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Sas belux forum 2012

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  • 1. Driving CRM Success withMarketing AutomationSven Putseys
  • 2. Agenda• Who is Vistaprint? o History o Business model o Market evolution in the EU• Driving CRM success: o From acquisition to retention o Maturing the retention channel• Next steps: o Other projects o Big Data/Real-Time: What if?• Question time Company Confidential Vistaprint © 2012 4/10/2013 2
  • 3. Who/what is Vistaprint?• History o Founded in Paris in 1995 by Robert Keane (current CEO) o Moved to Massachusetts (Boston) in 2000. o Moved to stock exchange in September 2005 o Business: Printing for micro or small businesses + growing focus on consumer products. Company Confidential Vistaprint © 2012 4/10/2013 3
  • 4. Who/what is Vistaprint?• Market evolution in the EU o 2001: NL, DE, UK o 2003: NL, DE, UK, SE, IT, FR o 2004: NL, DE, UK, SE, IT, FR, ES o 2005: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE o 2006: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO o 2007: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO, DK, PL o 2009: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO, DK, PL, AT o 2010: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO, DK, PL, AT, FI, CZ, PT o 2011: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO, DK, PL, AT, FI, CZ, PT, TR Company Confidential Vistaprint © 2012 4/10/2013 4
  • 5. Who/what is Vistaprint?• Business model o Traditional print shops • Typical orders around volumes of 1000pcs • Pricing too high for small businesses o Vistaprint (Robert Keane) • Short run, high volume printing. • Low cost • Personalisation o How?: advanced technology to group similar orders in large groups. Company Confidential Vistaprint © 2012 4/10/2013 5
  • 6. Who/what is Vistaprint?• Business model: Technology Company Confidential Vistaprint © 2012 4/10/2013 6
  • 7. From acquisition to retention• Customer Lifecycle AcquisitionSuspect Prospect New Active Customer Inactive Customer Customer At Risk Customer Company Confidential Vistaprint © 2012 4/10/2013 7
  • 8. From acquisition to retention• Marketing Group Channels o Acquisition: Push and Pull channels • Online Display • SEO • Google ads Company Confidential Vistaprint © 2012 4/10/2013 8
  • 9. From acquisition to retention• Marketing Group Channels o Direct Type-in • www.vistaprint.com o Retention • E-Mails to our subscriber base • Direct mail actions Company Confidential Vistaprint © 2012 4/10/2013 9
  • 10. From acquisition to retention• Acquisition strategy results o Large subscriber base: +7.000.000 o But: • A lot of 1 time customers • 50% Registered Non Buyers (RNB) • Losing people (bath tub effect) o How to retain customers and convert RNB’s into BUYERS? Company Confidential Vistaprint © 2012 4/10/2013 10
  • 11. From acquisition to retention• Shift to activation/retention • No more 1-fit-for-all campaigns • Targeted drops instead • Trigger based communications • Onboarding treatments • Value based segmentation Company Confidential Vistaprint © 2012 4/10/2013 11
  • 12. From acquisition to retention• Marketing Automation Solution o What is SAS Campaign Management? • An easy to use drag and drop tool to select customer populations, apply filters and criteria. • Ability to use “Process Nodes” to get to data which is not in the SAS Datamart • Easy scheduling options Company Confidential Vistaprint © 2012 4/10/2013 12
  • 13. Maturing the retention channel• Implementation aspects o 2009: Vistaprint signs contract with SAS for Marketing Automation o 2010: Sweden is the pilot country – Phased roll out to other country’s in the next 3 months o First customer selections were very much driven by SAS code • Process Nodes • Hard to understand for marketers • Hard to make adaptations • In only a few months time, we managed to setup an automated way of emailing about 7 million customers/subscribers Company Confidential Vistaprint © 2012 4/10/2013 13
  • 14. Maturing the retention channel Company Confidential Vistaprint © 2012 4/10/2013 14
  • 15. Maturing the retention channel o 2011-2012: Replaced the SAS code by MA selection diagrams • After alignment on EU level about mailable rules we started standardizing the selections: o Easy to understand diagrams and campaigns o Easy to adapt on short term o Reduced the execution time of our daily startup flow by 2 hrs Company Confidential Vistaprint © 2012 4/10/2013 15
  • 16. Maturing the retention channel Company Confidential Vistaprint © 2012 4/10/2013 16
  • 17. Maturing the retention channel o 2012: Implementation of semi/fully automated campaigns • No more manual intervention • No risk for user errors Company Confidential Vistaprint © 2012 4/10/2013 17
  • 18. Maturing the retention channel• The email setup process Company Confidential Vistaprint © 2012 4/10/2013 18
  • 19. Maturing the retention channel• Email examples: Old Company Confidential Vistaprint © 2012 4/10/2013 19
  • 20. Maturing the retention channel• Email examples: New Company Confidential Vistaprint © 2012 4/10/2013 20
  • 21. Maturing the retention channel• The results Bookings Europe New Bookings Repeat Bookings 2007 2008 2009 2010 2011 Company Confidential Vistaprint © 2012 4/10/2013 21
  • 22. Next steps• Other projects o Creation new customer datamart o Use SAS Marketing Automation as a transactional email system o Split environments Company Confidential Vistaprint © 2012 4/10/2013 22
  • 23. Next steps• Big Data/Real-Time: What if? o Sending out trigger based personalized offers on the fly • Based on browsing interest o Continuous campaign optimization • Optimized suppression of transactional vs retention emails o Making more relevant offers than our competitors • On the fly analytical models Company Confidential Vistaprint © 2012 4/10/2013 23