0
© Copyright 2013 Holler Sydney. All Rights Reserved
How Audi Created a Unified
View of Their Customer.
Leads, Luxury, Loya...
© Copyright 2013 Holler Sydney. All Rights Reserved
Today
1. Introduction
2. The Audi vision and some context.
3. Project ...
© Copyright 2013 Holler Sydney. All Rights Reserved
The Audi Vision …
and some context
© Copyright 2013 Holler Sydney. All Rights Reserved
Audi Vision – Be the No.1
luxury brand by 2020
© Copyright 2013 Holler Sydney. All Rights Reserved
In our world,
test drives rule
© Copyright 2013 Holler Sydney. All Rights Reserved
Crossing the stream
© Copyright 2013 Holler Sydney. All Rights Reserved
So it appears that everyone is
good at sales?
© Copyright 2013 Holler Sydney. All Rights Reserved
We need to build relationships
© Copyright 2013 Holler Sydney. All Rights Reserved
CRM/Loyalty Strategy
© Copyright 2013 Holler Sydney. All Rights Reserved
Project Fish Finder: The
The Single Customer View
Plug: Seriously thou...
© Copyright 2013 Holler Sydney. All Rights Reserved
What is a single customer view?
The single customer view brings
togeth...
© Copyright 2013 Holler Sydney. All Rights Reserved
Why have a single a SCV?
Personalised
Optimised
Focus
Channel roles
In...
© Copyright 2013 Holler Sydney. All Rights Reserved
The steps to creating Audi’s
Single Customer View
© Copyright 2013 Holler Sydney. All Rights Reserved
Audi Vision – Be the No.1
luxury brand by 2020
© Copyright 2013 Holler Sydney. All Rights Reserved
1. Create a focused team
Bad Good
CRM/Loyalty part of
marketing/IT
fun...
© Copyright 2013 Holler Sydney. All Rights Reserved
2. Define business outcomes
Bad Good
We want to
increase revenue.
Incr...
© Copyright 2013 Holler Sydney. All Rights Reserved
3. Define metric calculation
Bad Good
We want to
increase revenue.
Inc...
© Copyright 2013 Holler Sydney. All Rights Reserved
4. Define customer segments
Bad Good
• Pre-sale
• Sale
• Post sale
© Copyright 2013 Holler Sydney. All Rights Reserved
5. Defining the comms strategy
Bad Good
Post purchase thank
you email....
© Copyright 2013 Holler Sydney. All Rights Reserved
6. Defining the data strategy
Bad Good
© Copyright 2013 Holler Sydney. All Rights Reserved
CRM/Loyalty Strategy
20 30 40
Overachieving
with style
A1 & A3
Upgradi...
© Copyright 2013 Holler Sydney. All Rights Reserved
7. Drive insights back
Visit: vimeo.com/71076193
© Copyright 2013 Holler Sydney. All Rights Reserved
Creating your
Single Customer View
© Copyright 2013 Holler Sydney. All Rights Reserved
1. Change your approach
From To
Sales Loyalty
Data/technology Customer...
© Copyright 2013 Holler Sydney. All Rights Reserved
2. Go through the process
1. Create a team with responsibility and acc...
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How Audi created a unified view of their customer

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The story of how Holler’s data dept worked with Audi to create a unified view of an Audi customer.

The presentation covers the:
* Issues needed to overcome to bring together a range of disparate data sources
* The 7 steps to building a unified view of your customer
* How a unified view of the customer unlocks value in the organisation.

Published in: Marketing
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Transcript of "How Audi created a unified view of their customer"

  1. 1. © Copyright 2013 Holler Sydney. All Rights Reserved How Audi Created a Unified View of Their Customer. Leads, Luxury, Loyalty 18th March 2014 Mike Hill www.holler.com.au
  2. 2. © Copyright 2013 Holler Sydney. All Rights Reserved Today 1. Introduction 2. The Audi vision and some context. 3. Project Fish Finder – The Single Customer View 4. Why have a single Customer View 5. 7 Key steps to success 6. When I walk away today I will…
  3. 3. © Copyright 2013 Holler Sydney. All Rights Reserved The Audi Vision … and some context
  4. 4. © Copyright 2013 Holler Sydney. All Rights Reserved Audi Vision – Be the No.1 luxury brand by 2020
  5. 5. © Copyright 2013 Holler Sydney. All Rights Reserved In our world, test drives rule
  6. 6. © Copyright 2013 Holler Sydney. All Rights Reserved Crossing the stream
  7. 7. © Copyright 2013 Holler Sydney. All Rights Reserved So it appears that everyone is good at sales?
  8. 8. © Copyright 2013 Holler Sydney. All Rights Reserved We need to build relationships
  9. 9. © Copyright 2013 Holler Sydney. All Rights Reserved CRM/Loyalty Strategy
  10. 10. © Copyright 2013 Holler Sydney. All Rights Reserved Project Fish Finder: The The Single Customer View Plug: Seriously though, I love fishing. All our clients enjoys days out on a boat with me fishing in the sun.
  11. 11. © Copyright 2013 Holler Sydney. All Rights Reserved What is a single customer view? The single customer view brings together all the disparate data sources an organisation has about each of their customers into a unified, holistic view.
  12. 12. © Copyright 2013 Holler Sydney. All Rights Reserved Why have a single a SCV? Personalised Optimised Focus Channel roles Insights Increased CLV
  13. 13. © Copyright 2013 Holler Sydney. All Rights Reserved The steps to creating Audi’s Single Customer View
  14. 14. © Copyright 2013 Holler Sydney. All Rights Reserved Audi Vision – Be the No.1 luxury brand by 2020
  15. 15. © Copyright 2013 Holler Sydney. All Rights Reserved 1. Create a focused team Bad Good CRM/Loyalty part of marketing/IT function. Focused internal team with responsibility and accountability.
  16. 16. © Copyright 2013 Holler Sydney. All Rights Reserved 2. Define business outcomes Bad Good We want to increase revenue. Increase median CLV from $Xk to $Yk by increasing the propensity to repurchase after 4 years from Z% to A% by 2016.
  17. 17. © Copyright 2013 Holler Sydney. All Rights Reserved 3. Define metric calculation Bad Good We want to increase revenue. Increase median CLV from $500k to $750k by increasing the propensity to repurchase after 4 years from 40% to 55% by 2016.
  18. 18. © Copyright 2013 Holler Sydney. All Rights Reserved 4. Define customer segments Bad Good • Pre-sale • Sale • Post sale
  19. 19. © Copyright 2013 Holler Sydney. All Rights Reserved 5. Defining the comms strategy Bad Good Post purchase thank you email. Targeted on- boarding program designed to drive conversation, advocacy and purchase affirmation.
  20. 20. © Copyright 2013 Holler Sydney. All Rights Reserved 6. Defining the data strategy Bad Good
  21. 21. © Copyright 2013 Holler Sydney. All Rights Reserved CRM/Loyalty Strategy 20 30 40 Overachieving with style A1 & A3 Upgrading Q5 & Q7 My life, my way A4 & A5
  22. 22. © Copyright 2013 Holler Sydney. All Rights Reserved 7. Drive insights back Visit: vimeo.com/71076193
  23. 23. © Copyright 2013 Holler Sydney. All Rights Reserved Creating your Single Customer View
  24. 24. © Copyright 2013 Holler Sydney. All Rights Reserved 1. Change your approach From To Sales Loyalty Data/technology Customer experience Subjective, un-stated objectives Specific, contextual, timely outcomes Brand team slightly responsible and accountable Dedicated team completely responsible and accountable Technologies trying to “talk” to each other Separation of concerns based on DSL Blanket comms Comms based on contextualised segment
  25. 25. © Copyright 2013 Holler Sydney. All Rights Reserved 2. Go through the process 1. Create a team with responsibility and accountability 2. Define & get stakeholder approval of business outcomes 3. Calculate the business metrics 4. Customer profile/s and journey map/s 5. Communication strategy i. Behaviour segment ii. Contextualised message 6. Data strategy i. Business taxonomy ii. Enterprise service bus 7. Use voice of customer to deploy insights into your business
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