Brain summary
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The document discusses the use of a Brain Campaign Management System for personalized mobile and email marketing, emphasizing the importance of using targeted communication channels and hyper-personalized content. It outlines the functionality of an intelligent database designed to manage customer data, allowing for efficient tagging and targeted campaigning based on user behavior and preferences. Additionally, it highlights the various types of messages and promotions that can be sent through a dedicated mobile app, thereby enhancing customer engagement and analytics tracking.
Brain summary
- 1. Mobile apps in direct marketing The Brain System
- 2. What are the most important considerations in your communication with your target group?
- 3. MOBILE You want to use the channels, your target group is spending time with:
- 4. The more personalized the content is The faster the process is The bigger the reach is the better Ordinary channels and tools are usually slow and cannot be personalized.
- 5. Brain Campaign Management System for Personalized Mobile/eDM content, using an Intelligent Back End Database
- 6. The process Internal Database Brain Database Campaign Management Module Output • Mobile • eDM Customer Result (analytics) +data +tags +content +reach+action
- 7. Internal Database Usually there are already existing customers’ data within the company. But: • It could be a secure internal database with limited access • To modify it, add filters or new fields to this database is hard, expensive and takes a long time (may be even not possible because of a centralized system) OUR SOLUTION IS A PURPOSE BUILT CUSTOMER DATABASE WHICH AUTOMATICALLY AND REGULARLY RECEIVES NEW DATA FROM THE INTERNAL DATABASE.
- 8. BRAIN Database It contains the original data from the internal database with collected soft data added DATA TYPES • Purchase history • Demographic Data • Age, gender, etc • Loyalty program data • Brand relationship, interest, • Product usage • Tags CUSTOMERS ARE TAGGED BASED ON BEHAVIOURAL PATTERNS TO MAKE THE CAMPAIGN CONTENT HYPER-PERSONALIZED DATA Sources: • Loyalty program • App query • App profile • Web entries • …..
- 9. Campaign Management Module: CMM The CMM automatically tags the customers based on the old and upgraded data, using behavior indicators set by the administrator - so the campaign can be sent to customers having the same tags. Example: – We can set rules, that any customer, who bought dog food in the last 1 month, or who asked for a free vip ticket to a dog show, or visited a dog connected site is a dog owner. – After the weekly automatic data upgrade, the rules are applied again on the full database – so new customers could be tagged as dog owners. – We can freely target these dog owners with any in App/eDm content THE SYSTEM SENDS OUT THE PRE-DEFINED CONTENT TO THE TAGGED CUSTOMERS THROUGH VARIOUS CHANNELS.
- 10. Brain Database and CMM
- 11. Mobile App Through a personalized, dedicated app – which has other useful functions – customers can receive various types of messages/campaign content from the CMM • Push Notifications • Location Based Notifications based on iBeacons, GPS, etc. • Refreshing App Content – Ads, photos, videos – New Products, invitations, questionnaires • Etc. …
- 12. Mobile App Content CAMPAIGN CONTENT • Special Discounts • Coupons • Personalised Offers • New Product Campaigns • Invitation to events • Polls on products • Social integration • Limited offers • Prize draw FUNCTIONAL/EXCLUSIVE/F UN CONTENT • Product related functions • Exclusive multimedia content • Product catalogues • Game There are various content possibilities to be sent out/integrated into the app – these can depend on individual purchase history
- 13. Mobile App Content - Examples Indvidually targeted discounts We invite you to our VIP event – click for details. Discounts Coupons Prize Draw Insights Events Catalogue Discounts 10% Product 1
- 14. Mobile App Content - Examples Events 15th/June 2015 InsightsCatalogue Please, fill in the questionnaire below
- 15. Customer After receiving the message/content through the Mobile App or eDm, there are various potential actions for the customer. • Increased Product awareness • Purchase • Visit to the store • Brand Engagement • Feedback
- 16. Result/Analytics The achieved outcome can be easily checked with the app. App use is analyzed deeply – with time/location based data included. • Most liked products • App launch frequency • Number of used coupons • Visits to stores, events • etc
- 17. Brain helps you to directly target your potential customers, with individual messages, through a channel – smartphones and Mobile apps – with the strongest connection to your target group
- 18. The process Internal Database Brain Database Campaign Management Module Output • Mobile • eDM Customer Result /analytics +data +tags +content +reach+action
- 19. Please, let us know your comments, questions – so we can prepare our individual proposal for you. Sab Budahazy www.arworks.com szbudahazy@arworks.com