> Reckitt Benckiser CRM < 
Smart data driven CRM for FMCG
> About Reckitt Benckiser (RB) 
AW 
March 2014 © Datalicious Pty Ltd 2
> About Datalicious 
“Turning data into actionable insights to fatten the conversion funnel” 
Media Attribution & Modeling...
> Datalicious clients 
CB 
March 2014 © Datalicious Pty Ltd 4
> Challenge 
AW 
RB is 4th largest ad spender in AU 
Targeting ALL female grocery buyers 
That’s 3.5 million woman aged 24...
> Challenge 
 No direct relationship with consumers 
– Dependent on major retailers 
 Cannot communicate directly so … 
...
> Opportunity 
 An integrated platform architecture that collects and 
organises consumer information to lift the busines...
> Solution: Strategy 
 Develop CRM to engage consumers directly 
– Objective #1: Attract subscribers 
– Objective #2: Eng...
> Solution: Platform vision 
1 Customer relationship management platform 
containing all data necessary to manage campaign...
> Combine your data sources 
Transactional data 
Behavioural data 
3rd party data 
+ The whole is greater 
than the sum of...
> Understand your customers 
Prospects Customers 
Awareness Engagement Conversion Loyalty 
CB 
Required data points to mak...
> Identify gaps = opportunities 
Awareness Engagement Conversion 
Audience 
purchased 
Geo-segments 
Audience 
purchased 
...
> Solution: Execution 
 “You gotta give to get” 
– Smartest CRM is useless without content 
 Need something to communica...
> Solution: Execution 
 Tips, tricks, competitions 
– Anyone can receive 
 Product discounts 
– Expensive: Limit to stor...
> Balancing data requirements 
 Objective #1: Attract subscribers 
– Reduce subscription barriers: Ask for email only, of...
> Phase 1: Common platform & data 
SMS, email 
subscription 
Retail 
point of sale 
Facebook 
pages 
Reckitt 
websites 
Fo...
AW 
March 2014 © Datalicious Pty Ltd 17
> Phase 1: Common platform & data 
Data on 
geo-segments 
(RDA geoTribes) 
ExactTarget 
Data Store 
(SalesForce) 
Social 
...
AW 
March 2014 © Datalicious Pty Ltd 19
> Phase 2: Data driven content 
 Email template(s) with 
AW 
customized content based on 
available subscriber data. 
 E...
> Results 
 Capability (technology) in place 
– Including standardised subscription forms 
 Legacy subscriber data being...
> What’s next? 
 A strong foundation builds growth 
 Now need to onboard remaining RB brands into CRM 
 Move from email...
Questions? 
cbartens@datalicious.com 
andrew.wong@reckittbenckiser.com 
Learn more 
www.datalicious.com 
www.rb.com 
March...
SMART 
DATA DRIVEN 
MARKETING 
March 2014 © Datalicious Pty Ltd 24
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Smart Data Driven CRM for FMCG

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Chris Bartens from Datalicious and Andrew Wong from Reckitt Benckiser's presentation delivered at ad:tech 2014. #adtechANZ

Published in: Technology

Smart Data Driven CRM for FMCG

  1. 1. > Reckitt Benckiser CRM < Smart data driven CRM for FMCG
  2. 2. > About Reckitt Benckiser (RB) AW March 2014 © Datalicious Pty Ltd 2
  3. 3. > About Datalicious “Turning data into actionable insights to fatten the conversion funnel” Media Attribution & Modeling Maximise reach, awareness & increase ROI Targeting & Merchandising Improve engagement, boost loyalty Testing & Optimisation Remove barriers, drive sales Boosting ROMI CB March 2014 © Datalicious Pty Ltd 3
  4. 4. > Datalicious clients CB March 2014 © Datalicious Pty Ltd 4
  5. 5. > Challenge AW RB is 4th largest ad spender in AU Targeting ALL female grocery buyers That’s 3.5 million woman aged 24-49 BUT no direct communication channel March 2014 © Datalicious Pty Ltd 5
  6. 6. > Challenge  No direct relationship with consumers – Dependent on major retailers  Cannot communicate directly so … – Harder to understand – Harder to engage/make loyal – Harder to up/cross-sell – More expensive in the long-run AW March 2014 © Datalicious Pty Ltd 6
  7. 7. > Opportunity  An integrated platform architecture that collects and organises consumer information to lift the business intelligence across the entire company through data driven insights.  Platform selection is driven by our ability to implement and management our consumers.  Sharing knowledge between brands and agencies to leverage our learnings.  Technology infrastructure collects data and enable us to draw consumer insights.  Consistent reporting and tracking across agencies, platforms and assets creates business efficiencies. AW Sharing Reporting Infrastructure March 2014 © Datalicious Pty Ltd 7
  8. 8. > Solution: Strategy  Develop CRM to engage consumers directly – Objective #1: Attract subscribers – Objective #2: Engage subscribers – Objective #3: Consumer insights  Improve products/marketing – Objective #4: Reduce costs  Direct/earned media vs. paid media  Increase effectiveness of paid media via targeting – Objective #5: Increase sales  Increase up/cross/repeat sales CB Short-term Medium-term Long-term March 2014 © Datalicious Pty Ltd 8
  9. 9. > Solution: Platform vision 1 Customer relationship management platform containing all data necessary to manage campaigns CRM1 SCV2 Surveys Campaigns Promotions Engage Websites/apps Social/display eDMs/DMs 2 Single customer view platform containing all data across all (customer) touch points Mass media Social media Digital media Measure Demographics Transactions Campaigns CB March 2014 © Datalicious Pty Ltd 9
  10. 10. > Combine your data sources Transactional data Behavioural data 3rd party data + The whole is greater than the sum of its parts CB March 2014 © Datalicious Pty Ltd 10
  11. 11. > Understand your customers Prospects Customers Awareness Engagement Conversion Loyalty CB Required data points to make connection from customers to prospects? March 2014 © Datalicious Pty Ltd 11
  12. 12. > Identify gaps = opportunities Awareness Engagement Conversion Audience purchased Geo-segments Audience purchased Audience engaged Geo-segments based on historic sales Audience 1 Segment 1 Segment 1 Audience 1 = Segment 1 GAP Segment 2 GAP GAP Segment 2 Segment 3 GAP Segment 3 Audience 2 = Segment 3 GAP Segment N GAP GAP Segment N CB August 2013 © Datalicious Pty Ltd 12
  13. 13. > Solution: Execution  “You gotta give to get” – Smartest CRM is useless without content  Need something to communicate  What can RB provide (the incentive)? – Tips, tricks, competitions – Product discounts, free products  Significant cost, requires smarts to maximise ROI  Balancing data requirements with objectives CB March 2014 © Datalicious Pty Ltd 13
  14. 14. > Solution: Execution  Tips, tricks, competitions – Anyone can receive  Product discounts – Expensive: Limit to stores or geographical regions that don’t sell enough already?  Free products – Most expensive: Limit even further to influential consumers in stores or geographical regions that don’t sell enough already? CB March 2014 © Datalicious Pty Ltd 14
  15. 15. > Balancing data requirements  Objective #1: Attract subscribers – Reduce subscription barriers: Ask for email only, offer social sign-on  Objective #2: Engage subscribers – Increase relevance: Ask for name, gender, DOB, category attitude  Cannot give away product discounts, free products: Requires post code  Objective #3: Consumer insights – Improve products/marketing: Ask for full address, main supermarket  Deduct household income, life stage via geo-segmentation  Objective #4: Reduce costs – Increase effectiveness of paid media: Ask for full address  Deduct media behaviour via geo-segmentation  Objective #5: Increase sales – Increase up/cross/repeat sales: Ask for purchase behaviour  Deduct purchase behaviour via geo-segmentation CB March 2014 © Datalicious Pty Ltd 15
  16. 16. > Phase 1: Common platform & data SMS, email subscription Retail point of sale Facebook pages Reckitt websites Form subscription Form subscription ExactTarget Mobile Connect ExactTarget API ExactTarget Data Store (SalesForce) ExactTarget Landing Pages Social single sign-on (Janrain) CB March 2014 © Datalicious Pty Ltd 16
  17. 17. AW March 2014 © Datalicious Pty Ltd 17
  18. 18. > Phase 1: Common platform & data Data on geo-segments (RDA geoTribes) ExactTarget Data Store (SalesForce) Social influence data (Fliptop) ExactTarget Automat. Studio Website/app behaviour data (SuperTag) ExactTarget Audience Builder ExactTarget emails ExactTarget pages, forms ExactTarget SMS Retails sales data (Nielsen) CB March 2014 © Datalicious Pty Ltd 18
  19. 19. AW March 2014 © Datalicious Pty Ltd 19
  20. 20. > Phase 2: Data driven content  Email template(s) with AW customized content based on available subscriber data.  Explanations (including incentives) why additional data is required and why would it be beneficial for subscribers to provide.  Continuous checking and updating of subscriber data to keep data accurate. Subscriber data update (missing fields) Product discounts (post code, influence) Tips, tricks, competitions (multiple) Content suggestion (multiple) Content suggestion (multiple) March 2014 © Datalicious Pty Ltd 20
  21. 21. > Results  Capability (technology) in place – Including standardised subscription forms  Legacy subscriber data being cleaned-up  Still need to overcome brand silos – Data requirements still driven at brand level  Still need to streamline content strategy – Communications strategy still driven at brand level AW March 2014 © Datalicious Pty Ltd 21
  22. 22. > What’s next?  A strong foundation builds growth  Now need to onboard remaining RB brands into CRM  Move from email blasts to automated email triggers  Develop cross brand insights  Improve social integration with Facebook API  Explore ecommerce opportunities  Explore trade and B2B opportunities  Explore integration with media (audience) owners  Reduced reliance on paid and earned channels AW March 2014 © Datalicious Pty Ltd 22
  23. 23. Questions? cbartens@datalicious.com andrew.wong@reckittbenckiser.com Learn more www.datalicious.com www.rb.com March 2014 © Datalicious Pty Ltd 23
  24. 24. SMART DATA DRIVEN MARKETING March 2014 © Datalicious Pty Ltd 24
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