The Total Economic Impact™ Of Mapp Cloud

Value From Increased Reach Of Messaging

• Evidence and data.

  Since adopting Mapp Cloud, interviewees improved reach of messaging on two fronts: 1) identification of customers and 2) deliverability of messaging.

  Through Mapp Intelligence, marketing teams mapped customer behavior across channels through clicks and tags across website pages to emails. Mapp’s seamless integration with existing data repositories enabled marketers to connect shopper browsing and clicks to known customer profiles or identify previously unidentified customers who visited their site.

  With improved identification, marketers increased the number of customers that received marketing messaging. They automated outreach to customers based on their recent engagement or shopping activity and personalized offers to highlight recently viewed or related products, alongside specific customer details like name or location.

  Interviewees ensured that more messages were delivered to customers’ inboxes and bypassed spam or junk folders. To accomplish this, marketers incorporated more specific customer details tied to recent shopping behavior and optimized the frequency of messages sent out to not over-message customers. Interviewees also relied on Mapp’s deliverability services that provided alerts when emails bounced and changes needed to be made to messaging. One interviewee at a retailer shared that deliverability of emails was in the 98% to 99% range.

  Meanwhile, reaching customers through SMS or a mobile push notification greatly reduced issues associated with email bounce rates. With improved deliverability of messages across channels, marketers generated more opportunities for conversions.

• Modeling and assumptions.

  For the composite organization, Forrester assumes:

  • In Year 1, 2.5 million customers receive marketing messages across digital channels. The number of customers receiving marketing grows organically by 2.5% each year in addition to more customers identified with Mapp Cloud.
  • In the first year with Mapp Cloud, the composite organization identifies 10% more customers to send marketing messaging. After Year 1, an additional 5% of customers are identified each year. More customers are identified in Year 1 based on the larger pool of customers that had yet to be identified and Mapp quickly helping to identify them.
  • Each customer receives on average 2.3 messages per week or nearly 120 messages per year.
  • The baseline engagement rate before Mapp Cloud is 10%. Engagement consists of successfully delivered messaging that receive a click or stay in view for several seconds. The conversion rate is 2%, referring to any customer making purchases following engagement. The average order value is $60. We use these rates from before Mapp Cloud for this table to avoid later double counting in calculations.
  • The total number of messages delivered improves incrementally over the three-year period from 0.5% in Year 1 to 1.5% in Year 3. Marketers refine their messaging and templates to be more relevant to customers, and understand what might cause messages to bounce, helping to improve their deliverability.
  • Forrester applies a 7% operating margin to this benefit to account for product and delivery costs and additional costs that go toward marketing, advertising, and general administrative expenses.

• Risks.

  Differences in organizations that may impact the benefit results include:

  • The number of customers that organizations market toward and number of messages sent.
  • The performance of marketing efforts prior to Mapp Cloud and room for improvement.
  • The average order value of products and operating margin, which will vary based on brand or retailer type.

• Results.

  To account for these risks, Forrester adjusted this benefit downward by 15%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $828,000.

Value From Increased Engagement From More Personalized Messaging

• Evidence and data.

  Alongside extending the reach of marketing messaging, interviewees recognized tangible improvements in engagement with more personalized messaging.

  Interviewees relied on Mapp Cloud to build customer segments and audiences, incorporating data from freshly integrated data silos. They also ran regular testing across channels to see what types of messaging or templates were engaging most with specific segments and markets, as well as assess where customer fallout was mostly likely to occur.

  These insights shaped more dynamic and relevant marketing messaging for customers across channels by determining when and where they were most likely to engage. An interviewee at a consumer packaged goods (CPG) company shared that automated, personalized emails with new templates through Mapp helped their organization increase email open rates from 20% to 45%. Further underscoring the value of dynamic messaging, a retailer cited a 5% click rate on newsletters and a click rate of over 12% on automated emails.

  Mapp Cloud enabled users to maintain oversight of automated email delivery workflows for specific audiences and manage channels used for outreach. This visibility reduced the chance of overlapping messaging with other teams and over-messaging to customers in general. Overlapping messaging became a rare occurrence and teams worked in alignment to create complete customer journeys with a variety of touchpoints that maintained customer engagement.

• Modeling and assumptions.

  For the composite organization, Forrester assumes:

  • The total number of messages the composite delivers each year, including those to newly identified customers and additional messages now reaching customers, ranges from over 330 million in Year 1 to over 385 million in Year 3.
  • The engagement rate increases by 15% in Year 1 to reach an engagement rate of 11.5% as users incorporate new templates and channels. Further refinement to messaging to make it more relevant and better target customers helps engagement further increase by 20% in Year 2 and 25% in Year 3, reaching an engagement rate of 12.5%.
  • The engagement rate before Mapp Cloud is subtracted from the engagement rate after Mapp Cloud is implemented, producing the net-new additional engagements from which more value is generated with Mapp Cloud.
  • As with Table A, the conversion rate is applied, average order value is $60, and operation margin is 7%.

• Risks.

  Differences in organizations that may impact the benefit results include:

  • The level of customer engagement with marketing material prior to adopting Mapp Cloud.
  • Seasonality and consumer demand for products.
  • The number of messages delivered with which customers engage.

• Results.

  To account for these risks, Forrester adjusted this benefit downward by 15%, yielding a three-year, risk-adjusted total PV of $1.26 million.

Value From Increased Conversions Driven By More Engaged Customers

• Evidence and data.

  Interviewees noted that, as Mapp Cloud users became wiser in ways with which to engage customers, they identified more opportunities for calls to action to drive conversions. For example, more timely, personalized, and automated messaging after customers abandoned a cart helped encourage them to reconsider and complete a purchase. An interviewee at a brand cited a 12% to 15% improvement in successful conversions from cart abandonment messaging with Mapp Cloud.

  Marketers regularly tested placement of click-to-purchase buttons in emails and web pages to assess how to best encourage customers along to the end of purchase funnel. In addition, marketers reviewed shopper behavior to identify customers that were likely to purchase an item and specifically target them to make a purchase.

  Interviewees noted that users also leveraged Mapp Cloud for digital advertising efforts because it empowered them to incorporate first-party data for real-time audiences across all major ad networks. Mapp users could review performance through real-time dashboards and adjust messaging as needed.

  The e-commerce marketing director at a CPG nutrition company cited insights from these dashboards as critical for maintaining a steady cost per order (CPO). Specifically, if paid advertising no longer appeared effective with a customer, marketers could then engage the customer with emails or SMS to mitigate their spending on ineffective display ads. This strategy helped maximize the selling opportunity and reached a conversion rate of 3.5% with a best-case scenario of over 6%.

• Modeling and asssumptions.

  For the composite organization, Forrester assumes:

  • The conversion rate improves at a rate slightly behind that of engagement rate improvement, from 10% in Year 1 to 20% in Year 3, as more engagement does not always equate to a conversion. The rising conversion rate is driven by engagement and improving tactics to convert customers.
  • The new conversion rate with Mapp Cloud is subtracted from the baseline conversion rate before Mapp Cloud to determine the net-new additional conversions.
  • As with Tables A and B, the average order value is $60 and operation margin is 7%.

• Risks.

  Differences in organizations that may impact the benefit results include:

  • Likelihood of customers to convert prior to leveraging Mapp Cloud.
  • The number of customers and messages received.

• Results.

  To account for these risks, Forrester adjusted this benefit downward by 15%, yielding a three-year, risk-adjusted total PV of $1.14 million.

Greater Customer Lifetime Value

• Evidence and data.

  As marketers became more mindful of their interactions with customers, they adjusted the frequency of marketing messaging and delivery channels used to reach them on their own terms. Adjustments like these made for positive customer experiences, which led to customers making more purchases or spending more on items, increasing customer lifetime value.

  Interviewees’ organizations became more customer-centric with marketing by creating specific segments for loyal customers to send them alerts about sales or exclusive deals, helping to make customers feel more appreciated and engaged. Similarly, the interviewees’ organizations created customer segments in Mapp Cloud based on the timeframe since previous engagement. These customers received deal offers to come back or the number of messages delivered was adjusted downward to gently remind them about services and products.

  Since working with Mapp, one retailer saw a 25% increase in e-commerce sales from automated email workflows alone. Meanwhile, an interviewee from a CPG organization reported a decrease in one-time customers from 75% to 63%, while 30% of buyers made between four to five purchases across an 18-month period.

  Interviewees expected customer attitudes to further improve based on continued segmentation of the customer base and personalization of messaging.

• Modeling and assumptions.

  For the composite organization, Forrester assumes:

  • The customer basket size increases from 5% in Year 1 to 10% in Year 3 as marketers improve their outreach to customers, and it builds positive sentiment from customers that leads to them either buying more items or purchasing higher-value items in an order. This improvement leads to the average order value increasing from $60 to $66 by Year 3.
  • The additional value per order is subtracted from the previous order value generated from the total number of conversions calculated in Table C as to avoid double counting.

• Risks.

  Differences in organizations that may impact the benefit results include:

  • The total number of conversions made on an annual basis.
  • The average price of items sold and number of items purchased in an order before Mapp Cloud.

• Results.

  To account for these risks, Forrester adjusted this benefit downward by 15%, yielding a three-year, risk-adjusted total PV of $664,000.

Productivity Value With Mapp Cloud

• Evidence and data.

  Mapp Cloud helped the interviewees’ marketing teams become more productive on several fronts, most especially with performance analysis. Mapp Intelligence’s dashboards helped visualize data for customer-level insights, including engagement and transaction history. The solution also made recommendations for the best time to send out messages and provided predictions around customer churn or conversion.

  With analysis readily available, marketers spent less time reviewing data from different silos and platforms to assemble takeaways. Instead, they rededicated that time to discussing new strategies with colleagues. Interviewees reported that marketing teams had more productive conversations and reached consensus faster.

  According to an interviewee at a retailer, a rotation of users would spend two to three hours every day reviewing messaging and product recommendation performance, then hold discussions on next steps. With Mapp automating personalized messages and recommendations based on analysis, users were able to recoup the time and focus on strategy

  Templates from Mapp Engage helped users to quickly iterate on campaigns — like pulling in high performing content from the website to optimize messaging — all while incorporating different personalized messaging to test what worked best. Templates were mobile friendly and included overlays to product pages, requiring minimal technical knowledge to properly leverage.

  Segmentation of customers into specific groups was streamlined and more accurate. Through Mapp Engage users could quickly import data to enrich customer profiles and ensure accurate targeting with advertising, as well as email and mobile communication. Mapp’s support for major ad platforms mitigated any technical headaches around messaging targeting.

  Teams reallocated time savings toward building new, more complex customer segments and campaign workflows around specific customers audiences. One retailer increased the number of customer triggers from four to 27 over the course of a year. Altogether, users no longer jumbled multiple marketing solutions and data platforms together to create end-to-end customer journeys. Working within Mapp Cloud helped users avoid headaches and become more agile with their output.

• Modeling and assumptions.

  For the composite organization, Forrester assumes:

  • The organization has the full-time equivalent of seven employees working on marketing messaging and insights. Among those employees, five are dedicated to day-to-day use of the platform for building marketing content, defining segments, and conducting performance analysis. Five other employees leverage Mapp Cloud on a weekly basis specifically for reporting and results, totaling the equivalent of two full-time employees.
  • Users recognize a 15% improvement in productivity in Year 1 with Mapp streamlining analysis, automation capabilities, and templates. Productivity increases to 20% in Year 2 and 25% in Year 3 as users develop best practices and mature in their usage of Mapp Cloud.
  • The assumed fully loaded hourly rate for marketing employees at the composite organization is $50.

• Risks.

  Differences in organizations that may impact the benefit results include:

  • The size of marketing team and number of employees using Mapp Cloud.
  • Speed with which organizations reach maturity in leveraging Mapp Cloud.

• Results.

  To account for these risks, Forrester adjusted this benefit downward by 10%, yielding a three-year, risk-adjusted total PV of $321,000.

Unquantified Benefits

Interviewees mentioned the following additional benefits that their organizations experienced but were not able to quantify:

• Usage of insights from Mapp Intelligence across all marketing efforts.

  Insights are critical to driving new business at organizations. A survey of directorlevel martech decision-makers, conducted for a Thought Leadership Paper from Forrester Consulting commissioned by Mapp, found 51% cited “Enhanced customer insights” as a customer experience strategy improvement that had delivered the most success over the past two years.³

  Returns on customer insights can be significant. According to Forrester Research, data and analytics decision-makers who claim that their organizations have advanced insights-driven business capabilities are 8.5 times more likely than those still at the beginner stage to report annual revenue growth of 20% or more (24% vs. 3%).⁴

  As quantified earlier in the study, analysis of data and recommendations from Mapp Intelligence were critical for driving engagement and conversions in messaging sent out through Mapp Cloud. Based on these improvements, interviewees recognized an opportunity to improve their usage of insights across the rest of their marketing teams.

  Mapp Intelligence’s insights were easy to digest and share across teams, helping to align and reshape marketing decision-making. For example, creative choices within advertisements reflected elements of content that received the most customer engagement.

  Marketers viewed insights from analysis as starting blocks for understanding customers and critical for constructing personalized web experiences beyond emails and texts. The e-commerce marketing director at a nutrition-based CPG organization said: “Website personalization isn’t something we’ve really been doing. With all of the data and customer history available in Mapp Cloud to review, we’re going to start using that information much more.” Interviewees spoke of the impact Mapp Intelligence had on their messaging through the platform, but noted its influence was growing with executives using the information for their decision-making.

What customer experience strategy improvements have delivered the least success over the last two years?

What customer experience strategy improvements have delivered the most success over the last two years?

Base: 203 director+ martech decision-makers at SMB/enterprise companies in North America and EMEA
Note: Showing top 3 and top 6 for first and second questions respectively
Source: A commissioned study conducted by Forrester Consulting on behalf of Mapp Digital, February 2021

• Diversification of marketing campaigns.

  Expansion of channels used for marketing was a key benefit of Mapp Cloud for organizations as it represented a step toward building more diverse campaigns. By creating channel-specific workflows in Mapp Engage, calls to action to make a mobile purchase or revisit an online search could feature more unique messaging. In one case, the digital marketing operation manager at a retailer shared how the brand now syncs webpage popups or display ads for individual newsletter subscribers to create a streamlined experience.

  The frequency of messages received decreased based on relevant triggers, amplifying their impact when customers received them. As a paid and organic performance marketing executive at a retailer explained, Mapp Cloud helped marketers put together a “click-and-collect journey” for customers so that they could reach customers through a variety of touchpoints and have visibility at any point in time in the purchase journey.

Flexibility

The value of flexibility is unique to each organization. There are multiple scenarios in which a brand might implement Mapp Cloud and later realize additional uses and business opportunities, including:

• Growing maturity of marketing team.

  As marketing campaigns became more diverse, teams using Mapp Cloud became more mature and ambitious with the complexity of customer segments, recognizing even more value from personalization. Specific types of customers targeted were ones who spent more time browsing then making purchases, as well as customers more likely to generate revenue for the organization. In one use case, the e-commerce marketing director at the CPG nutrition organization said that engagement related to food items would trigger emails about recipes, weight loss and dieting, or nutrition to accelerate conversion. The specificity of this marketing contributed to further engagement and sales.

• Technology spending efficiencies.

  With Mapp Cloud supporting multiple channels and analysis of data, organizations experienced unique cost savings when decommissioning legacy solutions. An interviewee at a retailer reallocated nearly $100,000 from a prior email solution that charged on a per click basis, whereas Mapp Cloud charged a fixed rate for a specific volume of messages sent. With Mapp Cloud delivering strong results with fewer messages, the organization stayed well below the maximum volume threshold. In another cost saving example, the CPG organization for health and nutrition moved away from a data visualization solution that required its own employee for management. For these organizations, the incremental cost savings helped free additional budget to go toward covering their investment in Mapp Cloud.

Flexibility would also be quantified when evaluated as part of a specific project (described in more detail in Appendix A).