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Ontbijtje met - Fred van Westerop, Aprimo cases
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Slides van Fred van Westerop over Aprimo cases tijdens http://www.ontbijtjemet.nl

Slides van Fred van Westerop over Aprimo cases tijdens http://www.ontbijtjemet.nl

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Ontbijtje met - Fred van Westerop, Aprimo cases Presentation Transcript

  • 1. …………………………………………………………………………………… © 2010 Aprimo, Inc.
  • 2. …………………………………………………………………………………… © 2010 Aprimo, Inc.
  • 3. Taking control of communication …………………………………………………………………………………… Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing Outing
  • 4. Agenda …………………………………………………………………………………… Effectiviteit Efficiency ROI © 2010 Aprimo, Inc. 4
  • 5. …………………………………………………………………………………… © 2010 Aprimo, Inc.
  • 6. Lexmark …………………………………………………………………………………… • Lexmark: • $5 billion in revenue – 30% from Europe • Sell in 150 countries • Sell printers to consumers, small bus, and large enterprises • Most printers sold at a loss • A customer is only profitable after buying several ink cartridges • A large percentage of customers never become profitable • Growth in sales of non-OEM ink cartridges • All email communications have been “one size fits all” • Attempts to build direct relationships with consumers were failing • Their business model is in jeopardy
  • 7. List Fatigue: Serious Problem …………………………………………………………………………………… Correlation Between Emails Sent and Response Rates 8.00% 12 7.00% 10 6.00% 8 Click-Through-Rate 5.00% Emails Sent 4.00% 6 3.00% 4 2.00% CTR 2 1.00% Emails Sent Per 0.00% 0 Quarter Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 2004 2004 2004 2005 2005 2005 2005 2006 2006 2006 2006 2007 CTR: click through rate
  • 8. Challenge: Strategically …………………………………………………………………………………… • Identify profitable, potentially profitable, and unprofitable customers • Incent customers to buy more cartridges / Extend life of printer / Buy new printer • Create the most loyal customers in the industry • Build dialogs • Create customer lifetime value (CLV) model • Use prediction models • Create loyalty/rewards program
  • 9. The Rewards Program …………………………………………………………………………………… • Provides free cartridges to customers to buy and recycle OEM cartridges • Drive to website enrollment from: – In box promotion (printers and cartridges) – Product registration – E-store sales • Triggered and lifecycle emails based on: – Product registration – Anniversary of purchase – Parsing online sales data and sending email invites – Low-ink warning (for opt-ins) – Primary use of printer
  • 10. The Results …………………………………………………………………………………… • In first 6 months: 171.217 members • 343.941 email drive-to-customer satisfaction Surveys, 38% response Predicted Actual Result Active Members 5,243 18,529 253.40% Percentage of Members that are Active 2.95% 10.42% 253.40% Purchase Actions 8,010 33,209 314.59% Purchase Actions per Active Member 1.53 1.79 17.31% Purchase Actions per Enrolled Member 0.05 0.19 314.59% Predicted Actual Result
  • 11. Agenda …………………………………………………………………………………… Effectiviteit Efficiency ROI © 2010 Aprimo, Inc. 11
  • 12. Ericsson MARKETING AT THE EXTREME!
  • 13. …………………………………………………………………………………… • Founded in 1876, Ericsson is a leading provider of communications networks, related services and handset technology platforms. Through their Sony Ericsson joint venture, they are also a major provider of handsets. • Headquartered in Stockholm, Sweden • Global: 24 market units across 175 countries • 65,000 employees
  • 14. Ericsson’s Global Marketing Organization …………………………………………………………………………………… GF Marketing Strategy /Objectives Themes BU MU Programs Product Areas Local launch Launch PLCM Activity Activity PMPP Sub Activity Activity R&D
  • 15. The race: a great vehicle for events …………………………………………………………………………………… • MU Iberia • MU SA • MU ME • MU INLK • MU SEA • MU China • MU Brazil • MU NA • MU NWE • MU NOBA • MU EE&CA
  • 16. ”The race is won before the start” …………………………………………………………………………………… 1. PROJECT PLANNING 4. TRACK ATTENDANCE • 8 Event Workflows • Custom Contact History 2. INVITATIONS 5. POST EVENT PROCESS • 4 Interactions Templates • Surveys 3. REGISTRATION 6. LEAD • Inbound Forms • Incl. Facility Mgmt. • 2 Custom Registration Reports 7. ANALYSIS • Event Global Spend Report,
  • 17. Event Management – Describing the process …………………………………………………………………………………… ------- P&B ------- --------------------- Event Management / Dialogue Management -------------------- Lead Management --- Plan and Select Prepare Response Manage Create Budget Event Invitation Rate Follow Onsite Leads Event Workflow Details Up Activities Segmentatio 1 2 3 n 4 5 6 Create Event Select Prepares and Monitors Manages event. Leads are activities in workflow to sends event registration created from Plan and manage event. emails. response. events or via the Budget Module ”Suspect Contact” process.
  • 18. Events around events …………………………………………………………………………………… Sony experience Consumer stories Crew stories VOR Community Portals Racing technology Customer Demos Ericsson and Crew B2B showcase solution Pre-race & Pavilion Experience
  • 19. Calendar view ……………………………………………………………………………………
  • 20. Interactive Dialogs that autoatically drive communication at the right time …………………………………………………………………………………… Email is sent to customer with a link to the registration event landing page
  • 21. ……………………………………………………………………………………
  • 22. …………………………………………………………………………………… Dialog waits for customer to actually fills out registration form (and send reminder if not done within certain period of time)
  • 23. ……………………………………………………………………………………
  • 24. …………………………………………………………………………………… If customer registers, their lead score is increased, using lead scoring rules in Marketing Studio
  • 25. …………………………………………………………………………………… If lead score is higher than a certain threshold value, a lead will automatically be created in the Sales Application
  • 26. ……………………………………………………………………………………
  • 27. Marketing Transformation wins! …………………………………………………………………………………… • 12,000 hours per year saved • 14 systems eliminated • Apples and Apples • Full EMM within 12 months • Integrated Communication for Major Event Worldwide • 10% Reduction in number of weeks spent developing a marketing campaign • 15% Reduction in the time spent preparing for and managing event execution
  • 28. Agenda …………………………………………………………………………………… Effectiviteit Efficiency ROI © 2010 Aprimo, Inc. 28
  • 29. …………………………………………………………………………………… © 2010 Aprimo, Inc.
  • 30. Who is MGM MIRAGE? …………………………………………………………………………………… •One of the world's leading and most respected development companies with significant holdings in gaming, hospitality and entertainment •Owns and operates 16 properties located in Nevada, Mississippi & Michigan; has 50% investments in four other properties in Nevada, New Jersey, Illinois & Macau •MGM MIRAGE is developing major casino and non-casino resorts, separately and with partners in Las Vegas, Vietnam, the People's Republic of China and Abu Dhabi, U.A.E
  • 31. MGM MIRAGE Goal & Vision …………………………………………………………………………………… Goal: Provide the best guest experience to the high and mid-end customers Increased Guest Achieve Customers Satisfaction “measurable” Spending More Across High & returns on While Visiting Mid-End campaigns Properties Customers implemented Increase in New Give Customers More Customer & Repeat What They Want, Trips to Our Customers At All When They Want Properties MGM MIRAGE It Properties
  • 32. The Single Customer View …………………………………………………………………………………… Rich Information: – Marketing preferences – Reservation data – Demographic segmentation – Hotel folio transactions – Gaming transactions – Marketing campaign data – Personality-based segmentation
  • 33. Using RFM to Target ……………………………………………………………………………………
  • 34. Using Customer Segments ……………………………………………………………………………………
  • 35. Discovering the value of our data …………………………………………………………………………………… Modeling our customers • Predicting New Member value • Identifying changes in playing patterns (Increase / Decrease) • Identify cross property graduation • Understand impact of marketing on gaming behavior • Understand if day of week or time of day has an impact on selling • Propensity to book add-ons • Propensity to respond models • Propensity to Book • Predicting Customer lifetime value • Identify preferred Offer / Creative / Message
  • 36. Creatives based upon Segment …………………………………………………………………………………… “The Reel News” For Slot players “The Deal” For Table players
  • 37. Targeted Incentives …………………………………………………………………………………… Hotel Entertainment Drawing Incentive Incentive Incentive FREEPLAY Incentive
  • 38. Cross Property Marketing ……………………………………………………………………………………
  • 39. Insight per campaign ……………………………………………………………………………………
  • 40. Dus verschillende aspecten …………………………………………………………………………………… Effectiviteit Efficiency ROI © 2010 Aprimo, Inc. 40