LCMC: Small data big impact

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LCMC: Small data big impact

  1. 1.       
  2. 2. What do you need from email?
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  6. 6. Available ERP Data Use sale transaction data to bring new company dimensions: profitability, topline revenue, and product volume Most ERPs have cubes – predefined datasets for reporting Rich data available: date of sale, total invoice, product code, product grouping, sales rep, customer billing contact, discounts applied
  7. 7. New Dimensions      Profitability by sales rep and/or product Product Groups Product Volume Sales Reps Discounts by product and/or rep
  8. 8. Advanced KPIs  Profitability by campaign by region  Discounts by campaign by region  Percent of corporate profits and/or products by campaign  Most profitable products by email campaign  Predictive profitability by campaign
  9. 9. Advanced KPIs
  10. 10. Advanced Segmentation Campaigns by least/most profitable customer  Select all customers where margin is above 40% and zip code equals 27502 – 27600 Campaigns by most/least profitable products by customers within a demographic  “Select all customers where margins on beds is less than 5% within zip code 27502”  Send them a campaign for 40% margin headboards! Campaigns by most/lease total spend customers within a demographic  "Select all customers who have spent less than $3000 on all product groups in the last 6 months within 27502."
  11. 11. Advanced Segmentation
  12. 12. Where Do I Start?  Establish a key between email and ERP  Ensure ERP sale transaction record has Campaign field  Online Key Setup  Ensure Campaign is passed from email to shopping cart to ERP record  Enable integration of clicks and opens with ERP system automated import – added to customer records  Offline Key Setup – Provide email Messages for Campaigns to call center, enter at time of sale
  13. 13. Where Do I Start? - Continued Get Your IT Team Onboard:  Ask ERP admin to add field with Campaign name to sale transaction record  Ask ERP admin to add fields for clicks and opens to customer record  Hire a consultant familiar with your ERP to import standard ERP sales cubes into your database  Hire a consultant familiar with your ERP to “push” clicks and opens into the ERP  Hire out the BI vendor PS team or another consultant to build the data model and initial reports for ERP data  Request training on how to make AD HOC reports These types of projects run $50K - $100K

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