The RE-ENGINEERING OF MARKETING & SALES 2016...Bringing down the 'silos'
Database marketing, part 3 Blending Silos, Marketing Automation, Best Practices
Transcript of Database marketing, part 3 Blending Silos, Marketing Automation, Best Practices
Database Marke+ng, Part 3 | Roadmap to Success
Database Marke+ng, Part 3 | Roadmap to Success
Presented By
Andy Pappas VP, Database Marketing"& Analytics – Relevate
Tom Guernon Director of Sales – Relevate
Database Marke+ng, Part 3 | Roadmap to Success
Database Marketing, Part 3 Roadmap to Success
Database Marke+ng, Part 3 | Roadmap to Success
Part 1: Recap
ü Understand the Process
ü Data Organization
ü Data Hygiene & �
Enhancement
ü Reporting
ü Campaign Strategy
ü Choosing a Solution
Watch online at www.relevategroup.com/learn
Database Marke+ng, Part 3 | Roadmap to Success
Part 2: Recap
ü Data Enhancement: �
External Data and Hygiene �
Best Practices
ü Smart Profiling
ü Predictive Analytics
ü Campaign Attribution & �
Reporting
Watch online at www.relevategroup.com/learn
Database Marke+ng, Part 3 | Roadmap to Success
What is Database Marketing?
Database !A collection of data and information about customers and/or prospects that affects what and how a marketer will sell to them. Database Marketing !A customer-based, information intensive, long-term methodology that uses the Database as the basis of all on-going marketing efforts.
Database Marke+ng, Part 3 | Roadmap to Success
Database Marketing Value Proposition Breadth of functionality Integrated descriptive & predictive analytics, multi-
channel campaign management, and reporting.
Ease of use Expands user audience, reduces training requirements & makes staff productive sooner.
Accessibility Delivers insightful and actionable customer data to the fingertips of entire staff…from anywhere.
Scalability and Performance Architected to perform optimally with large databases, frequent updates and heavy usage.
Database Marke+ng, Part 3 | Roadmap to Success
Part 3 Roadmap to Success
ü Blending Silos
ü Program Automation
ü Case Study
ü Ongoing Success
Database Marke+ng, Part 3 | Roadmap to Success
Roadmap to Success
Database Marke+ng, Part 3 | Roadmap to Success
Silos: Business & Organizational Organizational Silos create challenges for marketers and decision makers.
MegaLawn Service
MegaLawn CPG
MegaLawn Corporation
DIY - Do it yourselfDIWM - Do it with meDIFM - Do it for me
Database Marke+ng, Part 3 | Roadmap to Success
Silos: Business & Organizational Optimize Spend By Breaking Down Cross Business Silos and Greater Visibility Into Segments
MegaLawnCPG
MegaLawnService
DIY
DIWM
DIFM
Database Marke+ng, Part 3 | Roadmap to Success
Silos: On- and Off-line Blending on and off-line data is not as hard as it sounds. The first step is identifying your many audience touch points.
Traditional • Email / SMS
• Solicitation history • Customers • Enhanced data • Transactions
• Orders • Items
• Solicitation history • Product tables
Trending • Web property behavior
• Click behavior
• Product interest • Transactions
• Social profiles • Digital tracking
Database Marke+ng, Part 3 | Roadmap to Success
Silos: Single Customer View A database will allow you as a marketer to have all relevant information concerning the customer joined and available to you. You can gain valuable Customer Insight using the SINGLE CUSTOMER VIEW approach.
Provides you with the ability to: ü Define the changing customer
ü Identify opportunities for growth
ü Categorize your customer into appropriate segments
ü Create targeted campaigns ü Prioritize limited resources and campaign budgets
Database Marke+ng, Part 3 | Roadmap to Success
Roadmap to Success
Database Marke+ng, Part 3 | Roadmap to Success
Marketing Automation: What is it? Using technology to make repetitive tasks more efficient, reduce costs, and shorten cycle times Consider" • What COULD be automated? • What SHOULD be automated? Focus" • Predefined Campaigns – Look at Controls • Trigger Campaigns – Look for Meaningful Activity Linked to Outcomes
Database Marke+ng, Part 3 | Roadmap to Success
Marketing Automation: Predefined Think about predefined marketing automation as an assembly line" • Increased efficiency creates operating leverage
Focus on Controls " • Known winners & going to keep for the foreseeable future
What can be Predefined & Automated?" • Data capture, hygiene, scoring, segmentation - ETL • Campaign Management tools can save scripts and flows and apply to
selection, scheduling and execution • Select saved instructions script, apply refreshed file, apply
Database Marke+ng, Part 3 | Roadmap to Success
Marketing Automation: Trigger Integrating meaningful data points to take action
Database Marke+ng, Part 3 | Roadmap to Success
Marketing Automation: Trigger Integrating meaningful data points to take action:
Mortgage Offer Trigger As “Next Best”?
Database Marke+ng, Part 3 | Roadmap to Success
Roadmap to Success
Database Marke+ng, Part 3 | Roadmap to Success
What is Database Marketing?
Database !A collection of data and information about customers and/or prospects that affects what and how a marketer will sell to them. Database Marketing !A customer-based, information intensive, long-term methodology that uses the Database as the basis of all on-going marketing efforts.
Database Marke+ng, Part 3 | Roadmap to Success
Case Study: Company in the travel industry
The situation / challenges that existed:
ü Marketing only received Campaign Performance reports once per month (even though campaigns were created weekly)
ü Response Allocation was at the Individual or HH level only ü Limited to Internal Data for Segmentation and Selection
ü No Enhanced data resident on customer file ü Marketing had difficulty in accessing data
ü Had to go through IT ü Did not have a true Solicitation History ü Customer bookings generated via direct or travel or travel agent channels
ü Different strategies needed
Database Marke+ng, Part 3 | Roadmap to Success
Case Study: The Solution In order to more effectively plan integrated campaign strategy, marketing needed to have daily access to the data with more frequent updates than monthly. IT sends weekly extract that is input into the DB environment allowing the marketing users to have SINGLE CUSTOMER VIEW.
ü Create an integrated marketing database / campaign management and reporting capability, that supports 20+ campaigns per month across multiple segments, and multiple channels.
Database Marke+ng, Part 3 | Roadmap to Success
Case Study: The Solution
Database Marke+ng, Part 3 | Roadmap to Success
Case Study: Benefits / Results
Results • Increase attributed campaign ROI by
over 10% in the first year and achieve
profitability 2x plan. • 10-15% better response rates
• Additional 3% response allocation
using pass-along methodology
• Marketing Department Efficiencies
• Ability to better target direct vs agent • Using multi-channel
• All done more quickly
Immediate Benefits • More Frequent and Consistent
Updates & Hygiene
• External Data enhancements added to the customer universe
• More Frequent Response reporting
and enhanced allocation
• A more complete solicitation history
was created showing number of times a person was solicited along
with channel
Database Marke+ng, Part 3 | Roadmap to Success
Case Study: The Silo Approach • Travel customers for this company are generate via Direct or Agent
Methodologies – Acquisition efforts geared toward Direct – Customer Retention efforts can use either"
• Each has its own targeting methodology and offer strategy"
• Predictive models were created for each type
– Propensity to Purchase by the respective method – Using the appropriate model produces a 25-35% increase in revenue from
the top segments"
• The totality of information allows for an Integrated Communications Strategy to existing customer base – Can reach via Direct Mail or Email or Both
Database Marke+ng, Part 3 | Roadmap to Success
Case Study: Summary • More frequent updates allows for better marketing strategy"
• All data tied together at the customer level for that SINGLE VIEW"
• Ability to use a combination of Internal Data (RFM oriented) and External Data
(i.e. Demographics and/or the resulting models) for improved performance"
• Send offers based on the customer’s desired preference – Direct purchase vs. Agent"
• Use Integrated/multi-channel approach when possible
Database Marke+ng, Part 3 | Roadmap to Success
Total Solicits Between Purchases
Database Marke+ng, Part 3 | Roadmap to Success
Roadmap to Success
Database Marke+ng, Part 3 | Roadmap to Success
Ongoing Success
ü Understand the Process
ü Data Organization
ü Data Hygiene & �Enhancement
ü Reporting
ü Campaign Strategy
ü Choosing a Solution
ü Data Enhancement: External Data and Hygiene Best Practices
ü Smart Profiling
ü Predictive Analytics
ü Campaign Attribution & Reporting
ü Blending silos
ü Campaign Automation
Database Marke+ng, Part 3 | Roadmap to Success
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Database Marke+ng, Part 3 | Roadmap to Success
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Database Marke+ng, Part 3 | Roadmap to Success
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