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A Luckie presentation <br />August 10, 2011<br />Big data is a big deal<br />CONFIDENTIAL - PROPERTY OF LUCKIE & COMPANY. ...
Great storytelling begins with the data<br />By gaining a deep and thorough understanding of your company’s relationships ...
Integrate all data sources to determine how technology-driven marketing can motivate consumers to specific transactional b...
Differentiate consumers in various segments, groups or other subsets to maximize relevance while maintaining the highest r...
Execute customized, individually relevant multi-channel marketing programs
Measure the results against key performance indicators and rapidly react</li></ul>This approach allows for constant improv...
Data defines and prioritizes the consumer spectrum<br />
Moving from Awareness to Behavior<br />1 to Few<br />Niche: SEO/SEM, Print, Email, SM<br />Women’s, Men, Housewares<br />1...
Data defines value potential across three or more dimensions<br />
Value potential drives the strategy, targeting, creative, execution, and optimization<br />
Great strategy drives the right stories to the right audiences at the right times and in the right places<br />Website<br ...
And that drives customers to action<br />
Our current and former clients all agree<br />
Lets take a closer look<br />
Customer Segmentation Example <br />
behavioral segments<br />Defines value to the brand<br />Based transactional (behavioral) metrics<br />Sales (monetary)<br...
leveraging the y-axis<br />Customer Velocity Investment<br />13<br />
Example | Behavioral Segment<br />
Attitudinal profiles<br />Defines the ‘who’ (targets)<br />Based on demographic, psychographic and motivational datasets<b...
Planet PÜRists<br />Primarily well to do singles, young couples<br />Messaging and creative<br />Natural, organic, artsy<b...
Planet PÜRists<br />
<ul><li>High internet activity
Responds to text coupons
Uses mobile email
Does not read the paper
Very active in social media
Index high to use internet  for job search, dating and banking
Index high for Spanish radio</li></ul>Planet PÜRists<br />
Attitudinal Segment<br />media strategy | Mobile, AL<br />
Attitudinal Segment<br />media strategy | Jacksonville, FL<br />
creative effect<br />
Attitudinal Segment<br />
Individual Attributes<br />Defines individual demand drivers<br />Product or brands<br />Preferred channel(s)<br />Preferr...
Individual Attributes<br />
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  1. 1. A Luckie presentation <br />August 10, 2011<br />Big data is a big deal<br />CONFIDENTIAL - PROPERTY OF LUCKIE & COMPANY. © 2011 LUCKIE & COMPANY. Reproduction, distribution, presentation, display, license, and derivative works by written permission only from Luckie & Company.<br />
  2. 2. Great storytelling begins with the data<br />By gaining a deep and thorough understanding of your company’s relationships with its customers, we develop insights that will change how you manage customer engagement, sales and retention. <br />We develop strategies using your data that enable measurable marketing ROI by deploying macro campaigns and micro initiatives based on multivariate Business Intelligence. Our methodology is:<br /><ul><li>Identify the strategic objectives of an organization balanced against marketing opportunity
  3. 3. Integrate all data sources to determine how technology-driven marketing can motivate consumers to specific transactional behaviors
  4. 4. Differentiate consumers in various segments, groups or other subsets to maximize relevance while maintaining the highest return on marketing investment (ROMI)
  5. 5. Execute customized, individually relevant multi-channel marketing programs
  6. 6. Measure the results against key performance indicators and rapidly react</li></ul>This approach allows for constant improvement of multiple initiatives while focusing on current consumers, acquiring prospects, and ensuring effective channel use to drive marketing optimization.<br />
  7. 7. Data defines and prioritizes the consumer spectrum<br />
  8. 8. Moving from Awareness to Behavior<br />1 to Few<br />Niche: SEO/SEM, Print, Email, SM<br />Women’s, Men, Housewares<br />1 to Many<br />Mass: TV, Print, Display<br />Shop at Stein Mart<br />1 to 1<br />Loyalty Club:<br />Private Sale, New Brands, BOGO <br />AWARENESS<br />Register to win <<br />Register for newsletter <<br />Register for coupons <<br /> Customer transaction<<br />BEHAVIOR<br />Elite<br />New Member<br />New Loyalist<br />Good Customer<br />Departmentalist<br />Tenured<br />Holiday Shopper<br />
  9. 9. Data defines value potential across three or more dimensions<br />
  10. 10. Value potential drives the strategy, targeting, creative, execution, and optimization<br />
  11. 11. Great strategy drives the right stories to the right audiences at the right times and in the right places<br />Website<br />Mobile Site<br />Print<br />Out-of-Home (OOH)<br />Video<br />Radio<br />eMail<br />Public Relations<br />Blogger Outreach/PR<br />Direct<br />WOM<br />Sweepstakes<br />Event<br />Sponsorships<br />Customer Service <br />:30<br />:15<br />Flickr<br />Facebook<br />Banners<br />Community<br />Paid / Organic Search<br />Digital Video<br />Twitter<br />LinkedIn<br />Location Based Marketing<br />Mobile Banners<br />Mobile Opt-In<br />Intelligent POP<br />iPad/iPhone App<br />iPad Ads<br />Facebook App<br />Facebook Ads<br />Foursquare<br />Couponing based on Check-in<br />Tumblr<br />
  12. 12. And that drives customers to action<br />
  13. 13. Our current and former clients all agree<br />
  14. 14. Lets take a closer look<br />
  15. 15. Customer Segmentation Example <br />
  16. 16. behavioral segments<br />Defines value to the brand<br />Based transactional (behavioral) metrics<br />Sales (monetary)<br />Coupons<br />Engagement (digital)<br />Visits (frequency & recency)<br />Loyalty<br />Marketing impact<br />Investment<br />Cadence<br />Lifetime value management<br />
  17. 17. leveraging the y-axis<br />Customer Velocity Investment<br />13<br />
  18. 18. Example | Behavioral Segment<br />
  19. 19. Attitudinal profiles<br />Defines the ‘who’ (targets)<br />Based on demographic, psychographic and motivational datasets<br />Marketing impact<br />Creative presentation<br />Media targets<br />
  20. 20. Planet PÜRists<br />Primarily well to do singles, young couples<br />Messaging and creative<br />Natural, organic, artsy<br />Environmental, cause-oriented<br />Imagery <br />Earthy tones<br />Clean, balanced <br />
  21. 21. Planet PÜRists<br />
  22. 22. <ul><li>High internet activity
  23. 23. Responds to text coupons
  24. 24. Uses mobile email
  25. 25. Does not read the paper
  26. 26. Very active in social media
  27. 27. Index high to use internet for job search, dating and banking
  28. 28. Index high for Spanish radio</li></ul>Planet PÜRists<br />
  29. 29. Attitudinal Segment<br />media strategy | Mobile, AL<br />
  30. 30. Attitudinal Segment<br />media strategy | Jacksonville, FL<br />
  31. 31. creative effect<br />
  32. 32. Attitudinal Segment<br />
  33. 33. Individual Attributes<br />Defines individual demand drivers<br />Product or brands<br />Preferred channel(s)<br />Preferred stores<br />Marketing impact<br />Messaging<br />Offers<br />Communication frequency<br />
  34. 34. Individual Attributes<br />
  35. 35. Individual Attributes<br />
  36. 36. Individual Attributes<br />leveraging the z-axis<br />Implementation of a longitudinal multi-touch contact strategy drives not only tactic ROI, but also significant impact on annual spend vs. control and increases LTV<br />
  37. 37. 360° view<br />
  38. 38. 360° view<br />
  39. 39. Need updating with all logos <br />
  40. 40.
  41. 41.
  42. 42. What story can we tell with your data? <br />
  43. 43. Thank you<br />
  44. 44. Luckie & Co. <br />John Heenan, CMO<br />600 Luckie Drive<br />Birmingham, AL 35223<br />P 205.879.2121<br />F 205.877.9855<br />www.luckie.com<br />CONFIDENTIAL - PROPERTY OF LUCKIE & COMPANY. © 2011 LUCKIE & COMPANY. Reproduction, distribution, presentation, display, license, and derivative works by written permission only from Luckie & Company.<br />
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