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Deploying Successful Database Marketing in China

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Despite concerns about economic growth, Chinese consumers keep spending. They are becoming more selective about where they spend their money, shifting from products to services and from mass to premium segments, from offline to online. How can we tap the shift in consumerism in China with intelligent and creative database marketing?

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Deploying Successful Database Marketing in China

  1. 1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Presented by Leo Lau, Radica Systems Ltd. 17 June 2016 Deploying Successful Database Marke6ng in China
  2. 2. Innovation · Growth · Share Database Marke?ng Solu?ons Consul?ng Services
  3. 3. Innovation · Growth · Share Luxury Brands Renowned Brands in China Renowned Brands in China Cosmetics Finance Properties Exhibition, Education Hotels FMCG & E- Commerce
  4. 4. Innovation · Growth · Share
  5. 5. Innovation · Growth · Share 60 Million Unique Consumer Contacts Behavioral Data>> 1 TB HospitalityLuxuryFinance Retail
  6. 6. Innovation · Growth · Share “Radica Data Lab” Established in 2014 In co-operation with Tongyi Industrial Group Center for Electronics Commerce, Hong Kong University of Science & Technology Advisors: Prof. KY Tam (HKUST), Prof. Michael Zhang (HKUST), Prof. SC Cheung (HKIST), Francis Kwok (Radica), Gabriel Leung (EMC), Titania Kwan (Engage Digital Consul?ng) We aim to perform innova?ve research on big data analysis and put findings into prac?ce.
  7. 7. Innovation · Growth · Share Customer Data Has Monetary Value but Too Many Organiza?ons Ignore It Gartner Business Intelligence & Analy?cs Summit, October 2015
  8. 8. Innovation · Growth · Share The Retail Landscape in China
  9. 9. Innovation · Growth · Share Chinese consumers remain upbeat about their future
  10. 10. Innovation · Growth · Share Chinese consumers increasingly desire premium products
  11. 11. Innovation · Growth · Share Increasingly they are more loyal to brands
  12. 12. Innovation · Growth · Share The line between Online and Offline Shopping becomes blurring ! •  The Trigger •  Research & evaluate •  Conver?ng •  Post purchase reviews
  13. 13. Innovation · Growth · Share Two-thirds of Chinese consumers think shopping is the best way to spend time with family
  14. 14. Innovation · Growth · Share Today: Omni-channel!
  15. 15. Innovation · Growth · Share Common obstacle: Islands of data E-commerce site Retail Store Social Media Membership Database
  16. 16. Innovation · Growth · Share Goal : Unify all online & offline data into a single platform E-commerce site Retail Store Social Media Membership Database
  17. 17. Innovation · Growth · Share Completing the Customer Journey! Customer DB Portal for members eDM,SMS O2O.CRM Event Call center Campaign/ Event mgmt. Report Member Mgmt. Login Login Login Data Sync Call Record Customer Login Abbott User CustomerSystem linkage Marketing CRM CS Post Mgmt. WeChat Mgmt.
  18. 18. Innovation · Growth · Share Starbucks: behavior data > tailored offers
  19. 19. Innovation · Growth · Share
  20. 20. Innovation · Growth · Share
  21. 21. Innovation · Growth · Share (Offline to Online to Offline) Galaxy Macau: Offline behavior > Wechat > Offline offer
  22. 22. Innovation · Growth · Share (Offline to Online to Offline) Galaxy Macau: Offline behavior > Wechat > Offline offer
  23. 23. Innovation · Growth · Share GEG Privilege Club Social Engagement via WeChat! •  Binding with GPC account to wechat •  Privilege points, latest exclusive events & gi_s all within WeChat •  Social engagement tracking enriching customer profile
  24. 24. Innovation · Growth · Share Member Portal and eCoupon Redemption! - Binding with WeChat Service Account!
  25. 25. Innovation · Growth · Share Goal: Promote Credit Card Installment Loan via SMS direct marke?ng Challenge: How to determine who are more likely to take the offer? Customer base = 8,000,000 SMS daily limit = 300,000 Classic Example: Big Data Enhances Marketing Effectiveness!
  26. 26. Innovation · Growth · Share Data Modelling Process!
  27. 27. Innovation · Growth · Share Model Simulation!
  28. 28. Innovation · Growth · Share Results Assessment – Response Rate↑68.6% Service Fee↑61.7% 4th Paradigm Model SMS Response Rate Vincio Model 4th Paradigm Model Vincio Model Service Fee per SMS With same SMS#, Radica Model VS Tradi6onal Model: ü  68.6% improvement in response rate ü  A Rise of 61.7% in Service Fee per SMS *1. Data based on amount on 21st, 22nd Jan 2. Apply 4th Paradigm Price-first Model (Response-first Model shown as doRed) Results !
  29. 29. Innovation · Growth · Share The Era of Big Data and IoT!
  30. 30. Innovation · Growth · Share Manulife Move
  31. 31. Innovation · Growth · Share
  32. 32. Innovation · Growth · Share Solution Overview!
  33. 33. Innovation · Growth · Share Access to RiMANGGIS •  Access via any web browser (chrome, safari, IE, etc.) •  Interface in EN, TC or SC •  Unlimited users
  34. 34. Innovation · Growth · Share RiManggis – Email/SMS Marketing Solution •  Multi-channel campaigns •  A/B Testing •  Auto-trigger messaging •  Flexible customer tagging based on behavior •  Easy-to-use message editor •  Comprehensive reports
  35. 35. Innovation · Growth · Share Membership Management and Loyalty Solution •  Member tier management •  Loyalty points management •  E-coupon creation and redemption •  Integration with POS / e- Commerce / social platform
  36. 36. Innovation · Growth · Share Infrastructure: MangoDB on AWS for High Volume High Performance Database Marketing
  37. 37. Innovation · Growth · Share Infrastructure: MangoDB on AWS for High Volume High Performance Database Marketing
  38. 38. Innovation · Growth · Share Like our Facebook page to receive latest event updates! Radica Systems Limited

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