Xerago helps companies maximize customer value through analytical, direct, and interactive marketing programs. They leverage extensive process, analytics, creative, and technology expertise. Xerago has delivered remarkable results for large brands, including increased response rates, automated campaign management, improved customer experiences, and optimized search advertising and social media strategies. Xerago's services and technology platforms help companies precisely analyze customer behavior and measure marketing program effectiveness.

1. Customer Value Maximization
Customer Value Maximization

2. Challenges with Customer Engagement
Audience
Data Fragmentatio
n
New
Channels
Laborious
Old New
• Mass Media • Addressable
Media
Social Media Demanding
Consumers • Applied
Creativity • Applied Science
Accountabil • Fuzzy
ity
Devices • Precise Analysis
Measurement
• Test Panels • Predictive Models
Technology Privacy
Customer Value Maximization Source : Forrester Research – EMM 2009

3. Marketing Today : Less ART more CRAFT
Left brain approach : Analytical strategies grounded in deep audience
knowledge
Integration : Marketing mix orchestrated around customer segments
Common processes : Six Sigma for efficiency and quality assurance
New tactics: Pull not Push
Inbound: Identify opportunities when customer visits a touch point
Event-triggered and sensory: Respond to changes in customer
behavior; sense need
Measure results with Finance : One method --not 1000 Excel files
Customer Value Maximization Source : Forrester Research – EMM 2009

4. What is Customer Value Maximization
Demonstration of value
maximization using metrics
From all customer impacting initiatives that are measurable –
your analytical, direct and interactive marketing programs
Leveraging our extensive process, analytics, creative and
technology knowledge and capability Deployed using the Xerago
Engagement Framework
Remarkable proof points for some of the
largest brands in the world.
Customer Value Maximization

5. Customer Value Maximization
Feedback Loop
Analytics Creative Technology
Campaign Management Adobe Air / Flash / Flex Unica
Sales Force Automation Silverlight Omniture
Event Based Marketing Widgets CoreMetrics
Customer Lifetime Value Mobile Portals Interwoven, Vignette
Call Center Solutions Enterprise Portals Joomla
Segmentation / Churn Models Jive SBS
SalesForce.com
-Page Views
Process
-Clicks
-Leads
-Sign-ups
Measurement / Reporting
-Open Rates
-Bounce Rates
-Active Moderators
Analytics
-Delivery Rate
-Revenue / Order
-Hours / Campaign
-# Days Active
-Video Views
-Usage
-Service Queries
-Cross-Sell
-Referral
Customer Value Maximization

6. Deployed using the Xerago Engagement Framework
X-ray your
Analytical,
Direct and Evaluate how
Interactive effectively your Realize
Marketing Marketing opportunitie Augment
Programs to Programs meet s for short customer
ascertain your goals and term value behavior
current objectives maximizatio measurement
customer using our n by re- capability, if
challenges and Customer architecting necessary, to Grow business
objectives Value specific ensure value, Outsource ongoing
Assessment marketing objective demonstrating management of your
initiatives demonstration measurable lift marketing programs,
of value with a specific continually
increase project / maximizing business
initiative value
Customer Value Maximization

7. Events triggered. Value maximized.
Customer Value Maximization using
 Process  Analytics  Creative  Technology
A consumer bank with 50 Running Analytical Marketing Programs for the Bank for 6 years
million customers, a
sophisticated user of Xerago designed 40
campaign management triggers and managed the
delivery of customer
interventions
Assessment revealed
opportunity for event Response rates
based marketing ranged between 10%
and 60% - ROI in 30 Xerago is now deploying
days 200 marketing triggers –
largest implementation in
the world
Customer Value Maximization

8. Campaigns automated. Value maximized.
Customer Value Maximization using
 Process  Analytics  Creative  Technology
A large Loyalty Company 1000 campaigns. 200% increase. 25 million emails per run.
in Europe with over 50
million members was Xerago set up campaign
running complex management platforms
campaigns to members and provides ongoing
support and guidance to
manage campaigns
Assessment revealed
huge process Campaign
overhead due to Management is now
manual interventions fully automated and
velocity has gone up Ongoing campaign
200% without any velocity increase is
increase in headcount happening through
further intervention
Customer Value Maximization

9. Customer experience improved. Value maximized.
Customer Value Maximization using
 Process  Analytics  Creative  Technology
A Consumer Internet Category defining customer experience . Customers love it.
company, the leader in its
category saw plateauing Xerago revamped the
sales entire customer
experience and simplified
customer interaction
Assessment identified
need for customer
experience With the same inbound
improvement on portal traffic, daily revenues
went up by 28% within 3 Xerago subsequently did
days of launch a similar revamp for 300
other portals from the
same company
Customer Value Maximization

10. Search Advertising organized. Value maximized.
Customer Value Maximization using
 Process  Analytics  Creative  Technology
A large Consumer
Internet services Xerago re-organized theSame SEM budgets. Lesser work. More leads. More revenues.
company was one of the account, figured out that only
largest Google Adwords 1.8 million keywords were
advertisers in the country needed, automated keyword
management and optimized
the campaign
Assessment revealed that
with 2.5 million
keywords, the advertising
while effective was sub- Within 26 weeks, for the With visibility of keyword,
optimal same ad spend, client ad group and advertising
saw response lift by 12% effectiveness increasing,
Xerago is continually
maximizing ROI from ad
spend
Customer Value Maximization

11. Portal yield generated. Value maximized.
Customer Value Maximization using
 Process  Analytics  Creative  Technology
The eBusiness arm of one Same portal. 30% increase year on year, six years in a row….
of the largest financial
institutions in the world Xerago set up a framework to
was a sophisticated user measure effectiveness of all Xerago continues to
of Interactive channels content changes as part of a derive more yield
portal revamp from the portal every
passing month
Assessment showed that
value from channels could Direct revenues from BillPay,
be increased through better Remittances and Alert
management of the portal subscriptions, lead acquisition,
and Cost-save initiatives like
Statement on email, Online
Banking sign-ups have increased
month on month
Customer Value Maximization

12. Social Media monitored. Value maximized.
Customer Value Maximization using
One of the world’s largest  Process  Analytics  Creative  Technology
Consumer Technology 1000s of conversations. 100s of campaigns. One Dashboard.
brands has a challenge
engaging with customers Xerago aggregated web
because sales are done analytics data and social Xerago continues to
through channels media conversations to set up derive increasing
a customer dashboard levels of insights
month on month
Client recognized that given
brand salience, there was a Marketing team was able to
huge amount of conversation correlate spends to response, gain
on social media which could insights into biases and
serve as a weather vane perceptions and optimize spends
Customer Value Maximization

13. Portal content managed. Value maximized.
Customer Value Maximization using
 Process  Analytics  Creative  Technology
One of the largest banks
in the world had country Millions of changes. 100s of stakeholders. Center of Excellence.
specific and LOB sites –
each reaching 100s of Xerago set up a process to
Six sigma level of
web pages. simplify and optimize
excellence in
content flow and managed
deliveries covering
the same.
almost 10 countries
and 15 languages.
Content needed to be
managed across multiple
Businesses across many countries,
portals, multiple countries,
were confidently able to load huge
with complex workflow.
volumes of changes with full
confidence that the queue would be
managed effectively and smoothly.
Customer Value Maximization

14. Xerago knowledge and capabilities
Xerago’s analytics, creative and technology knowledge and capability
encompasses some of the leading platforms in the world.
Analytics
Creative
Technology
Customer Value Maximization

15. About Xerago
6 year old firm, managed by seasoned veterans in marketing, analytics,
creative, interactive media and technology
Physical offices in Chennai, London, Mumbai and Singapore
Services delivered by skilled resources using cutting edge technology
Over 100 resources in house and growing every day
World-leading and Custom developed technology platforms
Secure environment – meeting highest Infosec standards
Work offshore. Or over VPN directly on remote servers without physically
moving data out of client data centers.
Clients include some of the largest brands in the world
Customer Value Maximization