1. Engage Your Customers
Marketing
Database
Design
Process

2. Data Strategy / Acquisition

Customers, Sign-Ups, Others

3. Consumer Compiled 4. Vertical Lists and DataData Management

Persistent ID Creation

5. Data Hygiene 6. NCOA, Advanced / Proprietary NCOA 7. Email Append 8. Data OverlaysProgram Execution

Campaign Execution

9. Email Delivery 10. SMS/MMS Delivery 11. Key Word / Banner Display Ads 12. DirectProgram Evaluation

Response Analysis

13. Creative Testing2
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25 March 2010
The Best Acquisition Strategy
Is a great retention program
14. Marketing Database Structure
Consumers
Households
I. Input
Policies
Management
Claims
Customer Service
Prescriptions
Producers
Providers
Employers
Plans
II. Key Lookup
III.Household
Merge/Purge
IV.Individual
Merge/Purge
V.Business
Rules/ Database
Interaction
VI.Transaction
Processing
Marketing DB
VII.Post Process/
Summarization
DSS
VIII.Reporting
Exception Handler
Reports & E-Mail
Demographics
Lifestyle
Ethnicity
Socio-
Economic
Financial
Combine customer and overlay data to increase campaign profitability
Campaign Management
Data
Transformations
industry
Data
Enhancements
Data
Sources
Data Enhancement
Platform
Alterian Database
Platform
Create Responsive
Market Segments
Transformation
Methodology
(ETL)
PCD
Fulfillment
iContacts
Websites
Others

Clean, Audit & Hygiene Data

15. Identify Duplicates 16. Build Promotion History 17. Build Transaction History 18. Append Overlay Data 19. Append Email Addresses 20. Append Phone Numbers 21. Create Campaign Segments 22. Email Deployment 23. Digital Content Delivery 24. Campaign Analysis 25. Modelig3
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26. Acquire, Upsell, Retain
Filling the Funnel
Marketing -Targeting - Offers
Segmentation - Execution - Driving Sales - Building eLists
Marketing
3rd Party Happiness
Through the Door Traffic (retail)
Reservations (restaurants)
Appointments (medical)
Advertising
More Happy Customers
Higher Conversions
Higher Renewals
Referrals / Tell a Friend
Loyalty
Optimize acquisition of customers, serve them offers, renew them
4
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27. Direct Revenue Tracking
Marketing
Offer Received
Subscribes
To Magazine
And or
eNewsletter(s)
Shops
Attends
Seminars
and Screenings
Direct revenue is tracked from the person who received the communicationwith the offer to subscribe.
Dines
Subscriptions, eNewsletter Signups, Clicks on Advertiser Websitesare all Tracked within the Marketing Database from your desktop
5
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28. Models for Best Results
Every campaign is tracked and optimized for profitability from expire mailings to PPC Ad Banners
Expired Subscribers
Modeled Samples
(n =30,000)
Expired Subscribers
Random Sample
(n = 50,000)
10%/90%
Ratio
Model
Development
(Test)
16,900
Model
Validation
16,900
Model
Development
(Test)
700
Model
Validation
700
Both Analysis and Validation Samples would be composed of a Target and Comparative Universe.
6
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29. Customer Preference Rules
Set campaign metrics that select customers based on their profitability channel preference
Mail & Email
Email Only
Test Only
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30. Next Steps
LSC will provide a technology presentation detailing the following benefits:
How desktop access to all customers attributes and campaign history will increase their lifetime value (LTV)
How better customer retention marketing will lead to better acquisition results by a) lowering the cost per order, b) by increasing volume and c) increasing conversions
LSC will conduct a brief pre-sales business requirements gathering session and then present a proposal and a proposed project plan with milestones
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25 March 2010
31. Marketing Database Development
Process
Sales
Begin
Database
Design
High level
Requirements
Gathering
Pricing
Quote
Design
Document

Sales

32. IT Pre-Sales gathers requirements 33. Client writes brief RFP describing their needs or signs off on IT Pre-Sales scope 34. Sales presentations 35. IT supports presentation of Alterian product 36. Sales 37. IT Pre-sales 38. Pricing is based on requirements, estimated complexity, and types of reports required 39. Sales and IT agree on quote 40. LSC Management signs off on quote 41. Client Management accepts quote 42. Sales and IT meet with client and IT develops a detailed scope document 43. Changes versus high level assumptions are identified 44. Significant changes may require a newpricing quote Sales/Project Manager agree on quote 45. Client commits to scope, pricing and time frame 46. IT-Systems Analyst begins to design database 47. Project Manager defines time frame for deliverables with major milestones 48. Project Manager tracks development and identifies design changes that could be billable 49. Project Manager/Sales agree on billable additions and present change requests to client 25 March 2010
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50. Marketing Database Development
Process
Client
testing and
signoff
Converts and
Production
Requirements
Testing
Internal
Database
Production
Database
Development

IT defines requirements for converts, production, and special processing

51. Procedures are developed for regular updates 52. IT- Systems Analyst leads programming development team 53. Procedures are developed for regular updates 54. Client Provides user acceptance test plan 55. IT Systems Analyst and development team set up testing for database functionality 56. Reports are tested for accuracy 57. Client is given a test database with documentation 58. Client identifies changes and errors versus specification 59. Project manager creates a client issue list with cost quotes for changes to specifications 60. Project manager/Sales agree on billables 61. Client agrees to cost changes 62. Final Design Documentation is developed 63. Database CSR documents additional requirements and provides quotes 64. Stable database is in place before more changes are made and before committing to biweekly or weekly updates25 March 2010
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