I had my hand raised, but lowered when I realized that we wouldn't have time for all the questions remaining. I'd love to know some of the skills that he's looking for in prospective employees.
People who do well in the loyalty / consumer marketing / analytics business generally have a good mix of marketing acumen and financial understanding. That is, they can think through and design campaigns and programs that make sense and can build models that support their ideas and the reality of what actually took place - the results.
My question is in regards to the instant games, how do you target those segmented by behavior during certain times of the year to boost your sales. Also, is this messaging different for the $1 ticket sales compared to the $20 ticket sales.
There are seasonal games that the lotteries create - for summer and spring, for holidays etc. If I know a Player likes these, I can pre-announce new ones to them via email, text, or an in-app message. If someone likes a football themed game, my guess is that a basketball themed game may also be of interest. The $1 and $25 ticket buyer are generally (not always) two different buyers. Certainly the $25 ticket buyer has more disposable income and thus could be targeted for games / tickets that require higher ticket purchases. Messaging, format, level of sophistication all should be as specific (targeted) as possible to all segments: the goal is to increase relevancy. If we do that, we get higher open rates and higher usage.
Hey! If a company is trying to track and analyze individual/unique coupon codes, how do they account for sites like RetailMeNot and Coupons.com? How do you incorporate that margin of error to get accurate results?
Often retailers are OK with the codes going out to public site - a sale is a sale and the 20% off is a great new or repeat sale necessity. For super targeted campaigns, coupon codes can either expire after one usage or can be tied to only one account - that is, only be used by me via the log in of my email or from my mobile app.
I would love to know more about how they use the Metadata? It's something that my company is big on.
We use as much data as we can obtain about the consumer, the products they buy, the location where they buy it, the channel, etc. Taking that in and having it to analyze, yield better understanding and better campaigns / results.
Can I submit this question? Are there any loyalty rewards that could work for a publisher, when the consumer only knows the products (books), and doesn't have much awareness of the publisher? And is it even worth it?
We power the Harlequinbook rewards program - check it out here: get a lot of value from it!