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Building a Foundation for Global Digital Marketing

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Speakers:
Evan Kent, Global Vice President, Schneider Electric
Chandos Quill, Vice President, International Solutions, Merkle.

In today’s world, high performance BtoB marketing requires an integrated, streamlined mid-funnel approach to data and technology. This requires organizations to rethink their internal structure, processes, and marketing supply chain. During this session Evan Kent, Global Vice President at Schneider Electric, will share the journey he has undertaken to transform the company’s mid-funnel approach to marketing. Attendees will hear about the complexities of operating in a global environment, learn how to create a business case that convinced management to support key foundational programs, and how to implement initiatives in a way that reduced risk and ensures success.

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Building a Foundation for Global Digital Marketing

  1. 1. © 2015 Merkle. All Rights Reserved. Confidential SiriusDecisions Summit 2015: Building a Foundation for Global Digital Marketing Evan Kent Global Vice President, Digital Marketing Chandos Quill Vice President, International Solutions
  2. 2. © 2015 Merkle. All Rights Reserved. Confidential We are the Global Specialist in Energy Management™ 24 billion € revenue (FY 2013) 43% of revenue in new economies (FY 2013) 150 000+ employees in 100+ countries 4-5% of sales dedicated to R&D A large company, with a balanced geographical footprint and a commitment to sustainability
  3. 3. © 2015 Merkle. All Rights Reserved. Confidential Enabling personalized customer experiences requires three C’s CONTEXT Phase 1: Our knowledge of the customer Phase 2: Every asset we have to put in front of the customer CONTENTCONNECTIVITY Phase 3: When we bring the two together in media and channels At Schneider Electric, we have started on a journey to transform the company’s use of data and technology to enable personalization via digital marketing. This journey can be broken down into three phases: 3
  4. 4. © 2015 Merkle. All Rights Reserved. Confidential Context is everything we know about the customer Demographic Age and Gender Lifestyle Relationship Education Job Title Frequency Devices Estimated Income Home Ownership Household Size Home Market Value Spending Methods Job Title Role / Function Decision Making Authority Tenure Web Activity Professional Groups Professional Subscriptions Geography Marketing Response History Sales History Net Promoter Score Preferences Industry Revenue Employees Geography Competative Install Account Type Order History Share of Wallet Propensity to Buy 4 Centralized database Personal Profile Professional Profile Company Profile
  5. 5. © 2015 Merkle. All Rights Reserved. Confidential Experiences don’t happen without content 5
  6. 6. © 2015 Merkle. All Rights Reserved. Confidential The roadmap we used to define the key initiatives to support this journey 6 Data Integration and Enrichment Digital Contact Strategy Data Quality and Validation Integrated Performance Creative Marketing Database and Technology Infrastructure Phase 3: Connectivity Phase 2: Content Phase 1: Context
  7. 7. © 2015 Merkle. All Rights Reserved. Confidential Phase 1: Context 7 CONTEXT Phase 1: Technology, data quality and enrichment CONTENTCONNECTIVITY Phase 2: Globally-integrated performance creative Phase 3: Personalization via Digital Marketing
  8. 8. © 2015 Merkle. All Rights Reserved. Confidential Technology Foundation 8 Marketing DB Database Mgmt DB Enhancement CDI Processing Campaign Support Reporting Support Data Mgmt Support Pref. Center Support App. Version Updates • 16M Sites, with 1M with Enriched Attributes • 31M Contacts, with 10.6M Locally Cleansed • Over 1,150 Campaign Deliveries Since 2013 • Over 111m Touches Since 2013 • Executed Over 1,000 Unica Email & DM Campaigns Since 2013 • Central Access to Contact Interactions with SE • Campaign Performance Information • Content Preferences for Analysis • GMDB access to Global & Local Teams • Bi-Weekly Updates Integrates 30 Sources • Synchronized Contacts & Permissions Across Systems • Integration with Responsys
  9. 9. © 2015 Merkle. All Rights Reserved. Confidential Data Hygiene and Enrichment 9 Data/Analytics Data Hygiene Data Enrichment Campaign Support Lead Generation • Provide in region support to address CRM strategy globally • Local, multi-sourced approach provides “best of the best” data • Reduce marketing costs & optimize ROI through data quality processing • Enable customer insights and segmentation with the enhancement of valuable third party data • Improve targeting capabilities across offline & digital channels • Support new customer acquisition through lead generation
  10. 10. © 2015 Merkle. All Rights Reserved. Confidential Data Hygiene Results 10 © 2015 Merkle. All Rights Reserved. Confidential Summary • Develop a process of locally reviewed/cleansed address quality • Allows for a one-time cleanse as well as quarterly updates to new contacts • Business case made with initial 3 countries – ultimately resulting in 22 countries Impact • Cost savings • Generating new mailable names • ROI of 17:1 235,200,000 pages of paper saved 28,224 trees conserved € 3.4 Million in savings over 3 years
  11. 11. © 2015 Merkle. All Rights Reserved. Confidential Data Enrichment Results Summary • Develop a process of locally provided enrichment services • Appending of key firmagraphic data • Targeting marketing actionable contacts (mailable/emailable + 15 month recency) • 23 total countries prioritized Impact 11 © 2015 Merkle. All Rights Reserved. Confidential • Enriched 575k sites with combination of industry code (SIC), number of employees, & annual revenue • Campaigns and content are more effective and relevant with enriched view of audience
  12. 12. © 2015 Merkle. All Rights Reserved. Confidential Data Hygiene and Enrichment – customer impact 12 Name: Beth Moore Company: Global Switch Email: bethm@gmail.com Date: March 2015 Action: Visited SE’s booth at Data Center World Expo 2015 London BFO ID created for Beth Moore @ Global Switch Beth Moore @ Global Switch added to the GMDB and is locally enriched in the UK with… Market Segment: Cloud Company: $100 million + Employees: >1,000 Email: bethm@gmail.com Date: April 2015 Action: Receives latest news on SE’s large Data Center trends Simple example here shows the ability to enrich incomplete records locally into SE classifications Allowing for targeted communications, in this case on large DC trends
  13. 13. © 2015 Merkle. All Rights Reserved. Confidential Phase 2: Content 13 CONTEXT Phase 1: Technology, data quality and enrichment Phase 2: Globally-integrated performance creative CONTENTCONNECTIVITY Phase 3: Personalization via Digital Marketing
  14. 14. © 2015 Merkle. All Rights Reserved. Confidential Customer Experience 14 Creative/Digital Creative Concepting Content Development Design Support Studio Execution Localization Ad Traffic Imaging & Video Development Digital Execution Brand Refresh • Local to Region Resources • Engineered for Efficiency & Accuracy • Led Establishment of Global Processes & Timelines • Immersed in Brand & Leverages SE Tools & Systems • Centralized Production Model Ensures Consistency • Facilitates Drive Towards Digital • Global Pool of Resources Expand to Support Volume • Standardized Rates w/Business Entity Allocations • Full Agency Capabilities Available
  15. 15. © 2015 Merkle. All Rights Reserved. Confidential Customer experience 15 Objectives Provide a full suite of Creative Services to local regions globally. Execution accuracy and brand standardization Highly efficient to handle a large volume of requests and drive towards less resources.
  16. 16. © 2015 Merkle. All Rights Reserved. Confidential Customer Experience Summary • Need to quickly optimize Creative Execution Operations supporting 100 countries • Included building the request workflow and approval structures around the Studio’s existing processes • Secured a team of global resources to have in region support • A new Global Studio was ready and fully functional in 6 weeks to support every creative execution request • Created a centralized Model of Creative oversight to ensure global consistency of communications. Merkle was able to achieve a 30% reduction in execution time of combined global work, Which means as volume increased we achieved 30% more throughput with the same amount of resources. Impact Developed an easy to leverage service model resulting in : © 2015 Merkle. All Rights Reserved. Confidential16 Internal cost savings Increased productivity Reduced time to market Increased quality control
  17. 17. © 2015 Merkle. All Rights Reserved. Confidential Phase 3: Connectivity 17 CONTEXT Phase 1: Technology, data quality and enrichment Phase 2: Globally-integrated performance creative CONTENTCONNECTIVITY Phase 3: Personalization via Digital Marketing
  18. 18. © 2015 Merkle. All Rights Reserved. Confidential Context and content are connected in a media moment CONTEXT Watching golf on TV and has phone Matched to Bizo file Business Keyword Re-Marketing Pool Visits site 2 days later on his iPad, recognized as same user Searches for branded generic keyword; Attitudinal Segment A Target persona, CMO in Enterprise Technology Company Segment A CONTENT Awareness TV Spot and Twitter Sponsored Tweet Ad Awareness messaging via Linkedin Remarketing mobile display ad with customized offer Customized, responsive landing page: with Exec Summit details YouTube video on B-to-B Marketing Personalized event invite to exec summit Personalized site landing page with B-to-B Blog CONNECTIVITY Desktop Phone Tablet TV 18
  19. 19. © 2015 Merkle. All Rights Reserved. Confidential Thank You! © 2015 Merkle. All Rights Reserved. Confidential19 Evan Kent Global Vice President Digital Marketing Schneider Electric evan.j.kent@schneider-electric.com Chandos Quill Vice President, International Solutions Merkle Inc. cquill@merkleinc.com Decide build or buy Create a baseline through a business case Test > Roll out > Refine

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