Future of digital masterclass: the role of personalisation in customer retention
This week Growth Gurus had the chance to present at the Future of Digital Masterclass in Sydney, taking attendees through the topic of personalisation in customer growth and retention.
This week Growth Gurus had the chance to present at the Future of Digital Masterclass in Sydney, taking attendees through the topic of personalisation in customer growth and retention.
Marketers in the room came from organisations as diverse as Telstra, Bayer, Roche, Krispy Kreme, Revlon and Solotel Group as well as a number of other hospitality and ecommerce brands. With data strategy, generative AI and Marketing ROI on everyone’s top question lists, the session was highly valuable for both Growth Gurus and attendees.
Presenting on the topic of personalisation in email and SMS, General Manager John Price highlighted how enterprise level organisations are currently doubling down on the use of zero party data and first party data to improve the personalisation of email and SMS to keep and grow their customers.
“During economic turbulence, many brands are consolidating technology cost and reassessing how far they’ll go to acquire new customers,” he said. “As the cost of acquisition continues to rise, they are realising that they have more efficient means to generate cash flow by bringing forward growth and future purchases from their existing prospects and customers.”
Key outcomes from the session included:
- While 80% of SMBs already use email as their primary retention tool, larger brands have consistently underinvested in these channels, despite them being one of the most cost effective in the broader Marketing Mix
- Many larger brands already have significant repositories of zero and first party data with which to create personalised user journeys at scale.
- While there is a prevailing attitude amongst marketers that email is about volume – the return on well segmented, behaviour ad event driven email automation is 15x that of standard / targeted campaigns.
- SMS has become more broadly accepted by consumers when used in the right context
- Email and SMS are not just for Consumer facing automation – many marketers are adopting it to improve the efficiency of wholesaler and other B2B channel relationships.
Keynote speaker Justin Wei (pictured) highlighted during a fireside chat the need for even hospitality groups like the highly successful Solotel Group to have full data integration, highlighting a number of use cases where their implementation of a Customer Data Platform (CDP) has improved the way in which they co-fund and market events to customers across their 27 venues, by incorporating preference, purchase, acquisition and retention data across their 8 various digital data sources.
Thanks to all the attendees, who asked great questions and generated great debate.
For more to download a copy of the presentation, contact us on scale@growthgurus.io
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This week Growth Gurus had the chance to present at the Future of Digital Masterclass in Sydney, taking attendees through the topic of personalisation in customer growth and retention.
Marketers in the room came from organisations as diverse as Telstra, Bayer, Roche, Krispy Kreme, Revlon and Solotel Group as well as a number of other hospitality and ecommerce brands. With data strategy, generative AI and Marketing ROI on everyone’s top question lists, the session was highly valuable for both Growth Gurus and attendees.
Presenting on the topic of personalisation in email and SMS, General Manager John Price highlighted how enterprise level organisations are currently doubling down on the use of zero party data and first party data to improve the personalisation of email and SMS to keep and grow their customers.
“During economic turbulence, many brands are consolidating technology cost and reassessing how far they’ll go to acquire new customers,” he said. “As the cost of acquisition continues to rise, they are realising that they have more efficient means to generate cash flow by bringing forward growth and future purchases from their existing prospects and customers.”
Key outcomes from the session included:
- While 80% of SMBs already use email as their primary retention tool, larger brands have consistently underinvested in these channels, despite them being one of the most cost effective in the broader Marketing Mix
- Many larger brands already have significant repositories of zero and first party data with which to create personalised user journeys at scale.
- While there is a prevailing attitude amongst marketers that email is about volume – the return on well segmented, behaviour ad event driven email automation is 15x that of standard / targeted campaigns.
- SMS has become more broadly accepted by consumers when used in the right context
- Email and SMS are not just for Consumer facing automation – many marketers are adopting it to improve the efficiency of wholesaler and other B2B channel relationships.
Keynote speaker Justin Wei (pictured) highlighted during a fireside chat the need for even hospitality groups like the highly successful Solotel Group to have full data integration, highlighting a number of use cases where their implementation of a Customer Data Platform (CDP) has improved the way in which they co-fund and market events to customers across their 27 venues, by incorporating preference, purchase, acquisition and retention data across their 8 various digital data sources.
Thanks to all the attendees, who asked great questions and generated great debate.
For more to download a copy of the presentation, contact us on scale@growthgurus.io
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