Academy Training Pres3

8/3/2019 Academy Training Pres3

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The smartFOCUS AcademyProgram



Agenda• 10am Introductions

Aims of the Academy

Objectives for today

smartFOCUS overview

• 10.20am Bristol Business School Pilot

Coffee

• 10.50am Product demonstration

Customer Applications

• 12 - 1pm Lunch

• 1pm Hands-on Product training

Coffee

• 3.30pm Q & A



Introduction



Introduction

Chris Underhill Managing [email protected]

Jon Asprey Principal Consultant

[email protected]

Martin Evans Academic [email protected]

Rebecca Hughes Academy [email protected]



Aims of the Academy



Aims of the Academy

• To encourage educators to use ourtechnology in the pursuit of learning & thedevelopment of technology-driven marketing.

• Realise the Marketing challenges oftomorrow through an understanding of thebenefits of technology-driven marketing.

• To lower the barriers and encouragefeedback from academics, customers todevelop our technology.



How ?

By providing leading Academic Institutions withsoftware solutions with market value up to £250k

• Visualisation

• Analysis• Data Mining

• Campaign Management

Delivering Industry relevant content to studentswithin the confines of a classroom environment



Enabling members to. . .

• Demonstrate technology as an integralelements of course content

• Deliver hands-on experience of a leading-

edge marketing technology

• Provide real-life marketing applications andcase-study scenarios

• Support projects - Consultancy, Dissertation



Demonstrate how technology facilitatesmany aspects of:

• Customer Acquisition

• Retention

• Cross, Up, Repeat selling

• Marketing Accountability and

• Measurement

Integral element of CourseContent



Demonstrate a marketing campaign fromplanning through to execution;

• Segmentation of customer base

• Identification of Target Audience• Campaign planning

• Campaign deployment

• Response analysis

• Marketing ROI

Integral element of CourseContent



To enable you to deliver Industryrelevant content to students within theconfines of a classroom environment

• Bristol Business School Pilot

• Customer application examples

• Product Training and Usage

• Academy Pack




To equip you with the building blocksfrom today:

• Software, sample customer data

• Training notes & User Guides

• Case studies & Presentations

Academy Membership Pack



To equip you with the building blocksfrom today:

• Implementation notes

• Support no.

• Training dates / Fax-back forms




Our requirement from you to become amember of the academy:

• Terms and conditions

• Confidentiality agreement

• Case Study completion first term

• Welcome feedback!




smartFOCUS SolutionOverview



smartFOCUS overview

Leading marketing analysis, visualisation,data mining, campaign management, andmarketing automation solutions thatintegrate to deliver Intelligent Marketing

CRM

Enabling marketers to maximisecustomer insight & intelligence to

Acquire, Retain and Grow profitablecustomer relationships.



Banking & Finance Bank of Scotland

Lloyds TSBZurich Financial

Services

Bank of Ireland

Media & Publishing

The Economist GroupThe Guardian

EMAP

GEE Publishing

Retail & Mail Order JPBoden

Scotts of Stow

Boots Opticians

Comet

Oddbins

Telecoms & Utilities Worldcom

VartecScottish & Southern

EnergyBT Cellnet

FMCG Proctor & GambleFriskies Petfood

Regal Greetings CardsL’Oreal

Non-profit PDSADTI

Canadian DiabetesAssoc.

Some Customers...Information delivery

ACNielsenMicrosoft

Dell ComputerXerox

Automotive &Transport

RenaultToyota

Business Post

Travel & Tourism Avis Europe

AirtoursGoing Places

Corus & Regal Hotels



Turn Information into Insight

• Analyse: identify, understand & differentiate customers

• Profile: build a single view of the customer

• Predict: identify the factors that influence customer

behaviour

• Segment: build target groups for marketing activity

Build & maintain your customer insight to drive moreaccurate, timely & personalised marketing.



Turn Insight into Action• Campaign: identify, measure and interact

with customers on a one-to-one basis

• Plan: plan, manage and measure key

performance objectives

• Execute: execute customer-driven, multi-stage,multi-channel campaigns

• Automate: automate marketing interactions

across all channels & touch-points

Personalise products, services and interactions

based on customers’ individual and changing needs



Turn Learning into Profit

• Track: track & measure customer and campaignperformance over their lifetime

• Refine: continuously test and refine campaigns

• Measure: results from campaigns

• Manage: close the feedback loop by taking results

back into the cycle

Continuously improve your Return on Marketing

Investment and Customer Lifetime Value



Bristol Business School Pilot

Program



Bristol Business School

Pilot Program

Martin Evans

Now at



Strategic Organisation-Customer Interaction

•Databases, Technological Targeting,

•New Models of Organ-Market Interaction- eg

CRM

Background

The New Marketing



The Census Catalyst



Census Data



Electoral Roll

Census Data

Financial Data

Lifestyle Transactional Data

Biographics So, New Info for theNew Marketing

Databases, Technological Targeting

Data F sion & Data Mining



Data Fusion & Data Mining



A Major Issue for Marketing Education Arewe developing the right Skills????



“How many times have marketers actually got outside

their comfort zone and really got their hands dirty with

this new technology? ….. most marketers just hand over

a brief to IT. And then when IT turn round and say no,

marketers don‟t know enough to challenge it.”

“Marketers should develop IT / new technology skills – people who are„IT savvy‟. We cannot influence the development and usage of IT within

companies unless we know something about it.”

CIM/UWE Research-Effects of Technology on

Marketing and Marketers (Tapp, Stone,

Nancarrow, Evans)



Strategic Organisation - CustomerInteraction

New Models of Organ-Market Interaction eg CRM

But is the Relational paradigm Reality or Rhetoric?

Customers are Street-wise, Cynical, but DO engage with

Interactive Marketing. But there are Privacy Concerns

- More if they REALLY knew what’s happening …?

BBS Pil t



Teaching set within this framework:

Data Driven Interactive Marketing is Reality

But are Marketing Students Equipped?

Easy to show VIPER Screenshots, but the techies are takingover Marketing Jobs

VIPER in labs for hands-on data mining & campaign

development

BBS Pilot

BBS Pil t



Same thing started at Cardiff

Some use tools for Dissertations& Staff Research

ISN’T (but IS!) PR for smartFOCUS

Evaluation of range of tools

Also evaluation of the New Marketing & Concernsover Data Driven Marketing

& Implications for marketing, consumers & society

BBS Pilot

BBS Pilot



Results so far & feedback:

• Most see relevance

•‘up-to-dateness’

•‘brings Marketing to Life’

• ‘good for Job Hunting’ •‘Don’t understand the stats’

•So far the approach (at U/G) within a DMOption – so they have a choice

•But Core at P/G

BBS Pilot

But do we

really have anoption if weare to prepare

students for

the NewMarketing ?



Product Demonstration

Customer Application Examples




Demonstrate how technology facilitatesmany aspects of:

• Customer Acquisition

• Retention

• Development

• Marketing Accountability and

• Measurement





Demonstrate a marketing campaign fromplanning through to execution;

• Segmentation of customer base

• Identification of Target Audience

• Campaign planning

• Campaign deployment

• Response analysis

• Marketing ROI



Customer Acquisition

A leading telecom provider uses Viper tomonitor the performance of its ongoingacquisition campaign.

• Response rate measured by creative

• Also profiled against lifestyle data onresponder

• Creatives that appeal to particular lifestylegroups identified

• Poorly performing creatives discontinuedsaving print and production costs



Customer Development

A leading electrical retailer, segments basedon combinations of purchases

• Using a Venn diagram it is trivial to identifyhigh value early adopters (high value wide-

screen TV, video but no DVD)• Targeted mailing sent further segmenting by

price point and brand (i.e. matching DVD)

• Similar mini-disc campaign achieved 60%response

• Minimise wastage, reduce mailing cost



Customer Retention

A leading mobile telecom provider profiles‘churned’ customers and takes pre-emptiveaction

• Using Viper Data-mining the key

characteristics of previous ‘churners’ aredetermined

• These are then matched against highervalue customer segments

• As these customers approach contract

renewal pre-emptive mailing sent toencourage contact to be maintained

Viper Analyse & Visualise



• Customer segmentation &

profiling• Cross sell & up sell

analysis

• Customer profitability &lifetime value analysis

• Customer KPI analysis

• Acquisition & prospectanalysis

• Brand, category andproduct analysis andmanagement

• CRM KPI measurement &analysis

• Loyalty programme &

customer analysis• Campaign performance,

response & profitabilityanalysis

• External enrichment dataintegration & analysis

• Channel & touch-pointanalysis

• Web site & e-channelanalysis

• Geo-demographic &spatial analysis (integrated

Mapinfo)

Viper Analyse & Visualise

Viper Data Mining



•Engage in statistical data mining, automatingthe discovery of future trends

• Identify significant relationships across multi-

million row databases

• Build and refine propensity to buy and churn

models

• Manage your existing customer base through

lifetime value models

• Build cross sell models for new product and

prospect targeting

Viper Data Mining

Viper CRM



• Automate marketing interactions across all

your channels and touch-points

• Identify, measure and interact with individual

customers on a one-to-one basis

• Continuously refine customer insight and

intelligence

• Interact with customers based on individual

customer performance

• Track and measure customer and campaign

performance over their lifetime

Viper CRM

Viper Campaign Planner



• Create and test campaigns• Build hierarchical selections

• De-dupe and suppress selections based on

previous campaign history and customer

behaviour

• Test and define segments, costs and

expected responses

• Forecast & test ROI for each selection and

campaign.

Viper Campaign Planner

smartCAMPAIGNER



• Empower Marketers

Plan, build and executecomplex, multi phase, multichannel campaigns on themarketer’s desktop.

• Seamless Integration

Export segments directly fromViper. Respond rapidly tochanges in customerbehaviour or competitorinnovation.

• Automated, continuous

dialogue Assign pre-plannedresponse steps and detailedcosts, defining the expectedresponse and automatingsubsequent treatment

• Manage,Track and Measure

Every stage and wave of thecampaign, by channel, product,creative, customer segment…

• Knowledge ManagementContinually track & refine

campaigns, automate reporting& deploy this insight across theenterprise.

• Strategy Management

Manage multiple campaigns,

optimise campaign and customerperformance to maximisecustomer lifetime value andmarketing ROI.

smartCAMPAIGNER

Viper Viewer



Viper Viewer

• Capture, refine and clearly present results

• Build & annotate pictures, graphs and reports

• Storyboard and email presentations

• Print or publish to website or intranet

• Integrate with MS Powerpoint

Deploy customer insight and intelligence

across the enterprise



Lunch



Product TrainingRobin Prouse

Training Manager



Academy Membership PackCD 1

• Viper• Viper Data Mining

• Viper CRM

• Viper Campaign Planner

• Viper Viewer• Standard dataset

• Implementation notes

CD 2

• Wine dataset




Academy Membership PackCD 3

• Viper user guides• Training manuals

• Training from today

• Training credentials booklet

• Case studies

• Case study template

• Viper brochure

• Direct Marketing Campaign



Terms & Conditions

Terms & Conditions



• Software Provision

• Conditions of use

• Support and Maintenance

– 0117 927 6662

– [email protected]

• Training

– Sally Andrews 0117 943 5822

– [email protected]



Confidentiality Agreement



Q & A

Academy Training Pres3

Documents

Transcript of Academy Training Pres3