Every day there are a few customer that are looking to buy or looking to leave. Reaching them the same day is critical.

SeeWhy Event Based Marketing  enables you to communicate at the moment when the customer is most engaged and receptive to your message. By responding automatically to the actions of individual customers in real time, they view your campaigns as good service, not sales messages.

The benefits are compelling: reduced attrition, increased customer loyalty and more effective promotions lead to $multi-million increases in revenues.

Key Benefits

• Higher campaign response rates (upto 16 times higher)

• Higher campaign ROI (up to 18 times higher)

• Upto 7 times greater response than communication three days late, and upto 3 times greater than next day 

• Fewer dissatisfied customers

• Reduced churn

• Increased revenues, upto 9 times higher than batch campaigns 

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Why campaign timing matters so much

What makes customers respond to a campaign? Above all else, one word stands out: relevance.

Relevance is about sending the right message to the right person at the right time. And timing is perhaps the least exploited, and most forgotten factor by marketers.

Every day, there are a few customers that are really hot for your message. They are emotionally charged - and engaged with your business, looking to buy, or looking to leave. This is the moment when you should act, right now, while they are still on the website or the phone. You have seconds, maybe minutes, to strike while the iron is hot, when they are at the peak of receptiveness. If you mail them as little as a few days later, the emotion is gone and the effectiveness lost.

These moments of emotion are when your marketing campaigns will be at their most effective. Customers welcome dialog at these moments, as opposed to resenting your communications as intrusions.

The effect you see of course is a dramatic lift. Communications that are sent in real time are on average 7x more effective than the same event driven communication sent only three days after the event.  If you were to send the communication only the next day, you cut your response rate in half.

18 times more effective than batch based campaigns

It works incredibly well. Jupiter Research, in a recent study on the ROI of email relevance concluded that direct email triggered based on website interactions increased revenue by 9 times more, and net profit by a staggering 18 times more, compared with batch based email campaigns.

What kinds of customer events work best? There's no doubt that Event Based Marketing is at its most effective you are able to trigger individual campaigns in direct response to customers' interactions with your company.

These inbound actions, such as a visit to your website, or a call into your contact center indicate that the customer has a products or service issue (high emotion), is considering leaving (high emotion), or is considering a purchase (high interest).

New types of campaigns

Campaigns have traditionally been assessed on a critical mass basis - can I mail enough people to make it worth all the effort of putting the campaign together? But campaigns that are relevant to only a small percentage of the customer base are often considered uneconomic.

For example, a retail bank will generate a disproportionate revenue from a mortgage offer, but new mortgages are only relevant to a very small slice of their customer base at any one time. As a result if you mail all customers, your response rate is very low, and mailing only those interested this week is impractical.

SeeWhy Event Based Marketing changes this irreversibly. 

Email, web and new technology automate the process

Up to now Event Based Marketing has been a complicated and expensive way of marketing to customers. The issues have traditionally fallen into three areas:

• How to get the data, merging multiple channels including online
• How to analyze the data fast enough
• How to action the data quickly enough in a campaign.

SeeWhy solves each of these three problems uniquely and very effectively. SeeWhy Event Based Marketing collects data passively from web traffic by listening in on the traffic between the customers browser and your web servers. This means that real time ecommerce and click data is captured without any tagging of the website itself. Data can also be captured from any back office or call centre systems as required.

SeeWhy Event Based Marketing analyzes data in real time, automatically comparing customer events (such as transactions or web clicks) with a unique customer profile so that unusual or significant changes in behaviour can be immediately acted upon.

Automated actions

Some examples of actions that can be automated with SeeWhy Event Based Marketing include the following:

• Place the customer into a call queue for an outbound customer service / sales call
• Initiate a business process (such as a churn reduction process) in another application
• Send and email or text message to a member of staff to alert them to the problem, for example where this is a major account with a dedicated account manager
• Trigger a custom on screen banner while the customer is still on the site
• Initiate a screen pop screen pop in your call centre application to make a real time offer while the customer is still on the website / phone
• Send a message to your campaign management system or hosted email provider, (such as CheetahMail) to initiate an email directly to the customer.