This document provides an overview of Aimia's use of IBM Unica's enterprise marketing solution to deliver personalized marketing communications to millions of UK consumers in the Nectar loyalty program. It discusses Aimia's business, the Nectar program, why they chose Unica, how they use Unica's tools in their campaign process, examples of campaigns, and benefits they have realized. It also looks to the future of marketing in an evolving consumer landscape.

2. NECTAR CASE STUDY
Clive Underdown
Head of Campaign Management, EMEA

3. MY INTRO…
Discover how Aimia is using IBM Unica's enterprise marketing solution to
deliver relevant and personalised marketing communications to the millions
of UK consumers who collect Nectar loyalty points
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4. AGENDA
• The Aimia world
• Nectar
• Why & how we use Unica
• How we’ve benefited from Unica
• Example campaigns
• Looking to the future
/

5. THE AIMIA WORLD

6. AIMIA IS A GLOBAL ORGANISATION
3,800 people
30 offices
20 markets
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7. OUR ECO-SYSTEM
Analytics
& Media
Proprietary
Loyalty
Coalition
Loyalty
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8. HERE ARE SOME OF OUR BRANDS & PARTNERS
Retailers Manufacturers
Analytics
& Media
Proprietary
UK
Loyalty Earn Partners Burn Partners
Coalition
Loyalty
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9. NECTAR

10. THE NECTAR EXPERIENCE
Play video
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11. TOUCH-POINTS WITH THE NECTAR COLLECTOR
ATL / PR INBOUND
Call Centre Online
OUTBOUND
Statements Targeted & Triggered Comms
Mobile Social
IN STORE
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12. OUR COMMUNICATION GOAL: RIGHT OFFER, RIGHT TIME,
RIGHT PLACE
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13. THE DATA ASSET WE USE TO DRIVE PERSONALISATION
Personal and registration data Lifestyle and social data
• Name • Address • Mosaic segmentation
• Gender • Email • Household metrics (children,
• DOB • Phone income, home/car ownership)
• 95% accurate (regular cleansing) • Service providers (phone,
broadband, energy)
Transactional data Behaviours and Attitudes
• Activity in all Nectar partners and • Attitudes to loyalty (e.g. loyal to
e-stores (location, spend, frequency) merchant or regular switching)
• Responsiveness to Nectar offers • Price sensitivity (e.g. deal-seeker
and Partner marketing or buys premium products)
• Bespoke insight into competitor shopping • Online engagement
behaviour
Registration data Regular data 1Bn+ Nectar Nectar.com online Nectar targeted
Sources and account cleansing and third online and offline behaviour and market research and /
management party matching transactions p.a. preferences third party surveys

14. WHY WE CHOSE UNICA

15. WHY WE NEEDED AN ENTERPRISE MARKETING
SOLUTION
“Show me
the value”
+ + =
Increased Complexity
More Demanding
Consumers
Changing Client Priorities
Multiple Touch Points
Increased Frequency
/

16. WHY WE NEED AN ENTERPRISE MARKETING SOLUTION
18,000,000 2,500 8,000 300,000,000
Collectors Campaigns Unique Personalised
Offers Messages
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17. WHY UNICA…
Industry leader 133 evaluation criteria
Future product roadmap
Partnership model
Quality of the Unica
Solutions Team
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18. HOW WE USE UNICA

19. OUR CAMPAIGN MANAGEMENT PROCESS
Type here Type here
REVIEW / SET
PLAN BRIEF
STRATEGY
Type here Type here Type here
MEASURE &
DEPLOY BUILD
EVALUATE
Type here
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20. OUR CAMPAIGN TOOLS FIT OUR PROCESS
Review /
Set Self Serve
Strategy Identify Target Audience
Explore Model
Plan, Brief
Build &
Deploy
Plan & Brief Build Deploy
Customer Transactions Customer Interactions
Measure &
Self Serve
Evaluate
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21. REVIEW / SET STRATEGY, PLAN AND BRIEF
Strategy & Planning
Brief Delivery
Plan Resources
Teams
• Campaigns reviewed • Marketing calendar updated • Campaign Submitted in Unica MO:
• Insights taken • Stakeholders committed - Full Objectives
- Target Groups
• Objectives & strategy set • Requests submitted
- Suppressions
• Communications plan created • Campaign details input to - Offer and assets
Unica central repository
• Campaign brief reviewed
• Campaign approved or rejected
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22. SET UP & BUILD
Tasks managed and monitored
through Marketing Operations
Campaign Offer
Approved Management
Offer
• Roles assigned to tasks Allocation
• Campaign project created
Campaign Client Approval
Build
Test
Client Briefs Assets Email
Agency Received Build
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23. EXAMPE FLOW CHART – A MARKET RESEARCH CAMPAIGN
Creating the Target Group Creating the Segments and Contact List
Create Segments
Create
Target Group Create
Contact List
Previous
Contacts & Update Contact
Participants History
Exclude Previous Contacts &
Participants from Target Group
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24. DEPLOY
Tasks managed and monitored Print
through Marketing Operations
Data
Client Processing P&P Print Vendor
Sign Off (e.g. Mail Sort)
Email Channels
Output File
Creation of Email send
Target List
3rd Party
Vendor
Creation of (e.g. Catalina)
Contact History
API
Digital
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25. HOW WE’VE BENEFITED FROM UNICA

26. HOW WE HAVE BENFITED BY USING UNICA
Innovation
Scale Speed Quality
Better organisational
Better decisions
alignment
Better data &
Tasks re-deployed Greater transparency
Integration Re-usability and Centralised
automation data repository
Content
Standardisation /
Management

27. UNICA ENABLES US TO OPERATE A FLEXIBLE AND
SCALABLE CAMPAIGN RESOURCE MODEL
Bespoke Nectar
Analytics
D E L I V E R Y
Nectar Standard
Campaign Services
Standard Team
ISS
Bespoke ISS
Analytics
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28. UNICA HAS HELPED US KNIT TOGTHER COMPLEX,
CROSS FUNCTIONAL PROCESSES
Relationship Digital Campaign WNS / Nectar
Exec Services Insight

29. LESSONS LEARNED
It was a journey, not a project
It wasn’t just about technology
Implementation required significant
change management
Change for Change for Change for the
IT systems the organisation individual
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30. EXAMPLE CAMPAIGNS

31. PERSONALISED STATEMENT AND OFFERS
Description Where are our Partners featured?
“Your points update” Offer coupons
• 20M paper PUMs and 10M e-PUMs sent
annually
• Larger target audiences in the Summer
and at Christmas
• Points balance and programme updates Tailored Message to Collector
• 1-1 targeted coupons (8M variants)
• Open rate of >95%
• Average overall response rate: 15–25%
Tailored Message to Collector
Collect 5000 Nectar points when you take
out a Capital One Credit Card
1-2-1 tailored offers
Featured in all 30M PUMs /

32. PERSONALISED OFFERS ONLINE
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33. PERSONALISED OFFERS VIA MOBILE
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34. TRIGGERED COMMUNICATIONS
Description Where are our Partners featured?
• Bi-weekly mailing triggered by
Collector transacting with a new
Partner (earn) or redeeming 3,000
Points (burn) in the last month
• 1.4M sent each year
• 1-1 coupons
• Response rates: 25–40%
Offer coupons
Tailored Message to Collector Tailored Message to Collector
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35. A MULTI-MEDIA, INTEGRATED COMMUNICATIONS
PLAN
All DM recipients
(Cycle 2)
STOP!
A) 190k
PUM
DM
Trigger coupon
C@T (Cycle 8/9)
B) 15.2k 50k
Redeemers of either the DM or C@T a) (Not both)
C) 75k
£1 O £1 O
OM OM
PR PR
Feb Mar Apr/May Jul Feb
Feb
Aug 38k Feb
Nov /
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36. LOOKING TO THE FUTURE

37. OUR CAMPAIGN WORLD HAS CHANGED
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38. THERE ARE MANY DIFFERENT KINDS OF CONSUMER
Experience Convenience Value
focused focused focused
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38

39. BUT THEIR SHOPPING JOURNEYS ARE THE SAME
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39

40. WE NEED TO HARNESS THE FORCES AT WORK SHAPING
NECTAR COLLECTORS’ SHOPPING BEHAVIOUR
l
S ocia ng Per
so
orki nali
zati
netw on
too ping
Ac
ls
op
c
es
Sh
s
/
40

41. CRITICAL ORGANISATIONAL BEHAVIOUR
Authenticity Focus
Relevance
Agility
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41

42. THANK YOU
Clive Underdown
Clive.Underdown@aimia.com