Adrienne Joselow: Mailchimp | Beyond the dashboard: How to use data and research to create actionable marketing strategies

Transcript

1. Proprietary & Confidential 2019 Beyond the dashboard: How to use data and research to create actionable marketing strategies 1 2019
2. Proprietary & Confidential 2019 Adrienne Joselow Mailchimp Senior Product Marketing Manager 2
3. Proprietary & Confidential 2019 • What is data-driven personalization and why is it important for marketing? • How does Mailchimp think about customer and marketing insights? • How do customer and marketing insights help optimize marketing? • How do should marketers measure results and define success? 3 Key Concepts & Questions
4. Proprietary & Confidential 2019 The Better Marketing Philosophy Audience
5. Proprietary & Confidential 2019 The right people Targeting The right message Personalization The right place(s) Channels 5 How do you enable this at scale? The 3 pillars of Great Marketing
6. Proprietary & Confidential 2019 Data!
7. Proprietary & Confidential 2019 Data-Driven Personalization
8. Proprietary & Confidential 2019 McKinsey research shows personalization • Reduces acquisition costs as much as 50% • Lifts revenues by 5-15% • Increases the efficiency of marketing spend by 10-30% Irrelevant content generates 83% lower response rates in the average marketing campaign. Lack of personalization and trust cost businesses $756 billion last year. (on the flipside)
9. Proprietary & Confidential 2019 According to an Epsilon survey of 1,000 consumers aged 18-64: 80% say they are more likely to do business with a company if it offers personalized experiences. 90% claim they find personalization appealing. More than half of consumers even say they’re willing to hand over their personal information, so long as you use it to benefit them.
10. Proprietary & Confidential 2019 The increasingly complex world of marketing channels and technology
11. Proprietary & Confidential 2019 Integrated, Multichannel Campaigns
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13. Proprietary & Confidential 2019 Campaigns using 4 + digital channels outperform those using single / dual channel campaigns by 300%.
14. Proprietary & Confidential 2019 Palmer to add Placeholder for funnel flow from OOH > video > social ad > display ad > website
15. Proprietary & Confidential 2019 Learn More You’re ready to grow. Now what? Run integrated campaigns across channels to boost performance by 300%. That’s what. Get 3x the ROI with multi-channel marketing
16. Proprietary & Confidential 2019 Sign Up Now Sign Up Now Get better results with a marketing CRM. Sign Up Now Tag and segment your audience to create personalized marketing. That’s what. Sign Up Now You got your 1,000th customer! Now what? Freshtix, A Mailchimp customer
17. Proprietary & Confidential 2018 User Story: UrbanSitter “That hook back to our database is incredibly important because it keeps our data up to date, relevant, and accurate so that when we're emailing parents, we are doing so at the right point in their life cycle.” And when pairing this data with automations, the company saw a 260% increase in their conversion rate attributable to the expanded welcome series.
18. Proprietary & Confidential 2019 The Better Marketing Philosophy 18 Audience
19. Proprietary & Confidential 2019 19 What are a company’s top marketing challenges? Generating traffic and leads Providing the ROI of our marketing activities Securing enough budget Identifying the right technologies for our needs Managing our website Targeting content for an international audience Training our team Hiring top talent 63% 40% 28% 26% 26% 21% 19% 16%
20. Proprietary & Confidential 2019 What types of insights does Mailchimp’s Marketing team use?
21. Proprietary & Confidential 2019 Business Impact Marketing Engagement Product Usage Channel Performance Demographic & Attitudinal Marketing Insights
22. Proprietary & Confidential 2019 Optimizing Marketing with Insights • Know the audience • Iterate on top performing ads / campaigns • Build .com to reflect our sources of traffic • Better understand which channels drive engagement • Focus time, money, resources
23. ⭐ Winner! ⭐ “You’ve already got what you need to start” Framing Unique Impressions: 2.7M Unique Clicks: 4,493 CTR: 0.166% (23%▲ avg) “Easy to start” Framing Unique Impressions: 2.7M Unique Clicks: 3,866 CTR: 0.143% (11%▲ avg) CRM Targeting A CRM Targeting B @Brooke Hatfield 2019 Login Tests
24. Proprietary & Confidential 2019 This is hard! It takes a lot of humans (88 and counting to be exact)! Ad and Site Performance In-house team and agencies (PhD and 3Q) Product Engagement Product Insights and Marketing Analytics Email-Specific Data Three full-time expert email marketers
25. Proprietary & Confidential 2019 How are we helping unlock these capabilities for our customers?
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27. Proprietary & Confidential 2019 We’ve built features like: • Campaign analytics • Contact enrichment • Competitive benchmarking (in progress)
28. Proprietary & Confidential 2019 28 Reporting on what’s happening with our customers’ marketing (open rates, social following, revenue generated). Campaign Analysis
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30. Proprietary & Confidential 2019 30 Helping our customers with Predictive Demographics (age, location), CLV, and Purchase Likelihood. Contact Enrichment
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32. Proprietary & Confidential 2019 32 Providing novice marketers with context to understand what they’re doing well, what they’re not doing well, and guide decisions so they can improve performance. Competitive Benchmarking (in progress)
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34. Proprietary & Confidential 2018 Where are we going? We’re democratizing sophisticated insights for small businesses, so their marketing can work harder for them, and they have confidence they’re doing the right thing. We surface insights so the next best action is clear and compelling.
35. Proprietary & Confidential 2019 Defining Success
36. Proprietary & Confidential 2019 Key Takeaways 1. “Better marketing” means using what you know about your audience to craft messages and experiences that are highly relevant to them 2. Integrating brand marketing with product marketing moves audiences through the funnel more effectively than doing only one or the other. 3. It’s critical to consider how personalization can enhance the entire customer journey from first touch to website sign-up to in-app experience. 4. Insights are key to optimizing marketing, driving better targeting and improving marketing performance. 5. Building great insights is challenging–and the space is rapidly evolving – for small and large businesses alike.
37. Proprietary & Confidential 2019 37 Thank you.