By definition, deep analytics is a process applied in data mining that analyzes, extracts and organizes large amounts of data in a form that is acceptable, useful and beneficial for an organization, individual or analytics software application. One-to-Many does exactly this by handling unstructured data, from for example, products, transactions, shops, locations and behaviour. One-to-Many is an additional module for MarketingPlatform which at the same time transforms the platform into an enterprise solution. This means that the dream of true intelligent communication becomes possible for even small and medium-sized companies.
A step up to enterprise – without touching the price
The philosophy of delivering an email marketing and marketing automation solution to the masses, but with features only present in the most expensive enterprise solutions, is maintained with the new One-to-Many functionality.
“We enter the stage for solutions that cost tens of thousands annually and offer the full One-to-Many functionality for $699 a month,” says founder and CEO, Kim Østergaard.
He has been working “on the other side of the table” since 1998, and knows about how difficult it is to run a medium-sized online player without having access to the best tools. That, and the love of intelligent communication, are the driving force behind MarketingPlatform, for the Danish entrepreneur.
How a retail chain can use One-to-Many
In this example, the retail chain is a so-called multi-channel actor because they sell their products through multiple channels. Customers can shop in the physical stores – and directly on the company’s website via their PC, Mac, and/or smartphone.
By creating a customer club where you combine purchases with a named customer, purchases in the physical stores can be collected automatically and used for targeted communication.
Online purchases will always be personally feasible, and therefore naturally could be included in the context. At the same time, you take the behavioral information from clicks in newsletters, which SMS messages are responded to, which products have been added to the online basket – and similar transactional information – which provides detailed knowledge for intelligent campaigns. All of this information can be handled with MarketingPlatform’s current contact data – and the all new One-to-Many data feature.
The many transactional data can also be used in line with the structured contact data, for segmentation and as triggering automatic flows. The trigger could be, for example, if the customer has just looked at products but did not buy those that match items previously purchased in a particular category; send this campaign to retrieve the relevant products from a feed.
Product information that enables automation
Structured product information fed via feeds can provide full automation and complete the use of transactional data. More specifically, MarketingPlatform can automatically retrieve the products from a feed, such as from the webshop, website, or your financial system or PIM system.
The products are inserted from One-to-Many data, ie interests based on previous purchases or behaviors. And precisely because the products are downloaded automatically, the targeting can be done completely – and just-in-time, increasing the relevance to the recipient.
One-to-Many Feeds from MarketingPlatform
Let’s look at an example again. The retail chain has designed a template that contains 4 product placements that, during campaign, target each recipient based on their previous purchases and behaviors. Product placements are at the top of a large image, including text and prices as well as links to direct purchase of the item. Below are three products in a row.
As in the previous example, MarketingPlatform can dispatch the product placement campaign after the customer has performed a specific action – or did not perform the desired action. A desired action will often be a conversion – often a purchase or a social sharing of the product.
Another example with the same dataset could be that the regular newsletter to the club members, targets the individual based on their previous behavior. And thus, hundreds of thousands of different emails are sent – unique to each recipients’ previous purchases and behavior.
Hundreds of thousands of different emails are sent – unique to each recipients’ previous purchases and behavior.
Challenges for multiple channels
“The big challenge for multi-channel companies, or simply companies that want to target communication, is to target based on past purchases, recent orders, visited products, and other attributes with expressed interest in specific products or areas,” says Kim Østergaard.
It requires consolidated data and tools to respond to the collected data. And they simply have not been available to anyone other than the enterprise companies.
It’s the whole philosophy behind One-to-Many and MarketingPlatform, to create useful tools that everyone can afford and which can be used by sales and marketing departments.