A Customer Engagement Agency

2018 IDN Conference Bangkok, Thailand

(Rory Stoddart… rory@katalystm.com)

• I am from New Zealand but worked in SEA 18 Years• I lived in Thailand 2000-2010 • My background is largely Data and Marketing

• SAS Institute• Teradata

• I have lived and worked in Thailand, Singapore, Hong Kong and Malaysia

• Today I lead an Digital Engagement Agency that’s specializes in Marketing and CX Automation for SEA

• The Industries we serve include:• Retail• FSI• Hospitality and Tourism• Hi Tech (B2B) • Health and Pharma

Who am I ?

Who we are ?

KatalystM is a Client Engagement Consultancy Agency with a very strong MarTech flavor.

Founded in 2007 as primarily a Campaign Platform Implementation and Support organisation, it has evolved into a complete end-to-end Marketing and Sales Automation Agency.

Our focus is on Optimizing Customer Experience and Engagement through the use of Technology, Services and Strategic Consulting.

KatalystM enables businesses to harness Technology to connect with their customers and nurture opportunities at scale. We do this using Best Practice techniques coupled with extensive Industry Experience.

Team Background

▪ Team of 30-32

▪ Sourced from:▪ Software and Services Vendors

▪ Digital Agencies

▪ Marketing Solution Providers

▪ FMCG Organisations

▪ Expertise in:▪ Marketing (B2B & B2C)

▪ Online / Offline

▪ Social

▪ Search

▪ E-Commerce

▪ CRM

▪ Data Management

▪ Analytics

▪ Business Management

▪ Strategy

Sample Clients

Strategic Partners

Integrating and working with many Enterprise Technologies …

Member of the Inter Direct Network of Independent Agencies with partner offices in over 30 cities, and direct offices in Singapore, Bangkok, Manila and Hong Kong.

Our Services Overview

Confidential TRUE Clarity Co. Ltd. operating as KatalystM 2017 Not for Distribution

9

Personalized Across Multiple Channels

Multiple Journeys with

the same OBJECTIVE

Marketing Automation versus CRM

Marketing Automation CRM

CRM is 1 to 1 Marketing and Marketing Automation is 1 to Many Marketing, but it works at the Segment and Persona Level

Marketing Automation versus CRM

They both work on the same Marketing and Sales Principles:

AcquisitionRetentionX-SellUp-SellWin-Back

Best Practise is to link them together along the same Lifecycle Journey

Deciding on Program Types

CRM Initiative

▪ Retention

▪ X-Sell

▪ Up-Sell

▪ Acquisition

▪ Win-Back

Marketing Automation Programs

▪ Renewal

▪ Nurture

▪ Match

▪ Replacement

▪ Lead Generation

▪ Re-Activation

▪ Re-Engagement

▪ “Look-Alikes”

16

$

ACQUIRE CONVERT GROW RETAIN REACTIVATE

Unknown Prospect Known Lead Customer

Best Customer

Lapsed Customer

Active Customer

Engage

Inform potential customers

and include in mktg. fold

Retain

Prevent lapsing with

continuous engagement

Onboard

Stepwise programs to

highlight superior service

Promote

Highlight value add with

non-monetary features

Win-backs

Re-acquire most valuable churned

customers with outreach &

alternate offers

Loyalty

Recognize and reward the

most valuable customers

Convert

Qualify leads and sell

Reengage

Highlight value

Nurture Strategy and Process

(-) LTV

(+) LTV

Buying a Beer… Over 30 Potential Touchpoints !

Airline Customer Journey: Trigger-based Program

Insurance Conversion Series

Prospect Conversion Lifecycle2

Email 1 Email 3 Email 4

0

Quote Expiry

Days

Email 2

10 85 9014

Banner

Quote Info

Price

Testimonials

Benefits

Email Wireframe Email 4: Quote Expiry Reminder

Message/Content:Remind customer to utilize the quote. If possible provide last incentive to purchase.

Email 1: Initial Quote Details

Message/Content:Communicate quote details only.

Email 2: Quote Follow Up

Message/Content:Provide more info about quote and why it is good and competitive.

CTA 1: Price (Low)CTA 2 : Benefits in cover informationCTA 3 : Testimonial

Email 3: Targets customer buying cycle and behavior

Message/Content:Based on engagement of email 2. Show relevant content to engagement.

CTA 1 or 2

Standard

Platform

Reporting

Marketing Automation Data

Email Total Delivered Total Open Unique OpenUnique Open

RateTotal Click Unique Click

Unique Click Rate

Click

Conversion

Conversion 2 1,582 3,338 805 40.8% 166 89 5.6% 11.0%

Conversion 3 1,356 2,507 585 43.1% 106 56 4.1% 9.5%

Conversion 4 1,157 2,075 542 46.8% 69 34 2.9% 6.2%

Total 4,095 7,920 1,932 47.1% 341 179 4.3% 9.2%

Aug Sep Oct Nov Dec

Email 2 311 413 370 370 95

Email 3 283 298 335 324 96

Email 4 220 291 266 286 64

Click conversion 8.17% 7.75% 7.90% 8.94% 9.45%

0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%9.0%10.0%

0

50

100

150

200

250

300

350

400

450

Received Email 2

only29%

Received Email 2 and 334%

Received Email 2, 3

and 437%

Overall Program Performance

KPI Reporting

Oracle BI

MicroStrategy

© 2018 KatalystM Pte Ltd. All rights reserved.

DATA

STRATEGY Technology

My Strategic Frame

The WHAT, WHY, HOW, WHEN, and

the WHO ofBusiness !

Baseline with Industry Benchmarks

Program vs. Campaign

Campaign Centric

Program Centric

Showing people you’re there and what you have to offer. One-size fits all doesn’t work, and discovery campaigns only go so far.

You must layer on insights from repeatedly engaging with a customer and personalize your approach to their needs.

Over time, a fine balance is required between discovery vs. nurture.

3 Step Strategy: Plan, Design, Automate, then Create !

Data ConsolidationPlatform ConfigurationApplication Integration

Simple Programse.g. WelcomeExisting Manual Taskse.g. Renewal Reminders

Create NEW ProgramsAdd NEW DataIntegrate NEW Appse.g. Social

Create a stable Data & DeliverabilityEnvironment !

Create your onlinerelationship with Clients, “train” your Data, and consolidate Reputations

Extend online relationships, add morecomplex and better targeted Programs,incorporate more data to be used for Lead Generation, and exploit different Communication Channels e.g. Social

A Supportive Data Strategy is Critical

✓ The correct data is collected✓ The quality and completeness of the data ✓ The data is stored in the correct manner✓ The data is used in the appropriate way✓ The data is updated in the right manner✓ Data Security✓ Archived properly

The Data Strategy falls under the Marketing Strategy which in turn falls under the overall Corporate & Business Strategies, thus creating the required “TOP DOWN” alignment

People Forget “The Data Ladder”…

Understanding that there is an order to how to analyse and report on data is essential. It is because ultimate high-value data which is best for analysing requires a high number of “attribute” and “classification” Data Fields.

What this translates to is that as the data moves up the Data Ladder its breadth increases so becomes more appropriate for more advanced Analysis and Reporting

Technology - The “Snake Pit”….

Marketing Automation – “The Watch List”

• Audience Level Communication• Large SEND Volumes on a regular basis• Multiple Channel Communications• Repetitive Marketing Communication Tasks• Lead Nurturing (Long Term Qualification)• Life Cycle and Persona Management• Process and Data Consolidation

• CRM• Social• CX

An Approach to Success

1. Define Objectives2. Select Strategy3. Benchmark4. Build5. Test6. Deploy7. Measure & Evaluate8. Optimise

Where they began in 2015 !

▪ They were using the Jericho Platform▪ A “Batch and Blast” Approach

▪ Non Responsive Emails

▪ No Segmentation Marketing

▪ Some simple Programs e.g. Birthday Series

▪ No Nurture Programs

▪ Only Batch integration with their Reservation System (Opera)

▪ No Life Cycle Management

They are part of an organisation valued at USD 18 Billion, and they own and operate 9 Properties inSingapore alone.

How often do customer stay with us?

How do I identify those who are more likely to convert?

Does higher frequency of stay equate to higher spend?

When did the customer last stay with us?

How do I relate transactional data to marketing?

Who should we be engaging?

What communication will be relevant?

They wanted to know…

We Sold Them :

▪ Improve Engagement with their clients▪ Lifecycle Programs

▪ Program Nurtures

▪ Targeted Campaigns

▪ Personal Engagement e.g. Birthday Series

▪ Lead Scoring

▪ RFM Modeling

▪ The ability to integrate and consolidate Contact Data

▪ Segment Response Management and Tracking▪ VIPS

▪ Business Travelers

▪ Holiday Makers

▪ By Properties

▪ Strategy

Required a Transform and Consolidation Strategy

Their data was disparate, non-uniform, and non-standard

Opera

Source 2

Staging Server

Data is:• Cleaned• Standardised• Summarised• De-duplicated• Created

Inside the server new tablesare created, based on therequirements of the DestinationApplications e.g. CSV for Responsys

Findings & Recommendations

RFM Score % of RFM Score Description RFM Score Profiles Marketing Strategy

454 9.15% People that last stayed 13-24 months ago , with 1 times stay and spent within $300 to $900 Non-Frequent Leisure Travellers Reacquiring

254 7.93% People that last stayed 5-8 months ago , with 1 times of Stays and spent within $300 to $900 Non-Frequent Leisure Travellers Re-Engagement

455 7.65% People that last stayed 13-24 months ago , with 1 times of Stays and spent within less than $0 to $299 Non-Frequent Leisure Travellers Reacquiring

354 7.39% People that last stayed 9-12 months ago , with 1 times of Stays and spent within $300 to $900 Non-Frequent Leisure Travellers Re-Engagement

554 7.09% People that last stayed more than 2 years ago , with 1 times of Stays and spent within $300 to $900 Frequent Corporate Traveller Reacquiring

255 6.49% People that last stayed 5-8 months ago , with 1 times of Stays and spent within less than $0 to $299 Non-Frequent Leisure Travellers Re-Engagement

355 6.02% People that last stayed 9-12 months ago , with 1 times of Stays and spent within less than $0 to $299 Non-Frequent Leisure Travellers Re-Engagement

555 5.90% People that last stayed more than 2 years ago , with 1 times of Stays and spent within less than $0 to $299 Non-Frequent Leisure Travellers Reacquiring

453 2.60% People that last stayed13-24 months ago , with 1 times of Stays and spent within $901-1500 Non-Frequent Leisure Travellers (Large Spender) Reacquiring

444 2.52% People that last stayed 13-24 months ago , with 2-4 times of Stays and spent within $300-900 Non-Frequent CorporateTravellers ( Switch of brands) Reacquiring

244 2.29% People that last stayed 5-8 months ago , with 2-4 times of Stays and spent within $300-900 Non-Frequent CorporateTravellers ( Switch of brands) Re-Engagement

553 1.98% People that last stayed more than 2 years ago , with 1 times of Stays and spent within $901 to $1500 Non-Frequent Leisure Travellers (Large Spender) Reacquiring

344 1.96% People that last stayed 9-12 months ago , with 2-4 times of Stays and spent within $300 to $900 Non-Frequent CorporateTravellers ( Switch of brands) Re-Engagement

253 1.82% People that last stayed 5-8 months ago , with 1 times of Stays and spent within $901-1500 Non-Frequent Leisure Travellers (Large Spender) Re-Engagement

353 1.62% People that last stayed 9-12 months ago , with 1 times of Stays and spent within $901-1501 Non-Frequent Leisure Travellers (Large Spender) Re-Engagement

442 1.46% People that last stayed 13-24 months ago , with 2-4 times of Stays and spent within $1501-3000 Non-Frequent Corporate Travellers ( Switch of brands) Reacquiring

443 1.45% People that last stayed 13-24 months ago , with 2-4 times of Stays and spent within $901-1500 Non-Frequent Corporate Travellers ( Switch of brands) Reacquiring

544 1.44% People that last stayed more than 2 years ago , with 2-4 times of Stays and spent within $300-$900 Non-Frequent Corporate Travellers ( Switch of brands) Reacquiring

243 1.36% People that last stayed 5-8 months ago , with 2-4 times of Stays and spent within $901-1500 Non-Frequent Corporate Travellers Re-Engagement

242 1.34% People that last stayed 5-8 months ago , with 2-4 times of Stays and spent within $1501-3000 Non-Frequent Corporate Travellers Re-Engagement

343 1.09% People that last stayed 9-12 months ago , with 2-4 times of Stays and spent within $901-1500 Non-Frequent Leisure Travellers Re-Engagement

Enabled us to determine what we had to address on both the Strategy

and Execution Levels

RFM TableRecency: Most Recent Stays will be Flag '1' and Least Recent Stays will be Flag '5‘Note: Based on Latest Departure Date from Bookings made per Subscribers

Frequency: Most Frequent Times of Stay will be Flag '1' and Least Frequent Times of Stays will be Flag '5‘Note: Based on Bookings made per Subscribers

Monetary: Most Revenue Spender will be Flag '1' and Least Revenue Spender will be Flag '5' ‘Note: Based on Room Revenue across Bookings made per Subscribers

Samples

© 2018 KatalystM Pte Ltd. All rights reserved.

Multi-Level and Multi-Audience ReportingCampaign & Program Performance Dashboard Reporting Across Marketing Spectrum

Advanced Reporting

RFM Related Reporting

Behaviour Based Program – Re-Engagement

Getaway Experience

News-letter

Month 5-6: Experience &

Brand

Month 7-8: Far More Value

Month 9-10: Service Offer

Month 11-12: Direct Discount

Day 14 Day 28 Day 42

NL NL NLTravel Personality

Specific Hotel

experience

Specific Hotel

experience

Day 0

NL NL NLBeyond a room: Far More Perks

Our Service: TripAdvisor Rankings

Specific Hotel

Experience

Day 84 Day 70 Day 56Day 98

NL

Enhanced Stay:Service Perks

NL

Day 126 Day 140 Day 154

NL NL NL

Day 112

Add 5% off

NL NL NL

Day 196 Day 182 Day 168Day 210

ReactivateProgram

RE1

RE2

RE3

RE4

Beyond a room: Live Like a Local

Enhanced Stay:Service Perks

Enhanced Stay:Service Perks

Enhanced Stay:Service Perks

Add 5% off

Add 5% off

Add 5% off

Performance Summary

AWARENESS

INTEREST

CONSIDERATION

PURCHASE

Deliveries = 98.0%

Unique Opens = 12.4%

Unique Clicks = 5.9%

Transactions = 1.1%2X more conversion from email that contains an offer

Service-based converts higher than direct discount offers

Consistent Level of Engagement

Higher Level of Engagement when content are

‘focused’ and personalized

Findings Summary

Customer with a Lead Score of D1 (4+ engagements) booked again at a rate of 4x higher

Email Clicks have a more positive correlation to booking compared to all other engagement – 3x the booking rate

People highly engaged with the Deals Pages converted at a much higher level, greater than 4x

They went on record to say that in 2016 they achieved a 7 TIMES ROI which was almost twice what they were expecting. In absolute terms since they have started on their Marketing Automation journey they increased their “contactable” Client List by 80 %

Personalisation had a20 % Increase in Open Rates !