1. CRM Marketing Automation & Campaign Management

2. Basic phases in CRM Acquisition Retention Understand Differentiate Interact Deliver Develop Personalize

3. CRM global architecture Channels Web Call center Cards Media S.F.A. Campaign Management Market place Legal environement Targets & Segments Front office Back office Supplier Partner EDI EDI ERP DSS Reporting OLAP Datamining Audit Marketing Buy Production Sales Logistics Company

5. Type of tools C.M . C.M . C.M . C.M . C.M . Database One customer with many interactions to one company Decision Support System Customer Cards & POS Call center & Audiotext Internet & Extranet Sales Force Automation Mail, Fax & Coupons E.I.S. & OLAP Data Mining Campaign Mgmt

14. Target Selection Select list Select graph type (2D, 3D, bar, line, pie,...) Select what you want to see Drill down on audience Mail report, print report,...

17. Message definition Selected Test-user YVETTE DUCHAMPS Personnal message Not subscribed to newsletter

20. Guide contacts to your BUSINESS GOAL with Microweb: - Lead acquisition - Product upsell - ... audience Invitation mail Filter: personalize microweb Survey form1 Survey form2 Interprete result Populate list Response page

24. Campaign Management in the different channels

30. Key steps in marketing automation projects

41. Case Study Happy Days on-line activities

50. Databases & Business Intelligence

51. CRM global architecture Channels Web Call center Mail Media S.F.A. Campaign Management Market place Legal environement Targets & Segments Front office Back office Supplier Partner EDI EDI ERP DSS Reporting OLAP Datamining Audit Marketing Buy Production Sales Logistics Company

53. The DB as cornerstone of CRM 360° Customer view & analysis * customer profiling * Behavior Analysis * Web Site analysis Web Logs Internal Data (Sales, …) Customer Database External Data (demographic, competitors, …) Off line contacts WWW

56. Analytical CRM or Business Intelligence

57. Basic phases in CRM Acquisition Retention Understand Differentiate Interact Deliver Develop Personalize

64. … what happened, why and what will happen ? * Jim Berkowitz, ShowCase

66. Type of views Geographical Mapping & Traffic Lighting Boston Matrix Plot Graphics - 3D Bars Budget Forecast Target 95% Confidence Limit 95% Confidence Limit Forecasting Neural Networks

67. Basic segmentation

68. Basic segmentation Identified Prospects Targeted suspects 10 % clients = 40 % revenue Top Heavy users Medium buyers Light consumers High 20 % = 30 % revenue Mid 30 % = 20 % Bottom 40 % =10 % Revenue Clients

69. Basic segmentation Development Brand Loyalty Acquisition Identified Prospects Targeted suspects Top 10 % Top Heavy users Medium buyers Light consumers High 20 % Mid 30 % Bottom 40 %

70. « All consumers are not created equal ! » Data from 1/1 to 31/10/2002

71. Results Analysis

73. Use the SMART Dialog Model TM to code your actions Pre-sales Sales After-sales Cycle Channel Qualification Analysis Closing Support Up-selling Generation Pre-sales Sales Œ SMART = specific, measurable, achievable, relevant and time-bound - inbound - outbound Call center Dealers D.M . Sales Force Mass Media   Ž       Œ  Œ  Ž     ‘

74. Test methodology in direct marketing Action plan Action design Selections of suitable samples Key performance indicators Send communication Reactions Results analysus Concept selection Communication fine tuning Selections Key performance indicators

77. Profile Analysis

79. Procedure Comparison index Enhanced client database Population Reference 2nd hand New 70% 30% 35% 65% 200 46 E.g.: motor cycle

80. Procedure Age: Nbr of motor cycle: Social class: 40 to 60 years min. 1, and mostly 2 cars High social class ...

81. Scoring Analysis

85. Case study: Touring Club Social class 0 20 40 60 80 100 120 -27 27-36 37-46 47-56 57-66 +66 113 86 94 87 119 106 0 20 40 60 80 100 120 a b c1 c2 c3 d 117 113 97 103 85 94 Age

86. Which variable is to be included in the model? VARIABLES WEIGHTED DEVIATION Car age 15,92 MOSAIC type 12,61 Language 12,16 Provinces 10,89 Car 7,51 Social class 7,27 ...

87. Case study: Touring Club GROUPS 0% 1% 2% 3% 4% 5% 6% 7% 1 2 3 4 5 6 7 8 9 10 6,06% 4,47% 5,91% 4,20% 3,45% 3,42% 2,82% 2,52% 1,77% 1,41%

89. Case study: Touring Club SELECTION '99 (1.550.000) REJECTED ADDRESSES ± 400.000 High Scores Control 50 000 Low Scores

90. GEOMARKETING Segmentation & mapping

93. RFM MODELS Segmentation & forecasting

98. Example of segmentation number of buys last buy last buy last buy last buy on 2 years last month between between older 1 > 3 month 3 > 12 month 12 month 1 recent recent tried once non-active 2 to 5 trusty trusty sleepers non-active 5 to 10 very trusty trusty sleepers disappointed 10 & more very trusty very trusty gone disappointed

99. RFM forecasting 44.000 23.200 22.200 19.500 TOT: 108.900 DATABASE 00 10 01 11 Buy Y1-Y2 Size

100. RFM forecasting HOLDERS on 01/01/Y3 USERS IN Y3 9% 26% 50% 60% 4,000 6,000 11,100 11,700 = = = = 32,800 PS: 29% of new holders use their card 35,000 X 29% 10,200 = 43,000 44,000 23,200 22,200 19,500 00 10 01 11

104. Thanks