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Tumi, Publicis ETO, CRM360_Training Meeting 2011

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Tumi, Publicis ETO, CRM360_Training Meeting 2011

  1. 1. 1 CRM 360 a 360° view of your customers Follow the Sun Customer centric Multichannel Tracking customer behaviour Loyalty Growth OpportunityData Quality Smartphone Social Media Satisfaction International Digital Online Easy to use Simple
  2. 2. 2 03 06 A- New counting 06 B- Your turn to practice 24 C- Private target 25 29 A- New campaign 29 B- Validated target 36 C- New action 45 D- Campaign association 48 E- Target association 51 F- Validated action 54 G- External Routing 57 H- CRM 360 e-mail Routing 60
  3. 3. 3
  4. 4. CRM Marketing 1 2 3 4
  5. 5. Centralizes customer and prospect data Integrates, standardizes and consolidates data Targets customers and prospects Communicates multiple channel Obtains and analyses marketing campaign results 1 2 34 5 CONTACT ONE DATA ONE TARGET ONECAMPAIGN ONE DECISION ONE 5
  6. 6. 6
  7. 7. 7 New counting Private Target External Routing (Mail, email…) Counting Campaign OutsideContact Contact Mgt 3 4 Published Target New campaign Validated Target Target Association e-mail Routing Results & ROI New action Campaign Association Validated Action Overall CRM process 2
  8. 8. CRM 360° Counts & Targets Definition In CRM 360, you need to first perform a count before convert it into a target. In CRM 360, a count is the way to estimate the number of contacts matching one or several criteria you have previously defined in a simple dedicated interface. In CRM360, a target is a population selected via a count and associated to a communication channel. 8
  9. 9. Access to the functionality Access the Counting module by clicking on “Counting” in the Menu: The counting module is divided into 3 sections:  My Counts you will evaluate your population  My Favorites you will create your own personalized counts you are using regularly or intermediate counts needed for complex counts  My Target you will find all counts you had transformed into personal targets and publish them 9
  10. 10. 10 List of counts Access the list of all counts created by the logged user on the 1st main screen Available counts Your count is now available, you can see your results, refine it or create your target. Error on counting There is an error in your request, check it. If you still have this message, contact International CRM Team
  11. 11. Why using the counting module Define your targeted population is the first step of all CRM Actions In this module you will be able to create a population observing many criteria such as: 11 Clients Personal data Phone Email address Postal address Birthday Transacti ons Purchase data Purchase good Purchase store Purchase amount Purchase detail amount Campaign Data action Online action Target
  12. 12. Criteria Overview All criteria are organised and dispatched in 4 main categories  Personal Data  Purchase Data  Campaign Data  Headcount -Target Data Sub-Categories : « General data », « Channel Distribution » and « Organisation » are available in Contact AND in Transaction Categories 12
  13. 13. Criteria Overview Tree list of all available criteria List of selected criteria • To display all criteria available in a category, just click on the + icon • To select a criteria, just click on it 13
  14. 14. How to select criteria: multi-value checklists Depending on the type of criteria, there are several ways to select the criteria: Multi-value check lists Include or exclude people matching this criterion Proposed values: just check the box to make your choice ATTENTION: Don’t forget to validate your choice! 14
  15. 15. I want to compute on a period of time between two dates (from a start date to an end date)  Ex: select all transactions between Dec,1st and Dec, 31st I want to compute on a period of time and to exclude another period inside (from a start date to an end date but without a given week / month / day / …)  Ex: select all transactions before January,1st and after July, 1st How to select criteria: dates and periods 2009/12/01 2009/12/31 2010/01/01 2010/07/01 I want to calculate since a start date  Ex: select all transactions since January,1st until today 2010/01/01 15
  16. 16. How to select criteria: the usage of operators AND: in order to select the intersection of 2 populations: All women whose were born in December OR: in order to select 2 categories in the population: - All women - All contacts, women or men, or unknown, who were born in December All women, except the ones who were born in December All contacts, except women (so men and unknown), who were born in December ADD/EXCLUDE: in order to select 2 categories in the population: 16
  17. 17. How to select criteria: combine several criteria Criteria and operators can be combined in order to refine the counting Count of:  Men  From France or UK  Who are not from Paris Count of:  Women  From Austria, Belgium, Switzerland, Germany, Spain or France  Who spent at least $300 since 2011, January 1st  But who never had a discount higher or equal to $50. 17
  18. 18. How to launch a count •When launching a count, you need to choose if you want to save it or not: 18
  19. 19. Results of a count  A contact can be counted in one, several or all channels  Criteria are reminded at the bottom of the page Results of the count are displayed by channel 19
  20. 20. Presentation of the counting criteria Contact / Personal data:  criteria dealing with the contact file creation and update, the different customer status, the age and the address 20
  21. 21. Transaction / General Data:  Please notice that Purchase Amount is linked to the purchase header (on receipt) and Purchase Detail is linked to the purchase detail. Presentation of the counting criteria 21
  22. 22. Marketing campaign & action:  Displays data captured from the last campaigns and actions performed in CRM 360  Also includes:  Data about DM tracking  E-mail routing via CRM 360 Presentation of the counting criteria 22
  23. 23. Several actions can be performed on a count: Displays the results and the criteria of the count Triggers the deletion of the count Refresh / re-launch the count with real- time data Transforms the count into a target Actions to perform with a count 23
  24. 24. 24
  25. 25. 25
  26. 26. 26 New counting Private Target External Routing (Mail, email…) CRM 360 Counting CRM 360 Campaign Outside CRM 360 CRM 360 Contact Contact Mgt 3 4 Published Target New campaign Validated Target Target Association CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) Results & ROI New action Campaign Association Validated Action 1 2 In the CRM 360 overall CRM process
  27. 27. 27 How and why publish a target Why publish a target?  To be able to share it with the other CRM 360 users of the zone  To be able to go on in the campaign management process  The name of the target needs to be confirmed
  28. 28. Publication of a target – results As soon as a target is published, it is available in the Campaign module, Targets section, under the status “Validation – Target”: 28
  29. 29. 29
  30. 30. CRM 360 Campaign New counting Private Target External Routing (Mail, email…) CRM 360 Counting Outside CRM 360 CRM 360 Contact Contact Mgt 4 CRM 360 Reports 5 Published Target New campaign Validated Target Target Association CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) Results & ROI New action Campaign Association Validated Action 2 31 In the CRM 360 overall CRM process 30
  31. 31. CAMPAIGN A Campaign is a group of Actions An Action is linked to a Target Campaign and Actions structure Target Date Budget Type Target Channel Date Budget Type Target Channel Date Budget Type Products ProductsProducts Action 1: Action 2: Action 3: 31
  32. 32. Action 2: Mailing Ex: Beauty classes Action 3: Mailing Ex: Facial session Start date: 2010/09/15 End date: 2010/09/30 Target: 1 Promoted Products: Prestige Allocated Budget: xx€ Start date: 2010/09/15 End date: 2010/10/15 Target: 2 Promoted Products: Prestige Allocated Budget: 1500€ Start date: 2010/10/01 End date: 2010/11/15 Target: 3 Promoted Products: Prestige Allocated Budget: xx€ Campaign Example: Prestige Events Example 32 Action 1: Mailing Ex: Premium Event
  33. 33. List of campaigns Access the List of Campaigns on the 1st main screen 33
  34. 34. See the actions attached to the campaign List of campaigns Look for campaigns with the filters proposed: 34
  35. 35. How to create a new campaign? Each campaign is defined by its Name: 35
  36. 36. 36
  37. 37. New counting Private Target External Routing (Mail, email…) CRM 360 Counting CRM 360 Campaign Outside CRM 360 CRM 360 Contact Contact Mgt 4 CRM 360 Reports 5 Published Target New campaign Validated Target Target Association CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) Results & ROI New action Campaign Association Validated Action 1 In the CRM 360 overall CRM process 2 3 37
  38. 38. List of public targets Why validate a Target? Access the List of all targets published in your country on the 1st main screen Validation - Target When you are in the 1st TAB of the Target creation  The target is ready to be linked to a campaign Final Validation When you are in the 4th Tab of Target Creation  You can add test addresses Validated The target is validated  You can use it in an Action  As soon as a target is published in the Counting Module, the target should be validated by:  The link to an existing campaign  The definition of a Control Group  The inclusion of spy Addresses 38
  39. 39. Link the Target to a Campaign Select a Campaign to link the Target: the selection list includes all campaigns of the market of the user Select the format you will need for your extract How to validate a Target? link Target - Campaign 39
  40. 40. How to validate a Target? Control Group What is the use of a control group: A control group is a way to analyse the impact of a marketing action on a targeted population:  A control group is a part of the targeted population which will not received the marketing action  We will then be able to compare:  The behaviour of the part of the targeted population who will receive the action  The behaviour of the part of the targeted population who won’t receive the action 40
  41. 41. How to validate a Target? Control Group Define the control group: 41 Number of contacts who will receive your communication action Total number of targeted contacts Number of contacts who won’t receive your communication action Select the share of control group you want to have amongst your target population Proposed List of Values: 5%, 10%, 15%, 20%, 25%
  42. 42. Assigning a control group Target population 300 - 1000 1000 - 10000 10000 - 20000 > 20000 Email Return rate 8 to 18% 15% 12% 10% 7% Mailer Return rate 10% to 20% 12% 10% 8% 5% Guidelines on control group in CRM 360 Good practice for each operation 1. Choose your channel and refine your target 2. Evaluate your return rate  on emails: depending on your country  on mailers: depending on your country 3. Assign an adapted control group depending on the expected return rate & target size (*) with call to action Guidelines to be discussed all together 42
  43. 43. Manually add test addresses as “spy customers” in the target  Spy customers are used to check the whole process of the action. In fact, a spy customer is one or a few people of the Local team: if those people receive the mailing (or e-mailing), the action can be considered as properly executed How to validate a Target? 43 Click on this button to open a popup window and add a new address test
  44. 44. Final step to validate the target  A sum up of all precedent steps dealing with the validation of the target Number of contacts who will receive the action as a part of the Target How to validate a Target? 44 Number of contacts who were forced out of the Target and won’t receive the action Number of contacts who will receive the action as Spy Customer Number of contacts who won’t receive the action as a part of the Control Group
  45. 45. 45
  46. 46. New counting Private Target External Routing (Mail, email…) CRM 360 Counting CRM 360 Campaign Outside CRM 360 CRM 360 Contact Contact Mgt 4 CRM 360 Reports 5 Published Target New campaign Validated Target Target Association CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) Results & ROI New action Campaign Association Validated Action 1 In the CRM 360 overall CRM process 2 3 46
  47. 47.  As soon as the target is validated, the action can be set up with :  The link to an existing campaign  The link to the validated target  The eventual CRM 360 e-mail routing (incl. e-mail picture and text elaboration) What is a Marketing Action in CRM 360? A marketing action is the final step to perform in CRM 360 to send a communication to the targeted customers…  Should be linked to an existing campaign and a validated target (affected to the same campaign) 47
  48. 48. 48
  49. 49. New counting Private Target External Routing (Mail, email…) CRM 360 Counting CRM 360 Campaign Outside CRM 360 CRM 360 Contact Contact Mgt 4 CRM 360 Reports 5 Published Target New campaign Validated Target Target Association CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) Results & ROI New action Campaign Association Validated Action 1 In the CRM 360 overall CRM process 2 3 49
  50. 50. 50 Action main information: How to create an Action? Select the Campaign which the Action takes part to
  51. 51. 51
  52. 52. New counting Private Target External Routing (Mail, email…) CRM 360 Counting CRM 360 Campaign Outside CRM 360 CRM 360 Contact Contact Mgt 4 CRM 360 Reports 5 Published Target New campaign Validated Target Target Association CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) Results & ROI New action Campaign Association Validated Action 1 In the CRM 360 overall CRM process 2 3 52
  53. 53. Associate the Actions to the right validated Target  Select the public target on which the action will be performed How to make the link between an Action and a Target? 53 You can select a target amongst validated targets already linked to the same campaign
  54. 54. 54
  55. 55. New counting Private Target External Routing (Mail, email…) CRM 360 Counting CRM 360 Campaign Outside CRM 360 CRM 360 Contact Contact Mgt 4 CRM 360 Reports 5 Published Target New campaign Validated Target Target Association CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) Results & ROI New action Campaign Association Validated Action 1 2 3 In the CRM 360 overall CRM process 55
  56. 56. Associate the Actions to the right validated Target  Select the public target on which the action will be performed How to validate an Action? 56 Select the External Partner in order to prepare the extraction: for all communication channels, a flat file will be extracted on the ftp server Save the set up and go to the next step: - Either the creation of the e-mail and associated text for e-mail routing into CRM 360 - Or flat file extraction to proceed to postal mailing, dialing or external e-mail routing
  57. 57. 57
  58. 58. New counting Private Target External Routing (Mail, email…) CRM 360 Counting CRM 360 Campaign Outside CRM 360 CRM 360 Contact Contact Mgt 4 CRM 360 Reports 5 Published Target New campaign Validated Target Target Association Results & ROI New action Campaign Association Validated Action 1 2 3 CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) In the CRM 360 overall CRM process 58
  59. 59. When choosing the External Partner, CRM 360 automatically extracts the validated Target Contact file:  The validated Target Contact file is sent by email. External routing / Communication Process 59 You can now launch and proceed to your action!
  60. 60. 60
  61. 61. New counting Private Target External Routing (Mail, email…) CRM 360 Counting CRM 360 Campaign Outside CRM 360 CRM 360 Contact Contact Mgt 4 CRM 360 Reports 5 Published Target New campaign Validated Target Target Association CRM 360 e-mail Routing (only for campaigns with CRM 360 targets) Results & ROI New action Campaign Association Validated Action 1 In the CRM 360 overall CRM process 2 3 61
  62. 62. 163.com hotmail.com hanmail.net sina.com yahoo.co.kr Customers CRM 360 User 1 CRM 360 Admin CRM 360 User 2 CRM 360 Platform Routing Platform After the mailing is sent, data are sent to CRM 360 by the platform about reception, link tracking, unsubscribing, … Email format and list of contacts are sent to the Routing Platform 1 2 CRM 360 E-mail routing general process 62
  63. 63. E-mail routing process in CRM 360 CRM 360 e-mail routing scope CRM 360 User 1 CRM 360 Admin CRM 360 User 2 CRM 360 Platform Email format and list of contacts are sent to the Routing Platform Routing Platform After the mailing is sent, data are sent to CRM 360 by the platform about reception, link tracking, unsubscribing, …  E-mail creation  E-mail message and options customization  Addition of test addresses  Validation of the layout  Planning definition  E-mail routing launch 63 2 1
  64. 64. Need to contact the Administration Team Select the html creation Need to personalize the « email » message and options Validate the “BAE” - Browse to the Action to approve the email options Define the planning Add test addresses Central / Regional CRM Team (CRM 360 Admin) Launch the action (routing) Upload in CRM 360 the agreed creation in html format Local CRM Teams: needs to launch an e-mailing action Pdf creation elaboration: communications between Central CRM Team and Local CRM Teams E-mail routing Approval Workflow in CRM 360 64
  65. 65. After associating the Action to an e-mail Target, select the CRM 360 radio button to go on with CRM 360 e-mail routing Split between CRM 360 E-mail routing and external routing 65
  66. 66. Select an e-mail creation: Selection or proposition of the e-mail creation 66 You can choose an existing corporate template provided by the International / Regional CRM Team
  67. 67. The subject and the sender should be populated in the Conception Email header E-mail message and options 67
  68. 68. Each hyperlink should be properly set up in order to be tracked (ROI reports) E-mail message and options 68 Systematically refresh and populate meaningful names for each link
  69. 69. After approval by the test recipients, validate the Test step  The Good To Send step needs now to be confirmed Test validation and Good To Send step 69 User must fill with his own password
  70. 70. The planning option enables to separate the e-mail launch into several lots Planning definition (facultative option) 70
  71. 71. CRM 360 is ready to dispatch the information to the “routing platform”:  An extract is done and automatically sent to a router which builds up the e- mail and sends it to the Internet providers  We can’t suppress the outbound emailing orders at this stage E-mail routing launch 71
  72. 72. 72
  73. 73. PARIS 36, rue Laffitte / 75009 PARIS T. +33 (0)1 42 46 73 73 F. +33 (0)1 47 70 55 50 ROUBAIX 62, avenue Jean Lebas / 59100 ROUBAIX T. +33 (0)3 20 684 684 F. +33 (0)3 20 691 718 73

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