The document discusses different approaches to marketing optimization including campaign prioritization, customer rules, and full optimization. It shows that full optimization, which considers all business objectives, constraints, and allocation options simultaneously, typically yields the highest expected return compared to other approaches that make incremental decisions or do not consider all factors. Real-world examples are provided to illustrate the benefits of optimization over simpler approaches.
Tim Watson, Independent Email Marketing Consultant
49% of email marketers in the recent Econsultancy Email Marketing Census 2012 said the lack of email strategy was a major barrier to effective email marketing.
Make every customer conversation count: Power your 21st Century Sales Warrior to make an impact in every deal - with easy collaboration, agility and meaningful insight
Effective email marketing programs no longer rely on classic metrics such as clicks and opens, they go beyond a coordinated cross-channel program to deliver relevancy to consumers regardless of channel. Before this is possible, email Marketers need to define what email analytics mean to their customers and business, and how intelligence can power contextually relevant interactions with consumers throughout the lifecycle. The heart of better results lies in having actionable intelligence that is rooted in meaningful analytics.
In this webinar, Julie Anne Reda, VP Product Strategy of Yesmail Interactive, will guide you through best practices in getting better data and better insights so you can power richer engagement personas and interactions that go beyond coordinated email efforts to drive business results and a positive ROI.
What you will learn:
How to ensure data and information integration have the right foundation & where the potholes are.
Using the right analytics at the right stage – whether it’s predictive analytics to predict the next best action or testing cadence frequency to ensure timely calls to action. Know what analytics to use when across channels.
Speaking with one voice – Understanding the nuance of time, location, channel and message so interactions are contextually relevant
Best practices to look beyond opens and clicks, to increase lasting engagement with your customers.
This presentation provides an in-depth look at why people, rather than product, should be driving your retail enterprise. It focuses on why traditional, product-oriented retailing with ERP at its core is not aligned with a customer-centric approach, and offers insight on how powering your business with CRM will transform it into a true people-driven organization.
In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
Driving Demand Generation Results via Digital NurturingLeft Brain DGA
Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.
Interactive Marketing – Being Relevant to your CustomerIBM Sverige
How can you be relevant to each an every customer and prospect and respond to their needs in today's multi-channel world? We explore how leading brands across Europe are delivering this highly personalised experience to drive revenues, profits and greater customer experience.
Vladimir Mosewicz, EMM Subject Matter Expert, IBM Europe
Tim Watson, Independent Email Marketing Consultant
49% of email marketers in the recent Econsultancy Email Marketing Census 2012 said the lack of email strategy was a major barrier to effective email marketing.
Make every customer conversation count: Power your 21st Century Sales Warrior to make an impact in every deal - with easy collaboration, agility and meaningful insight
Effective email marketing programs no longer rely on classic metrics such as clicks and opens, they go beyond a coordinated cross-channel program to deliver relevancy to consumers regardless of channel. Before this is possible, email Marketers need to define what email analytics mean to their customers and business, and how intelligence can power contextually relevant interactions with consumers throughout the lifecycle. The heart of better results lies in having actionable intelligence that is rooted in meaningful analytics.
In this webinar, Julie Anne Reda, VP Product Strategy of Yesmail Interactive, will guide you through best practices in getting better data and better insights so you can power richer engagement personas and interactions that go beyond coordinated email efforts to drive business results and a positive ROI.
What you will learn:
How to ensure data and information integration have the right foundation & where the potholes are.
Using the right analytics at the right stage – whether it’s predictive analytics to predict the next best action or testing cadence frequency to ensure timely calls to action. Know what analytics to use when across channels.
Speaking with one voice – Understanding the nuance of time, location, channel and message so interactions are contextually relevant
Best practices to look beyond opens and clicks, to increase lasting engagement with your customers.
This presentation provides an in-depth look at why people, rather than product, should be driving your retail enterprise. It focuses on why traditional, product-oriented retailing with ERP at its core is not aligned with a customer-centric approach, and offers insight on how powering your business with CRM will transform it into a true people-driven organization.
In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
Driving Demand Generation Results via Digital NurturingLeft Brain DGA
Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.
Interactive Marketing – Being Relevant to your CustomerIBM Sverige
How can you be relevant to each an every customer and prospect and respond to their needs in today's multi-channel world? We explore how leading brands across Europe are delivering this highly personalised experience to drive revenues, profits and greater customer experience.
Vladimir Mosewicz, EMM Subject Matter Expert, IBM Europe
Marketing agencies are increasingly being asked by clients to help generate more and better leads for their sales teams. Yet, very few agencies are equipped to even talk to their clients' sales and marketing management teams about these needs. Very few agencies have experience generating leads online, let alone helping sales and marketing teams function together as one unified team with common goals and mutual accountability. In this recorded webinar, you'll learn how to help clients align sales and marketing processes, goals and messaging.
Een presentatie van Laurent Coenca van Logica, over Innovative campaign management tijdens de Applied Customer Insight (ACI) netwerksessie op 13 maart 2012 in Amstelveen
Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
Sean Donnelly is a Senior Research Analyst at Econsultancy. He spoke recently at DMX Dublin 2018.
For more info on DMX Dublin, please visit www.dmxdublin.com
Everything Is Marketing, Everyone Must Be AgileScott Brinker
Keynote for Valtech's Agile Day 2012. Discusses the evolution of marketing into the broader mission of customer experience and how "agile marketing" principles and practices can help organizations succeed in this new era.
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving Toward Analytically Driven Marketing
1.
2. Module 4: An Evolutionary Process - Moving
Toward Analytically Driven Marketing
3.1 Introduction
3.2 Marketing optimization
3.3 The art and science of the marketing mix
3.4 Real-world, success case studies
3.5 Questions
3. • Debbie Mayville
– Sr. Solutions Architect, Communications & Marketing
Analytics, SAS
• David Kelley
– Sr. Solutions Architect, Customer Intelligence, SAS
• Suneel Grover
– Solutions Architect, Integrated Marketing Analytics, SAS
– Adjunct Professor, Integrated Marketing Analytics,
New York University (NYU)
4. Module 4: An Evolutionary Process - Moving
Toward Analytically Driven Marketing
3.1 Introduction
3.2 Marketing optimization
3.3 The art and science of the marketing mix
3.4 Real-world, success case studies
3.5 Questions
5. The Marketing Process
Mobile Online Finance Risk
Call Customer
Center Service
In Person Merchandising
Social Corporate
Affairs
Direct Mail Marketing Operations
Optimization
Marketing Marketing Marketing
Strategy Processes Campaigns
Analytics
Data Integration
ERP CRM EDW Online Social Campaign
6. The Marketing Process
Mobile Online Finance Risk
Call Customer
Center Service
In Person Merchandising
Social Corporate
Affairs
Direct Mail Marketing Operations
Marketing Mix Real-Time Campaign
Optimization Management
Analysis Decisioning
Marketing Marketing
Performance Operations Online Customer Social Media
Management Management Behaviour
Analytics
Data Integration
ERP CRM EDW Online Social Campaign
7. Optimization Defined
Optimization
A computational problem in
which the objective is to
find the best of all
feasible solutions
8. The Relationship Marketing Context
• Many customers, offers, channels
• Managing the contact strategy
• Looking ahead and behind
• How do you allocate offers effectively
to maximize return?
• Many constraints impact decisions
Budgets, resources, policies
• How to respect constraints?
• How to reconcile competing goals?
• How to plan effectively for change?
9. Marketing Optimization
Marketing Optimization “What should I do to achieve the best
results?“
Marketing Simulation “What would happen?"
Business Value
Predictive Modeling “How likely are my customers to respond to
an offer?”
Marketing Dashboard “How many new customers did we get last
Data Quality, month? How much customer attrition?"
Integration “How can we trust analysis if we don’t trust the data?”
Data Access “What measures are available to better understand our
business?”
Reactive Proactive Predictive Strategic
Intelligence
11. Marketing Optimization Applications
• Financial Services
– Insurance policy offers
– Credit line increase/decrease
– APR to offer on balance transfer offers
• Telecom
– Complex cell phone plan offers
– Bundled services
– Cross channel offers with different execution costs
• Hospitality (Hotels, Casinos)
• Loyalty offers
• Retail
• Personalized coupons (POS)
• Offer prioritization and collisions
• Contact stream optimization
12. Do All Marketing Approaches
Yield The Same Results?
10–100+ %
Optimization
- Solves by holistic
5-10 % approach
- Factors all constraints
Customer Rules - Determines the best
result
- First In, First Out
? - Prioritized by
Customer/Campaign
Prioritization - Fails in the face of
constraints
- First In, First Out
- Prioritized by
Campaign
- Does not provide
best combination
13. Optimization Techniques Example
• Lines of business = 3
• Return = expected value (probability*expected revenue)
• Business objective = maximise value
• Constraints: Each customer is assigned to at most 1 campaign
Each campaign can have at most 3 customers
Client Camp’ A Camp’ B Camp’ C
1 100 120 90
2 50 70 75
Campaign C
3 60 75 65
4 55 80 75
5 75 60 50
6 75 65 60
7 80 70 75 Campaign B Campaign A
8 65 60 60
9 80 110 75
14. Optimization Techniques –
Campaign Prioritization
• Campaigns assigned a priority
• Customers allocated to campaigns by expected customer value
Client Camp’ A Camp’ B Camp’ C
1 100 120 90
2 50 70 75
3 60 75 65
Campaign C
4 55 80 75
5 75 60 50
6 75 65 60
7 80 70 75
Campaign B Campaign A
8 65 60 60
9 80 110 75
31. Case Study: Commerzbank, Germany
Challenges Business Impact
• 4 million customers, 20 offer types • POV: Up to 80% ROI improvement
• Optimize utilization of consultants • Production: 50% yield with the
same budget
• Optimize Yield vs. Budget
• ROI increased by 407%
• Optimize Marketing ROI (revenue /
cost)
"We have compared SAS intensively with other manufacturers offerings. The result was
impressive: SAS Marketing Optimization is exactly the solution we were looking for. We are +407%
setting an industry Benchmark” ROI
Heiko Güthenke, Department Director Customer & Business Analysis
32. More Case Studies…
Client Name Benefits
Vodafone (Australia) • 3-10x Response Rate increase
• Improve campaign ROI by 4x
• 30% reduction in campaign costs
Scotiabank • 50% Campaign ROI improvement
Major Insurer • 12% increase in revenue; 52% in earnings
• Savings of >$4 million per year
U.S. Regional Telco • $6 million incremental LTV in the 1st month
Global Telco • Reduced call center contacts by 25% without
decreasing effectiveness
#1 Market Share European • Individualized targeting of monthly coupon
Retailer mailers
• Increased offer response rates
• Decrease mailing costs
33. Module 4: An Evolutionary Process - Moving
Toward Analytically Driven Marketing
3.1 Introduction
3.2 Marketing optimization
3.3 The art and science of the marketing mix
3.4 Real-world, success case studies
3.5 Questions
34. The Marketing Process
Mobile Online Finance Risk
Call Customer
Center Service
In Person Merchandising
Social Corporate
Affairs
Direct Mail Marketing Operations
Marketing Mix Real-Time Campaign
Optimization Management
Analysis Decisioning
Marketing Marketing
Performance Operations Online Customer Social Media
Management Management Behaviour
Analytics
Data Integration
ERP CRM EDW Online Social Campaign
35. Increased Complexity With Marketing
How do you decide the right mix across all channels?
Web Web Social Media & Direct Word of Customer
Sales
(Corp) (eCommerce) Media Ads Mail Mouth Service
Advertising
Email & Social Retail
Interactive Direct 1:1 &
Mobile Marketing Marketing
Promotions
37. Above the Line…Below the Line…
Media Planner/Buyer • How did we perform across products, geographies, campaign types?
Brand Manager • What marketing activities drove our new sales?
• What if we move funds from traditional to online marketing?
Interactive Marketing • What actions/decisions to we make for various scenarios?
• MOST of my marketing data is in silos…can I leverage it for analysis?
Marketing Planning
» Above the Line
» Below the Line
IT
• How can I get the right offer, to the right person via
the right channel? Interactive Marketing
• Can I coordinate my multi-channel campaign efforts? Director of Database Mkt
• Can I be relevant with EVERY interaction, every
time? Campaign Planner/Designer
Marketing Operations
38. Marketing Challenge: Financial Pressures
• Aggressive corporate goals & objectives
• Increased accountability and scrutiny
into marketing budgets
• Reductions in budgets
39. Questions Marketing Mix can Address
• How can I still achieve my marketing goals while facing
budget cuts?
• I am below target, how do I re-allocate my marketing
budget to hit targets?
• How do I decide where to invest my marketing budget to
support a product portfolio?
• How and where do I invest in social media to maximize
business impacts?
• Where do I increase marketing investments to achieve
higher returns?
40. What is Marketing Mix Modeling?
A data driven analytic process that quantifies the
relationship between drivers/influencers of sales and the
resulting sales across channels
• Understand the past performance of sales & marketing activities
• Analyze and assess average ROI and marginal ROI
• Evaluate marketing investment among ever increasing media options
• Compare and assess different future marketing spending plans
42. Technology Capabilities
Analytic dashboards
• Analytic data warehouse surfaced through
interactive dashboards
• All media and promotions display in one location
with prebuilt reports delivering summary and Analytic Dashboards
detailed results
Powerful analytic tools
• Understand the impact of advertising on sales
and incorporate into response models
Adstock Analysis
• Ability to explore product interactions to
understand and uncover halo and
cannibalization effects across your product
portfolio
Halo / Cannibalization Analysis
43. Technology Capabilities
Econometric response models
• Build and test time series and causal models
Elasticity reports
Response Model Diagnostics
• Objectively quantify the relative responsiveness
of each driver of sales
• Decompose sales into its various components.
Diminishing returns
• Capture changes in marginal ROI as spending
Elasticity Reports
levels increase through diminishing returns
curve for each channel
• Determine the threshold point beyond which
Sensitivity Report
marketing expenditures would not yield any
additional benefits
Diminishing Returns
44. Technology Capabilities
What‐if analysis & scenario planning
• Ability to simulate expenditures over different Report Dashboard
media and analyze the impact on
products/brands/channels/geo’s Simulate/Forecast
• Compare competing spending plans to
understand the differences in sales
Marketing mix optimization
Decomposition Reports
• Optimal media expense allocation for selected p
roduct, channel & geography combination over a
defined period of time.
• Define different sets of business constraints to Compare scenarios
explore the impact on the optimal solution
Marketing Mix Analytics Optimization
“Leave less up to chance and make data
driven, evidence-based decisions”
45. Case Study: Large Insurance Company
Business Issue Solution Benefits
Quantify effectiveness of Marketing mix analytics Even though they are
all marketing mix elements allows them to share consistently outspent by
• Direct-response assumptions about their competitors, became
• TV marketing analysis across more competitive by
• Direct marketing all types of marketing determining which media
• Web marketing and channels worked the
• Retail channel Data is integrated from best across products and
communications multiple sources and regions.
analyzed to ensure
accurate short-term and
long-term forecasts across
marketing and operations
“The technology help us develop a “strategic” tool that enables
us to lower risk in decision-making as we integrate all
marketing disciplines with an eye toward better forecasting,
budgeting, and collaboration.”
Director of Strategy
46. Module 4: An Evolutionary Process - Moving
Toward Analytically Driven Marketing
3.1 Introduction
3.2 Marketing optimization
3.3 The art and science of the marketing mix
3.4 Real-world, success case studies
3.5 Questions