Friday, November 9, 2012
Each Thursday at 11am EST, marketers from around the world join the ExactTarget user community on Twitter for a conversation about trends and campaign ideas across the interactive marketing industry. We call this virtual coffee chat ExactTarget Café.
Our guest for a recent #ETCafe chat was Peter Chase (@peterrchase), Executive Vice President at Scribe Software Corporation. During the chat Peter shared his insights into leveraging data to drive more successful campaigns. This was Peter’s and his team's first time on the chat and we had some amazing conversation!
Here's a recap from our conversation:
Q1 What type of data do you capture about your clients? How do you use this data? #etcafe
- @peterrchase A1. We use specific product interest data for both segmenting subscribers for targeted outreach and for personalizing conversations
- @aerosly A1: My company captures tons of data, but we cater to int'l cust and can only use email address for marketing. Not even their name.
- @scottperdue A1 Aside from the obvious (name, email, location), we capture purchase data from our eStore which we use for segmentation.
- @laraconnbaker A1. We sync ET and CRM databases, and use CRM to pull targeted lists. Those then get xferred into ET and groups built off of a flag.
- @peterrchase a1. We collect product interest from Web forms when they download assets
- @acskirvin1 A1 think about the end goal of your marketing efforts/campaigns and work backward to determine data needed.
Q2 Where do you store your client data? What other systems do you integrate your CRM data with? #etcafe
- @havronsm A2 Currently we store our data in a custom built solution. We're working on implementing a new AMS and an API integration with ET
- @aerosly A2: We don't. We use a custom Back Office system as a massive database with minimal feeds to ET. I really want to move to CRM.
- @acskirvin1 A2: The most successful marketers aggregate all sources of data (5 types of data).for better segments and conversion metrics
Q3 Is integrating data from other systems important to successful campaigns? What data attributes do you usually use? #etcafe
- @laraconnbaker A3. TOTALLY. Depends on mailing as to what type of attributes. Behavior, usage and prior clicks GREATLY increase response rates.
- @scottperdue A3 When it leads to more relevant segmentation, absolutely! Conference emails by region, book emails by purchases, etc
- @EmailGirl A3. Yes! We use purchase data the most for relevant campaigns for our clients.
- @kkestler A3: Incredibly so. Data silos are bad, too! Additional systems help provide context.
- @peterrchase Beyond segmentation and personalization to increase response rate, we also feed follow up actions back to CRM for sales follow up
Q4 What are some key things you wish you could do with your customer data that you can’t today? #etcafe
- @laraconnbaker A4 Better targeting based on prior clicks!! This would be huge for us. Getting easier with launch of new web site.
- @scottperdue A4 Set up a few automatic(!) "Because you bought..." emails that are triggered XX days after purchase of XX item(s).
- @peterrchase We have to be careful with personalizing around behavior not to creep folks out
Q5 What successes have you experienced by leveraging CRM data to drive your messages/campaigns? #etcafe
- @peterrchase a5. check out Volvo Const Equip and how they are using data to drive folks to a trusted email relationship http://t.co/D1DstBE7
- @laraconnbaker A5 No specific #s but open/click rates 4 - 5x higher on targeted pieces using CRM data or prior click data.
- @kkestler A5: Interdepartmental consistency between marketing, sales, service b/c everyone is working off the same data.
- @EmailGirl A5. Shorten time between sign up and first purchase. Or between 1st and 2nd purchases. Increases LTV
Q6 What examples do you have of companies sending personalized messages to you based on your browser or client data? #etcafe
- @laraconnbaker A6 My fave is Brighton. A yr after I bought a badge holder I got an email with product recs based on THAT purchase. GREAT data mgt!
- @indycubsfan A6 Hotels. I have stayed at the Madison Concourse a few times and receive targets messages all the time via banner ads.
- @laraconnbaker A6 Groupon has started doing much more personal as well - "you are receiving this bc you purchased xx item in the past."
- @kkestler A6: @amazon sends emails regularly based on products recently browsed or purchased, abandoned carts, etc. Tons of data well used.
- @EmailGirl A6 - I got an abandoned browse email the other day from @potterybarn I had clicked through a previous email & looked at stockings
Please join us every Thursday at 11am-12pm EST on Twitter by following the #ETCafe hashtag!