Videocon Mobile Services: Unleashing the power of Unica Campaign Management


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This document gives an introduction to Unica; benefits of Unica. Modules that can be added; challenges while deployment. Unica architecture design; best practices that could be adopted. It also explains how to leverage Unica for businesses; Integration with other channels and overall value addition.

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Videocon Mobile Services: Unleashing the power of Unica Campaign Management

  1. 1. CMO Roundtable Conference<br />8th June, 2011<br />Presented by - IBM & Customer Centria <br /><br />
  2. 2. Unica Campaign Management<br />Presented By – Mr. Raj Joshi<br />Vice President - IT<br />Videocon Telecommunications Ltd.<br />
  3. 3. Introduction to Unica<br />Complete solution to manage all Marketing & CSD campaigns<br />Supports design and development strategies of campaigns<br />Perform all of the phases of the campaign life cycle<br />Enables users to perform tasks such as<br /><ul><li>Selections
  4. 4. Segmentation
  5. 5. Target group creations
  6. 6. Output designs</li></ul>Finally enabling marketing analysis, developers and managers to create more efficient and effective campaigns.<br />
  7. 7. Erstwhile process Vs Unica campaign management at VTL<br />
  8. 8. Drawbacks of the previous process for campaign management<br /><ul><li>Time consuming MS access queries which took 2 to 3 hours time to generate a target list for campaign.
  9. 9. Data security was at stake since there was no login/authentication of the user creating the list.
  10. 10. Complex campaigns were very difficult to make since multiple files involving multiple logics had to processed in MS Access which resulted in wastage of entire day.
  11. 11. No provision of scheduling a campaign was there. Feed generation had to be initiated manually.
  12. 12. No historic campaign data was available therefore business user could not track as to what target base was for which product and what was the conversion rate. Also Reusing campaigns was not an efficient process.</li></li></ul><li>Benefits of Unica<br /><ul><li>Unica has Reusable templates, therefore corporate office based technical experts can create standard flowchart templates. Circle users can do little alteration to create customized campaign for circles. This guaranteed that minimum time was invested in designing a new campaign.
  13. 13. Corporate users can disseminate and ensure standard or best practice in circles. They can also share innovative campaigns developed by one circle to other circle users. They also can monitor which circles are running which campaigns
  14. 14. Global segments (like DND, Blacklist, VIP list) can be maintained at corporate level & can be included in circle campaigns transparently ,hence ensuring circle does not have to create their own specific segments
  15. 15. Database for campaigns is maintained centrally. This ensures data availability up to D-1 status and data sanity is maintained. Also circles are given access to data only for there particular circles ensuring foolproof data security.
  16. 16. Users can exclude the converted customers from subsequent campaign runs which will ensure that customers who have taken an offer are not repeatedly bothered.</li></li></ul><li>Modules Implemented at VTL<br />Unica affinium campaign and affinium E message.<br />Affinium Campaign – To design campaigns on daily basis. This is mapped to an Oracle DB and subscriber info and transactions are stored in it. This module is used to send communications through OBD / Bulk Messaging / E-top up system. Almost 180 campaigns across circles are scheduled and run through it.<br />Affinium E message – This module is specifically designed to target customers who have email ID accounts. The promotional messages are sent in bulk and the system has capacity to send up to 25000 emails per day. This module can also send personalized e messages to customers.<br />
  17. 17. Modules that can be added <br /><ul><li>Affinium Detect – This module is used to monitor individual customer behavioral patterns to identify immediate sales or service opportunities.
  18. 18. Affinium Interact – Affinium Interact is a real-time personalization application that utilizes both online and offline data to provide the right level of personalization and the most effective offer, content, or service to all real-time channels
  19. 19. Affinium NetInsight- Unica NetInsight and NetInsight On Demand are next generation Web analytics solutions, enabling a marketer's entire organization to take full advantage of insights from customers' Web site behavior</li></li></ul><li>Challenges while deployment <br />Issues with Data sources. Many of the report used as input for Unica have problem with data quality and the timelines.<br />Feed from VLR had very frequent changes of file names. This led to automated script getting failed every day.<br />File movement from Unica server to application server was an issue. A script was developed specifically to move the file. <br />Automated emails script was created to push the file from Unica server to email as an attachment.<br />
  20. 20. Unica Architecture Design<br />
  21. 21. More Benefits of Unica expected in future at VTL<br /><ul><li>Targeting specific LOBs like Sim-Pair / Loyalty / MNP subscribers.
  22. 22. Specific FNF product promotions to limited group callers basis on count of distinct MSISDNs called by customer.
  23. 23. Free minutes to zero usage / Low usage customers to stir their usage.
  24. 24. Promoting cross selling ie SMS packs to high voice users and Voice packs to high SMS users.
  25. 25. Promoting CRBT shuffle and sending CRBT OBDs depending on age groups. Devotional to high age group and Latest CRBTs to youth.
  26. 26. Promoting packs specific to usages ( Leg Wise usage – STD packs to high STD users and Local packs to high local users )
  27. 27. Campaigns for rater products ( Cricket Updates / News / Astro / Bolly wood packs ) etc.</li></li></ul><li>Best practices to be followed while designing and executing campaigns for maximum returns<br />Customer targeted once should not be targeted again to prevent gripe .<br />Customers under DND should be excluded for any campaign run.<br />Customers who already have taken an offer and validity of the same is yet to expire should not be targeted.<br />Conversion should be tracked and number of times a customer is contacted should be maintained in history for future uses.<br />For each product certain number is threshold campaigns should be done.<br />Maximum logical filters should be applied to reach a very pinpointed base for maximum effectiveness of a campaign.<br />
  28. 28. Leveraging Unica<br />Unica can be best utilized once the end to end integration is done with bulk messaging gateway (BMG)/OBD (vendor)/Etopup (Estel) to track the response of the customer.<br />Integration will enable business know the effectiveness of the campaigns being run and predict the customer response on the same. It will also give a clear picture of conversion from campaigns run,<br />Integration will further reduce the manual intervention in the daily processing and target file can be directly shared with the execution channel.<br />Integration will enable business users to compare different execution channels and let them choose the most effective and cost efficient method for product promotion.<br />Integration with Estel will also let the business team directly configure the offer in IN and share the same list with execution channel.<br />
  29. 29. Future architecture (Integration with channels)<br />BMG server<br />MIS Reports<br />OBD Vendor<br />UNICA Application <br />VLR / HLR<br />Oracle DB<br />Feed From Business<br />Estel ( Etopup )<br />
  30. 30. Overall Value addition to VTL<br />Unica end to end implementation has been helping and will help VTL target the customer<br />base and will help : <br /><ul><li>Cross sell and Upsell the product basket for UnR and VAS increasing ARPU.
  31. 31. Prevent potential churn by retaining the customers.
  32. 32. Increase customer loyalty by offering updates through service messages.
  33. 33. Help in new acquisitions by increasing existing customer delight.
  34. 34. Increase customer awareness about various products being launched at Videocon.
  35. 35. WAP/GPRS penetration can be increased by targeting GPRS enabled handset </li></ul>customers.<br /><ul><li>Specific packs can be promoted depending on geography and demography of the </li></ul>customer.<br />
  36. 36. Thank You!<br />Questions & Answers<br />