A Data-Driven Marketing Plan - Deanna Kawasaki


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A Data-Driven Marketing Plan - Deanna Kawasaki

  1. 1. AIM 2010<br />Creating a Data-Driven Marketing Plan for a Hyper Competitive Environment<br />Deanna Kawasaki<br />
  2. 2. Data data everywhere….<br /><ul><li>The actual cost efficiency of information processing doubles every 12-18 months
  3. 3. In 1978 the Cray 1 super computer processed 160 million instructions per second – it was the fastest, most powerful computer in the world
  4. 4. When Sony introduced the PlayStation in 1995, it processed 500 million instructions per second making it 3 times as powerful as the Cray 1
  5. 5. The Cray 1 cost $20million while the PlayStation costs $299 at retail
  6. 6. Today’s computer is tomorrow’s video game</li></li></ul><li>Evolution of Data<br /> Knowledge without action is wasted effort<br />Action<br /> Knowledge was created as information accumulated over time and was supplemented with analysis and human imagination<br />Knowledge<br /> As data elements were blended and reviewed using reporting tools, information was created<br />Information<br /> Data became a critical tool in marketing as systems made the creation and collection of data economically feasible and timely <br />Data<br />
  7. 7. Knowledge Transformation<br /> “The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it—that’s going to be a hugely important skill in the next decades”<br /> Hal Varian , Google Chief Economist<br />
  8. 8. Case 1: Base Measures<br />Keep it Simple<br />
  9. 9. Is the phone being answered?<br /><ul><li>Answering the phone is a basic dependency measure to increasing the goal of increasing the number of appointments set
  10. 10. Ad Source and call handling performance is secondary of the call isn’t getting picked up </li></li></ul><li>Large SW PMCo reaps the rewards of starting with the basics<br /><ul><li>70% increase in appointments set in 30 days
  11. 11. By keeping-it-simple and focusing on the basics of answering the call, time management and setting the appointment, this Southwest company significantly improved their core operational measures in 1 month </li></li></ul><li>Which ad sources produce appointments?<br /><ul><li>330 area code displayed trend change in appt. producing ad sources
  12. 12. Print in 2010* led to more appointments set than in 2009 </li></ul>2010sample<br />Appt Set Calls<br />by ad source type<br />2009 sample<br />Appt Set Calls <br />by ad source type<br />
  13. 13. 330 Area Code top* appointment producing ad sources<br /><ul><li>Appointment set rates for top ad sources in the sample ranged from 44%-57% in 2009 to 48%-65% in 2010</li></ul>Top 10 ad sources<br /> in 2010 sample<br />Top 10 ad sources<br /> in 2009 sample<br />Sample: based on sample<br />
  14. 14. Case 2: Look Toward the Horizon<br />A Path to Transforming Data into Action<br />Creating Knowledge<br />
  15. 15. First, Creating Information <br /><ul><li>Credit Card Payment Behavior Changed
  16. 16. Monthly analysis of payment trends suggested a shift began in 2008 with Finance related cash flows increasing while Credit Card and Check/Cash/Debit options decreasing</li></li></ul><li>Next, Gain Knowledge through Analysis<br /><ul><li>The decrease in share percentage of Credit Card cash flow closely mirrors ‘cost-of-money’ indicators like the 30 yr conventional mortgage rate
  17. 17. As credit companies tightened their limits, customers looked for alternate financing options
  18. 18. Eighty-eight million accounts and credit lines, representing $751 billion in credit, have been closed since September of 2008.
  19. 19. In September 2008 credit card debt hit an all-time high of $975 billion. Banks shed nearly $76 billion in card account balances over the 11 months preceding August 2009. The Fed reported the total outstanding credit card debt at the end of August 2009 was $899 million.</li></ul>*Interest Rates sourced from Federal Reserve: http://www.federalreserve.gov/RELEASES/H15/data.htm#top<br />Financial Sources: www.cardtrak.com, September 2009, www.federalreserve.gov<br />
  20. 20. Step 3: ActionDirect Marketing Actions<br /><ul><li>While economic indicator trends remain constant and credit is tight, campaigns centering on OAC are most appealing to this target group of customers
  21. 21. When economic conditions begin to improve, credit begins to “loosen”, new campaigns such as discounts should be retested for impact
  22. 22. Teach, train and transfer knowledge to partners and assist them with identifying triggers of economic improvements that best predict a change in process that will affect them and how they can test waters to keep them ahead of competitors</li></li></ul><li>Case 3:Finding look-a-likes<br />Profiling<br />
  23. 23. Profiling: what do you know about who chose you?<br /><ul><li>Customers who purchased products between Oct09 and Mar10* tended to report addresses within 6 to 9 miles of the location they visited
  24. 24. Large proportion traveled less than 20 miles to location</li></ul>farther<br />distance<br />nearer<br />
  25. 25. Are your customers coming from the same areas that are driving the most calls?<br /><ul><li>Mid-West states of IO, IL and IN received more calls and sold more units
  26. 26. GA, NC, FL and CA received higher than average calls but sold fewer units</li></ul>More Sold<br />Units sold/pop<br />Less Sold<br />More Calls<br />Connected Calls<br />Less Calls<br />
  27. 27. Deeper look at a single location shows an opportunity<br /><ul><li>All person’s who purchased in Feb10 from Carlsbad came from within a 10 mile radius
  28. 28. 3 of the 4 purchasers came from zip codes with lower call volumes</li></ul>More Calls<br />Connected Calls/pop<br />Less Calls<br />
  29. 29. Closer….Closer Still….<br />Median HH Income:<br />$69.5k<br />Median HH Income:<br />$54.6<br />Median HH Income:<br />$57.8k<br />Median HH Income:<br />$48k<br />Median HH Income:<br />$63.7k<br />Median HH Income:<br />$65.3k<br />Median HH Income:<br />$68.9k<br />Median HH Income:<br />$63.7k<br />Median HH Income:<br />$97.8k<br />Median HH Income:<br />$99.6k<br />Median HH Income:<br />$64.7k<br />More Calls<br />Median HH Income:<br />$81.9k<br />Connected Calls/pop<br />Less Calls<br />
  30. 30. Case 4: Lead Handling<br />That which is focused on, improves<br />
  31. 31. Can the outcome of a call be influenced by how it is handled?<br /><ul><li>A lead call can be viewed as having a particular series of ordered events where each of these stages has a measurable impact on a desired outcome, a lease
  32. 32. Analysis indicates that particular industries can successfully influence their desired outcome by focusing on key, relevant, stages of a call</li></li></ul><li>Automotive<br />Call Handling’s Influence on Setting the Appointment<br /><ul><li>Very strong correlations exist between the call-to-appointment conversion rate and the well Handling of Objections</li></li></ul><li>Hearing Aid<br />Call Handling’s Influence on Setting the Appointment<br /><ul><li>Significant correlations exist between the call-to-appointment conversion rate and the well handling of the Qualifying Needs section </li></li></ul><li>Multi-Family<br />Call Handling’s Influence on Setting the Appointment<br /><ul><li>Consistently, strong correlations exist between the call-to-appointment conversion rate and the well handling of the Introduction and Lead Information section</li></li></ul><li>Thank You<br />