Enterprise Marketing Management (EMM) Overview

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Enterprise Marketing Management (EMM) Overview

  1. 1. Enterprise Marketing Management Solutions Fully integrated solutions that target your customers’ needs, increase their loyalty and fuel revenue growth
  2. 2. <ul><li>Founded: 1988 </li></ul><ul><li>Number of Employees: 110 </li></ul><ul><li>Locations: Chicago, Kansas City & Omaha </li></ul><ul><li>Services: </li></ul><ul><ul><li>Solutions Group provides the industry insight, experience, techniques and tools to ensure that business and technology strategies are aligned and achieve the anticipated return on technology investments. </li></ul></ul><ul><ul><ul><li>Enterprise Marketing Management (EMM) sol utions enable your company to implement marketing technologies that provide the analytics, information and insight needed to deliver communications that generate higher revenues, increase client base, maximize customer retention while lowering your costs. </li></ul></ul></ul><ul><ul><ul><li>Project Management Solutions (PMS) provides custom IT project management solutions that enable clients to deliver mission-critical projects on time, on budget and of value. </li></ul></ul></ul><ul><ul><ul><li>Network Service & Support (NSS) creates the foundation to optimize, secure, upgrade and maintain the network to ensure the highest service level for the enterprise. </li></ul></ul></ul><ul><ul><li>Staffing Services (SS) – Our staffing services deliver flexible and responsive resource assistance by augmenting technology staff to meet ongoing project needs. </li></ul></ul><ul><ul><li>Customer Profile: M id-market organizations with prominent clients in the advertising, associations, non-profits, healthcare, financial services, insurance industries, telecommunications and manufacturing. </li></ul></ul>RiverPoint At A Glance
  3. 3. RiverPoint Can Help You <ul><li>Grow revenue </li></ul><ul><ul><li>Better segmentation of prospective customers or members </li></ul></ul><ul><ul><li>Enhanced targeted offers </li></ul></ul><ul><ul><li>Improved response rates </li></ul></ul><ul><li>Improve customer retention </li></ul><ul><ul><li>Enhanced understanding of member activity and response </li></ul></ul><ul><ul><li>Customer-centric messaging and promotional communications </li></ul></ul><ul><ul><li>Multi-channel campaigns for increased response rates </li></ul></ul><ul><ul><li>Increased response = improved retention = revenue growth </li></ul></ul><ul><li>Increase customer value </li></ul><ul><ul><li>Establish your customers’ Lifetime Value (LTV) </li></ul></ul><ul><ul><li>Target and segment based upon LTV & Churn Risk </li></ul></ul><ul><ul><li>Deliver multi-channel campaigns using these valuations </li></ul></ul>
  4. 4. Enterprise Marketing Management (EMM)
  5. 5. EMM: Gartner Magic Quadrant
  6. 6. EMM: Gartner and Forrester
  7. 7. Marketing Complexity Increases… From This… To This …
  8. 8. Enterprise Marketing Management
  9. 9. Powerful Analysis Capabilities for Smarter Marketing Customer Analytics User-led analysis tools to define & understand target audiences <ul><li>Predictive Modeling </li></ul><ul><li>Automated data mining for: </li></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Propensity scoring </li></ul></ul><ul><ul><li>Lifetime value prediction </li></ul></ul><ul><ul><li>Cross-sell likelihood </li></ul></ul>Web Analytics KPI dashboards & reports Frictionless ad hoc analysis Granular, visitor-level insight to drive profitable action
  10. 10. EMM: Business Intelligence Business Intelligence <ul><li>Analyze Customer Behaviors </li></ul><ul><li>Provide Improved Segmentation </li></ul><ul><li>Utilize Predictive Analytics </li></ul><ul><li>Build Cross-sell recommendations </li></ul>
  11. 11. EMM: Multi-Channel Marketing Multi-Channel Marketing <ul><li>Build Complex, Multi-Channel Campaigns </li></ul><ul><li>Design And Execute Multi-Channel, Multi-Wave Campaigns Track, report response across all channels </li></ul>
  12. 12. EMM: Multi-Channel Marketing Multi-Channel Marketing <ul><li>Build Complex, Multi-Channel Campaigns </li></ul><ul><li>Member Lifecycle Campaigns: Automate Multi-channel, Multi-wave </li></ul><ul><li>Recurring campaigns </li></ul><ul><li>Integrated email, SMS authoring and execution </li></ul><ul><li>Personalized, Dynamic Web Offers </li></ul><ul><li>Track, report response across all channels </li></ul>
  13. 13. Action: Automate 1:1 Follow-up Cross-Channel Targeting and Execution Send leads to call center for high-value existing members
  14. 14. Customer Activities Shift to Online… 85% of online users have made an online purchase in 2007 Internet Over 80% of online consumers buy offline & spend more when they do 54% cross-channel shoppers research offline and buy online Cross- Channel
  15. 15. EMM: Web Content and Analytics Web Content Management and Analytics <ul><li>Analyze Web Content and Effectiveness </li></ul><ul><li>Target the right customers </li></ul><ul><li>Convert visits to sales </li></ul>
  16. 16. What Is Visualization? <ul><li>VISIUAL ANALYTICS software: </li></ul><ul><ul><li>Allows easy monitoring of key customer data and metrics </li></ul></ul><ul><ul><li>Provides an environment for visual exploration of customer data to find insights </li></ul></ul><ul><ul><li>Makes it easy to act on insights by visually selecting campaign targets </li></ul></ul><ul><ul><li>Designed for use by marketers, not technical analysts </li></ul></ul><ul><ul><li>Flexible enough to analyze almost any other type of marketing data </li></ul></ul>
  17. 17. Visual Analytics: Exploration Cityscape 1) Interactive EXPLORATION of data
  18. 18. Geographic Visual Analytics: Exploration 2) Geographic EXPLORATION of data
  19. 19. Path A nalysis Visual Analytics: Exploration 3) Granular EXPLORATION of data
  20. 20. EMM: Data Visualization Drag-n-drop filters, metrics Affinium Insight
  21. 21. EMM: Web Content and Analytics Web Content Management and Analytics <ul><li>Analyze Web Content and Effectiveness </li></ul><ul><li>Target the right customers </li></ul><ul><li>Convert visits to sales </li></ul>
  22. 22. Rethinking Marketing <ul><li>Marketing needs to feel so relevan t to the customer that it feels like a service </li></ul><ul><ul><li>Deeper customer awareness </li></ul></ul><ul><ul><li>Relevant and timely messages </li></ul></ul><ul><ul><li>Consistency across channels and time </li></ul></ul>… interacting with your customers on their terms
  23. 23. Lacks a Software Platform for Responding <ul><li>Channel evolution </li></ul><ul><li>Growing complexity </li></ul><ul><li>Audience fatigue </li></ul><ul><li>Accountability </li></ul>? Association Marketing Review & Approval Messages & Offers Execution Measure Response Results Reporting Segments, Targets Plans, Budgets Actual ROI? ETL, SQL IT/DBA Coding
  24. 24. Customer Dialog Framework Interactions Dialog Across Customer Life Cycle Listening, understanding, and speaking over time Pre-Sale First Sale Changing Needs Pre-Sale Attrition Customer Experience Search Campaigns Partner Marketing On-Boarding Campaign Service Check Up Event-Based Campaign Customer Self-Service Cross-Sell Tests Survey Campaigns Customer Recovery Next-Best Offer/ Service Customer Winback
  25. 25. Dialog Across Customer Life Cycle Activities Per Day … Transactions… (Purchases, Usage) … Other Activity… (Calls, IVR, Affiliates) … Web Activity… Campaigns targeting anonymous visitors React to missed on-boarding activities Detect a pattern of reduced interest Respond to competitive offers Use one-to-one dialogs to stimulate usage and gather feedback Notify customers about website for convenience thru call center Customer Life Cycle Over Time
  26. 26. Enterprise Marketing Management RiverPoint Solutions <ul><li>RiverPoint and Unica </li></ul><ul><li>Enterprise Marketing Management Solutions (EMM) creates value for your organization by optimizing your business strategies with marketing automation. </li></ul>
  27. 27. Thank you! Russell Rosen 847.721.9646 [email_address] Contact Information

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