Post on 16-Apr-2017
Mobile CRM and Customer Engagement
Richard NaddyManaging Director,
Mobile Information ServicesCiti Enterprise Payments
Remember Static Banner Ads?Then Came Cookies and Dynamic ContentCookies Enabled Measurement → Pay for PerformanceWeb-Like 1-to-1 Marketing in the Real World?
• Dynamic content• Commission-based business models• Cookies?• Real Customer Behavior
DMA October 2013– Richard Naddy, Citi©
A More Complete View of Your Customers
Do you understand your current and potential buyer as a…
CUSTOMER? CONSUMER? PERSON?
You know what you sold to the customer
and her service history
But what did she buy with the other merchants she
frequents?
And what information is she revealing about
who she really is?
DMA October 2013– Richard Naddy, Citi©
• Getting married / divorced• Having a baby / new child• High school / college graduation
• Accelerated spend in auto repairs • Environmentally conscious spend • Technology spend
• Change of job type / occupation• Change of residence• Starting a new business
Model-Driven Targeting of Prospects and Existing Customers
INFREQUENTLY OCCURRING
TRANSITIONAL AND DAILY ACTIVITY
LIFE EVENTS
DMA October 2013– Richard Naddy, Citi©
An unmatched collection of data from multiple sources…
filtered and analyzed to generate targeted offers...
and distributed through Citi’s “touch points”…
…allows merchants to optimize marketing
and increase revenue
Leveraging Big Data and Advanced Analytics
ANALYTICS,SPEND PATTERN-
TRIGGERS,FILTERS, ETC.
OffersDataPublicData
Merchant Data
Credit Card Data
Sales
DMA October 2013– Richard Naddy, Citi©
People are Inseparable from their Mobile Phones
The most personal device there isYou don’t share it. It’s the last thing you check at night, and the first thing you reach for in the morning.
Always sensing It knows who and where you are, as well as what’s around you
Armed with powerful mCommerce capabilitiesNot only can it be used to target, it can immediately fulfill
A mobile phone is…
DMA October 2013– Richard Naddy, Citi©
Mobile = Always Informed, Always Addressable
DMA October 2013– Richard Naddy, Citi©
Analytics Paradigm Shift
One Offer, Which Customers?
One Customer,Which Offer?
DMA October 2013– Richard Naddy, Citi©
Big Data, Big Analytics, One Offer
LOCATION Environment DEMOGRAPHIC
• Entering a GeoFence• Entering an Overlapping
GeoFence• Leaving a Geofence• Frequented Geofence
• Time of Day• Day of the Week• Seasons, Holidays• Weather
• Gender• Income Level• Age• Persona
• Number of Offers to Receive per Day
• Preferred Categories• Preferred Timings• Offer Likes / Dislikes
• Transaction Type• Number of Transactions• Avg Transaction Size• Spend Type• Merchant Category• Location• Frequency
• Offers Searched / Pulled• Offers Opened• Offers Activated• Offers Redeemed• Offers Expired• Voucher Wallet• Frequency of Use
EXPRESSED PREFERENCES SPEND HISTORY MOBILE APP HISTORY
DMA October 2013– Richard Naddy, Citi©
Unique Customer Profiles• Age 47• Lives on Upper West
Side• Income > $300,000• Spends frequently at
J. Press, Tribeca restaurants, wine merchants
• Meeting a client near 53rd St. and Park Ave. for a weekday drink at 6pm
• Art grad student• Hangs out at West
Village cafes• Shops often at
Whole Foods, Anthropologie, Sephora
• About to join girlfriends for shopping on a Sunday afternoon
DMA October 2013– Richard Naddy, Citi©
Dynamic Content
Lunch hour Happy hour After hours
12:30
Logo
5:46
Logo
9:28
Logo
DMA October 2013– Richard Naddy, Citi©
What if Merchants Could Gain Control and Insights via a simple Portal?
► Define customer segments
► Set sales goals
► Identify the event-trigger
► Define customer segments to exclude
► Set when the offer gets executed; when it doesn’t
► Get insightful performance reports
Merchant portal provides the ability to
► Select target profiles
► Set goals for location, volume, etc.
► Specify dates, times, weather, locations, behavior
► Select customer profile attributes, review customer preferences
► Set presentment parameters: geofences & limitations
► Receive redemption statistics of past and live offers
In just a few easy steps
DMA October 2013– Richard Naddy, Citi©
Offers the right
through individualized targeting
Gives richer offers
to acquire the target customer
Uses geolocation to offer a deal at the right
Place
Uses contextual,
dynamic messaging to perfect the
message
The Savvy Mobile Marketer Focuses on
Promotional
Priced
Product
DMA October 2013– Richard Naddy, Citi©
Merchants reach most desired customers with greatest efficiency
Customers receive richer offers, leading to greater satisfaction and spend
Putting it all Together
New technologies enable “cookies for the real world”
Mobile = always informed, always addressable
Big data
analytics
enable
win-win
results
DMA October 2013– Richard Naddy, Citi©
Learn More
Richard Naddy
Managing Director,Mobile Information ServicesCiti Enterprise Payments (CEP)
Richard.F.Naddy@citi.com(847) 924-9383
DMA October 2013– Richard Naddy, Citi©