Chris Bartens from Datalicious and Andrew Wong from Reckitt Benckiser's presentation delivered at ad:tech 2014. #adtechANZ

1. > Reckitt Benckiser CRM <
Smart data driven CRM for FMCG

2. > About Reckitt Benckiser (RB)
AW
March 2014 © Datalicious Pty Ltd 2

3. > About Datalicious
“Turning data into actionable insights to fatten the conversion funnel”
Media Attribution & Modeling
Maximise reach, awareness & increase ROI
Targeting & Merchandising
Improve engagement, boost loyalty
Testing & Optimisation
Remove barriers, drive sales
Boosting ROMI
CB
March 2014 © Datalicious Pty Ltd 3

4. > Datalicious clients
CB
March 2014 © Datalicious Pty Ltd 4

5. > Challenge
AW
RB is 4th largest ad spender in AU
Targeting ALL female grocery buyers
That’s 3.5 million woman aged 24-49
BUT no direct communication channel
March 2014 © Datalicious Pty Ltd 5

6. > Challenge
 No direct relationship with consumers
– Dependent on major retailers
 Cannot communicate directly so …
– Harder to understand
– Harder to engage/make loyal
– Harder to up/cross-sell
– More expensive in the long-run
AW
March 2014 © Datalicious Pty Ltd 6

7. > Opportunity
 An integrated platform architecture that collects and
organises consumer information to lift the business
intelligence across the entire company through data
driven insights.
 Platform selection is driven by our ability to
implement and management our consumers.
 Sharing knowledge between brands and agencies to
leverage our learnings.
 Technology infrastructure collects data and enable us
to draw consumer insights.
 Consistent reporting and tracking across agencies,
platforms and assets creates business efficiencies.
AW
Sharing
Reporting
Infrastructure
March 2014 © Datalicious Pty Ltd 7

8. > Solution: Strategy
 Develop CRM to engage consumers directly
– Objective #1: Attract subscribers
– Objective #2: Engage subscribers
– Objective #3: Consumer insights
 Improve products/marketing
– Objective #4: Reduce costs
 Direct/earned media vs. paid media
 Increase effectiveness of paid media via targeting
– Objective #5: Increase sales
 Increase up/cross/repeat sales
CB
Short-term
Medium-term
Long-term
March 2014 © Datalicious Pty Ltd 8

9. > Solution: Platform vision
1 Customer relationship management platform
containing all data necessary to manage campaigns
CRM1
SCV2
Surveys
Campaigns
Promotions
Engage
Websites/apps
Social/display
eDMs/DMs
2 Single customer view platform containing
all data across all (customer) touch points
Mass media
Social media
Digital media
Measure
Demographics
Transactions
Campaigns
CB
March 2014 © Datalicious Pty Ltd 9

10. > Combine your data sources
Transactional data
Behavioural data
3rd party data
+ The whole is greater
than the sum of its parts
CB
March 2014 © Datalicious Pty Ltd 10

11. > Understand your customers
Prospects Customers
Awareness Engagement Conversion Loyalty
CB
Required data points to make connection from customers to prospects?
March 2014 © Datalicious Pty Ltd 11

12. > Identify gaps = opportunities
Awareness Engagement Conversion
Audience
purchased
Geo-segments
Audience
purchased
Audience
engaged
Geo-segments based
on historic sales
Audience 1 Segment 1 Segment 1
Audience 1 = Segment 1
GAP Segment 2 GAP GAP Segment 2
Segment 3 GAP Segment 3
Audience 2 = Segment 3
GAP Segment N GAP GAP Segment N
CB
August 2013 © Datalicious Pty Ltd 12

13. > Solution: Execution
 “You gotta give to get”
– Smartest CRM is useless without content
 Need something to communicate
 What can RB provide (the incentive)?
– Tips, tricks, competitions
– Product discounts, free products
 Significant cost, requires smarts to maximise ROI
 Balancing data requirements with objectives
CB
March 2014 © Datalicious Pty Ltd 13

14. > Solution: Execution
 Tips, tricks, competitions
– Anyone can receive
 Product discounts
– Expensive: Limit to stores or geographical regions that don’t
sell enough already?
 Free products
– Most expensive: Limit even further to influential consumers
in stores or geographical regions that don’t sell enough
already?
CB
March 2014 © Datalicious Pty Ltd 14

15. > Balancing data requirements
 Objective #1: Attract subscribers
– Reduce subscription barriers: Ask for email only, offer social sign-on
 Objective #2: Engage subscribers
– Increase relevance: Ask for name, gender, DOB, category attitude
 Cannot give away product discounts, free products: Requires post code
 Objective #3: Consumer insights
– Improve products/marketing: Ask for full address, main supermarket
 Deduct household income, life stage via geo-segmentation
 Objective #4: Reduce costs
– Increase effectiveness of paid media: Ask for full address
 Deduct media behaviour via geo-segmentation
 Objective #5: Increase sales
– Increase up/cross/repeat sales: Ask for purchase behaviour
 Deduct purchase behaviour via geo-segmentation
CB
March 2014 © Datalicious Pty Ltd 15

16. > Phase 1: Common platform & data
SMS, email
subscription
Retail
point of sale
Facebook
pages
Reckitt
websites
Form
subscription
Form
subscription
ExactTarget
Mobile Connect
ExactTarget
API
ExactTarget
Data Store
(SalesForce)
ExactTarget
Landing Pages
Social single
sign-on
(Janrain)
CB
March 2014 © Datalicious Pty Ltd 16

17. AW
March 2014 © Datalicious Pty Ltd 17

18. > Phase 1: Common platform & data
Data on
geo-segments
(RDA geoTribes)
ExactTarget
Data Store
(SalesForce)
Social
influence data
(Fliptop)
ExactTarget
Automat. Studio
Website/app
behaviour data
(SuperTag)
ExactTarget
Audience Builder
ExactTarget
emails
ExactTarget
pages, forms
ExactTarget
SMS
Retails
sales data
(Nielsen)
CB
March 2014 © Datalicious Pty Ltd 18

19. AW
March 2014 © Datalicious Pty Ltd 19

20. > Phase 2: Data driven content
 Email template(s) with
AW
customized content based on
available subscriber data.
 Explanations (including
incentives) why additional
data is required and why
would it be beneficial for
subscribers to provide.
 Continuous checking and
updating of subscriber data
to keep data accurate.
Subscriber data update (missing fields)
Product discounts (post code, influence)
Tips, tricks, competitions (multiple)
Content suggestion (multiple)
Content suggestion (multiple)
March 2014 © Datalicious Pty Ltd 20

21. > Results
 Capability (technology) in place
– Including standardised subscription forms
 Legacy subscriber data being cleaned-up
 Still need to overcome brand silos
– Data requirements still driven at brand level
 Still need to streamline content strategy
– Communications strategy still driven at brand level
AW
March 2014 © Datalicious Pty Ltd 21

22. > What’s next?
 A strong foundation builds growth
 Now need to onboard remaining RB brands into CRM
 Move from email blasts to automated email triggers
 Develop cross brand insights
 Improve social integration with Facebook API
 Explore ecommerce opportunities
 Explore trade and B2B opportunities
 Explore integration with media (audience) owners
 Reduced reliance on paid and earned channels
AW
March 2014 © Datalicious Pty Ltd 22

23. Questions?
cbartens@datalicious.com
andrew.wong@reckittbenckiser.com
Learn more
www.datalicious.com
www.rb.com
March 2014 © Datalicious Pty Ltd 23

24. SMART
DATA DRIVEN
MARKETING
March 2014 © Datalicious Pty Ltd 24