World Gas Conference - Teradata - Presentation
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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”
2
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%
3
Make data-driven
decisions in real time
Incorporate all information
across disciplines New reality:
the demanding and
versatile consumer
5
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
6
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
7
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
8
Information technology for integrated marketing
Marketing operations Spend planning Campaign mgmt. & analytics