Putting Customers at the Heart of Your Analytics StrategyRusty WarnerVice President, Product MarketingFebruary 28, 2012   ...
Agenda   Where Is Marketing Headed?   How Do We Get There?   Who Is Doing it Right?   What if You Get it Wrong?   How...
Where Is Marketing Headed?                             Today’s customers are…                             •   Inundated wi...
Where Is Marketing Headed?Successful marketers mustbecome Customer EngagementManagers                             Successf...
Where Is Marketing Headed?       Customer Engagement Management                 Relationship                        Market...
How Do We Get There?• What We All Want To Do: – Derive Maximum Value from Customer Engagement – Deliver High-Velocity Camp...
Who Is Doing It Right?• Organisations who... – Value Engagement versus Processes or Management – Understand the Relationsh...
Britannia: Customer Retention and DevelopmentObjectives   “Put the Customer First”   Execute based on Customer Insight ...
Britannia: Customer Retention and Development                           “Both marketing productivity and efficiency       ...
Eurostar: Customer Profiles and Preferences     Objectives        Eliminate Disparate Data Silos        Increase Custome...
Eurostar: Customer Profiles and Preferences                            “With the implementation of the database,          ...
Cisco: One-to-One Relationships Objectives    Sell to Companies BUT Market to Individuals    Identify the Right Contacts...
Cisco: One-to-One Relationships                           “Tremendous potential for gaining new                           ...
Best Western: Email and Web Integration Objectives    Improve Customer Engagement for Loyalty Program    Increase Releva...
Best Western: Email and Web Integration                           “We can build quick, flexible campaigns, all with       ...
PepsiCo: Social Media Integration Objectives – Starbucks    Analyze Purchase Decisions    Understand Consumer Behavior ...
PepsiCo: Social Media Integration                            “The solution gave us the flexibility to find the            ...
What Happens If You Get It Wrong?Examples from Personal Experiences…(Names Hidden to Protect the Guilty!!!)1.When You Can’...
How Do You Measure Success?• Define Agreed, Quantifiable Metrics     – Reduction in Spend per Channel     – Campaign Uplif...
Putting Customers at the Heart of Your Analytics Strategy                                              rwarner@sdl.com    ...
Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,service marks, images and ...
Upcoming SlideShare
Loading in …5
×

Data & Marketing Analytics Theatre; Putting customers at the heart of your analytics strategy

430 views

Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Data & Marketing Analytics Theatre; Putting customers at the heart of your analytics strategy

  1. 1. Putting Customers at the Heart of Your Analytics StrategyRusty WarnerVice President, Product MarketingFebruary 28, 2012 SDL Proprietary and Confidential
  2. 2. Agenda Where Is Marketing Headed? How Do We Get There? Who Is Doing it Right? What if You Get it Wrong? How Do You Measure Success? SDL Proprietary and Confidential
  3. 3. Where Is Marketing Headed? Today’s customers are… • Inundated with information • Actively engaged in multiple channels • More informed and less brand-loyal • Able to choose from the entire world
  4. 4. Where Is Marketing Headed?Successful marketers mustbecome Customer EngagementManagers Successful marketers must… • Understand customers with analytics • Orchestrate cross-channel communications • Engage customers with relevant offers • Treat customers as unique individuals
  5. 5. Where Is Marketing Headed? Customer Engagement Management Relationship Marketing5
  6. 6. How Do We Get There?• What We All Want To Do: – Derive Maximum Value from Customer Engagement – Deliver High-Velocity Campaigns using Data Driven Insight – Make Marketing Resources More Productive and Effective – Increase Response Rates and Drive Revenue Objectives• How Do We Do It? – Build an Enterprise View of Customer Information • Merge Deep History with Current Behaviour • Single, Consistent View versus Single Database – Utilise Customer Intelligence Analytics • Data Exploration for Personalisation • Predictive Modelling for Scoring and Propensity – Leverage Best Practices and Apply Governance – Synchronise Efforts with Business Operations 6
  7. 7. Who Is Doing It Right?• Organisations who... – Value Engagement versus Processes or Management – Understand the Relationship between On-Line and Off-Line – Treat Customers Consistently across Channels – Measure the Business Impact of Marketing Activities• Best Practices 7
  8. 8. Britannia: Customer Retention and DevelopmentObjectives “Put the Customer First” Execute based on Customer Insight Manage Increasing Channel Complexity Achieve Significant ROI Improvements Results  Reduced Direct Marketing Costs by 30%  Doubled Annual Number of Successful Cross-Sell Customers  Increased Average Product Holdings per8 Customer by 15%
  9. 9. Britannia: Customer Retention and Development “Both marketing productivity and efficiency have increased. We look forward to creating further innovative customer insight programmes… and continuing to maximise ROI.”9 - Head of Customer Knowledge & Planning
  10. 10. Eurostar: Customer Profiles and Preferences Objectives  Eliminate Disparate Data Silos  Increase Customer Intelligence  Improve Relationship-Building  Support Operational Execution Results  Consolidated Database with Customer Information from Multiple Countries  Open-Rates Increased by 100%  Click-Through’s Increased by 50%10  Average Revenue Increased by 400%
  11. 11. Eurostar: Customer Profiles and Preferences “With the implementation of the database, Eurostar have been able to create targeted communications based on traveller behaviour and profiles. The results have been far beyond expectations.”11 - Customer Database Manager
  12. 12. Cisco: One-to-One Relationships Objectives  Sell to Companies BUT Market to Individuals  Identify the Right Contacts for Campaigns  Develop a Single Global View for Local Use  Re-Activate Dormant Contacts Results  Consolidated Database  40M+ Customer Contacts  100M+ D&B Companies  Deep History for Up-Sell and Cross-Sell12  Predictive Modelling for Propensity and Value
  13. 13. Cisco: One-to-One Relationships “Tremendous potential for gaining new insights has been unleashed…Today we can perform analysis tasks around 30 times quicker than before.”13 - Global Database Marketing Manager
  14. 14. Best Western: Email and Web Integration Objectives  Improve Customer Engagement for Loyalty Program  Increase Relevancy of Newsletters and Campaigns  Treat Individuals as Unique Users for Email & Web  Deliver Dynamic Content based on Customer Behaviour Results  Greatly Enhanced the Standard Tiered Approach for Customer Loyalty  40% Increase in Click-Through Rates  540% Rise in Loyalty Point Redemption14  30% Overall Return on Investment
  15. 15. Best Western: Email and Web Integration “We can build quick, flexible campaigns, all with 1000s of content variants. As the tools integrate seamlessly, we also save time as we don’t have to move data manually between the database and email tool anymore.”15 - Digital Product Consultant
  16. 16. PepsiCo: Social Media Integration Objectives – Starbucks  Analyze Purchase Decisions  Understand Consumer Behavior  Determine Impact of Bottled Drinks  Enhance Customer Experience via Collaboration Objectives – Mountain Dew  Support Launch of New Voltage Flavor  Increase Awareness and Drive Trials  Convince Web Influencers to Advertize  Reduce Research & Analysis Efforts16 (from 100 hours over 2 weeks to 15 hours)
  17. 17. PepsiCo: Social Media Integration “The solution gave us the flexibility to find the type of granular insights which help underpin our services, in a fraction of the time it would normally take.”17 - CEO, Global Agency Partner
  18. 18. What Happens If You Get It Wrong?Examples from Personal Experiences…(Names Hidden to Protect the Guilty!!!)1.When You Can’t See the Forest for the Trees – Marketing Not Aligned with Customer Demands – Processes & Metrics Matter More than Customers2.When You Rob Peter to Pay Paul – Marketing Not Aligned across Business Units – Customers Defect while You Figure Out Who They Are3.When You’re Your Own Worst Enemy – Marketing Not Aligned with Operations – Customers Engaged, but You Can’t Service their Needs18
  19. 19. How Do You Measure Success?• Define Agreed, Quantifiable Metrics – Reduction in Spend per Channel – Campaign Uplift for Open, Click-Through, etc. – Revenue Results Directly Impacted• Apply Business Performance Benchmarks – Business Problem Solved – New Business Opportunity Realised – Tangible Advantage over Competitors• Don’t Forget Internal Goals and Objectives – Users Satisfied and Asking for Additional Functionality – Project Delivered on Time and on Budget – Created an Agent of Change within the Organisation19
  20. 20. Putting Customers at the Heart of Your Analytics Strategy rwarner@sdl.com rusty.warner@alterian.com Twitter: @RustyWarner LinkedIn: Rusty Warner
  21. 21. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,service marks, images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not becopied, used or distributed except as authorised by SDL.

×