Mr Muscle" trophy, awarded
by his hometown at the tender age of 4.
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