• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica's enterprise marketing solution to deliver relevant and personalised marketing communications to the millions of UK consumers who collect Nectar loyalty points
 

CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica's enterprise marketing solution to deliver relevant and personalised marketing communications to the millions of UK consumers who collect Nectar loyalty points

on

  • 2,439 views

 

Statistics

Views

Total Views
2,439
Views on SlideShare
2,439
Embed Views
0

Actions

Likes
1
Downloads
116
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica's enterprise marketing solution to deliver relevant and personalised marketing communications to the millions of UK consumers who collect Nectar loyalty points CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica's enterprise marketing solution to deliver relevant and personalised marketing communications to the millions of UK consumers who collect Nectar loyalty points Presentation Transcript

    • NECTAR CASE STUDYClive UnderdownHead of Campaign Management, EMEA
    • MY INTRO…Discover how Aimia is using IBM Unicas enterprise marketing solution todeliver relevant and personalised marketing communications to the millionsof UK consumers who collect Nectar loyalty points /
    • AGENDA• The Aimia world• Nectar• Why & how we use Unica• How we’ve benefited from Unica• Example campaigns• Looking to the future /
    • THE AIMIA WORLD
    • AIMIA IS A GLOBAL ORGANISATION 3,800 people30 offices 20 markets / 6
    • OUR ECO-SYSTEM Analytics & Media Proprietary Loyalty Coalition Loyalty /
    • HERE ARE SOME OF OUR BRANDS & PARTNERS Retailers Manufacturers Analytics & Media Proprietary UK Loyalty Earn Partners Burn Partners Coalition Loyalty /
    • NECTAR
    • THE NECTAR EXPERIENCE Play video /
    • TOUCH-POINTS WITH THE NECTAR COLLECTOR ATL / PR INBOUND Call Centre Online OUTBOUND Statements Targeted & Triggered Comms Mobile Social IN STORE /
    • OUR COMMUNICATION GOAL: RIGHT OFFER, RIGHT TIME,RIGHT PLACE 12 /
    • THE DATA ASSET WE USE TO DRIVE PERSONALISATION Personal and registration data Lifestyle and social data • Name • Address • Mosaic segmentation • Gender • Email • Household metrics (children, • DOB • Phone income, home/car ownership) • 95% accurate (regular cleansing) • Service providers (phone, broadband, energy) Transactional data Behaviours and Attitudes • Activity in all Nectar partners and • Attitudes to loyalty (e.g. loyal to e-stores (location, spend, frequency) merchant or regular switching) • Responsiveness to Nectar offers • Price sensitivity (e.g. deal-seeker and Partner marketing or buys premium products) • Bespoke insight into competitor shopping • Online engagement behaviour Registration data Regular data 1Bn+ Nectar Nectar.com online Nectar targeted Sources and account cleansing and third online and offline behaviour and market research and / management party matching transactions p.a. preferences third party surveys
    • WHY WE CHOSE UNICA
    • WHY WE NEEDED AN ENTERPRISE MARKETING SOLUTION “Show me the value” + + = Increased ComplexityMore Demanding Consumers Changing Client Priorities Multiple Touch Points Increased Frequency /
    • WHY WE NEED AN ENTERPRISE MARKETING SOLUTION 18,000,000 2,500 8,000 300,000,000 Collectors Campaigns Unique Personalised Offers Messages / 16
    • WHY UNICA…Industry leader 133 evaluation criteria Future product roadmap Partnership model Quality of the Unica Solutions Team /
    • HOW WE USE UNICA
    • OUR CAMPAIGN MANAGEMENT PROCESS Type here Type here REVIEW / SET PLAN BRIEF STRATEGY Type here Type here Type here MEASURE & DEPLOY BUILD EVALUATE Type here /
    • OUR CAMPAIGN TOOLS FIT OUR PROCESSReview / Set Self ServeStrategy Identify Target Audience Explore ModelPlan, Brief Build & Deploy Plan & Brief Build Deploy Customer Transactions Customer InteractionsMeasure & Self Serve Evaluate /
    • REVIEW / SET STRATEGY, PLAN AND BRIEF Strategy & Planning Brief Delivery Plan Resources Teams • Campaigns reviewed • Marketing calendar updated • Campaign Submitted in Unica MO: • Insights taken • Stakeholders committed - Full Objectives - Target Groups • Objectives & strategy set • Requests submitted - Suppressions • Communications plan created • Campaign details input to - Offer and assets Unica central repository • Campaign brief reviewed • Campaign approved or rejected /
    • SET UP & BUILD Tasks managed and monitored through Marketing Operations Campaign Offer Approved Management Offer• Roles assigned to tasks Allocation• Campaign project created Campaign Client Approval Build Test Client Briefs Assets Email Agency Received Build /
    • EXAMPE FLOW CHART – A MARKET RESEARCH CAMPAIGNCreating the Target Group Creating the Segments and Contact List Create Segments Create Target Group Create Contact List Previous Contacts & Update Contact Participants History Exclude Previous Contacts & Participants from Target Group /
    • DEPLOY Tasks managed and monitored Print through Marketing Operations Data Client Processing P&P Print Vendor Sign Off (e.g. Mail Sort) Email Channels Output File Creation of Email send Target List 3rd Party Vendor Creation of (e.g. Catalina) Contact History API Digital /
    • HOW WE’VE BENEFITED FROM UNICA
    • HOW WE HAVE BENFITED BY USING UNICA Innovation Scale Speed Quality Better organisational Better decisions alignment Better data & Tasks re-deployed Greater transparency Integration Re-usability and Centralised automation data repository Content Standardisation / Management
    • UNICA ENABLES US TO OPERATE A FLEXIBLE ANDSCALABLE CAMPAIGN RESOURCE MODEL Bespoke Nectar Analytics D E L I V E R Y Nectar Standard Campaign Services Standard Team ISS Bespoke ISS Analytics /
    • UNICA HAS HELPED US KNIT TOGTHER COMPLEX,CROSS FUNCTIONAL PROCESSES Relationship Digital Campaign WNS / Nectar Exec Services Insight
    • LESSONS LEARNEDIt was a journey, not a project It wasn’t just about technology Implementation required significant change management Change for Change for Change for the IT systems the organisation individual /
    • EXAMPLE CAMPAIGNS
    • PERSONALISED STATEMENT AND OFFERS Description Where are our Partners featured? “Your points update” Offer coupons• 20M paper PUMs and 10M e-PUMs sent annually• Larger target audiences in the Summer and at Christmas• Points balance and programme updates Tailored Message to Collector• 1-1 targeted coupons (8M variants)• Open rate of >95%• Average overall response rate: 15–25% Tailored Message to Collector Collect 5000 Nectar points when you take out a Capital One Credit Card 1-2-1 tailored offers Featured in all 30M PUMs /
    • PERSONALISED OFFERS ONLINE /
    • PERSONALISED OFFERS VIA MOBILE /
    • TRIGGERED COMMUNICATIONS Description Where are our Partners featured?• Bi-weekly mailing triggered by Collector transacting with a new Partner (earn) or redeeming 3,000 Points (burn) in the last month• 1.4M sent each year• 1-1 coupons• Response rates: 25–40% Offer coupons Tailored Message to Collector Tailored Message to Collector /
    • A MULTI-MEDIA, INTEGRATED COMMUNICATIONSPLAN All DM recipients (Cycle 2) STOP! A) 190k PUM DM Trigger coupon C@T (Cycle 8/9) B) 15.2k 50k Redeemers of either the DM or C@T a) (Not both) C) 75k £1 O £1 O OM OM PR PR Feb Mar Apr/May Jul Feb Feb Aug 38k Feb Nov / 35
    • LOOKING TO THE FUTURE
    • OUR CAMPAIGN WORLD HAS CHANGED /
    • THERE ARE MANY DIFFERENT KINDS OF CONSUMER Experience Convenience Value focused focused focused / 38
    • BUT THEIR SHOPPING JOURNEYS ARE THE SAME / 39
    • WE NEED TO HARNESS THE FORCES AT WORK SHAPINGNECTAR COLLECTORS’ SHOPPING BEHAVIOUR l S ocia ng Per so orki nali zati netw on too ping Ac ls op c es Sh s / 40
    • CRITICAL ORGANISATIONAL BEHAVIOUR Authenticity Focus Relevance Agility / 41
    • THANK YOU Clive UnderdownClive.Underdown@aimia.com