Segmentation and Personalization How an e-commerce site transformed their email program to increase purchases by 66% Pau aul Ra Ramirez Ryan Bl Blomberg Pam amela Mark arkey VP, Operations Director, Engineering Senior Director, Marketing Eventful Eventful MECLABS
Session Speaker Paul Ramirez VP Operations, Eventful Paul has more than 20 years experience designing and executing multi-channel marketing, sales, and operating strategies for professional and consumer services. As VP, Operations, he leads sales and fulfillment for Eventful's advertising, promotions and sponsorship revenue channels. Paul designs and leads the teams that implement @eventful marketing, selling and fulfillment of Eventful's advertising products and services. He also directs the teams that deploy the company's enterprise systems. 2
Session Speaker Ryan Blomberg Director of Engineering, Eventful Ryan Blomberg is the architect of Eventful's email platform. At Eventful, he is the leader in the expansion of recommendation technology and is responsible for the internal analytics and segmentation engine. Blomberg began his time at Eventful as a senior developer. He held previous positions at Napster and mp3.com. He graduated @eventful from University of California, San Diego with a degree in computer science. 3
What are we going to do this weekend?
The world’s largest online publisher of live entertainment events
The Eventful Mission • Be the single largest database of event data • Provide an easy way to find things to do • Enable fans to have a voice in the events that come to their area • Distribute and publish across verticals • Owned and operated web and mobile properties • A host of email publications • Data syndication network
1 Craft forms with purpose 2 Connect the dots 3 Predict from known data 4 Be something bigger
1 Craft forms with purpose 2 Connect the dots 3 Predict from known data 4 Be something bigger
• Email was the one bright spot
Now what? • Tell the same user that same artist is coming over and over • Get users to tell us more artists so we can alert them more • Guess at who their favorite performers are so we can engage with them more …
The original recommendation engine
Record Store Recommendations • Popu opularity What everybody is listening to • Ca Categ egorization The artists in the same genre of that one • Spon onsorship ip The artists people paid us to promote • Staff pick icks What the record store employees are listening to • Fans lik like e you ou Fans of this artist also love this artist and this artist and this artist
Record Store Recommendations • Popu opularity What everybody is listening to • Ca Categ egorization The artists in the same genre of that one • Spon onsorship ip The artists people paid us to promote • Staff pick icks What the record store employees are listening to • Fans lik like e you ou Fans of this artist also love this artist and this artist and this artist
The invention of social sharing
1 Craft forms with purpose 2 Connect the dots Predict from known data 3 4 Be something bigger
Put it everywhere!
What if you don’t have this technology?
1 Craft forms with purpose 2 Connect the dots Predict from known data 3 4 Be something bigger
The first takeaway • No more standard forms • What are the right fields? Right number of fields? • Every opportunity to engage is a chance to learn more about them and serve them better • Figure out why your audience might want to hear from you. Connect to that motivation.
Subject Line: Arcade Fire – coming to Parc Jean-Drapeau
Feedback Social sharing
Opportunity to select more similar artists
400% reactivation of inactives
12% increase in site visits Increase in site visits after the addition of non-performer event alerts
More emails mean more opportunities to engage
1 Craft forms with purpose 2 Connect the dots Predict from known data 3 4 Be something bigger
The original recommendation engine
Always know what’s going on in your neighborhood.
Beyond concerts
What are we going to do this weekend?
The Results
12% increase in site traffic 44% increase in open rate
12% increase in site traffic 44% increase in open rate 25% decrease in unsubscribes
1 Craft forms with purpose 2 Connect the dots 3 Predict from known data 4 Be something bigger
Never Stop Improving
Thanks! Paul Ramirez VP, Operations Eventful paul@eventful-inc.com Ryan Blomberg Director, Engineering Eventful sherpa2014@eventful.com
Segmentation and Personalization How an e-commerce site transformed their email program to increase purchases by 66% Pau aul Ra Ramirez Ryan Bl Blomberg Pam amela Mark arkey VP, Operations Director, Engineering Senior Director, Marketing Eventful Eventful MECLABS
Recommend
More recommend
