Predictive Content Across Channels: Boost Email and Web Program ROI with Zero Effort
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The document discusses predictive content, which utilizes machine learning and predictive analytics to deliver personalized content to users based on their behavior, thus enhancing engagement and conversion rates. It highlights the effectiveness of predictive content in increasing ROI for email and web programs, along with success metrics that demonstrate significant improvements in lead conversion and content consumption. The presentation emphasizes the importance of relevant, automated content recommendations across various marketing channels.
Predictive Content Across Channels: Boost Email and Web Program ROI with Zero Effort
- 1. Predictive Content Across Channels: Boost Email and Web Program ROI with Zero Effort Mike Telem VP Product Marketing Marketo David Myers Product Manager Marketo
- 2. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Chat in the bottom left, and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation Housekeeping
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Overview 1. What is predictive content? 2. How it works? 3. How predictive technology increases web conversions and email ROI 4. Success stories in using predictive content 5. Predictive Content within Email
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Intro Using machine learning and predictive analytics to automatically recommend the right content to the right prospect based on visitor and behavior profiles. • Increase content consumption • Improve engagement rates • Generate more conversions
- 5. 89%of marketers have predictive analytics in 2016 roadmap +290average number of content assets for an SMB 74%of consumers frustrated with non-relevant content The Predictive Trend 1.8XMarketers using predictive tech are 1.8X more likely to exceed organizational goals 2.9XMarketers using predictive tech are 2.9X more likely to report revenue growth higher than industry average
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Time and Money on Content
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Background • Marketers drive thousands of visitors to web sites • SMB’s: 10 - 50K visitors per month • Enterprises: 100 - 500K visitors per month • B2C’s: Over 1 million visitors per month • Marketers create hundreds of content assets • Average SMB has +290 content assets • Average Enterprise has thousands • White papers, videos, case studies, blog posts, special offers Rule-based campaigns are simply not enough…
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content • Enables marketers to optimize engagements and conversions in every online interaction • Automatically presents the most relevant content to each individual visitor • Based on machine learning algorithms and predictive analytics
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content Unlike some predictive technologies, Predictive Content is: Goal-driven Proactive Automated
- 10. Poll What stage is your company at with Predictive Content? 1. Just Interested 2. Starting to learn how to use it 3. Up and Running 4. Advanced looking for more ideas
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content – How it Works 1. Auto-Discovers and maps all your content assets 2. Learns which content works best and for who 3. Recommends relevant content to web visitors & leads Increases content consumption and onsite engagement
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 • Auto-discover your content • Analyze and track behavior to discover assets DISCOVER LEARN RECOMMEND
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Content Discovery
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 • Record actual content consumption • Analyze performance for different audiences • Run algorithms that learn what works best for who DISCOVER LEARN RECOMMEND Machine Learning
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Algorithm Objectives 1. Use machine learning to increase content engagement and ROI 2. For each impression served, recommend the most relevant content with the highest chance of a generating engagement 3. Continuously optimize recommendations
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Algorithm Models - How Steps for Recommendation 1. Detect successful and unsuccessful content engagements 2. Identify visitor/lead attributes in real-time 3. Discover positive correlations that could predict future engagements
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Algorithm Types • Classification Algorithms (Logistic regression, Boosted decision Trees) • Markov/Item-Based (Last content) • Collaborative Filtering (Content-based) • New/Popular/Trending
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 • Identify web visitor attributes • Recommend most relevant content across all channels • Optimize engagements DISCOVER LEARN RECOMMEND
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive in Web Bar
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive in Web Rich Media
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content in Email
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Cross Channel Predictive Content Web MobileEmail
- 23. Predictive Content Success Stories
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content Results • 75% direct lead conversion rate from predictive content recommendation engine. • Generated $100K in opportunities
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content Results 315%Increase in site engagements (pages per visit, time on site) for targeted visitors 201%Increase in content specific lead conversion 3xMore views on recommended content compared to generic views 18%Increase in content consumption
- 26. Predictive Content Within Email
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 How Predictive Content for Email helps Marketers? • Nurture customers with content that is personalized • Rely on intelligent algorithms to do the matching without losing the opportunity to add the human touch • Leverage existing content in a relevant way across channels • Improve Results! More content consumption, better engagement, and more conversion. AT SCALE!
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Content Discovery
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content in Email
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Preparing Content in Email
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content in Email
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content in Email
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content in Email
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Measuring Results
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 12/6/2016 Predictive Content - Summary • Enables marketers to optimize engagements and conversions • Automatically recommends the most relevant content for each individual visitor • Based on machine learning algorithms and predictive analytics
- 36. Questions?
- 37. Thank you Predictive Content Across Channels: Boost Email and Web Program ROI with Zero Effort https://www.marketo.com/software/predictive-content/