Customer data and segmentation
Customers’ data can be brought to Emarsys in various ways – it has:
- Open APIs for it
- Relational database system built in, where we can design set of specific needed tables to extend standard data model (e.g. products data, orders data, other custom fields)
- and the option to connect External customer databases to Emarsys.
All for bringing more personalization criteria for segmentation.
Segmentation is rule based – meaning segments can be created utilizing complex logical rules, using also relational databases for specific criteria, and predictive criteria with customer’s lifecycle stages.
CDP?
For more specific needs, e.g. bringing huge numbers of records from outside systems, SAP Customer Data Platform can also be utilized. This is actually an interesting offer for companies with big sized data needs, having wide scope of data sources, for millions of contacts/consumers.
Benefits of SAP CDP:
- Multiple data sources
- Unifying data of customers need
- Building holistic customer profiles
- Serving the customer profiles to other systems for 360 view and actions
- All at scale
Omnichannel
Here we get to see the real power of Emarsys. Multiple channels, with personalization options in each of them, where one can easily combine those channels in same marketing programs (campaign flows). This is why Gartner named Emarsys a Leader in Personalization Engines in 2021 (https://emarsys.com/2021-gartner-magic-quadrant-for-personalization-engines/) as well as a Leader in Cross-channel Campaign Management Independent platforms in 2019 (https://emarsys.com/learn/blog/the-forrester-wave-cross-channel-campaign-management-independent-platforms-q4-2019-report-emarsys-named-as-a-leader/).
Interesting items:
- E-mail – Emarsys is also an Email Service Provider with lots of experience within this field.
With built-in “Deliverability Advisor” guidance, marketers gets easy-to-read logs presenting designed e-mail content and its validity. There is also “Send Time Optimization” engine to help reach customers on their best time. And “Open Time Content” that helps keep content displayed in emails actual – this is indeed a dynamic widget. - Mobile – called Mobile Engage. This is a special built mobile channel with features like: rich push messages, in-app notifications, and Inbox messages that help increase customer engagement by doing more asynchronous communication to the app.
- Web – and this is where commerce marketing benefits mostly – multiple options to bring dynamic content to Commerce/Web like ribbon, overlay and embed. There is also Web Extend – its own javascript add-on to bring events and data to Emarsys.
Beyond this, there are multiple options to trigger marketing reactions based on customer actions or events. The possibility to transfer customers between programs is also available.
Emarsys targets Point-of-Sales related scenarios which enables for e.g. joining of online and offline business’ and the benefits from that. That could be for example using geofencing with an mobile app with barcodes being generated and sent to customer to be used onsite.
RECOMMENDATIONS / PREDICTIONS
Emarsys can recommend products using many possible logics and various data sources (like product data, web behavior, contact and sales data). A prediction mechanism helps here to recommend via e-mail or web what items might be interesting for a customer.
But that’s not all. Emarsys has a wide offering when it comes to predictions. There are mechanisms designed to help find potential buyers for a product, and also recommending the best channels to reach them.
There is also feature helping with new products’ portfolio marketing. No sales history for such product exists, but only some similarities to other products that were previously sold. And this is indeed used here to find best possible target group. Worth checking.
B2B BUSINESS
So what about B2B business here? Well, Emarsys is mainly B2C oriented – this is where most of its power sits in, to directly target consumers and contacts. So for consumer-like businesses, Emarsys is all you need to effectively engage customers.
When a more Account based approach is needed – the development of those is progressing. More sales and marketing collaborations will enhance this offering, as well as bring more to the data model. Still awaiting more news about that to come.
STRATEGIC DASHBOARDS AND GUIDED MARKETING
Emarsys is a result of years of cooperation with marketing specialists. You can clearly see that analytics is the core backbone of this solution.
Strategic Dashboard is a place where you can see key business objectives like revenue (measured using attribution mechanism based on moment of first/last touch of one of your campaigns) and number of active customers. Own targets can easily be created as well.
There are multiple strategies proposed, from which you can narrow down to only those of your focus. Shown are for example different KPIs, its previous year value for comparison and current trends.
