The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.
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Transcript of The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.
![Page 1: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/1.jpg)
The Greatest Campaign You Never Want to Launch
Antony UgoniMarketing May 2012
![Page 2: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/2.jpg)
MarketingThe Greatest Campaign…
2
Campaign Overview• The campaign in question was…..• Timing – November 2010• Number of targeted customers – Significant• Above the line support – Plentiful
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MarketingThe Greatest Campaign…
3
Good CRM Practices?• Identified THE best conversation to be having with
these customers
![Page 4: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/4.jpg)
MarketingThe Greatest Campaign…
4
Good CRM Practices?• Identified THE best conversation to be having with
these customers• Targeted customers isolated within a single
campaign
![Page 5: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/5.jpg)
MarketingThe Greatest Campaign…
5
Good CRM Practices?• Identified THE best conversation to be having with
these customers• Targeted customers isolated within a single
campaign• Supporting channels fully engaged
![Page 6: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/6.jpg)
MarketingThe Greatest Campaign…
6
Good CRM Practices?• Identified THE best conversation to be having with
these customers• Targeted customers isolated within a single
campaign• Supporting channels fully engaged• Post campaign contact rules strictly adhered to
![Page 7: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/7.jpg)
MarketingThe Greatest Campaign…
7
Good CRM Practices?• Identified THE best conversation to be having with
these customers• Targeted customers isolated within a single
campaign• Supporting channels fully engaged• Post campaign contact rules strictly adhered to• Executive support and mandate to execute
![Page 8: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/8.jpg)
MarketingThe Greatest Campaign…
8
Good CRM Practices?• Identified THE best conversation to be having with
these customers• Targeted customers isolated within a single
campaign• Supporting channels fully engaged• Post campaign contact rules strictly adhered to• Executive support and mandate to execute• Board endorsement
![Page 9: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/9.jpg)
MarketingThe Greatest Campaign…
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Results
+65% Better Than Control
68% Reduction Compared To Control
+72% Better Than Control
Footings Growth
Reduction in Defection
Account Opening
Satisfaction Measures
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MarketingThe Greatest Campaign…
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Target Criteria• Propensity models?
![Page 11: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/11.jpg)
MarketingThe Greatest Campaign…
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Target Criteria• Propensity models?• Data driven clusters?
![Page 12: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/12.jpg)
MarketingThe Greatest Campaign…
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Target Criteria• Propensity models?• Data driven clusters?• Research driven segments?
![Page 13: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/13.jpg)
MarketingThe Greatest Campaign…
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Target Criteria• Propensity models?• Data driven clusters?• Research driven segments?• Hypothesis (Test and Learn) marketing?
![Page 14: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/14.jpg)
MarketingThe Greatest Campaign…
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Target Criteria• Propensity models?• Data driven clusters?• Research driven segments?• Hypothesis (Test and Learn) marketing?• Portfolio gap?
![Page 15: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/15.jpg)
MarketingThe Greatest Campaign…
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Target Criteria• Propensity models?• Data driven clusters?• Research driven segments?• Hypothesis (Test and Learn) marketing?• Portfolio gap?
• Offer?
![Page 16: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/16.jpg)
MarketingThe Greatest Campaign…
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So what was the campaign?
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MarketingThe Greatest Campaign…
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Results (again)
+65% Better Than Control
68% Reduction Compared To Control
+72% Better Than Control
Footings Growth
Reduction in Defection
Account Opening
Satisfaction Measures
![Page 18: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/18.jpg)
MarketingThe Greatest Campaign…
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Precedent
0 3 6 9 12 15 18 21 24
Months Post Selection
Ret
enti
on
(%
)
Global
Selected (Conversation)
Selected (No Conversation)
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MarketingThe Greatest Campaign…
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Precedent
Pilot
“Soft” launch
0
1
2
3
4
5
6
7
2005
/10
2005
/12
2006
/02
2006
/04
2006
/06
2006
/08
2006
/10
2006
/12
2007
/02
2007
/04
2007
/06
2007
/08
2007
/10
2007
/12
2008
/02
2008
/04
Op
po
rtu
nit
ies
Lin
ked
IND
EX
ED
Full launch
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MarketingThe Greatest Campaign…
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Take Away• Talking to customers gets results (but make sure
you a relevant)
![Page 21: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/21.jpg)
MarketingThe Greatest Campaign…
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Take Away• Talking to customers gets results (but make sure
you a relevant)• A single enterprise message is crucial for success
![Page 22: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/22.jpg)
MarketingThe Greatest Campaign…
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Take Away• Talking to customers gets results (but make sure
you a relevant)• A single enterprise message is crucial for success• The best analytics without a communication
strategy will rarely drive value
![Page 23: The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012.](https://reader035.fdocuments.us/reader035/viewer/2022070408/56649e4f5503460f94b4701d/html5/thumbnails/23.jpg)
MarketingThe Greatest Campaign…
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Questions