Data Driven Decisions in Customer Relationship Marketing

The breakdown of the agenda for Savage Marketing 2019 is as follows:

  • AI & Data
  • Customer Journey
  • Storytelling
  • Focus Sessions

Within these tracks, we have invited industry’s leading experts to present case studies of innovative marketing campaigns. However, a campaign does not exist in a vacuum. And that’s what differentiates successful marketing teams from the ones that have to play catch-up – the ability to connect the dots and create campaigns that not only feed off each other, but make users’ experience with a brand memorable.

We had a chat with Matan Block Temin, an experienced Data Scientist at Optimove, to better understand what challenges marketers face most often and how data driven marketing can be embedded in the DNA of an organisation. He will present at Savage Marketing 2019 on The Scientific Way to Compare CRM Tactics.

SM: Share a little on your motivations in becoming a data scientist and the most exciting aspect of your job

MBT: I think the main reason I chose the field of data science is to have the ability to make an impact, regardless of the industry I’m working in. As a data scientist I’m able to assist in achieving the company’s goals and the client’s needs while innately having the ability to measure the impact of my work’s outcome. Exciting aspects of the job are diversity and evolution – every project is different than the other and there are always new models, algorithms and tools out there that need to be acknowledged.

SM: Companies today struggle with data driven marketing or personalised customer experiences. What are some of the challenges you have noticed working with companies and teams?

MBT:  One of the main challenges we face while working with marketing teams is to provide recommendations that are feasible. In many cases, in order to implement our recommendations, the teams depend on external resources that are not always available. The best way to overcome this challenge it to really know your client – what are their goals, needs, capabilities and limitations.

SM: What is the difference between tactics vs. strategy and can you mention a few tactics to improve CRM strategy?

MBT: Strategy refers to a direction toward the business goal, tactics are the actions taken to support that strategy. Two examples for really good tactics to improve CRM strategy are:

  1. Super Control Group – excluding a percentage of the total population from all journey communication.
  2. Optimove Streams – Dividing the total population into two different communication journeys in order to define the optimal tactic.

Both tactics provide the ability to measure the success of the CRM strategy. I will further elaborate about both in my session.

SM: Optimove has worked with some amazing brands including Staples, Deezer, Dollar Shave Club on improving customer journeys. How do you go about mapping and measuring the various customer touchpoints and determine what a successful customer interaction looks like?

MBT:  Any brand we work with has their own strategy and business goals that are translated into hundreds, if not thousands, of campaigns. From our experience the best approach to map and measure various touch points and customer journeys is to split the measurement to different levels: campaign, lifecycle, strategy and complete CRM strategy. This way we have the ability to measure the impact on every campaign in addition to assessing how they perform together. It’s important to mention that for every level we must have a control group – This is a key point you can’t stress enough – To assess the impact and calculate the monetary values.

SM: During our previous chat you mentioned super controlled groups, how does this differ from test groups and what inferences can you make by running campaigns to them?

MBT: A super control group is a permeant group of customers who are excluded from all communications for a certain time period. For example, excluding 5% of the customers from the onboarding strategy (welcome offer, special discounts, etc.). Applying the super control group helps the CRM team understand how well their complete strategy is working and if the campaigns have a positive to negative impact of each other.

SM: In the last 18 months, have you worked on any exciting projects that you can share?

MBT: One of the most interesting projects I worked on was with one of Optimove’s largest clients, who operates in more than 30 countries. They asked us to help them improve their spend while taking into consideration the different tax regulations in different countries. The main KPI to measure success was Net revenue although we noticed the correct KPI, in this case, is Net profit. This later was translated into actions in their campaigns – countries with higher taxation were receiving less discounts and benefits to make sure they are still profitable.

Don’t miss Matan’s presentation on Day 1, Customer Journey track at 12:30. In this session, Matan will examine the motivation for CRM tactics comparison. He’ll explore comparison methodologies and explain the Super Control Group. Then, a special treat – introducing Optimove’s streams – what this new feature is all about, and where it can meet your marketing goals.

Matan Block Temin- Speaker Announcement