Deploying Successful Database Marketing in China

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PresentedbyLeoLau,RadicaSystemsLtd.

17June2016

DeployingSuccessfulDatabaseMarke6nginChina

Innovation · Growth · Share

DatabaseMarke?ngSolu?ons

Consul?ngServices


Luxury Brands

Renowned Brands in

China

Renowned Brands in

China

Cosmetics Finance

Properties Exhibition, Education

Hotels FMCG &

E-Commerce


60 Million Unique Consumer Contacts

Behavioral Data >> 1 TB

Hospitality Luxury Finance Retail


“Radica Data Lab” Established in 2014In co-operation with Tongyi Industrial Group Center for Electronics Commerce, Hong Kong University of Science & Technology

Advisors:

Prof.KYTam(HKUST),Prof.MichaelZhang(HKUST),Prof.SCCheung(HKIST),FrancisKwok(Radica),GabrielLeung(EMC),TitaniaKwan(EngageDigitalConsul?ng)

Weaimtoperforminnova?veresearchonbigdataanalysisandputfindingsintoprac?ce.


CustomerDataHasMonetaryValuebutTooManyOrganiza?onsIgnoreItGartnerBusinessIntelligence&Analy?csSummit,October2015


TheRetailLandscapeinChina


Chinese consumers remain upbeat about their future


Chinese consumers increasingly desire premium products


Increasingly they are more loyal to brands


The line between Online and Offline Shopping becomes blurring !

•  TheTrigger

•  Research&evaluate

•  Conver?ng

•  Postpurchase

reviews


Two-thirds of Chinese consumers think shopping is the best way to spend time with family


Today: Omni-channel!


Common obstacle: Islands of data

E-commercesiteRetailStore

SocialMedia

Membership

Database


Goal : Unify all online & offline data into a single platform

E-commercesiteRetailStore

SocialMedia

Membership

Database


Completing the Customer Journey!

Customer DB

Portal for members

eDM,SMS

O2O.CRM

Event

Call center

Campaign/ Event mgmt.

Report

Member Mgmt.

Login

Login

Login

Data Sync

Call Record

Customer

Login

Abbott User Customer System linkage

Marketing

CRM

CS

Post Mgmt.

WeChat Mgmt.


Starbucks: behavior data > tailored offers


(Offline to Online to Offline) Galaxy Macau: Offline behavior > Wechat > Offline offer


GEG Privilege Club Social Engagement via WeChat !

•  BindingwithGPCaccountto

wechat

•  Privilegepoints,latest

exclusiveevents&gi_sall

withinWeChat

•  Socialengagementtracking

enrichingcustomerprofile


Member Portal and eCoupon Redemption!- Binding with WeChat Service Account !


Goal:PromoteCreditCardInstallmentLoanviaSMSdirectmarke?ngChallenge:Howtodeterminewhoaremorelikelytotaketheoffer?Customerbase=8,000,000SMSdailylimit=300,000

Classic Example: Big Data Enhances Marketing Effectiveness!


Data Modelling Process!


Model Simulation!


ResultsAssessment–ResponseRate↑68.6%ServiceFee↑61.7%

4th Paradigm

Model

SMS Response Rate

Vincio Model

4th Paradigm

Model

Vincio Model

Service Fee per SMS

WithsameSMS#,RadicaModelVSTradi6onalModel:ü  68.6%improvementinresponserateü  ARiseof61.7%inServiceFeeperSMS

*1.Databasedonamounton21st,22ndJan2.Apply4thParadigmPrice-firstModel(Response-firstModelshownasdoRed)

Results !


The Era of Big Data and IoT !


Manulife Move


Solution Overview!


Access to RiMANGGIS

•  Access via any web browser (chrome, safari, IE, etc.)

•  Interface in EN, TC or SC •  Unlimited users


RiManggis – Email/SMS Marketing Solution

•  Multi-channel campaigns

•  A/B Testing •  Auto-trigger messaging •  Flexible customer

tagging based on behavior

•  Easy-to-use message editor

•  Comprehensive reports


Membership Management and Loyalty Solution

•  Member tier management •  Loyalty points

management •  E-coupon creation and

redemption •  Integration with POS / e-

Commerce / social platform


Infrastructure: MangoDB on AWS for High Volume High Performance Database Marketing


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Deploying Successful Database Marketing in China

Technology

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