We realize targeted marketing on the site

    This article may be of interest to marketers who are thinking or are already trying to implement targeted communications with customers in digital channels. It can also be useful to site specialists in terms of organizing integration with the CRM system. Users of SAS client analytics solutions will learn how to expand their capabilities by setting up the right management of customer experience in digital channels.

    Customers today are able to quickly switch between service providers in most competitive markets. For example, while using products from different banks or visiting different grocery stores. Initial or re-engagement of a customer is often expensive, while selling products or services to current customers is much easier. We do not take cases into account when additional sales are impossible due to the specifics of a product or business. This state of affairs is quite obvious: more is known about clients than about “not clients”. By using this information correctly, you can increase the chances of a resale.

    We will call the sale of a related product (blades when buying a razor) cross-sale or x-sale, and the increase in the amount of sale (selling the flagship version of the smartphone instead of the budget option) will be called up-sale. Now that we have decided on the concepts, the matter remains for small - to figure out how it works. Of course, upsale and x-sale have been described and applied for a long time, but we will focus on building the process using digital channels. Progressive “digitalization” dictates its own rules, in particular, it directs marketers towards a more active and integrated use of digital channels in communicating with customers.

    As a rule, in a modern organization there is an analytical CRM, or a system that performs its function. The main objective of such a system is to be the center where all information about customers, offers, communications, contacts and responses is collected. The operator of such a system should be able, on the basis of the criteria presented, to receive conditionally homogeneous groups of customers for subsequent communications - sampling. Criteria may include socio-demographic data, information on purchased or desired products, scoring data (for example, the likelihood of an outflow) and various preferences (for example, the tendency to respond by email).

    Organization of data streams

    Of course, you can set all the required conditions using an SQL query, but it’s much more convenient, more visual, safer and faster - using the graphical interface of charting. For example, this might look like a diagram of customer sampling in SAS Campaign Management. As part of the article, I will not be able to cite materials from real campaigns of our customers, so the example will be analyzed for the fictitious organization “SAS Store”.

    A campaign diagram is a connected graph whose vertices are “cubes” - cells that perform an action or contain a subsample of clients. At the beginning of the diagram, customers are selected according to the specified criteria. Each cube can combine many selection criteria, but it’s more clear to divide the criteria into different cubes in meaning. Cells can be interconnected or combined logical AND / OR. The chart has great capabilities for managing the formed sample of clients. To demonstrate an example, we formed two groups of clients by age, date of last visit and belonging to a particular segment. We will be showing them banners on the site and in the mobile application. Of course,

    Formation of source segments in SAS Campaign Management

    In my previous article I briefly talked about the SAS Customer Intelligence 360 ​​solution, which allows you to organize work with customers in digital channels. We will use it for upsale / x-sale campaigns on the site. In order to make the selected customers available for targeting in digital channels using Customer Intelligence 360, we have selected the appropriate option in the properties of each formed cell (“Make the cell data available for SAS Customer Intelligence 360”).

    SAS Campaign Management Cell Properties

    In parallel with the development of the campaign on the site using the Engage module, a place was selected for displaying offers (the so-called spot) and creatives (banners) were added for showing to customers. The spot was determined quickly enough - we decided to use the space already allocated for the standard banner on the main page of the site.

    Choosing a banner placement in SAS 360 Customer Intelligence

    On the tab with built-in analytics, you can see how effectively this banner space works in terms of audience reach, impressions, and also get acquainted with the most popular devices, platforms and browsers with which users got access to this spot.

    SAS 360 Customer Intelligence Spot Usage Statistics

    After the spot was selected, the designer prepared a number of creatives for placement on the site. The right creative can be chosen based on the subjective feeling of beauty, or by running A / B testing. Below we will consider working with the delivery of a single version of the banner, and on A / B testing we will dwell in a separate article.

    To load the banner into the system, we used the integrated Asset Manager, Digital Asset Management. Added description and tags, as well as the expiration date of the banner. These settings will help you quickly find the right asset, as well as automatically “write off” it after a specified period. If at some point you need to make changes to the downloaded asset, you can download its new version, keeping the old one for the story. With an already organized storage system for creatives (usually a CMS), Customer Intelligence 360 ​​can integrate with it to automatically download media assets.

    Work with a digital asset in SAS 360 Customer Intelligence

    To create a creative, we simply used the banner image uploaded in the previous step. On the other hand, if our designer had HTML code instead of a picture, we would have used it to create a creative without any problems. In this case, just insert the finished HTML into the editor window and click preview. If everything is in place and meets expectations, creativity can be saved. I note that the quality of the preview is very much dependent on the way you “apply” CSS. If a designer uses classes that are not in the HTML file itself, then the content on the preview may not look as its author intended. Several solutions are possible - add CSS to the editor (“declare” the styles separately), use nested styles (inside HTML tags) or check the “consistency” of the creative by publishing on a test site. Each of the options has its pros and cons.

    Creating Creativity in SAS 360 Customer Intelligence

    After deciding on the creative for the campaign, it remains to correctly configure communication (Task “Task” in the notation of Customer Intelligence 360) with the client. Two banners participated in the communication. The first was shown to ordinary users, the second to VIP customers. To set up the display rules for each banner, we used business rules (for a simpler logic, you can assign each banner a share in impressions - by frequency, or show each one at a time).

    Job setup in SAS 360 Customer Intelligence

    The client’s “selectivity” was determined by the sample of users formed in SAS Campaign Management using the loaded list. When the campaign was launched, the specified list was updated, and targeting occurred for customers selected using CRM (remember the “tick” from the beginning of the article? The list was updated thanks to it).

    Setting targeting rules for individual creatives in SAS 360 Customer Intelligence

    Of course, you can use not only the loaded list, but also information about the session (for example, geo, device, language), behavior (specific actions) and client profile (data) as qualifying criteria downloaded from offline systems, including third-party DMP). Logical AND / OR operators and groupings by levels are available.

    Set up a targeting rule hierarchy

    At the task level, you can also configure criteria for including and excluding clients in communication, common to all banners involved in it. The setup is done in the same way as above.

    Do not forget about the contact policy, limiting the number of possible displays of banners.

    Limit and contact policy management in SAS 360 Customer Intelligence

    Each job has its own display priority - a total of 5 levels are available. The tasks of the highest level will compete for the right to make a show. When their limit is exhausted, banners with a lower priority will begin to appear, and so on. At the very lowest level, the “default” banner will be displayed if this is specified in the spot settings.

    Clicks on the banner were left as the main metric for the assignment, we set up adding goods to the basket and placing the order as secondary metrics, since a good CTR, unfortunately, is not directly converted to sales. Any event on the site and beyond can act as a metric. In fact, you can register the fact of purchase in a third-party system, and transfer it to Customer Intelligence 360 ​​as an external event “External Event”. This can be convenient for evaluating the effectiveness of communication in digital channels to increase offline sales.

    Configure responses in SAS 360 Customer Intelligence

    Each “triggering” of a metric can be classified as a contact or response. Usually, contact means the usual display of the banner to the client, and if the spot with the banner was “under the cut” - out of range "- this will be noted accordingly. The response can be adjusted to a specific situation - the triggered event. This is very convenient for building" completing "campaigns right here, in Customer Intelligence 360, or offline. In a simple form, the mechanics boils down to the following: if event A happened, but event B didn’t follow it, then do communication. For example, a letter with a proposal about ski Next order:

    Job metrics in SAS 360 Customer Intelligence

    After the publication of the task, customers who meet the configured conditions, see a banner on the main page. The process of setting up communication through a mobile application looks similar.

    Displaying a banner on a site using SAS 360 Customer Intelligence

    For express analysis of the effectiveness of running communication, built-in analytics is well suited, showing the number of impressions delivered and conversion (how the main task metric worked). On the graph, you can highlight the facts of changes in the conversion rate for the selected period (when you hover, the date and indicator are displayed).

    Communication SAS 360 Customer Intelligence Statistics

    There is also a couple of interesting graphs that reflect the number of deliveries / impressions of the banner and its effectiveness (convertibility) by day of the week. In our example, Tuesday was a better day.

    Reports on the effectiveness of creativity

    In practice, several similar communications are usually launched for different segments of customers (according to the life cycle of the sale, according to the lifestyle profile and the received online / offline triggers). Segment management is carried out through an offline CRM system - SAS Campaign Management - which selects the right customers, assigns the right offers and sends them to the right communication channels. It is also a source for reporting on the effectiveness of targeted campaigns.

    We looked at an example of launching a simple campaign using a combination of SAS Campaign Management and SAS Customer Intelligence 360. Both solutions are closely integrated with each other, so the process of launching Digital campaigns is as simple as possible. At the same time, the management of both the method of communication and its filling, including the placement and type of creatives, can be carried out by a marketer without involving IT specialists. This gives great opportunities for conducting marketing experiments, reduces the launch time for campaigns and reduces the burden on technical specialists. Write in the comments which topic to prefer next time.

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