Realtime Marketing

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Real
Time
Marketing
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to edit
Master
title style
Tools & Technologies
24th Jan 2016 Kolkata

Session-1
Real Time Marketing Concepts, tools, &
technologies
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How
Real Time
Marketing
is carried
out?
What are the tools and technologies used?
What the future holds in the areas of the tools
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and
technologies?
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Role Profiling
Part 2
What are the exact roles people will play in Real Time
Marketing?
Task Profiling and Trends Mapping What are the
typical tasks that will come to People involved in Real Time

Marketing and what are the challenges they will face? How
the nature of tasks and the challenges are going to change
over the next 10 years?
Competency Profiling What are the essential
competencies to work in Real Time Marketing roles? how
Session 2 ctd
Test yourself
Do you have what it takes to get into Real Time
Marketing?
Which educational qualifications will help you to
acquire the right skills and knowledge?

Real Time Marketing Concepts,

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tools,
& technologies
Session
1 title style
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Master

Real Time Marketing?

Real Time Online Marketing

40 percent of all consumer spending online is based
on impulse buys.

75 percent of survey participants agreed that a special

sale price would encourage an impulse buy.
Website visitors may see a pop-up ad that corresponds

to the product he or she is looking at online -- a realtime offer based on the users' preferences and web
history.

Why Real Time Marketing

Traditional Mass marketing -3 to 5 percent Success Rate
Event triggered marketing - 10 to 20 percent.
Right Real time marketing to the -Segment of one
using customer context, data and analytics -comes in at a 40 percent success rate or More

RTM- Engagements
Real-Time Marketing Styles and Strategies
Social Media - Post comments, news, deals, coupons, specials and information about exclusive
deals on social media websites
Search Engine Ads - Advertisements that appear on major search engines such as Google,
Yahoo! or Bing in response to specific keywords or topics.
Banner Ads - Banner ads appear online in response to specific search engine keywords, which is
called real-time bidding.
Email Campaigns - Emails sent to clients or members on a regular basis about news,
information or promotions.
Text Messages & Notifications - Send real-time text messages for customers who opt in for
these special text messages.

RTM- Technology
Click to Challenges
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Getting
RTM Technology
to Work
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# Managing Data in Real time
# Responding
Real style
time
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Marketing Technology
The Multi-Category Marketing

Clouds/Platforms/Suites

Challenge-Knowing and Engaging the

Anonymous visitors resulting
of inbound marketing campaigns implies
Anonymous
high acquisition costs resulting in low ROIs
Paid
Search
Email
Campaig
ns
Referrals
/ Ad
networks
Social
Campaig
ns

Organic
Search
Display
Networks

Conversion Funnel rates

( approx)
Customers - <5%
Most popular web analytics provide visitors data as count and not at individual level
Therefore one does not have any information about the Identity, Behaviour or Intent of
the Anonymous visitors
Other
Paid
Mediums
Customers are in Omni Channel

Todays Customer interacts, compares and transacts with brands
through multiple channels and their behaviour across channels is
different.

But each channel stores data

The behavioural data of every individual customer resides in multiple
separately
systems thereby creating data silos
Web Analytics
Campaign Management
Social Media

Customer

Transactions
Engagement & Loyalty
Customer Relationship
Management

No 1 Challenge-Bringing customer and data together

Integrate all customer data sources to provide unified profiling across
channels and processes. Unlike traditional systems, where systems are
one way and do not do not talk to each other

Website Data
*
Transaction Data
Social Data
CUSTOMER
CRM Data*

Mail Data
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titleData
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Point of Sales*
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*
Data from these sources are connected using
Customer DNA Profile

ARCHITECHTURE OVERVIEW
SALES AND
MARKETING
MARKETING
TEAMS
TEAMS
ON
ON Lead
Lead
CUSTOMER
CUSTOMER
GENERATION
GENERATION
CUSTOMER
CUSTOMER SUPPORT
SUPPORT
TEAMS
TEAMS WORKING
WORKING ON
ON
CUSTOMER
CUSTOMER
ENGAGEMENT
ENGAGEMENT AND
AND
RETENTION
RETENTION

AUTOMATION
ANALYSTS,
ANALYSTS, DECISION
DECISION
SYSTEMS, CUSTOMER
VALUE,
VALUE, MARKETING
MARKETING
ROI
ROI
DASHBOARDS
DASHBOARDS AND
AND
PERFORMANCE
MONITORS
MONITORS FOR
FOR
LEADERS
LEADERS

Generating a 360 degree view of the Customers

Journey
With all data sources connected, Plumb5 can tag customer data across
various sources & touch points using unique identifiers and it can get a
Unified 360-view of each individual customer- All in Real time.
Sample View report

depicting the 360-view of a
single customer while he is
in session
Name
Email id
IP Address
Machine id
Location
Network
Browser/OS
Geo location
Past Sessions
Page Views & Click stream
Past Transactions
Recency
Frequency
Social & Demographic
Profile
Sentiments
Click stream
CRM Connects
Transaction History
Visitor flow across site
Customer Intent Scores
Margin
Acquisition Cost
Retention Cost

Real Time Marketing Automation

The ability to personalize content based on segments to enable
visitor identification, lead conversion, Drive Loyalty & Ensure
Retention
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totieredit
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titlecustom
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automation
workflow to deliver
messages, engagements based on user behavioural
parameters

100
Behavioural triggers can be chosen form a combination of
over 100 tracking parameters
!
Possibilities

Rules Based Targeting

Identifying the behaviour of the invisible

Plumb5 provides n=1 analytics
and tracks all behavioural data of all
customer
users including the anonymous ones, which can be used to assess
purchase intent.

Name tagging possible with CID integration done from the transaction platform
Tagging of anonymous visitors by behavioural parameters
Unique Tag generated for each visitor using proprietary methods
Identifying the intent of invisible

Plumb5 quantifies users behaviour on key parameters to identify
customers
engagement & purchase intent of anonymous users

Ability to customize visitor scoring
based on the behavioural parameters
and user behaviour

Leveraging on invisible customers

Plumb5 provides n=1 behavioural data of all visitors and also tracks
intent based on the behaviour.

Suitable engagements
in real time
can
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be enabled to increase conversions and customer
experience

Because theres always the danger of losing your customer

to your competition
Intervention &
Most analytics tools however fast or accurate are still one way
Action
systems and
can only provide data points or insights. Analytics
without the capability to engage or act on visitor needs in Real Time

leads to opportunity loss
So what is real time engagement and personalization?
Click to editAbility
Master
titleAbility
style
to serve
to entice
Ability to reach
out and talk to
visitors, when
they are online
Information in real
time
and convert
window shopper
Ability to provide
recommendation
or suggestion
Ability to provide a
great customer
experience
Ability to answer a
question or query
instantly

Engagement & Personalization Channels

Plumb5 provides the ability to Personalize content , messaging, offers and
enticements through a combination of Banners, Forms, Chat & email
channels

Widget/ Banner Based
Personalization:
Can be used as offers,
coupons, content
recommendation, product
suggestions or Messaging
Form Based
Personalization:
Can be used as Lead gen
forms, surveys, reviews,
ratings, feedback, Asks ,
offers or Messaging

Chat Based
Personalization:
Can be used Recommendation,
Suggestions or Customer
Support
Drip based Custom

emails:
In built Campaign
Management & Lead
Management to engage,
nurture & empower
prospects

Personalization Examples
Location Based
Personalization

Source Based
Personalizatio
n
Personalization Examples for

FOR VISITOR TYPE: CUSTOMER
customers

Hi Linda,
Want to Retire Early?
We have an exciting
plan
for you
INTERESTE
D?
Note : For customer identification, we need to integrate with existing CRM
Suggestions, Recommendations &

Customer Support

Real time
suggestions
&
recommendat
ions


Because knowing your regular customers helps in
up-selling and cross-selling

Customer Retention & Loyalty?

Most inbound marketing activities may drive the customer to the site or
POS once, but what will make him come back is the context of customer
experience. Good customer conversations and experiences lead to
happier customer
Real time marketing elements that impact customer retention

Convenience
Agility
Empathy
Opportunity

Ability to make a
customers
experience easier.
Ability to reach
out to a
customer/visitor
in a fastest
possible way to
guide through or
resolve problems
Ability to identify
with the user
needs based on
customer stage,
social dynamics
and past
interactions
Ability to identify
up sell & cross sell
opportunities. And
provide the right
product , brand,
recommendation
or suggestion

Retention & Loyalty
Ability to
understand
the customer
across
channels and
across their
lifecycle
Unified
Visitor
behaviour
Listening
&
engaging
with
customers
Approaching the
customer at the
right time.
Anytime before
is intrusive
anytime after is
of no use

Ability of the
website or a
channel to adapt
to the users need
and not otherwise
great customer
experience starts
with user
convenience
Personalizi
ng
Experience
Faster &
real time
engageme
nt
Never miss an
opportunity! Real
time engagement
with audience
enthuses
confidence
&affinity

Measure and fine tune conversion Goal

Measure fine tune your goals with Reverse Goal Path analysis based on
Paths
last url. Engage your customers if they are deviating from the goal path.

Measure your content for effectiveness

The content marketer can perform split tests or multi-variate tests using
simple embed widgets

Manage your customers socially

The social marketer can broadcast, advocate and run conversion
campaigns to their social audience along with measuring social
effectiveness

Real Time Business

Intelligence
Enable Prescriptive Views Dash boards

Work with the marketing team to segment customers and setup
workflows for acquisition and retention campaigns customized on
the user dashboard

Future- Context Awareness

Careers
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RTM
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RTM Skill Areas
Data Analytics
Marketing Applications
IT Operations:
Software development:
Web Mechanics: Thorough and

up-to-date understanding of
web publishing systems, web
development and related
capabilities.
Content Marketing:
Understanding the content
marketing lifecycle.
Lead nurturing, lead scoring,

content management and
content delivery activities;
Social and Mobile Platforms:

Understanding relevant APIs,
mobile apps, advertising and
business capabilities, and
monitoring/management
tools;

Technology Selection
Advertising Networks
Real-Time Marketing Education

Marketing- Digital Tech
Data Driven Marketing Techniques
Data Analytics and Scoring
Enterprise Information technology- CRM, E-Commerce &
Mobile
Social Media Content and Analytics Skills

Design and Web Development
Marketing Technologist
KEY QUALIFICATIONS:
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5+ years
managing marketing technology including, but not limited to,
CRM, marketing automation, content management and marketing
resource management applications;
Experience integrating marketing applications with other enterprise
applications, as well as internal and external data sources;
Outstanding data analysis and presentation skills, including experience
deploying self-service capabilities in campaign management and
reporting/BI tools;
Ability to manage multiple projects and deadlines;
Demonstrated ability to combine strategic thinking with
effective tactical execution;

Marketing Technologist
Team leadership and project management experience, especially

cross-disciplinary and cross-organizational teams;
Familiarity with the latest marketing technology trends, as well as

established marketing/technology best practices;
A well-rounded background that includes marketing planning and

strategy; business process design and review; marketing
workflows; and behavioral marketing principles;

Comfortable working with multiple enterprise stakeholders,

including senior business, finance, marketing, IT and operations
executives.

Real Time Marketing

Managers
A marketing manager
Educational

title
style
Marketing
manager
needs a
understands how to
design and execute strategic
degree in marketing. Experience
with traditional
real-time
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real-time marketing plans as well

as traditional marketing
marketing as well as an in-depth

understanding of automatic data

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collection
and reporting
are
campaigns.
In addition, a marketing manager
necessary in order to create a

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cutting-edge
online
marketing
has the ability to perform and
understand both quantitative and
program.
qualitative research and data in
Interactive Designer
A degree in computer science or web design is necessary in
Click
order to have the skills to design the elements of real-time
marketing campaign, such as banner ads, texts, emails,
Click
newsletters, and online ads.
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While experience
is useful
in this position,
a bachelors
along with a solid understanding of the technology and an
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title style
ability to create
an appealing,
easy-to-navigate
website and
App is important.
Social Media Manager

Education/Experience- Since this is a relatively new
field for many companies, the ideal candidate will
have extensive experience on the various social

media websites in a business context and know
how to use the sites effectively for marketing
purposes. Many companies require a degree in

marketing for this position.

Realtime Marketing

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Click to edit Master title style

Click to edit Master title style

Click to edit Master title style

Click to edit Master title style

What the future holds in the areas of the tools

Master title style

Click to edit Master title style

Click to edit Master title style

Task Profiling and Trends Mapping What are the

Click to edit Master title style

typical tasks that will come to People involved in Real Time

Click to edit Master title style

the nature of tasks and the challenges are going to change

Click to edit Master title style

over the next 10 years?

Competency Profiling What are the essential

Click to edit Master title style

competencies to work in Real Time Marketing roles? how

Click to edit Master title style

Do you have what it takes to get into Real Time

Click to edit Master title style

Which educational qualifications will help you to

Click to edit Master title style

acquire the right skills and knowledge?

Click to edit Master title style

Click to edit Master title style