Trend Micro's Wilson Lau on Using SaaS Data Integration to Manage E-mail
TM: How does the SaaS data integration tool allow Trend Micro to segment and target its audience?
WL: Right now, we target our e-mail campaigns and customer base on two major elements. One is the product, and the other is the subscription cycle and the expiration date. We send different messages to different customers. ... For renewals, it's all based on their subscription date, and we try to message them in a different way and at different frequencies, when they're getting close to the expiration. ... In the future, when we are planning to do more, say, customer surveys, or doing profiling surveys, or maybe if we would be able to acquire or purchase additional data, from another third party and data agencies, then with Interact Connect it would be a lot easier for us to bring that information together. ...
TM: As a marketer, what is the advantage for Trend Micro to use an SaaS data integration tool vs. keeping it in-house?
WL: The volume Responsys can handle. ... As a marketer, we need to be able to track the delivery rate, the respond-to-open rate or respond rate from the customer so that we can continuously fine-tune our program. That's another thing that Responsys, as a service provider, allows us to do without putting in a lot of infrastructure and initial investment cost. ...
TM: What percentage of Trend Micro's B-to-C business is generated by e-mail campaigns?
WL: Within the consumer online business ... about 20 [percent] to 30 percent ... [of the] e-commerce business is triggered by e-mail.