Database marketing, part 3 Blending Silos, Marketing Automation, Best Practices

Database Marke+ng, Part 3 | Roadmap to Success


Presented By

Andy Pappas VP, Database Marketing"& Analytics – Relevate

Tom Guernon Director of Sales – Relevate


Database Marketing, Part 3 Roadmap to Success


Part 1: Recap

ü  Understand the Process

ü  Data Organization

ü  Data Hygiene & �

Enhancement

ü  Reporting

ü  Campaign Strategy

ü  Choosing a Solution

Watch online at www.relevategroup.com/learn


Part 2: Recap

ü  Data Enhancement: �

External Data and Hygiene �

Best Practices

ü  Smart Profiling

ü  Predictive Analytics

ü  Campaign Attribution & �

Reporting

Watch online at www.relevategroup.com/learn


What is Database Marketing?

Database !A collection of data and information about customers and/or prospects that affects what and how a marketer will sell to them. Database Marketing !A customer-based, information intensive, long-term methodology that uses the Database as the basis of all on-going marketing efforts.


Database Marketing Value Proposition Breadth of functionality Integrated descriptive & predictive analytics, multi-

channel campaign management, and reporting.

Ease of use Expands user audience, reduces training requirements & makes staff productive sooner.

Accessibility Delivers insightful and actionable customer data to the fingertips of entire staff…from anywhere.

Scalability and Performance Architected to perform optimally with large databases, frequent updates and heavy usage.


Part 3 Roadmap to Success

ü  Blending Silos

ü  Program Automation

ü  Case Study

ü  Ongoing Success


Roadmap to Success


Silos: Business & Organizational Organizational Silos create challenges for marketers and decision makers.

MegaLawn Service

MegaLawn CPG

MegaLawn Corporation

DIY - Do it yourselfDIWM - Do it with meDIFM - Do it for me


Silos: Business & Organizational Optimize Spend By Breaking Down Cross Business Silos and Greater Visibility Into Segments

MegaLawnCPG

MegaLawnService

DIY

DIWM

DIFM


Silos: On- and Off-line Blending on and off-line data is not as hard as it sounds. The first step is identifying your many audience touch points.

Traditional •  Email / SMS

•  Solicitation history •  Customers •  Enhanced data •  Transactions

•  Orders •  Items

•  Solicitation history •  Product tables

Trending •  Web property behavior

•  Click behavior

•  Product interest •  Transactions

•  Social profiles •  Digital tracking


Silos: Single Customer View A database will allow you as a marketer to have all relevant information concerning the customer joined and available to you. You can gain valuable Customer Insight using the SINGLE CUSTOMER VIEW approach.

Provides you with the ability to: ü  Define the changing customer

ü  Identify opportunities for growth

ü  Categorize your customer into appropriate segments

ü  Create targeted campaigns ü  Prioritize limited resources and campaign budgets


Roadmap to Success


Marketing Automation: What is it? Using technology to make repetitive tasks more efficient, reduce costs, and shorten cycle times Consider" •  What COULD be automated? •  What SHOULD be automated? Focus" •  Predefined Campaigns – Look at Controls •  Trigger Campaigns – Look for Meaningful Activity Linked to Outcomes


Marketing Automation: Predefined Think about predefined marketing automation as an assembly line" •  Increased efficiency creates operating leverage

Focus on Controls " •  Known winners & going to keep for the foreseeable future

What can be Predefined & Automated?" •  Data capture, hygiene, scoring, segmentation - ETL •  Campaign Management tools can save scripts and flows and apply to

selection, scheduling and execution •  Select saved instructions script, apply refreshed file, apply


Marketing Automation: Trigger Integrating meaningful data points to take action


Marketing Automation: Trigger Integrating meaningful data points to take action:

Mortgage Offer Trigger As “Next Best”?


Roadmap to Success


What is Database Marketing?

Database !A collection of data and information about customers and/or prospects that affects what and how a marketer will sell to them. Database Marketing !A customer-based, information intensive, long-term methodology that uses the Database as the basis of all on-going marketing efforts.


Case Study: Company in the travel industry

The situation / challenges that existed:

ü  Marketing only received Campaign Performance reports once per month (even though campaigns were created weekly)

ü  Response Allocation was at the Individual or HH level only ü  Limited to Internal Data for Segmentation and Selection

ü  No Enhanced data resident on customer file ü  Marketing had difficulty in accessing data

ü  Had to go through IT ü  Did not have a true Solicitation History ü  Customer bookings generated via direct or travel or travel agent channels

ü  Different strategies needed


Case Study: The Solution In order to more effectively plan integrated campaign strategy, marketing needed to have daily access to the data with more frequent updates than monthly. IT sends weekly extract that is input into the DB environment allowing the marketing users to have SINGLE CUSTOMER VIEW.

ü  Create an integrated marketing database / campaign management and reporting capability, that supports 20+ campaigns per month across multiple segments, and multiple channels.


Case Study: The Solution


Case Study: Benefits / Results

Results •  Increase attributed campaign ROI by

over 10% in the first year and achieve

profitability 2x plan. •  10-15% better response rates

•  Additional 3% response allocation

using pass-along methodology

•  Marketing Department Efficiencies

•  Ability to better target direct vs agent •  Using multi-channel

•  All done more quickly

Immediate Benefits •  More Frequent and Consistent

Updates & Hygiene

•  External Data enhancements added to the customer universe

•  More Frequent Response reporting

and enhanced allocation

•  A more complete solicitation history

was created showing number of times a person was solicited along

with channel


Case Study: The Silo Approach •  Travel customers for this company are generate via Direct or Agent

Methodologies –  Acquisition efforts geared toward Direct –  Customer Retention efforts can use either"

•  Each has its own targeting methodology and offer strategy"

•  Predictive models were created for each type

–  Propensity to Purchase by the respective method –  Using the appropriate model produces a 25-35% increase in revenue from

the top segments"

•  The totality of information allows for an Integrated Communications Strategy to existing customer base –  Can reach via Direct Mail or Email or Both


Case Study: Summary •  More frequent updates allows for better marketing strategy"

•  All data tied together at the customer level for that SINGLE VIEW"

•  Ability to use a combination of Internal Data (RFM oriented) and External Data

(i.e. Demographics and/or the resulting models) for improved performance"

•  Send offers based on the customer’s desired preference –  Direct purchase vs. Agent"

•  Use Integrated/multi-channel approach when possible


Total Solicits Between Purchases


Roadmap to Success


Ongoing Success

ü  Understand the Process

ü  Data Organization

ü  Data Hygiene & �Enhancement

ü  Reporting

ü  Campaign Strategy

ü  Choosing a Solution

ü  Data Enhancement: External Data and Hygiene Best Practices

ü  Smart Profiling

ü  Predictive Analytics

ü  Campaign Attribution & Reporting

ü  Blending silos

ü  Campaign Automation


Upcoming Webinars

What is Integrated Marketing!And Why Should I do It?


Questions?


THANK YOU ANDPLEASE STAY IN TOUCH!

Visit us online at www.relevategroup.com

Email us at [email protected]

Call us at 800-523-7346

Database marketing, part 3 Blending Silos, Marketing Automation, Best Practices

Marketing

Transcript of Database marketing, part 3 Blending Silos, Marketing Automation, Best Practices