Building A Better Mousetrap, While Avoiding Getting Trapped
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The document delineates AEG's email marketing strategies and operations, highlighting the importance of technology-integrated marketing and cross-departmental collaboration. It outlines various email campaign types and the challenges faced, such as data politics and the need for improved data management. AEG aims to enhance customer engagement, retention, and personalization through effective data governance and collaborative efforts among business units.
Building A Better Mousetrap, While Avoiding Getting Trapped
- 1. BUILDING A BETTER MOUSETRAP EMAIL AT THE CENTER OF A CROSS-FUNCTIONAL BUSINESS
- 2. ( Insert Obligatory Hero Shot Here )
- 3. MY STATS 14 / 25 / 1
- 4. AEG’S STATS
- 10. WHO IS “AEG”?
- 11. WHO IS “AEG”?
- 12. WHO IS “AEG”?
- 13. WHO IS “AEG”?
- 14. WHO IS “AEG”?
- 15. WHO IS “AEG”?
- 16. WHO IS “AEG”?
- 17. WHO IS “AEG”?
- 18. WHO IS “AEG”?
- 19. WHO IS “AEG”?
- 20. WHO IS “AEG”?
- 21. WHO IS “AEG”?
- 22. WHO IS “AEG”? • Goldenvoice • Messina Touring Group • Marshall Arts Ltd • Concerts West • Atlanta Worldwide Touring • Winter Circle Productions • …and many more!
- 25. RUGBY
- 26. 80+ BUSINESS UNITS AEG Live – Venues / Festivals / Promoters / Regional Offices / Tours AEG Facilities – Venues / Teams* / Sales AEG Sports – Venues / Teams / Sales / Groups / Season Tickets
- 27. EMAIL CAMPAIGN TYPES Weekly or Monthly Newsletter Single Event/Combo Ecard (Presale/Onsale) Upgrades / Season Tickets / Suites / VIP Special Offers / Promotions 1 Month Before “Get Ready” (buyers) Days Before “Looking Forward” (buyers) Day after “Thank You For Attending” (buyers) Surveys
- 28. EMAIL CAMPAIGN TYPES Weekly or Monthly Newsletter Single Event/Combo Ecard (Presale/Onsale) Upgrades / Season Tickets / Suites / VIP Special Offers / Promotions 1 Month Before “Get Ready” (buyers) Days Before “Looking Forward” (buyers) Day after “Thank You For Attending” (buyers) Surveys 1B+ Sends
- 29. EMAIL CAMPAIGN TYPES Weekly or Monthly Newsletter Single Event/Combo Ecard (Presale/Onsale) Upgrades / Season Tickets / Suites / VIP Special Offers / Promotions 1 Month Before “Get Ready” (buyers) Days Before “Looking Forward” (buyers) Day after “Thank You For Attending” (buyers) Surveys 1B+ Sends 8K+ Campaigns
- 30. EMAIL CAMPAIGN TYPES Weekly or Monthly Newsletter Single Event/Combo Ecard (Presale/Onsale) Upgrades / Season Tickets / Suites / VIP Special Offers / Promotions 1 Month Before “Get Ready” (buyers) Days Before “Looking Forward” (buyers) Day after “Thank You For Attending” (buyers) Surveys 1B+ Sends 8K+ Campaigns Brandcentric
- 31. EMAIL CAMPAIGN TYPES Weekly or Monthly Newsletter Single Event/Combo Ecard (Presale/Onsale) Upgrades / Season Tickets / Suites / VIP Special Offers / Promotions 1 Month Before “Get Ready” (buyers) Days Before “Looking Forward” (buyers) Day after “Thank You For Attending” (buyers) Surveys 1B+ Sends 8K+ Campaigns Brandcentric Mobile-First*
- 32. EMAIL AUDIENCES LEVERAGED ACROSS ALL PLATFORMS Social Re- targetin g Video Ads Apps Email FANS
- 33. !
- 34. - JEFF BEZOS / AMAZON, OCT 2016 "ANYBODY WHO DOESN’T CHANGE THEIR MIND A LOT IS DRAMATICALLY UNDERESTIMATING THE COMPLEXITY OF THE WORLD WE LIVE IN.”
- 35. #THINKBIG AND #INNOVATE If marketing doesn’t really understand technology — and IT doesn’t really understand marketing — then their “collaboration” can all too easily look like this:
- 36. #THINKBIG AND #INNOVATE If marketing doesn’t really understand technology — and IT doesn’t really understand marketing — then their “collaboration” can all too easily look like this: - Marketing asks for faster horses.
- 37. #THINKBIG AND #INNOVATE If marketing doesn’t really understand technology — and IT doesn’t really understand marketing — then their “collaboration” can all too easily look like this: - Marketing asks for faster horses. - IT gives them faster horses.
- 38. #THINKBIG AND #INNOVATE If marketing doesn’t really understand technology — and IT doesn’t really understand marketing — then their “collaboration” can all too easily look like this: - Marketing asks for faster horses. - IT gives them faster horses. The automobile passes both of them by.
- 39. #REINVENTING IT AEG Information Technology is now AEG Digital Services
- 40. AGE OF THE CONSUMER = MARKETING + IT A customer-obsessed operation model demands a close partnership with the office of the CIO. Technology has become a major aspect of marketing, whether it's through social media, hardware or software, customer portals, company websites or marketing email blasts. Creating these unified goals helps to speed up the deployment of new technology.
- 41. THE CHALLENGES YOU’RE NOT ALONE
- 42. EMAIL MARKETING TECH STACK VARIES BY BUSINESS UNIT… Data • Teradata • MS CRM • Red Point Creative • Dropbox • One Drive • Bynder • External Hard Drives • Litmus ESPs • Salesforce • Adobe • Mail Chimp Reporting • ESP Platforms • Adobe Analytics • Google Analytics • TM One • MySQL • Tableau • ReturnPath • SurveyMonkey
- 43. LEVERAGING THE ELUSIVE #SINGLE CUSTOMER VIEW “Humble” Data Quality Siloed Departments with Siloed Teams Inability to link disparate technologies Our historic challenges:
- 46. #DATA POLITICS Greatest challenge to any organization is it’s own people. Fear of change Fear of being made redundant / eliminated Fear their fans’ data is going to be misused
- 48. • Identify cross-divisional committee of stakeholders. • Include the team in the trenches as well as management. • Start SMALL.
- 49. DIFFERENT NEEDS, ALL IN SILOS • High Value Customer • CRM • Transactional Sends Sales • Fan Acquisition & Retention • Frequency / Immediacy • Marketing Sends Marketing • Attributes • Audience • Ads Social • Data PrivacyLegal • Data Governance • Technology • Security I.T. • Segmentation • Predictive Modeling • Reporting Business Intelligence
- 50. 1. Increase engagement rates 2. Increase customer acquisition 3. Improve customer retention 4. Improve personalization 5. Increase brand awareness 6. Enrich contact data quality 7. Reduce marketing costs #GOALS
- 51. #METADATA MANAGEMENT Where it resides, and through which channels it arrived What it means, and how it should be interpreted How it relates to the rest of the ecosystem What it’s worth, and how its value can be measured Who it’s accessed and consumed by Which business processes it fuels Which governance policies it’s expected to satisfy Without effective metadata management, connecting data becomes brittle, chaotic, and siloed.
- 52. Website Social Email Paid Website App Single Custome r View Business Intelligenc e: Insight Platform Automatio n Platform Websit e Social Email Service Provide r Apps Push / SMS CRM
- 54. #CUSTOMER FIRST + #UNIVERSAL AGREEMENT
- 58. #PHASED APPROACH Roles, Resources, & Responsibilities Metrics & Analytics Training & Communications
- 59. OPPORTUNITIES FOR SUCCESS • Key digital/data staff - centralized and in the business units. • Business-unit level investment in marketing tools and expertise to optimize use of data. Strengths • Divisions know basic history of their customers Opportunities • Data is the key to effective digital marketing Implicit value Weaknesses • We don’t understand the “global” customer • Lack of visibility into, and command of, data • Inconsistent organizational development • IT systems and practices • Operational practices Threats • Legal liability • Security breach • Loss of customers due to lack of understanding them and/or poor treatment
- 62. ESTABLISHING AEG DATA APPROACH Oversee / Facilitate data collaboration. Unbiased manager of data along an agreed set of common data rights in line with the data principles. Facilitate cross-unit data use for anonymized marketing purposes (marketing methods, data protection, etc.) Ensure “good manners” and “data owner rights” are paramount in the use of data for marketing
Editor's Notes
- #41: Marketers need the knowledge and expertise of the CIO’s entire team to partner on how best to bring together our multitude of data sources into a single system that can drive insights and optimize marketing efficiency. Technology has become a major aspect of marketing, whether it's through social media, hardware or software, customer portals, company websites or marketing email blasts. Working with Richard’s team, we will conceptualize and develop third-party relationships around mutual “data” benefit.
- #44: In order to communicate with our customers we need to understand them and treat them as individuals rather than multiple touch points. Creating a winning strategy and the right technology for collecting, linking and managing all the structured and unstructured data coming into AEG today from disparate sources. Unified databases, normalized data sets, consistent nomenclature is required.
- #47: Education of current staff, involve them in the architecture behind the product.