A presentation given to the Marketing Committee at the University of Missouri. Outlines methodology and characteristics of one2one marketing and highlights statistical improvements in ROI. Demonstrates why it matters and why educational institutions should engage in this vehicle in their marketing mix.

1. WHY ONE2ONE?
PROJECT
DATE AUDIENCE
8 JULY 2009 UNIVERSITY OF MISSOURI MARKETING

2. agenda
one2one?
the delta
the ROI
about martech

3. what is
one2one?
➡ An extreme form of
segmentation, with a target
segment size of 1
➡ Matching high-value targets
with high-value pieces
➡ Customer-centric database vs. a company-centric one
➡ Establishes relevancy
➡ Dynamic messages that leverage the use
of variable data
➡ Driven by advances in data analysis and technology
➡ Works best in cross-platform channels
➡ Creates a full circle of reinforced messages,
interactions and reactions
...the future.

4. one2one
in practice...
➡ ideal for lead capture, revenue generation, gathering insights,
brand loyalty, client relations and retention
➡ a strong emphasis on tactics, strategy
➡ trackable vehicles - customer codes, PURLs
➡ incentives 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.
Source: Springer Science + Business Media, LLC 2008

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

6. why the delta?
➡ Mass email response
rates: .0002%
➡ Permission based direct
email: .74%
➡ Mass target “print” direct
mail: 1.26%
➡ Personalized “color
printing direct mail”:
13.74%
(Source: Digital Printing Council Newsletter and Coleman Resources)

7. the stats
THE DIFFERENCE
% improvements with 1:1 personalized marketing
(The Value of Color, CAPV, April 2003)
✓Response Rates 36.0%
✓Average Order Size/Value of Order 24.5%
✓Repetitive Orders/Retention 47.6%
✓Overall Revenue/Profit 31.6%
✓Response Time 33.9%
ROI - RESPONSE RATE TRENDS
(Direct Marketing Association)
✓catalogs 2.3%
✓direct mail 2.18%
✓personalized direct mail 8-12%
✓33% respond to direct mail by going online
✓campaigns that employ PURLs report a 20-30%
increase in response rates
✓43% of direct mail respondents take direct
marketing piece straight to computer and use the
Internet to complete the transaction, find more
information, or request additional information.

8. 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%.

9. VARIABLE DATA FIELDS
UNLIMITED PERSONALIZATION
variable data in action

10. martech. the firm of choice.
➡ Founded 1988 located in Kansas City
➡ Privately owned, family company
➡ Experts using variable data in cross-platform marketing channels
➡ www.martechonline.com
"We are a strategic communications firm specializing
in one2one marketing and digital print, delivering
highly targeted vehicles through variable data and
cross-platform channels. ."
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.”

11. CREATE
CONNECT
CAPTURE