NECTAR CASE STUDYClive UnderdownHead of Campaign Management, EMEA
MY INTRO…Discover how Aimia is using IBM Unicas enterprise marketing solution todeliver relevant and personalised marketin...
AGENDA•   The Aimia world•   Nectar•   Why & how we use Unica•   How we’ve benefited from Unica•   Example campaigns•   Lo...
THE AIMIA WORLD
AIMIA IS A GLOBAL ORGANISATION  3,800 people30 offices  20 markets                                 / 6
OUR ECO-SYSTEM                      Analytics                      & Media        Proprietary          Loyalty            ...
HERE ARE SOME OF OUR BRANDS & PARTNERS                                        Retailers              Manufacturers        ...
NECTAR
THE NECTAR EXPERIENCE                  Play video                               /
TOUCH-POINTS WITH THE NECTAR COLLECTOR                 ATL / PR                                                 INBOUND   ...
OUR COMMUNICATION GOAL: RIGHT OFFER, RIGHT TIME,RIGHT PLACE                      12                                       ...
THE DATA ASSET WE USE TO DRIVE PERSONALISATION                     Personal and registration data                         ...
WHY WE CHOSE UNICA
WHY WE NEEDED AN ENTERPRISE MARKETING  SOLUTION        “Show me        the value”                 +                       ...
WHY WE NEED AN ENTERPRISE MARKETING SOLUTION  18,000,000     2,500      8,000   300,000,000  Collectors   Campaigns   Uniq...
WHY UNICA…Industry leader      133 evaluation criteria     Future product roadmap         Partnership model      Quality o...
HOW WE USE UNICA
OUR CAMPAIGN MANAGEMENT PROCESS                      Type here     Type here       REVIEW / SET                           ...
OUR CAMPAIGN TOOLS FIT OUR PROCESSReview /  Set         Self ServeStrategy                                                ...
REVIEW / SET STRATEGY, PLAN AND BRIEF  Strategy & Planning                                                                ...
SET UP & BUILD          Tasks managed and monitored          through Marketing Operations    Campaign                     ...
EXAMPE FLOW CHART – A MARKET RESEARCH CAMPAIGNCreating the Target Group                                     Creating the S...
DEPLOY       Tasks managed and monitored                           Print       through Marketing Operations               ...
HOW WE’VE BENEFITED FROM UNICA
HOW WE HAVE BENFITED BY USING UNICA                             Innovation  Scale                Speed                  Qu...
UNICA ENABLES US TO OPERATE A FLEXIBLE ANDSCALABLE CAMPAIGN RESOURCE MODEL             Bespoke     Nectar                 ...
UNICA HAS HELPED US KNIT TOGTHER COMPLEX,CROSS FUNCTIONAL PROCESSES                             Relationship   Digital   C...
LESSONS LEARNEDIt was a journey, not a project            It wasn’t just about technology      Implementation required sig...
EXAMPLE CAMPAIGNS
PERSONALISED STATEMENT AND OFFERS              Description                           Where are our Partners featured?     ...
PERSONALISED OFFERS ONLINE                             /
PERSONALISED OFFERS VIA MOBILE                                 /
TRIGGERED COMMUNICATIONS           Description                             Where are our Partners featured?• Bi-weekly mai...
A MULTI-MEDIA, INTEGRATED COMMUNICATIONSPLAN                      All DM recipients                           (Cycle 2)   ...
LOOKING TO THE FUTURE
OUR CAMPAIGN WORLD HAS CHANGED                                 /
THERE ARE MANY DIFFERENT KINDS OF CONSUMER  Experience      Convenience         Value   focused          focused          ...
BUT THEIR SHOPPING JOURNEYS ARE THE SAME                                           /                                      39
WE NEED TO HARNESS THE FORCES AT WORK SHAPINGNECTAR COLLECTORS’ SHOPPING BEHAVIOUR                         l              ...
CRITICAL ORGANISATIONAL BEHAVIOUR  Authenticity                         Focus                 Relevance                   ...
THANK YOU      Clive UnderdownClive.Underdown@aimia.com
CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica's enterprise marketing solution to deliver re...
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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

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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

  1. 1. NECTAR CASE STUDYClive UnderdownHead of Campaign Management, EMEA
  2. 2. 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 /
  3. 3. AGENDA• The Aimia world• Nectar• Why & how we use Unica• How we’ve benefited from Unica• Example campaigns• Looking to the future /
  4. 4. THE AIMIA WORLD
  5. 5. AIMIA IS A GLOBAL ORGANISATION 3,800 people30 offices 20 markets / 6
  6. 6. OUR ECO-SYSTEM Analytics & Media Proprietary Loyalty Coalition Loyalty /
  7. 7. HERE ARE SOME OF OUR BRANDS & PARTNERS Retailers Manufacturers Analytics & Media Proprietary UK Loyalty Earn Partners Burn Partners Coalition Loyalty /
  8. 8. NECTAR
  9. 9. THE NECTAR EXPERIENCE Play video /
  10. 10. TOUCH-POINTS WITH THE NECTAR COLLECTOR ATL / PR INBOUND Call Centre Online OUTBOUND Statements Targeted & Triggered Comms Mobile Social IN STORE /
  11. 11. OUR COMMUNICATION GOAL: RIGHT OFFER, RIGHT TIME,RIGHT PLACE 12 /
  12. 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
  13. 13. WHY WE CHOSE UNICA
  14. 14. WHY WE NEEDED AN ENTERPRISE MARKETING SOLUTION “Show me the value” + + = Increased ComplexityMore Demanding Consumers Changing Client Priorities Multiple Touch Points Increased Frequency /
  15. 15. WHY WE NEED AN ENTERPRISE MARKETING SOLUTION 18,000,000 2,500 8,000 300,000,000 Collectors Campaigns Unique Personalised Offers Messages / 16
  16. 16. WHY UNICA…Industry leader 133 evaluation criteria Future product roadmap Partnership model Quality of the Unica Solutions Team /
  17. 17. HOW WE USE UNICA
  18. 18. 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 /
  19. 19. 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 /
  20. 20. 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 /
  21. 21. 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 /
  22. 22. 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 /
  23. 23. 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 /
  24. 24. HOW WE’VE BENEFITED FROM UNICA
  25. 25. 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
  26. 26. 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 /
  27. 27. UNICA HAS HELPED US KNIT TOGTHER COMPLEX,CROSS FUNCTIONAL PROCESSES Relationship Digital Campaign WNS / Nectar Exec Services Insight
  28. 28. 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 /
  29. 29. EXAMPLE CAMPAIGNS
  30. 30. 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 /
  31. 31. PERSONALISED OFFERS ONLINE /
  32. 32. PERSONALISED OFFERS VIA MOBILE /
  33. 33. 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 /
  34. 34. 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
  35. 35. LOOKING TO THE FUTURE
  36. 36. OUR CAMPAIGN WORLD HAS CHANGED /
  37. 37. THERE ARE MANY DIFFERENT KINDS OF CONSUMER Experience Convenience Value focused focused focused / 38
  38. 38. BUT THEIR SHOPPING JOURNEYS ARE THE SAME / 39
  39. 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
  40. 40. CRITICAL ORGANISATIONAL BEHAVIOUR Authenticity Focus Relevance Agility / 41
  41. 41. THANK YOU Clive UnderdownClive.Underdown@aimia.com

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