Segmentation and Personalization How an e-commerce site transformed - - PowerPoint PPT Presentation

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Segmentation and Personalization How an e-commerce site transformed - - PowerPoint PPT Presentation

Sep 30, 2022 622 likes •1.34k views

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,

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How an e-commerce site transformed their email program to increase purchases by 66%

Segmentation and Personalization

Pau aul Ra Ramirez VP, Operations Eventful Ryan Bl Blomberg Director, Engineering Eventful Pam amela Mark arkey Senior Director, Marketing MECLABS

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Session Speaker

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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

marketing, selling and fulfillment of Eventful's advertising products and services. He also directs the teams that deploy the company's enterprise systems.

@eventful

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Session Speaker

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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 from University of California, San Diego with a degree in computer science.

@eventful

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What are we going to do this weekend?

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The world’s largest

  • nline publisher of live

entertainment events

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  • 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

The Eventful Mission

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Predict from known data Connect the dots Craft forms with purpose Be something bigger

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Predict from known data

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Connect the dots Craft forms with purpose Be something bigger

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  • Email was the one bright spot
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Now what?

  • Tell the same user that same artist is coming
  • ver 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 …

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The original engine recommendation

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Record Store Recommendations

  • Popu
  • pularity

What everybody is listening to

  • Ca

Categ egorization The artists in the same genre of that one

  • Spon
  • nsorship

ip The artists people paid us to promote

  • Staff pick

icks What the record store employees are listening to

  • Fans lik

like e you

  • u

Fans of this artist also love this artist and this artist and this artist

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Record Store Recommendations

  • Popu
  • pularity

What everybody is listening to

  • Ca

Categ egorization The artists in the same genre of that one

  • Spon
  • nsorship

ip The artists people paid us to promote

  • Staff pick

icks What the record store employees are listening to

  • Fans lik

like e you

  • u

Fans of this artist also love this artist and this artist and this artist

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The invention

  • f social sharing
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Predict from known data Connect the dots Craft forms with purpose Be something bigger

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Put it everywhere!

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What if you don’t have this technology?

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Predict from known data Connect the dots Craft forms with purpose Be something bigger

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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.

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Subject Line: Arcade Fire – coming to Parc Jean-Drapeau

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Social sharing Feedback

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Opportunity to select more similar artists

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reactivation of inactives

400%

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increase in site visits

12%

Increase in site visits after the addition of non-performer event alerts

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More emails mean more

  • pportunities to engage
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Predict from known data Connect the dots Craft forms with purpose Be something bigger

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The original engine recommendation

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Always know what’s going on in your neighborhood.

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Beyond concerts

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What are we going to do this weekend?

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The Results

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increase in site traffic

12%

increase in open rate

44%

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increase in site traffic

12%

increase in open rate

44%

25% decrease in

unsubscribes

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Predict from known data Connect the dots Craft forms with purpose Be something bigger

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Never Stop Improving

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Paul Ramirez VP, Operations Eventful paul@eventful-inc.com Ryan Blomberg Director, Engineering Eventful sherpa2014@eventful.com

Thanks!

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How an e-commerce site transformed their email program to increase purchases by 66%

Segmentation and Personalization

Pau aul Ra Ramirez VP, Operations Eventful Ryan Bl Blomberg Director, Engineering Eventful Pam amela Mark arkey Senior Director, Marketing MECLABS