World Gas Conference - Teradata - Presentation

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1 5 June 2015, Paris, France 26 th World Gas Conference THE ‘NATURAL’ MARKETING OF GAS Aurelien Guichard Teradata Programme Committee PGC E2 “Effective Gas Marketing and Lessons from Other Industries”

Transcript of World Gas Conference - Teradata - Presentation

1 – 5 June 2015, Paris, France

26th World Gas Conference

THE ‘NATURAL’ MARKETING OF GAS

Aurelien Guichard

Teradata

Programme Committee PGC E2

“Effective Gas Marketing

and Lessons from Other Industries”

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The state of play: findings about Marketing across industries

* Source: Teradata 2015 Global Data-Driven Marketing Survey

of 1,506 Marketing executives worldwide and representing all major industries

How many Marketing executives say*...

... Data is the most under-utilized asset in marketing organizations

... Silos obscure a seamless view of campaigns and customers

... One of the main benefits of using data is the increasing speed of decisions

… Relevant customer data for personalized messaging has a positive impact

... Integrated data across teams improve customer service

87%

59%

87%

92%

80%

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Make data-driven

decisions in real time

Incorporate all information

across disciplines New reality:

the demanding and

versatile consumer

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Data-driven organizations outperform their competitors

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Measured success of integrated, data-driven marketing

Banking

Reduction in cycle time

Savings in marketing costs

Streamline processes

Industry Samples of success factors Customer examples and results

Insurance Campaign volumes

Uplift in conversion rates

Database cost savings

25% increase (100+ per month)

10% to 20% uplift

£0.5 million savings

Retail

Conversion: increase basket size

Continuity: incr. guest frequency

Conquest: program differentiation

8% more sales per customer

More visits

New guests

>200% efficiency in processing

16% savings in program costs

27% shorter approval timelines

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Measured success of integrated, data-driven marketing

Services Specific messages in real-time

Consistency across all channels

Industry Samples of success factors Customer examples and results

Telco Overall cost reduction

Simplification of workflows

Fast return on investment

Non-profit

Large recipient base

Rapid response

Interactions with donors

Multi-million campaigns sent

<5 hours from idea to execution

Dialog communication w donors

Avg. 56,000 unique offers

95% consistent experience (call

center, email, terminal, mobile)

€1.5 million saved in processing

From 17 days to 1 day

Paid for itself in <2 years

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Integrated, data-driven marketing strategy

Develop a full

perspective

of the business and

your audience

Analytics to understand

audience behavior,

content engagement,

and operational

efficiency

Segment audiences

using analytics,

personalize the campaigns,

and manage performance

with data

Personalized and

engaging communication

based on audience

insights, preferences,

and behaviors

Conversion Path

Customer

Behavior

Affinity

Purchase

Response

Mobile/web Social

Customer

Attribution

Spend

Process

Segmentation

Decision Offer

Governance

Preference

Compliance

Delivery

Demand Responsive

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Information technology for integrated marketing

Marketing operations Spend planning Campaign mgmt. & analytics

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Technology brings significant business value

to Marketing organizations

across industries...

... It is readily applicable to Oil & Gas