Elisabetta Marangoni - Donna D: data at the base of success

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Elisabetta Marangoni - Donna D: data at the base of success

  1. 1. DonnaD: Data at the Base of SuccessElisabetta MarangoniMedia and Marketing Services DirectorHenkel Italia SpA
  2. 2. Contents1. Henkel in Brief2. DonnaD: a digital story started from a magazine3. CRM: the key of DonnaD success2 January 22, 2013 DonnaD | Data at the Base of Success
  3. 3. Henkel in Brief• Around 47,000 employees • Brands and technologies worldwide3 January 22, 2013 DonnaD | Data at the Base of Success
  4. 4. Three areas of competenceA global leader in brands and technologies Laundry & Cosmetics/ Adhesive Home Care Toiletries Technologies4 January 22, 2013 DonnaD | Data at the Base of Success
  5. 5. Contents1. Henkel in Brief2. DonnaD: a digital story started from a magazine3. CRM: the key of DonnaD success5 January 22, 2013 DonnaD | Data at the Base of Success
  6. 6. A Digital Story started from a Magazine…1996 1998 2000 2003 2008 2010 2012DONNAD MAG 85 MIO TOT. CONTACTS 1996-2012 (avg. 5 mio contacts per year*) 3,5 MIO CLUSTERIZED USERS IN OUR DATABASE FOCUS ON WOMEN (84%) WITH AGE 35-65 (72%)Source: Analysis on Internal DB * Considering 1,5 contact per Family 6 January 22, 2013 DonnaD | Data at the Base of Success
  7. 7. …and turned into a female web-site when few womenwere connected to the web2000 2002 2004 2007 2009 2012WWW.DONNAD.IT 64 MIO CONTACTS 2000-2012 14 MIO VISITORS in 2012 1 MIO USERS REGISTERED IN OUR DATABASE FOCUS ON WOMEN (86%) WITH AGE 35-54 (61%) Source: Henkel’s International Tool E-Tracker 7 January 22, 2013 DonnaD | Data at the Base of Success
  8. 8. In 2000 Henkel was a PIONEER on the ItalianDigital ScenarioINTERNET USERS (MIO) 7 28INTERNET PENETRATION 14% 53%INTERNET WOMEN (MIO) 2,5 13,725-54 YEARS OLD 31% 60% 10 years ago to talk with women on line was a dream, today is a concrete reality Internet Media Investments: 14%** of Tot. Media Invest. (3rd Media after TV and Print)Source: Nielsen Netretings - Audiweb * Sep 2012 ** Sep. 2012 8 January 22, 2013 DonnaD | Data at the Base of Success
  9. 9. DonnaD becomes more and more social 67.800 FACEBOOK “ORGANIC” FANS WITHOUT MEDIA INVESTMENTS9 January 22, 2013 DonnaD | Data at the Base of Success
  10. 10. DonnaD is on Twitter and YouTube More than 47.000 views More than 2.300 follower10 January 22, 2013 DonnaD | Data at the Base of Success
  11. 11. Contents1. Henkel in Brief2. DonnaD: a digital story started from a magazine3. CRM: the key of DonnaD success11 January 22, 2013 DonnaD | Data at the Base of Success
  12. 12. 12 January 22, 2013 DonnaD | Data at the Base of Success
  13. 13. CRM: the key of DonnaD success Datawarehouse Henkel Magazine Call center Web: DonnaD, Detergent Brand Sites & CasaHenkel Only 2,3% 3,5 MIO overlapping 1 MIO13 January 22, 2013 DonnaD | Data at the Base of Success Source: Panel Consumer GFK
  14. 14. Understanding customer data Basic information Consumer behaviour Owned e-panelName/Email/Gender/Age + (i.e. culture, family, context, + (internal research) purchasing habits, etc.) • Sustain dialogue with our brands • Generate engagement • Create a consistent relationship with prospects & customers • Meet needs, demands & customer expectations • Gather consumer’s insights14 January 22, 2013 DonnaD | Data at the Base of Success
  15. 15. DonnaD – How we keep in touch with Consumers + +• Purchasing acts • Display, rich media and • Sales• Sweepstakes geotargetized campaigns • Lead generation• Survey • Email marketing campaigns • Online survey • Sweepstakes • Sweepstakes • Lead generation • Online surveySlide 15 January 22, 2013 DonnaD | Data at the Base of Success
  16. 16. DonnaD: 360° Media Market research for trade InvestorsSlide 16 January 22, 2013 DonnaD | Data at the Base of Success
  17. 17. Key learning• Establish a “company data culture” with top management commitment• Strategic approach in line with business goals• Database construction has to be a long-term investment continuous organic growth is key• Solid customer db building constant data clean up (maintenance)• Analyze campaign results measurement & continuous improvement• Right tone of voiceSlide 17 January 22, 2013 DonnaD | Data at the Base of Success
  18. 18. Thank you!

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