3. THE GOAL
Investment Savvy
Execution
Baby Boomer
Right Offer
Right Segment
Right Time
Right Channel
New Families
10/15/2013
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3
5. NEED THIS
Development of a Customer Centric Data Environment
Central Customer
Existing sources
Data Base
MDM
Data Gaps– Data
Source
ESB - Real-time
Data
stage
10/15/2013
Business Intelligence
Tools
ALL CHANNELS
Reporting /
Metrics
Data mart
Data
mart
Data
mart
Analytics/
Data mining
Marketing Automation /
Channel Automation
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5
6. BUSINESS PROBLEM
Business Issues
1
Big Data Issue – No central
repository
2
External dependency for
development of member data
3
External dependency for their
Marketing Execution
4
Not leveraging all Channels /
Customer Touch points
5
Significant annual cost
6
Inability to act on customer
needs
10/15/2013
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6
7. SOLUTION STEPS
BUSINESS PROBLEM
Business Issues
Steps to Solve
1
Big Data Issue – No central
repository
1
Establish Vision / CRM Strategy
2
External dependency for
development of member data
2
Define the Roadmap / Project
Scope & ROI
3
External dependency for their
Marketing Execution
3
Assess the Marketing Processes
/ Marketing Alignment
4
Not leveraging all Channels /
Customer Touch points
4
Develop Customer Insight &
Analytics
5
Significant annual cost
5
Implement the Marketing
Automation
6
Inability to act on customer
needs
6
All Channel (IB and OB)
Customer Targeting Strategy
10/15/2013
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8. THE VISION
Customer Led / Marketing Driven
Extracting, monitoring
and acting on
customer insights
2
1
Defining customer
segmentation and
format
Customer
communication
feedback loop
3
Clearly defining
customer service
across formats and
channels
5
4
Enablers
10/15/2013
People
Developing eventing
capability
Establishing a new Promotional
Construct (become Marketing-Led)
Process
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Data
Technology
8
9. THE ROADMAP
Planning Process
Marketing Process
Marketing Process / Pilot – Quick Hit
CRM Strategy - Roadmap
Actionable Insight
Who / What / Why / When
Segmentation
Predictive Modeling
Pilot – Quick Hit
Roll out Phases
Roll out Phases
Phased Channel Delivery
Marketing Automation
Roll out Phases
Roll out Phases
Customer Data Model / Data Base
Customer Data
CTP Mapping / Pilot – Quick Hit
Vision
Roll out Phases
Roll out Phases
Road Map
Business Case
Q1
Milestone
10/15/2013
Communication / Contact Strategy
Q2
Milestone
Q3
Milestone
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Q4
Milestone
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9
10. THE BUILD
Multi Channel Campaign Management
Two
Solutions
In Parallel – Critical Foundation
Requirements
1
2
Address Accuracy & Standardization
process & across all members
3
Environics Prizm logic appended to
each member
4
Big Data Solution Completed – MCIF
implemented
5
New Streamlined Marketing Business
Process developed for 14 core Project
Types
6
Marketing Resource Management
New Member House holding
algorithm developed
Actionable Insight – Segmentation &
Predictive Modeling
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10/15/2013
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12. MRM OPTIMIZATION
People
1.
2.
3.
Process
Step by Step Current State Review
Future State Development
Repeatable Process - 15 Templates
Reduction in
Steps
10/15/2013
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30%
12
13. MRM OPTIMIZATION
People
1.
Process
Step by Step Current State Review
2.
3.
4.
Future State Development
Repeatable Process - 15 Templates
Central Team Repository
Reduction in
Steps
Ability to Drive an Integrated
Marketing Planning Process /
Planning Cycle
10/15/2013
Copy right ACS Business Solutions Inc.
30%
13
14. CAMPAIGN OPTIMIZATION
Data
Technology
Automates File Receipt Processing
1.
Full Campaign Process Automation
• Ability to process & marry to
our internal data
Automates Execution
• Data for channels and creative all
in 1 place for automatic delivery
Automates Emails
• Pressure rules & campaign
prioritization allows on the fly
schedule delivery, prioritize
deliveries, filtering different
communications
10/15/2013
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15. CAMPAIGN OPTIMIZATION
Data
1.
10 Steps Become 5 Steps
Technology
Full Campaign Process Automation
2. Streamlined Process & Data Steps
10/15/2013
1.
2.
3.
4.
5.
External data imported
External data reconciled
Data from 5-10 tables collected
Additional data appended
Filtration process runs to identify final
target
6. Final targets used to identify
communication fields
7. Final print / email files created using
communication fields
8. Files delivered to vendor for
execution
9. Creative files delivered to vendors for
execution
10.Vendor executes campaign
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1&2
Automated
3,4 & 6
Consolidated
7,8 & 9
Consolidated
15
16. CAMPAIGN OPTIMIZATION
Data
1.
Out of the Box
Recipient Table
Technology
Full Campaign Process Automation
2. Streamlined Process & Data Steps
3.
Out of the Box Recipient
• Houses all relevant
member information
• Member data is filtered
& consolidated within
this table
• Aggregated data from
multiple sources now
simple to use and
execute
• Customization allows
user to drive
May 24, 2013
communications that
best fit the BCU’s needs
10/15/2013
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17. CAMPAIGN OPTIMIZATION
Data
Master Campaign Template
Technology
Targeting
1.
Full Campaign Process Automation
• Standard and campaign specific
filters which are easily
copied/adapted for multiple uses
Streamlined Data Steps
External file integration
3.
Out of the Box Recipient
• Process reconciles & appends
external data to recipients table
which allows for filtration &
customized treatments based on
external data
4.
Master Campaign Template
2.
10/15/2013
75%
Predefined
Delivery
• Multiple channels, multi wave
which I can borrow and tweak
Copy right ACS Business Solutions Inc.
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18. CAMPAIGN OPTIMIZATION
Data
1.
Expanded Communication Capabilities
Technology
Full Campaign Process Automation
• Daily emails, call list, priority mail and
trigger campaigns
Dramatically Improved Targeting Methods
2.
Streamlined Data Steps
• Filtration criteria is now updated daily &
100% accurate through the month
3.
Out of the Box Recipient
Ability to React to Daily Changes
4.
• Members interact with us daily, we now can
communicate daily & report relevant
insights
Master Campaign Template
Ability to Move to a Daily Campaign
Process from a Monthly Process
10/15/2013
Daily = Increased ROI
Copy right ACS Business Solutions Inc.
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24. DRIVING SUCCESS
Actionable Insight – Customer Strategy
Right Marketing Processes
Customer Touch Point Integration
Right Planning Processes
Key Enablers: Marketing Automation / Big Data
10/15/2013
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