Database marketing, part 3 Blending Silos, Marketing Automation, Best Practices
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Part 3 covers: Silos: Discussion on silos and how to integrate them for a more integrated approach to communication. Program Automation: best practices and examples for automated programs and process. Tie it all together with a real life example. Discuss helpful tips for marketing success going forward. A recap of the main things you need to take away from this series on database marketing.
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Database marketing, part 3 Blending Silos, Marketing Automation, Best Practices
- 1. Database Marke+ng, Part 3 | Roadmap to Success
- 2. Database Marke+ng, Part 3 | Roadmap to Success Presented By Andy Pappas VP, Database Marketing" & Analytics – Relevate Tom Guernon Director of Sales – Relevate
- 3. Database Marke+ng, Part 3 | Roadmap to Success Database Marketing, Part 3 Roadmap to Success
- 4. Database Marke+ng, Part 3 | Roadmap to Success Part 1: Recap ü Understand the Process ü Data Organization ü Data Hygiene & Enhancement ü Reporting ü Campaign Strategy ü Choosing a Solution Watch online at www.relevategroup.com/learn
- 5. Database Marke+ng, Part 3 | Roadmap to Success Part 2: Recap ü Data Enhancement: External Data and Hygiene Best Practices ü Smart Profiling ü Predictive Analytics ü Campaign Attribution & Reporting Watch online at www.relevategroup.com/learn
- 6. Database Marke+ng, Part 3 | Roadmap to Success What is Database Marketing? Database ! A collection of data and information about customers and/or prospects that affects what and how a marketer will sell to them. Database Marketing ! A customer-based, information intensive, long-term methodology that uses the Database as the basis of all on-going marketing efforts.
- 7. Database Marke+ng, Part 3 | Roadmap to Success Database Marketing Value Proposition Breadth of functionality Integrated descriptive & predictive analytics, multi- channel campaign management, and reporting. Ease of use Expands user audience, reduces training requirements & makes staff productive sooner. Accessibility Delivers insightful and actionable customer data to the fingertips of entire staff…from anywhere. Scalability and Performance Architected to perform optimally with large databases, frequent updates and heavy usage.
- 8. Database Marke+ng, Part 3 | Roadmap to Success Part 3 Roadmap to Success ü Blending Silos ü Program Automation ü Case Study ü Ongoing Success
- 9. Database Marke+ng, Part 3 | Roadmap to Success Roadmap to Success
- 10. Database Marke+ng, Part 3 | Roadmap to Success Silos: Business & Organizational Organizational Silos create challenges for marketers and decision makers. MegaLawn Service MegaLawn CPG MegaLawn Corporation DIY - Do it yourself DIWM - Do it with me DIFM - Do it for me
- 11. Database Marke+ng, Part 3 | Roadmap to Success Silos: Business & Organizational Optimize Spend By Breaking Down Cross Business Silos and Greater Visibility Into Segments MegaLawn CPG MegaLawn Service DIY DIWM DIFM
- 12. Database Marke+ng, Part 3 | Roadmap to Success Silos: On- and Off-line Blending on and off-line data is not as hard as it sounds. The first step is identifying your many audience touch points. Traditional • Email / SMS • Solicitation history • Customers • Enhanced data • Transactions • Orders • Items • Solicitation history • Product tables Trending • Web property behavior • Click behavior • Product interest • Transactions • Social profiles • Digital tracking
- 13. Database Marke+ng, Part 3 | Roadmap to Success Silos: Single Customer View A database will allow you as a marketer to have all relevant information concerning the customer joined and available to you. You can gain valuable Customer Insight using the SINGLE CUSTOMER VIEW approach. Provides you with the ability to: ü Define the changing customer ü Identify opportunities for growth ü Categorize your customer into appropriate segments ü Create targeted campaigns ü Prioritize limited resources and campaign budgets
- 14. Database Marke+ng, Part 3 | Roadmap to Success Roadmap to Success
- 15. Database Marke+ng, Part 3 | Roadmap to Success Marketing Automation: What is it? Using technology to make repetitive tasks more efficient, reduce costs, and shorten cycle times Consider" • What COULD be automated? • What SHOULD be automated? Focus" • Predefined Campaigns – Look at Controls • Trigger Campaigns – Look for Meaningful Activity Linked to Outcomes
- 16. Database Marke+ng, Part 3 | Roadmap to Success Marketing Automation: Predefined Think about predefined marketing automation as an assembly line" • Increased efficiency creates operating leverage Focus on Controls " • Known winners & going to keep for the foreseeable future What can be Predefined & Automated?" • Data capture, hygiene, scoring, segmentation - ETL • Campaign Management tools can save scripts and flows and apply to selection, scheduling and execution • Select saved instructions script, apply refreshed file, apply
- 17. Database Marke+ng, Part 3 | Roadmap to Success Marketing Automation: Trigger Integrating meaningful data points to take action
- 18. Database Marke+ng, Part 3 | Roadmap to Success Marketing Automation: Trigger Integrating meaningful data points to take action: Mortgage Offer Trigger As “Next Best”?
- 19. Database Marke+ng, Part 3 | Roadmap to Success Roadmap to Success
- 20. Database Marke+ng, Part 3 | Roadmap to Success What is Database Marketing? Database ! A collection of data and information about customers and/or prospects that affects what and how a marketer will sell to them. Database Marketing ! A customer-based, information intensive, long-term methodology that uses the Database as the basis of all on-going marketing efforts.
- 21. Database Marke+ng, Part 3 | Roadmap to Success Case Study: Company in the travel industry The situation / challenges that existed: ü Marketing only received Campaign Performance reports once per month (even though campaigns were created weekly) ü Response Allocation was at the Individual or HH level only ü Limited to Internal Data for Segmentation and Selection ü No Enhanced data resident on customer file ü Marketing had difficulty in accessing data ü Had to go through IT ü Did not have a true Solicitation History ü Customer bookings generated via direct or travel or travel agent channels ü Different strategies needed
- 22. Database Marke+ng, Part 3 | Roadmap to Success Case Study: The Solution In order to more effectively plan integrated campaign strategy, marketing needed to have daily access to the data with more frequent updates than monthly. IT sends weekly extract that is input into the DB environment allowing the marketing users to have SINGLE CUSTOMER VIEW. ü Create an integrated marketing database / campaign management and reporting capability, that supports 20+ campaigns per month across multiple segments, and multiple channels.
- 23. Database Marke+ng, Part 3 | Roadmap to Success Case Study: The Solution
- 24. Database Marke+ng, Part 3 | Roadmap to Success Case Study: Benefits / Results Results • Increase attributed campaign ROI by over 10% in the first year and achieve profitability 2x plan. • 10-15% better response rates • Additional 3% response allocation using pass-along methodology • Marketing Department Efficiencies • Ability to better target direct vs agent • Using multi-channel • All done more quickly Immediate Benefits • More Frequent and Consistent Updates & Hygiene • External Data enhancements added to the customer universe • More Frequent Response reporting and enhanced allocation • A more complete solicitation history was created showing number of times a person was solicited along with channel
- 25. Database Marke+ng, Part 3 | Roadmap to Success Case Study: The Silo Approach • Travel customers for this company are generate via Direct or Agent Methodologies – Acquisition efforts geared toward Direct – Customer Retention efforts can use either" • Each has its own targeting methodology and offer strategy" • Predictive models were created for each type – Propensity to Purchase by the respective method – Using the appropriate model produces a 25-35% increase in revenue from the top segments" • The totality of information allows for an Integrated Communications Strategy to existing customer base – Can reach via Direct Mail or Email or Both
- 26. Database Marke+ng, Part 3 | Roadmap to Success Case Study: Summary • More frequent updates allows for better marketing strategy" • All data tied together at the customer level for that SINGLE VIEW" • Ability to use a combination of Internal Data (RFM oriented) and External Data (i.e. Demographics and/or the resulting models) for improved performance" • Send offers based on the customer’s desired preference – Direct purchase vs. Agent" • Use Integrated/multi-channel approach when possible
- 27. Database Marke+ng, Part 3 | Roadmap to Success Total Solicits Between Purchases
- 28. Database Marke+ng, Part 3 | Roadmap to Success Roadmap to Success
- 29. Database Marke+ng, Part 3 | Roadmap to Success Ongoing Success ü Understand the Process ü Data Organization ü Data Hygiene & Enhancement ü Reporting ü Campaign Strategy ü Choosing a Solution ü Data Enhancement: External Data and Hygiene Best Practices ü Smart Profiling ü Predictive Analytics ü Campaign Attribution & Reporting ü Blending silos ü Campaign Automation
- 30. Database Marke+ng, Part 3 | Roadmap to Success Upcoming Webinars What is Integrated Marketing! And Why Should I do It?
- 31. Database Marke+ng, Part 3 | Roadmap to Success Questions?
- 32. Database Marke+ng, Part 3 | Roadmap to Success THANK YOU AND PLEASE STAY IN TOUCH! Visit us online at www.relevategroup.com Email us at sales@relevategroup.com Call us at 800-523-7346