CRM, precision targeting andmultichannel marketing strategy:the Renault Italia case history Sergio Pilu International Business Development Manager
2AmmiroY2K – The Connected Agency The first Italian Marketing&Communication company was born from the experiences and the teams of Ammiro Partners and Y2K Communication. Today the company is made by 140 people, working in eight cities and three countries.
3AmmiroY2K – An integrated approach Integrated CRM AmmiroY2K supports Communication Digital Marketing Loyalty its clients in every• Concept • Reputation • Geomarketing • Campaign stage, from• Creativity • Digital Strategy • Data Integrity Management consultancy to project• Direct • Social Network • Database • Loyalty Strategy planning, from Communication • Mobile Contact Management • Partnership operation• Events Strategy • Analitycs Management management to results Datamining • Promotion measurement.
8The solution – 1 One supplier in charge of: • Management of Renault Italia customer database, validation and update of contact and ownership data, management of anomalies in data flows coming from different data sources • Management of CRM processes, definition and pull-out of campaign targets, data quality processes (standardization and deduplication) of output files
9The solution – 2 • Development of multichannel contact campaigns • Development and update of all Renault Italia web sites contents (Renault.it, Promozioni, Renault Shop, My Renault etc.) • Repositioning, launch and management of My Renault web site • Reporting and KPIs calculation
10Campaign management Dealers Web Datawarehouse Customer DB External Sources Models DB Targeting Customer Acquisition Customer Retention Prospect definition Segmentation for each product Up/Cross Selling Contact campaigns Lead Management KPI measurement Query & Reporting Statistical Analysis Geo Analysis Data Mining
11Multichannel online strategy Web/social media strategy (made by a combination of advertising, SEO/SEM and buzz activity) drives leads to Renault and Dacia websites, and from there to datawarehouse.
12Online lead generation Special offers drive leads to webforms where data is collected, stored into datawarehouse.
13Online lead generation Special offers drive leads to webforms where data is collected, stored into datawarehouse and – in case - forwarded to dealers who are assigned by a geomarketing tool.
14Loyalty programs MyRenault is the hub of the whole relationship strategy that is developed and implemented on customers. The loyalty program constantly collects information and uses them to strenghten the ties with the client over the period between a purchase and another (average in Italy every 4-5 years).
15 Customer insight DATA Contact campaign targets WAREHOUSE are selected from WHAT DO THEY BUY? datawarehouse afterWHO ARE THEY? • DEMOGRAPHICS PROFILING • GEO-DEMOGRAPHICS PROFILING • SALES ANALYSIS • CROSS/UP SELLING ANALYSIS analysis of client and • LIFE STYLE ANALYSIS PROFILING • PROSPECT SENSITIVITY prospect features and behaviours to find out the ARE THEY LOYAL? • DBB CUSTOMER SATISFACTION HOW DO THEY RESPOND? • MEDIA PROFILING ones with higher value • BRAND IMAGE ANALYSIS • RESPONSE ANALYSIS • RETENTION ANALYSIS • FORECASTING ANALYSIS & MODELING and likeliness to positive • CHURN ANALYSIS • CHANNEL PROPENSITY • CROSS/UP SELLING PROPENSITY response to direct communication WHAT IS THEIR VALUE? • VALUE CURVE campaigns. • LIFE TIME VALUE • MIGRATION MATRIX • COMPETITIVE ANALYSIS
16Clusters, offers, channelsCLUSTER MODEL OFFER CHANNEL Modello Wind 1 2 porte Positioning is the Prezzo listino* € 18.850,00 output of customer Anticipo o eventuale permuta € 12.550,00 insight, enrichment 47 rate da € 150,00 and targeting activities. Modello Megane The output is the SportTour Telefono identification of Prezzo listino* € 23.500,00 Anticipo o eventuale permuta € 9.750,00 specific offers for each 47 rate da € 199,00 client/prospect cluster. Maxirata finale € 6.635,00
17Channel selection logic CM Platform Communication channels Extraction Channel are selected on the basis of Logic Logic cluster features and previous behaviours of their Redemption members in order to Evaluation maximize returns.
18Paper is still alive and kicking Direct mail has still a very important role in the communication strategy of Renault Italia.
19Paper is still alive and kicking Quantities have been reduced because targets have been redefined, better tuned and selected.
20Benefits of integrated process and multichannel campaign Effectiveness • The new process allows to integrate the different CRM activities into a unique vision, building a unique flow from lead generation to purchase Efficiency • With the same numerical outsourcing team internal structure has been concentrated in only 1 person responsible for CRM, reducing internal costs, since integration is guaranteed by Ammiro Integration • CRM is integrated in the Campaign Management system so that the campaigns’ goals are related and measured together with CRM objectives