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Data-driven Marketing Automation | Omnichannel for Imerco
With the desire to speed up digitalisation, it was decided in 2018, at Imerco, to invest in a new Marketing Automation platform. The intention was to work more across channels and support the entire customer journey for all Imerco customers, both digitally and in-store, especially with almost 900,000 members of Imerco. Danish Med ønsket om at sætte ekstra fart på digitaliseringen, blev det i 2018 besluttet, hos Imerco, at investere i en ny Marketing Automation platform. Hensigten var i højere grad at arbejde på tværs af kanaler og understøtte hele kunderejsen for alle Imerco-kunder, både digitalt og i butik, samt specielt de på daværende tidspunkt knap 900.000 medlemmer af Imerco+. I en landsdækkende kæde +160 butikker er der en mange stakeholders at holde tilfredse med udrulning af en ny platform. En af de primære udfordringer i udrulningen har derfor været at sikre buy-in og forståelse hos butikkerne samtidig med at strategi, taktik og eksekvering har haft som kerneformål, at styrke kæden fra et omni-perspektiv og trække på mest mulig kundeindsigt, for at skabe en kunderejse lidt udover det sædvanlige. Fokus har været på det lange seje træk med øget intern forståelse, samtidig med kontinuerlig udvikling og udvidelse af platformen. En nøgle i tilgangen har været en konstant tro på at den bedst mulige relation til kunderne kommer igennem gode oplevelser, styrket af gode tilbud og høj relevans og naturligt drevet af data, hvorfor førstepartsdata fra begyndelsen var en integreret del af strategien og udviklingen af platformen. Fra begyndelsen var mulighed for at kunne aktivere førstepartsdata på tværs af marketingkanaler en gunstig sideeffekt, som dog over tid har vist sig enormt værdifuld. Hensigten var at kunne drive sund og rentabel markedsføring igennem direkte dialog med kunderne og en tilgang væk fra den traditionelle kampagnedrevne ”tilbudsavis”-mentalitet, og i langt højere grad drive kampagner baseret på kundeindsigt, relevans og forretningsværdi. Og derigennem skabe en kultur omkring at arbejde mere værdifokuseret på udsendelser og kommunikation, som i sidste ende kommer både kunde og forretning til gode i form af høj kundetilfredshed (målt som NPS), sund omsætningsandel, lavere CPA, høj kundelønsomhed samt øget CLV. Setuppet og performance i dag fortæller en klar historie, gode strategiske valg og eksekvering med fokus på kunderejsen, gør at Imerco har vækstet email-kanalens omsætning med 21% det seneste år, løftet andelen af A-kunder til 35% af medlemmerne, og sikret en gns. Return Per Email (RPE) på mere end 0,31 kr., samt automations flows med en RPE på faktor 12(!). Emails, Marketing Automation og Cross Channel-eksekvering baseret på indsigt, analyse og ægte data er blevet en vigtig del af Imercos digitale setup og er nu både en vigtig del af den digitale omsætning, og den kanal der uden sammenligning vækster mest i værdi/kunde. For at sikre det bedst mulige fundament at eksekvere på, der tilgodeser både den korte bane samt et fundament der kunne videreudvikles og tilpasses over tid, blev Agillic valgt som motor for orkestrering af Marketing Automation. Den fleksible datamodel og mulighed for integrationer til dataplatforme og opbygning af målgrupper til betalte kanaler var afgørende faktorer. Med et strategisk fokus på at eje kundernes data blev Agillic koblet sammen med Google BigQuery og Google Cloud Platform, der kombineret som databehandlings- og transformationsplatform, står for dataudveksling mellem commerceplatform, ERP, PIM og POS. Hertil kommer fleksibiliteten i BigQuery, hvor data kan behandles og transformeres igennem statistiske modeller til CLV-beregning og egenudviklede dataprioriteringsmodeller til bl.a. inddeling af kunder i segmenter som værende A, B eller C-kunder. Segmenterne har forskellig værdi og potentiale, og som deraf skal behandles forskelligt fra et kommunikations- og marketing-perspektiv, for derigennem at sikre mest mulig omsætning pr. kunde igennem en nøje tilrettelagt prioritering og datadrevet personalisering. Det hele orkestreres dels i kampagneplanlægning og dels af Raptor som personaliseringsmotor. Som en del af setuppet er der introduceret en datamodel, der favner kundernes data, og som kan udvides, opdateres og skaleres efter behov. Model og datalag er dybt integreret med PowerBI og giver mulighed for at skabe indsigt igennem analyser på segment-performance (Delivery-rate, Opren-rate, Click-through-rate, konverteringsrate, omsætning mv.), mail-type (trigger, automation, kampagne), enkelte udsendelser og naturligvis at kunne gå yderligere i dybden med data med afsæt i revenue per email (RPE). Bag de mange automationflows der er opsat og som løbende skaber forretning ligger en grundig analyse og forretningsprioritering på baggrund af RFM- og RPE-analyser, der sikrer en rigtig prioritering mellem alt fra fødselsdagsmails, abandoned cart, kampagnemails eller noget så simpelt som en faktura, så den ikke lander i samme øjeblik som weekendens tilbudskampagne. De mange logikker er med til at skabe den bedst mulige oplevelse for kunderne, så de oplever relevans og undergår unødig overkommunikation. Som eksempel på fleksibilitet, udvidelsesmulighed og skalerbarhed kan nævnes den nylige test af en skræddersyet Send Time Optimization funktion, der kombinerer data fra Agillic med data fra commerce-platformen og ud fra tidligere engagement i mails og på sitet bestemmer det bedst mulige tidspunkt på dagen at sende en mail, med henblik på at skabe åbning, klik og omsætning. En løsning der bidrager til betydelig forskel i RPE. Setuppet sikrer at der er kort fra tanke til handling og mulighed for at gå dybt i rapportering og analyser efterfølgende. Der er masser af resultater der understøtter den gode case, men Jacob Borup, Director Loyalty & Systems opsummerer det klart: ”Vores investering i Marketing Automation og et stærkt datafundament har gjort, at email som kanal skaber enestående resultater for Imerco, og bidrager markant til vores digitale salg. Vi ser løbende at vores automatiseringer skaber øget loyalitet, engagement og omsætning fra kanalen samtidig med, at kunderne og vores udsendte emails er mere værdifulde målt på CLV og RPE. Alt sammen er resultatet af store ambitioner kombineret med et stærkt in-house team og en platformspartner, der forstår at supportere vores forretning.” Alene baseret på 2021 vs 2020 performance, ser vi følgende; Databasen af medlemmer er vokset med 20%, og samlet er der udsendt 3% færre mails. Dog er email som kanal alene er vækstet 21% og er en markant driver til den samlede digitale omsætning. I takt med at det bliver dyrere og dyrere at købe trafik, betyder fastholdelse af kunderne i kanalen også at, at omkostningen pr. konvertering er 85% lavere end for resten af forretningen. Det værdifulde A-segment at kunder udgør nu 35% og har alene fra 2020 til 2021 set et løft i CLV på 7% baseret på den øgede brug af indsigt og personalisering. Samtidig er A-segment-medlemmernes værdi løftet 28%. I et setup med vækst i modtagere og færre mails er øget omsætning næsten naturstridigt. Men gennem øget brug af data og mere relevans, er det hvad Imerco har opnået. De mange datapunkter på kunderne sikrer desuden, at indkøb af trafik i betalte kanaler som Social og Search har en stabil omkostning målt på klik, CPA og genkøb til trods for en ellers markant stigning indenfor vertikalen. Igennem den aktive brug af data, den løbende rapportering og indsigt, kan marketingteamet bygge målgrupper og understøtte kunderejsen på tværs af kanalerne i endnu højere grad og har derfor løftet en øgning i konverteringsrate, kurvstørrelse og køb pr. år på tværs af den digitale forretning. Et resultat der ikke kan opnås ved at tænke i siloer, men som i stedet kommer gennem et fælles datafundament bygget af touch points gennem hele kunderejsen. Set fra et omniperspektiv er løsningen også en markant driver af forretning, hvor der gennem det skræddersyede attribueringssetup kan tilskrives at email bidrager til mere end 5% af køb i butikkerne. Alt i alt er email og marketing automation en afgørende kanal for Imercos fremtidige digitale succes. English (Google translate) With the desire to speed up digitalisation, it was decided in 2018, at Imerco, to invest in a new Marketing Automation platform. The intention was to work more across channels and support the entire customer journey for all Imerco customers, both digitally and in-store, as well as especially the at that time almost 900,000 members of Imerco +. In a nationwide chain +160 stores, there are a lot of stakeholders to keep happy with the rollout of a new platform. One of the primary challenges in the rollout has therefore been to ensure buy-in and understanding at the stores, while strategy, tactics and execution have had as their core purpose, to strengthen the chain from an omni perspective and draw on as much customer insight as possible, to create a customer journey a little out of the ordinary. The focus has been on the long cool move with increased internal understanding, while continuously developing and expanding the platform. A key in the approach has been a constant belief that the best possible relationship with customers comes through good experiences, strengthened by good offers and high relevance and naturally driven by data, which is why first-party data was an integral part of the strategy and development of the platform. The intention was to be able to run healthy and profitable marketing through direct dialogue with customers and an approach away from the traditional campaign-driven "offer newspaper" mentality, and to a much greater extent run campaigns based on customer insight, relevance and business value. And thereby create a culture around working more value-focused on broadcasts and communications, which ultimately benefits both customer and business in the form of high customer satisfaction (measured as NPS), healthy revenue share, lower CPA, high customer profitability and increased CLV. The setup and performance today tells a clear story, good strategic choices and execution with a focus on the customer journey, means that Imerco has grown the email channel's revenue by 21% in the past year, raised the proportion of A-customers to 35% of members, and secured an average Return Per Email (RPE) of more than DKK 0.31, as well as automation flows with an RPE of factor 12 (!). Emails, Marketing Automation and Cross Channel execution based on insight, analysis and real data have become an important part of Imerco's digital setup and are now both an important part of the digital revenue and the channel that without comparison grows most in value / customer . In order to ensure the best possible foundation to execute on, which takes into account both the short course and a foundation that could be further developed and adapted over time, Agillic was chosen as the engine for orchestration of Marketing Automation. The flexible data model and the possibility of integrations to data platforms and building target groups for paid channels were crucial factors. With a strategic focus on owning customers' data, Agillic was linked to Google BigQuery and the Google Cloud Platform, which combined as a data processing and transformation platform, stands for data exchange between commerce platform, ERP, PIM and POS. In addition, the flexibility in BigQuery, where data can be processed and transformed through statistical models for CLV calculation and self-developed data prioritization models for e.g. division of customers into segments as being A, B or C customers. The segments have different value and potential, and which must therefore be treated differently from a communication and marketing perspective, in order to ensure as much revenue as possible per. customer through a carefully planned prioritization and data-driven personalization. The whole thing is orchestrated partly in campaign planning and partly by Raptor as the personalization engine. As part of the setup, a data model has been introduced that embraces customer data and can be expanded, updated and scaled as needed. Model and data layer are deeply integrated with PowerBI and provide the opportunity to create insight through analyzes of segment performance (Delivery rate, Open rate, Click-through rate, conversion rate, revenue, etc.), mail type (trigger, automation , campaign), individual broadcasts and of course to be able to go further in depth with data based on revenue per email (RPE). Behind the many automation flows that are set up and that continuously create business is a thorough analysis and business prioritization based on RFM and RPE analyzes, which ensures a real prioritization between everything from birthday emails, abandoned cart, campaign emails or something as simple as an invoice, so it does not land at the same moment as the weekend's promotional campaign. The many logics help to create the best possible experience for customers, so that they experience relevance and undergo unnecessary over-communication. Examples of flexibility, scalability and scalability include the recent test of a bespoke Send Time Optimization feature that combines data from Agillic with data from the commerce platform and based on previous engagement in emails and on the site determines the best possible time of day to send an email, in order to create opening, clicks and revenue. A solution that contributes to significant difference in RPE. The setup ensures that there is a map from thought to action and the opportunity to go deep into reporting and analysis afterwards. There are plenty of results that support the good case, but Jacob Borup, Director Loyalty & Systems sums it up clearly: “Our investment in Marketing Automation and a strong data foundation has meant that email as a channel creates unique results for Imerco, and contributes significantly to our digital sales. We continuously see that our automations create increased loyalty, commitment and revenue from the channel at the same time as the customers and our sent emails are more valuable measured on CLV and RPE. All of this is the result of great ambitions combined with a strong in-house team and a platform partner who knows how to support our business. ” Based solely on 2021 vs 2020 performance, we see the following; The database of members has grown by 20%, and a total of 3% fewer emails have been sent out. However, email as a channel alone has grown 21% and is a significant driver for overall digital revenue. As it becomes more and more expensive to buy traffic, retaining the customers in the channel also means that the cost per. conversion is 85% lower than for the rest of the business. The valuable A-segment that customers now make up 35% and has only from 2020 to 2021 seen a boost in CLV of 7% based on the increased use of insight and personalization. At the same time, the value of A-segment members has been raised by 28%. In a setup with growth in recipients and fewer emails, increased revenue is almost unnatural. But through increased use of data and more relevance, that's what Imerco has achieved. The many data points on the customers also ensure that the purchase of traffic in paid channels such as Social and Search has a stable cost measured on clicks, CPA and repurchases despite an otherwise significant increase within the vertical. Through the active use of data, the ongoing reporting and insight, the marketing team can build target groups and support the customer journey across the channels to an even greater degree and has therefore promised an increase in conversion rate, basket size and purchases per. years across the digital business. A result that can not be achieved by thinking in silos, but which instead comes through a common data foundation built by touch points throughout the customer journey. From an omnipresent perspective, the solution is also a significant driver of business, where through the tailored attribution setup it can be attributed that email contributes to more than 5% of purchases in stores. All in all, email and marketing automation are a crucial channel for Imerco's future digital success. Imerco Jacob Borup Director Loyalty & Systems IMPACT Extend Jesper Neergaard Chief Business Development Officer Christian Vermehren Head of BI & Customer Insights Henrik Mortensen Senior MA Consultant Imerco Category: Commerce, Digital Activation, Marketing Automation https://danishdigitalaward.dk/project/datadrevet-marketing-automation-paa-den-helt-rigtige-omnichannel-maade/