Analytics Driven Email Marketing Lab — Driving Dollars Through Data

Special Session – Open to all eMetrics Attendees

When?
Wednesday, October 22
8:00 - 9:00
sponsored by:

Thursday, October 23
8:00 - 9:00
sponsored by:

The Analytics Driven Email Marketing Lab provides a live demonstration of technologies working together to solve a common business scenario. The lab features two parings of vendors showcasing their offerings in two unique sessions (one on Wednesday and one on Thursday), allowing you to attend both — in order to compare/contrast approaches and technology as both vendors parings solve the same business challenge.

Session Details

The Business Case: A retailer would like to re-engage a customer who abandons their website after adding an item to their basket. The retailer would like to offer different promotions based on the value of the items in the basket, and potentially offer free shipping to the customer who abandoned the check out process after interacting with shipping methods.

Due to the nature of the customer, they will look at a lot of different products as they shop the website. In the email, the retailer would like to include the top 3 items that a customer looked at (the items they are most likely to purchase). Since the email contains a promotion, the retailer wants the program to be frequency capped (to keep people from abandoning all the time to get the promotion). Also, as a good marketer, the retailer would like the email to be visible in their web analytics tool. The entire program must be automated, as the retailer does not have the money for headcount.