Your SlideShare is downloading. ×
0
Thursday 28th
October 2010
Enhancing your
Transpromo Strategy
Enhancing Transpromo
• Introduction to IOS
• The Landscape...
• What is it ?
• Who’s doing it ?
• Drivers and Challenges
•...
Overview of DST Systems
•$2.3 billion turnover group - DST Systems Inc
•Employing over 13,500 people, serving 55 countries...
Innovative Output Solutions
•New UK Print and Communications Group formed September 2010
•Formed through merger of DST Out...
Group Service Offering
Dagenham
•Marketing Communications
•Transactional
•Trigger Mailings
•Regulatory Documents
Cut shee...
The Landscape
• ... and most of this mail fails to connect to mass media campaigns being
executed or to drive revenue
• 90...
Enhanced Transpromo - What is it?
• Measurable
Multichannel Transpromo ‘Precision Marketing‘
• Transpromo
• Multichannel
•...
Who's doing it?
• On-line
• On-Paper
• On-high-volume essential communications even less?
• Joined up between all the above
Online advertising
Media trendsSource: Warc Source: comScore Inc
Internet Versus TV Adspend, 2009
THE UK IS THE ONE OF THE...
Drivers and Challenges
• Useable ROI
• Virtuous CYCLE
• Customer Retention
• Complexity
• Relevance
• Security
What about privacy? Gartner
perspective
What is the average lift you typically see with your coordinated/integrated
market...
Opportunity and Benefits
• 360 experience - more customer insight ?
• Using the Statement data to drive both content and c...
Examples - Consumer
• Retail credit card - effective transpromo paper solution, including
purls and urls.
Stage 1 – design...
Examples - Consumer
• BENEFITS:
• ROI – the existing workflows meant that online content could
be generated without any ad...
Examples - Business
• Asset Management - collaboration on content to generate up to the minute fund performance reports
ta...
Behind the scenes - workflow
1: Storage1: Storage
2: Account
Management
2: Account
Management
3: Operations3: Operations
5: DP5: DP
9: Comms9: Comms
9:...
Ingredients Needed
• Communications strategy
• Content management and workflow
• Delivery channel management
• Metrics and...
Conclusion
• More complex than it sounds
• A response to a more sophisticated consumer
• Obligation on the company to know...
THANKYOU
Upcoming SlideShare
Loading in...5
×

David Hall - Enhancing Your TransPromo Strategy

405

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
405
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Talk about our own Tranpsromo strategy , how it has developed over the years and where we are planning to take it in the future.
    The introduction references enhancing Transpromo with online integraiton – this will be the main theme of the presentation, along with some insights (hopefully) into how this might be achieved.
  • What to cover today...
    - brief introduction to IOS
    The Landscape – some key facts affecting print
    Assert what we mean by Enhanced Transpromo & related items
    Run through our view of what is currently delivered – market spread
    Key issues
    What are we trying to achieve
    consumer & business case studies
    What is needed
    Conclusion – points
  • Some facts to put print into perspective...
  • Enhancing transpromo strategy . First of all, lets agree broad terms
    Transpromo - colour ? - not necessarily; Variable - yes; all about selling - no; all about communications - Yes
    Multichannel - not just the internet; mobile, TV and physical play a role
    More effective Customer communication? - reaching customers on their terms - Timely, convenient & subtle
    Content and Data driven; - it has to be relevant - stats? Transactional, event based data ideal
    Measurable - keeping track of efficacy - stats? (internet advertising metrics)
    So for us, Transpromo strategy is about integrating relevant content into a highly controlled environment that can deliver industrial volumes with integrity and reliability. This requires effective workflow to facilitate collaboration on content, targeting, delivery & measurement. If that workflow is effectively implemented, then the complexity of extending transpromo to other channels is significantly reduced. More about how we do that later.
    (Separation of content & targeting (digitisation upfront) from delivery – allowing delivery channels to be added as needed
  • So what is the market doing in the areas of interest to Tranpsromo...
    Online - quite a few - digital marketing flavour of the decade - measurable; cheap; more effective than paper (internet stats) – does it make it right
    On Paper – still quite a bit, although less sexy than it’s online cousin- DM well-known to be less efficient; Fully variable DM is expensive (DM stats?)
    On high-volume essential communications even less? Transpromo shows promise, but has yet to deliver (stats?) – remains primarily a niche opportunity
    Joined up between all the above - very few. Those that have appear to be successful (only a handful I know of) – Scandanavia, Australia & France – I’m sure there are more – but they all show the same results – major improvements in ROI & Loyalty
  • Some more key facts
    UK online ad spending out pacing TV (may also be true in parts of scandanavia
    why ? – broad band penetration & maturing market
    what does it mean ? The online channel is IMPORTANT
    no stats about mobile, but with smartphones, that may become less relevant
    Top destinations – Google, Facebook, Microsoft. - SOCIAL ENGAGEMENT
  • So now we’ve established a background -
    What about the key drivers & challenges faced by both ourselves & our customers
    Drivers
    ROI (or ROMI) - how can we ensure enhancing transpromo (or precision marketing ) is delivering a measurable benefit ?
    If ROMI can be established as part of an integrated transpromo solution, then a Virtuous cycle of more unique & effective communication may become possible can begin – i.e. Effective measurement can be used to improve each successive cycle of commuication by indicating changes in effectiveness and so providing a basis on which to change channel or content
    Customer retention, not the only driver, but for our customers one of the key drivers
    Challenges
    Complexity – one of the key challenges and increased by adding channels
    Relevance - another challenge, ensuring that the message is appropriate
    Security, privacy & Compliance, increasingly proactive and key in ensuring integrity of communication
    Anyone recognise the picture – it is a stirical cartoon of a New York street in 1909, showing how intrusive marketing & advertising had become
  • So what about privacy ? is this premise going too far ? Not only big-brother deciding what to say to us based on data collected, but ensuring we get the message on paper, via SMS or email, on the web-site when we visit and so on.
    My belief is that there exists a very real risk and challenge in getting the balance right. Of course not everyone wants or responds to all the same channels just as they would not respond to the same content. Therefore working out (understanding) an individuals channel preference and keeping it up to date has to be a key element in constructing any enhanced Transpromo strategy
    Then there is the very difficult challenge of ensuring the right content – getting he language & sentiment right and ensuring the target conditions (marketing vector) is accurate and appropriate
  • Enhanced Transpromo (or Multichannel precision marketing ) has the potential to offer customers an enhanced experience, integrated with other customer touch points to contribute towards building the 360 degree view often talked about.
    Using statement data to drive targeting can be an effective twist. Transactional data is contemporary and generally holds information about customer behaviour not available to the provider until their billing cycles are executed. This can both enhance existing database driven marketing or provide a whole new class of touch points based around contemporary transactional events – providing the pre-cursor to appropriately co-ordinated multichannel interactions.
    Different sectors have different measurements for benefits, but they largely appear to derive back to loyalty – retention – customer satisfaction. Reinforcing the right interaction with a customer can therefore help deliver this key benefit. E.g. Phone tariff advice based on transactional data and delivered via the transaction process
    Multichannel precision marketing could r
  • Always difficult for a service provider to - these are
    Retail credit card – Transactionally driven targeting; workflow around content & targeting key to ensure PURLS & URLS are accurate and measurable. Our workflow specifically allows individual messages to be tracked by account and reconciled with online activity. No public statistics, but volume of messages with online links has increased steadily over the last 3-4 years.
    Mobile Telco – We were already generating the content for the paper bill and applying the targeting as part of he billing workflow. It was therefore straight forward to push out the same targeted content (in web–ready resolutions) to the customer’s web-site at the time the bill was generated, ensuring the customer got a seamless consistent experience.
    Travel company – similar to the telco, except some of the online content would drive click-through to cross-selling opportunities (travel insurance; airport parking; additional offers relevant to the trip.
  • Retail credit card – Transactionally driven targeting; workflow around content & targeting key to ensure PURLS & URLS are accurate and measurable. Our workflow specifically allows individual messages to be tracked by account and reconciled with online activity. No public statistics, but volume of messages with online links has increased steadily over the last 3-4 years.
    Mobile Telco – We were already generating the content for the paper bill and applying the targeting as part of he billing workflow. It was therefore straight forward to push out the same targeted content (in web–ready resolutions) to the customer’s web-site at the time the bill was generated, ensuring the customer got a seamless consistent experience.
    Travel company – similar to the telco, except some of the online content would drive click-through to cross-selling opportunities (travel insurance; airport parking; additional offers relevant to the trip.
  • Same travel company – this time using multi-channel to ensure the point of sale experience is maximised.
    Asset management – big issue to collect the different information from the different sources and render into a fund management report that is timely, accurate and supports the brand . Collaboration around the content workflow ensures that the customer receives accurate information and multi-channel ensures the intermediary has access to the same information .
    This is a slightly different view of the benefits of an enhanced transpromo strategy as it focusses on the in-bound activities of content collaboration, to improve the quality and timeliness of the content. Previously, the fund reports would have been put together completely independently from the statement and would have added significant extra time and would not have been as accurately targeted to investors.
  • So – how do we do this – workflow is key.
    The red boxes indicate the operational elements while the boxes above & below represent processes that generally happen before the operational cycle
    that is workflow that integrates the content generation activity with the data analysis & targeting activity. These need to be coordinated as they are mutually dependent. These also need o be offered in a variety of ‘flavours’ depending on the collaborative requirements – agencies, external databases and so on.
    Once generated, both the content & the target must be integrated with the data processing stage – in our case mostly batch. This will generate the transactional output and prepare it for the appropriate delivery channel, as well as ensure MI is generated provide status & control information.
    Finally, the delivery process is happens – online , paper, SMS email etc. Each channel has it’s own specific requirements and each needs to generated MI in order to provide appropriate tracking.
  • The operational workflow (simplified) is pictured above –
    Data in – a common feature
    DP – depending on the type of process, it could involve referencing customer registration data; presentation ; business logic & condition creation
    3rd party services – if for example content is to be delivered into a foreign jurisdiction, requiring digital signing or encryption – or payment interfaces
    In our case, we often need to transform print ready data and extract specific information to both support the operational workflow and the targeting (SEFAS)
    MI is key, both for our internal processes & compliance and for our customers. This provides status information and feedback data to be used by our clients.
    Presentation to channels – each channel has it’s own specific requirements – e.g.
    Machine marks for print; bounce management for emails; web frameworks for online; device specific apps for mobiles.
    ATM ?
  • For enhancing a transpromo strategy, we believe the following is required:
    Both the initial client & the service provider need a communications strategy – know what they are trying to achieve and understand the specific issues around delivery – timescales, service levels; etc.
    I cannot overstate how important we have found Content & workflow solutions to be, as well as challenging to implement effectivley – particularly when dealing with the transactional process. There is a lot of complexity and variability – even without last minute client changes. Marketing & Transactional cultures are not easy bed-fellows.
    Additional challenges for us as a service provider come from receiving print ready data. Here we use Transform tools, one effective tool being the SEFAS remake product – as we’re able to identify data and implement rules to layer in conditional targeting at run-time.
    Delivery channel management – effective workflow and control of different delivery channels and all that implies (bounce management for email; machine marks for paper; dependant actions; MI)
    Collecting and aggregating data to feedback through that loop to ensure message & channel performance can be monitored.
  • workflow, risk, MI, and he bespoke nature of any solution – lack of anything off the shelf. Service providers need to extend their expertise
    Changing behaviours and attitudes
    May sound obvious, but is increasingly difficult
    Well implemented can deliver outstanding results
    unlike taxes & death.
  • workflow, risk, MI, and he bespoke nature of any solution – lack of anything off the shelf. Service providers need to extend their expertise
    Changing behaviours and attitudes
    May sound obvious, but is increasingly difficult
    Well implemented can deliver outstanding results
    unlike taxes & death.
  • Transcript of "David Hall - Enhancing Your TransPromo Strategy"

    1. 1. Thursday 28th October 2010 Enhancing your Transpromo Strategy
    2. 2. Enhancing Transpromo • Introduction to IOS • The Landscape... • What is it ? • Who’s doing it ? • Drivers and Challenges • Opportunity & Benefits • Examples • Ingredients to make it work • Conclusion
    3. 3. Overview of DST Systems •$2.3 billion turnover group - DST Systems Inc •Employing over 13,500 people, serving 55 countries •Output facilities in the UK and North America •Over 2.5 billion secure communications per annum •eServices business formed in 1996 now processes more than 3 billion online transactions each year •One of the worlds largest B2B/B2C eServices providers •Pioneers in TransPromo in the UK and the leading exponent globally •Newly formed UK group - Innovative Output Solutions
    4. 4. Innovative Output Solutions •New UK Print and Communications Group formed September 2010 •Formed through merger of DST Output in the UK and Dsicmm (DST 65%, Dsicmm 35%) •IOS Group services portfolio: • Complex data driven solutions • Leading edge digital and litho printing • Traditional print and Direct Mail services • Postal and delivery solutions • Range of eServices •All supported by a unique development platform, integrated workflows and internal business continuity •Committed to providing excellent service, flexibility and innovation in communications from 6 sites throughout the UK •Turnover of £130 million, 1,300 staff with over 500,000 sq ft of production
    5. 5. Group Service Offering Dagenham •Marketing Communications •Transactional •Trigger Mailings •Regulatory Documents Cut sheet laser Colour digital print Sheet fed litho Intelligent enclosing Bristol •Bulk statement/invoices •White paper/full colour •eDelivery High speed colour digital print Cut sheet laser Intelligent enclosing Northampton •Marketing and Regulatory Mailings Cut sheet laser Colour digital print Sheet fed litho Machine & hand enclosing Polywrap Peterborough •Marketing and Regulatory Mailings Cut sheet laser Colour digital print Sheet fed litho Machine & hand enclosing Polywrap Manchester •Marketing Communications •Regulatory Documents •Paper and eDelivery Continuous & cut sheet laser Colour digital print Web & cut sheet litho Intelligent enclosing Jarrow •Pick and Pack Fulfilment •Response Handling
    6. 6. The Landscape • ... and most of this mail fails to connect to mass media campaigns being executed or to drive revenue • 90% of all company communication today still relies on print • 15% of corporate revenue is spent on publishing costs, including customer directed statements and direct mail • 75% of statement mail is in the bank, credit card, telephone, insurance and utility segments...
    7. 7. Enhanced Transpromo - What is it? • Measurable Multichannel Transpromo ‘Precision Marketing‘ • Transpromo • Multichannel • More effective Customer communication • Content and Data driven
    8. 8. Who's doing it? • On-line • On-Paper • On-high-volume essential communications even less? • Joined up between all the above
    9. 9. Online advertising Media trendsSource: Warc Source: comScore Inc Internet Versus TV Adspend, 2009 THE UK IS THE ONE OF THE FEW DEVELOPED ECONOMIES WHERE INTERNET ADVERTISING SPEND HAS GROWN LARGER THAN TV UK Top 15 web destinations - total unique visitors and time spent, February 2010
    10. 10. Drivers and Challenges • Useable ROI • Virtuous CYCLE • Customer Retention • Complexity • Relevance • Security
    11. 11. What about privacy? Gartner perspective What is the average lift you typically see with your coordinated/integrated marketing effort? Source: FAKE No real understanding or relationship, but attempts to simulate one “Dear Mr. John Doe” BLATANT ABUSE “Let us emphasize how much information we have on you” “Dear John, we noticed...” JUNK No real understanding or relationship, nor any appearance of one “Dear Valued Customer” SERENDIPITY Seemingly fortuitous offering of the right product at the right time “Dear John, we thought...” Perceived level of targeting Actual level of targeting HIGH LOW LOW HIGH
    12. 12. Opportunity and Benefits • 360 experience - more customer insight ? • Using the Statement data to drive both content and contemporary insights • Making relevant offers based on the channel • Improved loyalty
    13. 13. Examples - Consumer • Retail credit card - effective transpromo paper solution, including purls and urls. Stage 1 – design workflow Stage 2 – HTML Content Stage 3 – Paper Content
    14. 14. Examples - Consumer • BENEFITS: • ROI – the existing workflows meant that online content could be generated without any additional investment in software or process • Improved loyalty – no actual figures, anecdotal based on web-site traffic & increase in message volumes.
    15. 15. Examples - Business • Asset Management - collaboration on content to generate up to the minute fund performance reports tailored to individual investors. Printed on paper and made available online to intermediaries improve the sales process • BENEFITS: • Improved customer service • Reduced Lead times • Drove traffic to the web-site
    16. 16. Behind the scenes - workflow
    17. 17. 1: Storage1: Storage 2: Account Management 2: Account Management 3: Operations3: Operations 5: DP5: DP 9: Comms9: Comms 9: Comms9: Comms 1: Storage 2: Account Management 3: Operations 4: Maintenance 5: DP 6: Email Delivery 7: SMS Delivery 8: Web Hosting 9: Comms 10: 3rd Party 11: DR 12: Payment Processing 1: Storage 2: Account Management 3: Operations 4: Maintenance 5: DP 6: Email Delivery 7: SMS Delivery 8: Web Hosting 9: Comms 10: 3rd Party 11: DR 12: Payment Processing Behind the scenes - operational
    18. 18. Ingredients Needed • Communications strategy • Content management and workflow • Delivery channel management • Metrics and feedback
    19. 19. Conclusion • More complex than it sounds • A response to a more sophisticated consumer • Obligation on the company to know their customer • Can contribute to Loyalty and Brand strength • Probably unavoidable
    20. 20. THANKYOU
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×