Neolane: New Rules for a Cross-Channel World

The Four Ps of Marketing:New Rules for a Cross-Channel World

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© 2010 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY

New Rules for a Cross-Channel WorldToday’s Topic:

The pillars of effective multi-channel marketing and customer engagement strategies:

Aligned Infrastructure

Centralized Decisioning

Cross-channel Execution

Plan

ExecuteMeasure

RIGHT OFFERRIGHT TIME

RIGHT PLACE



Marketing’s Biggest Challenges

© 2010 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 3



High Performance Marketing


Accelerate cross-channel marketing with a framework that brings method to the madness…

4- 16 -

Align marketing strategy and planning to achieve business

objectives

Align marketing strategy and planning to achieve business

objectives

Marketing Automation – implement technology to collect data and drive

optimized interaction decisions

Marketing Automation – implement technology to collect data and drive

optimized interaction decisions

4

Guide investments and ensure maximal outcomes Guide investments and

ensure maximal outcomes

Drive marketing operations and business processes to achieve optimal

efficiencies

Drive marketing operations and business processes to achieve optimal

efficiencies

Data & Analytics – leverage information assets to gain insight

and drive optimized decisions

Data & Analytics – leverage information assets to gain insight

and drive optimized decisions

Ensure that the various marketing and enterprise groups are synchronized

and skilled to meet objectives

Ensure that the various marketing and enterprise groups are synchronized

and skilled to meet objectives



Key Takeaways – A Top Ten List1. Be customer-centric.

2. Understand and tackle the significant process issues.

3. Remember, the analytic database is the brains of the operation.

4. Experiment with emerging technologies, but choose your software carefully.

5. Test & Learn, then Test and Learn…

6. Dialog with your customers.

7. Be accountable.

8. Centralize.

9. Have one version of the truth.


Neolane confidentialCopyright Neolane - 2010

Challenges and Objectives for Marketing Today

Challenge: Implementing a good Customer Experience is key to marketing effectiveness

Deliver personalized messages

Leverage all customer interactions

Ensure the consitency of all communications

Account for the wishes of consumers

Guarantee quality of service and brand value

ObjectiveRestore brand consistency and agility and thus (re)build

durable customer relationships(positive effect on ROMI)


Inbound / Outbound marketing

”I have an outbound campaign and several offers … ”

offer A

Neolane Interaction: To present the best personalized offer for each customer

“A customer contacts us …”

Real-time

offer Coffer Boffer A

CONSISTENCY

Outbound campaign

HISTORIZATION

offer B offer C …


Interaction Management Dynamic

Marketing managers

Definition of offers and rules Measuring results

Channel managers

Interaction dynamicContents

Offer catalog

All channels...

Execution feedback

Choosing the best offers


Benefits of Inbound and Outbound Integration

Better customer satisfaction and proximity by sending appropriate offers

Satisfying all marketing and communication objectives

Trigger cross-sell and up-sells

Prevents customer attrition by reacting in real time with suitable offers

Marketing and sales teams are empowered to be faster and more effective


The Experts Agree


Contact Information

Kristin Hambelton

Senior Director of Marketing

Neolane, Inc.

[email protected]

617-467-6760

Neolane: New Rules for a Cross-Channel World

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