1.Agenda10:30 Intelligent detailhandel stter kunderne frstBen Heyerdahl, Sales Leader Europe for Smarter Commerce, IBM UKLars Spindler, Account Director, OgilvyOne11:15 Pause11:30 E-commerce i jenhjdeSteen K. Villsen, E-shop chef, SILVAN A/S12:15 Frokost13:30 Erfaringer med implementeringen af UNICA og 1-1 marketingThomas Voss, IT-afdelingschef, Aller Media A/SLars-Henrik Kieler, Marketing CEM-chef, Aller Media A/S14:15 Pause14:30 Skab en indsigtsfuld business case p Enterprise Marketing Management (EMM)Olivier Berard, Smarter Commerce Value Consultant, IBM FrankrigAlbert Kerezeon, Business Value Consultant Europe, Enterprise Marketing Management, IBM Belgien15:10 Afrunding

2. Fra massedialog til 1-til-1 dialogmed UNICA som vrktjLars-Henrik Kieler, CEM Manager Thomas Voss, IT Manager 3. Contents 2.5 4. Carl Allers Etablissement1873 CAE is established by Carl andLaura Aller in Valby, CopenhagenFirst issue of Illustreret Familie Journalis published in 1877Swedish Aller established in 1894, NorskeAller in 1897 and Finnish Aller in 19922012 fifth generation of the familyis still active in the company. Bettina,Erik og Katinka Aller are chairmen ofthe board in the nordic countries With a weekly circulation of approx. 3,2 mio issues, Aller Media is the leading publisher of weeklies in Scandinavia.5 5. Weeklies 7.5 6. FEMALE PERSONALSIMPLE Dr. Kjell Nordstrm EMOTIONAL Swedish Economist, writer 10 7. Starting outFocus on subscriptionmarketingTrigger based marketing1-1 dialogueWho are the customers?Realtime data?12.5 8. Our Vision 15 9. Choosing UNICAOne Marketing helped us drive the selection processPossible matches: Neolane, Portrait, Alterian & UNICAStructured selection & scoring process using weighedcriteria: 25% IT & Administration ressource usage 25% Vendor support 30% Usability 20% Vendor & risk managementUNICA came out on top17.5 10. How we use UNICAADVANTAGEPROGRAMME7 variants (CLC),personalized NEWSLETTERSWELCOMEPROGRAMME WIN BACKTrigger based, Part of Adv. Programmepersonalized TELEMARKETINGPhone lists AD MAILS / Passive subscribers CAMPAIGNS20 11. Next Steps2013New Subscription SystemBehavioral data BI / KPI Giro channel Mobile channel 2012 Allerservice.dkMore masterdata! UNICA Starter ult. septemberMasterdatabase / permission base22.5 12. -2008 2009-2012201325 13. Key business benefitsIncreased customer knowledgeIncreased general data knowledgein Marketing100% increased sales on specificcampaignsE-mail marketing businessincreased by 200%Campaign value increasedUNICA businesscase lookspromising The best conversionrate ever!40 percent!(Up from 19-21 %) 27.5 14. Key learningsUse a datawarehouse/masterdatamodelDo you have the right data?Do you know your data?Keep it simple, stupidLaunch, improve, re-launch 30 15. We all live in a yellow Reduce time-to-market We need to do more and launch faster We must reduce cost Personalized content, coordinated contacts Right time, channel & context32.5 16. Thanks, questions?Personalization works!Know your dataKeep it simple, launch fastWe all live in a yellow sub35 17. Backup slides 18. VS.Svre at f bid? MereMadding p krogen. Kunder deler deres oplevelser Eks. super Best -kdskandalen. Mlrettet markedsfring VS. 19. Result 2012 EKSPONERING Eksempler p e-mailsIncreased ROI index 200+ 20. REKSPONERINGEksempler p landing pages 21. The IT Situation Multiple business systems Multiple customer databases Multiple channels Declared data Behavioral data 22. Operations Plan, Program, Project Planning tool Budgets, KPIs, results Project Management Standardized work flows Offers and target groupsOperationsCampaign Segmentation / SelectionUnU Unica Contact HistoryCampaign Response Flows Triggerbased / ad hoc Output for other channelsE-messageE-message Creating e-mails + LPs Graphic elements (libary) Drag & drop templates Personalization Easy testing 23. Kampagnenavn: Jorden RundtTema: Sommer/rejsePrmier: Rejsegavekort, Biotherm produkter ogmagasinerMedie: Nyhedsbreve, bannere , FB, messer ogmobilMetode: Stand alone, strategisksamarbejde, CPM, lssalg og eget netvrkUdformning: 8 sprgsml = 8 byer = 8kvalificeringerTest: mnd som segment, SEM samtadfrdsbaseret bannere