A presentation to a class at my alma mater, the University of Missouri Journalism School, into the intricacies and arguments for one2one marketing using variable data in direct, cross-platform campaigns. Also some suggestions on job-searching as new graduates and personal brand awareness.

1. WHY ONE2ONE?
PROJECT
DATE AUDIENCE
28 APRIL 2009 MU J-SCHOOL/STRAT. COMM. STUDENTS

2. agenda
one2one
about martech
personal brand
job market

3. what is
one2one?
➡ An extreme form of segmentation, with
a target segment of size one
➡ Matching high-value targets with
high-value pieces
➡ Dynamic messages that leverage the
use of variable data
➡ Driven by advances in data analysis and
technology
➡ Works best in cross-platform channels
➡The future.

4. one2one uses...
➡a stronger emphasis on tactics
➡tools and CTAʼs to move prospects or customers to the next
level
➡Two forms: personalization and customization.
➡Personalization occurs when the firm decides what
marketing mix is suitable for the individual. It is usually based
on previously collected customer data.
➡Customization occurs when the customer proactively
specifies one or more elements of his or her marketing mix.
A distinguishing feature is its reliance on statistical
analysis of customer data to predict customer
response to prices, promotions, or communications.
Source: Springer Science + Business Media, LLC 2008

5. 3 levels
mass market (one-to-all) — each
customer receives the same coupon.
1) segment (one-to-n)—each member of
the same customer segment receives the
same coupon.
2) individual (one-to-one)—each customer
receives an individualized coupon.

6. case in point
Portola Plaza Hotel, California
OBJECTIVE
to increase revenue and reduce inventory.
PROGRAM
Invitations are sent to previous customers directing them to a personalized
URL (PURL) e.g. www.portolahotel.com/stephanie.odear to gather information
about guest preferences. After detailed analysis, direct mail was sent to these
customers offering them discounts and other promotional offers to encourage
them to come to the hotel.
RESULT
Saw a significant increase in revenue and was successful in retaining its
customers
SUPPORTIVE RESEARCH
Rossi et al. (1996): utilizing household purchase history data and empirically
found that individual personalization improves 7.6% over mass optimization.
Ansari and Mela (2003): content-targeting can potentially increase the expected
number of click through by 62%.

7. VARIABLE DATA FIELDS
UNLIMITED PERSONALIZATION
variable data in action

8. challenges
INVASION OF PRIVACY
Personalization thrives on data, driving
companies to stretch the envelope on what data they collect.
Personalization is expensive. It requires data and expensive software for
implementation.
Smoother implementation needs future advances: (Black and Thomas 2004)
(1) collecting the data
(2) transforming the data into insights
(3) operationalizing the results.
ACCURATE PREDICTOR MODELS
➡ The simpler the better
➡ RFM = Recency–Frequency–Monetary Value
➡ Uses information about a customerʼs most recent purchase, her frequency
of purchase, and the dollar value of her past purchase to predict her
likelihood of purchasing a product in the future.

9. about martech
➡ Founded 1988 located in Kansas City, KS
➡ Privately owned, family company with 67 employees
➡ Experts using variable data in cross-platform marketing channels
➡ www.martechonline.com
"We are a strategic communications firm
specializing in one-to-one marketing and
dynamic, direct programs using sophisticated,
targeted vehicles."
Brand Essence
c r e a t e c o n n e c t c a p t u r e
Brand Value
everything matters
The 1 Thing
“We will be the firm of choice for premier one-to-one marketing and CRM programs
by developing and delivering dynamic strategic communications consulting and
output and offering best-in-field client service and results.”

10. personal brand
Grooming
Clothes
Cell Phone Ringtone
Voicemail
Greeting for work and cell
Reading material
Food and Drink
Who you live with
Business cards
E-mail

11. personal brand
SOCIAL MEDIA PITFALLS
Link, Poke and Tweet:
Amping Your Personal Brand, Digitally
HTTP://WWW.SLIDESHARE.NET/PATCHCHORD/LINK-POKE-TWEET

12. I NEED A JOB.
OR A DRINK.

13. CREATE
CONNECT
CAPTURE