The document discusses the imperative shift in marketing towards data-led strategies driven by technological advancements like media fragmentation, addressability, and interactivity. It emphasizes the importance of understanding customer behavior and utilizing marketing automation tools to create personalized, effective campaigns, while also highlighting best practices for successful implementation. Additionally, the text outlines the need for organizational change management, top-level buy-in, and data quality to fully harness the potential of customer marketing.

1. Accelerating Customer Insights Ajay Kelkar,Cequity “ Marketing so insight-led that it feels like a service”

2. Marketing trends !

3. The big picture Three technology trends are disrupting marketing • Media fragmentation • Addressability • Interactivity & Customer control

7. Trend #3: Interactivity • Permits marketer to engage with audience in two way dialogues Customer wants to manage her relationship with the brand! Brings in a huge amount of Customer data !

8. Marketing Imperatives!

9. Every Marketer’s Imperatives ! Relevancy and readiness • Customer understanding • Customer experience and relationship • Be ready when the customer is ready Master especially the internet & mobile channel

10. Every Marketer’s Imperatives !

11. The Data rich economy ! Almost 60% of GDP is from Services sector Customer interaction with companies increase! Growth of “Addressable media” large customer databases in Banks, Retail &Telecom etc Availability of rich transactional data data leading to a “customer conversation” Almost 400 million customers and growing!

12. 60% Data & 100 % Execution Gartner: Only 20% of enterprise will use more than 50% of the total data they collect to gain competitive advantage.

13. Why customer marketing Availability of technology to understand customer behavior Analytical and Marketing automation tools available Analytical resources:large talent pool Marketing to a segment of one -now possible !

14. Why customer marketing IT environment maturing-customer data integrated in Datawarehouse Data size multiplying rapidly-HDFC bank has over 5 terabytes of data One view of customer is now possible

15. Key Business Ideas Build a core competency in “Data led” marketing Analytics will be “the heart” of business in the future Move towards Web Analytics Internet is a training ground for “customer pull” channels Customer behavior changes –spot them as they happen… Event based IT architecture “ Market so well that it feels like a service”

16. Start small,use Excel! Move from data to insight to action and close the loop!

17. Customer marketing simplified! Keep it simple Be more Relevant to the customer Go one step at a time-Shoppers’ Stop started by collecting visiting cards Don’t led technology overwhelm you-keep investments within limits

18. Customer marketing simplified! The most essential resources in any Customer marketing program are a wealth of hypotheses about the customer! and a variety of offers to test these hypotheses.

19. Automating Campaign Management Creating Business impact using Technology!

20. Technology can spot Event triggers…. “ Let me find a group of people to talk about it. ” “ I have an offer …” offer Traditional Campaign Management Source: OCBC bank ,Singapore “ Let me find the best offer to fit this person ’ s need. ” offer offer offer offer “ Let me find the best offer to fit this person ’ s need. ” offer offer offer offer offer offer offer offer “ I have a person with a change in behaviour that suggests a need …” EBM Campaigns

21. Marketing automation Global Strategy – Targeted campaigns and right periodic offer Delivery Define Objectives Define Programs Design Strategies Predictive Analysis Optimize Contacts Execute Campaigns Integrate w/Channels Monitor Results 1 2 3 4 7 6 5 8 Responses eMessage Call Center Electronic offers & Responses General output files & Responses SFA Contact events Adapted offers Plan Campaign Target Metrics Preliminary counts Model Customer Value Behavior Segments Propensities Campaign Optimized contacts Optimize Proposed offers for contacts Rules & Constraints applied

22. Creating a Customer marketing factory Lessons from the Shop Floor at HDFC bank

23. Looking at Marketing differently Understand customers at individual level not only portfolio Treating them with “one view” Using data to build “profitable conversations” with customers Use Marketing automation technology to build scale Creating an Analytical marketing factory

24. 2003 -The Journey Begins Back then We were launching 1 (one) Data based campaign per quarter! In the absence of Analytics and given the huge customer base, all the bank could do was : Launch Data based campaigns with simple filters and segmentation

25. 2007: Extracting ROI – Proving it works Analytical campaigns delivered ROI of over 350% on life to date investments Increase in Campaign velocity: from 4 to >1400 More critically established role of analytics in strategic portfolio management

26. Best practices for Enterprise Marketing Here’s my take!

27. Best practice #1 Plan for Change Management Do not underestimate change management Get in experienced consultants,who understand business & technology Drive changes in structure and incentives Business and Campaign target alignment Can cost 3 to 4 times the technology investment

28. Best practice #2 Get top management buy-in Obtain top management buy in for Customer segmentation a profitability based framework to plan campaigns

29. Best practice #3 Get your CFO on your side Getting top management support for Funding Selling to the CFO by establishing clear ROI framework

30. Best practice #4 Don’t forget the power of data quality Evangelize the data quality movement good data is the bedrock P&L heads need to be sensitized

31. Best practice #5 Think Process efficiency Rigorous Campaign process Planning,development,execution(six sigma) Environment will change-build “privacy views” into your process

32. Best practice #6 Believe in the power of marketing automation Automate the Marketing process use technology to access multiple databases,do the statistical modeling and launch campaigns

33. Best practice #7 Get your team to understand technology Technology will enable customer centricity understanding the language of IT folk Use Technology to help you to make the “data talk”

34. Best practice #8 Change talent mix in your marketing team A mix of Left & Right brain skills understanding customer behavior needs analytical skills(audience knowledge more than media) Taking action needs a mix of technology and creative skills

35. Putting Left Brain Marketing to work • Centralize customer data in one place Don’t isolate the “Insights” function-make it central to strategy! • Build marketing strategy around audience knowledge (not creative or media) • Invest in an “Insight Specialist”-vendors who specialize in extracting value from data!

36. The bottom line • Technology is making marketing a left-brain discipline • And CEO’s are demanding accountability from Marketing & IT spend!

38. Partnering enterprises to optimize marketing performance

39. Our Mission To combine data, technology and build actionable analytical marketing services to accelerate ROI-driven, real-time customer-engaged marketing . www. cequity solutions.com

40. Thank You