……………………………………………………………………………………

© 2010 Aprimo, Inc.

……………………………………………………………………………………

© 2010 Aprimo, Inc.

…………………………………………………………………………………… Taking control of communication

Outing

Outing

Outing

Outing

Outing

Outing

Outing

Outing

Outing

Outing

Outing

Outing Outing

Outing

Outing

Outing

Outing

Outing

Outing

Outing Outing

Outing Outing

…………………………………………………………………………………… Agenda

Effectiviteit

Efficiency

ROI

© 2010 Aprimo, Inc. 4

……………………………………………………………………………………

© 2010 Aprimo, Inc.

…………………………………………………………………………………… Lexmark

• Lexmark:

• $5 billion in revenue – 30% from Europe

• Sell in 150 countries

• Sell printers to consumers, small bus, and large enterprises

• Most printers sold at a loss

• A customer is only profitable after buying several ink cartridges

• A large percentage of customers never become profitable

• Growth in sales of non-OEM ink cartridges

• All email communications have been “one size fits all”

• Attempts to build direct relationships with consumers were failing

• Their business model is in jeopardy

…………………………………………………………………………………… List Fatigue: Serious Problem

Correlation Between Emails Sent and Response Rates

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

Q2

2004

Q3

2004

Q4

2004

Q1

2005

Q2

2005

Q3

2005

Q4

2005

Q1

2006

Q2

2006

Q3

2006

Q4

2006

Q1

2007

Click

-Thro

ugh-R

ate

0

2

4

6

8

10

12

Em

ails

Sent

CTR

EmailsSent PerQuarter

CTR: click through rate

…………………………………………………………………………………… Challenge: Strategically

• Identify profitable, potentially profitable, and unprofitable customers

• Incent customers to buy more cartridges / Extend life of printer / Buy new printer

• Create the most loyal customers in the industry

• Build dialogs

• Create customer lifetime value (CLV) model

• Use prediction models

• Create loyalty/rewards program

……………………………………………………………………………………

• Provides free cartridges to customers

to buy and recycle OEM cartridges

• Drive to website enrollment from:

– In box promotion (printers and

cartridges)

– Product registration

– E-store sales

• Triggered and lifecycle emails based on:

– Product registration

– Anniversary of purchase

– Parsing online sales data and sending email invites

– Low-ink warning (for opt-ins)

– Primary use of printer

The Rewards Program

…………………………………………………………………………………… The Results

• In first 6 months: 171.217 members

• 343.941 email drive-to-customer satisfaction

Surveys, 38% response

Predicted Actual Result

Active Members 5,243 18,529 253.40%

Percentage of Members that are Active 2.95% 10.42% 253.40%

Purchase Actions 8,010 33,209 314.59%

Purchase Actions per Active Member 1.53 1.79 17.31%

Purchase Actions per Enrolled Member 0.05 0.19 314.59%

Predicted Actual Result

…………………………………………………………………………………… Agenda

Effectiviteit

Efficiency

ROI

© 2010 Aprimo, Inc. 11

Ericsson

MARKETING AT THE

EXTREME!

……………………………………………………………………………………

• Founded in 1876, Ericsson is a leading provider of

communications networks, related services and

handset technology platforms. Through their Sony

Ericsson joint venture, they are also a major provider

of handsets.

• Headquartered in Stockholm, Sweden

• Global: 24 market units across 175 countries

• 65,000 employees

…………………………………………………………………………………… Ericsson’s Global Marketing Organization

GF Marketing

MU

BU

Strategy

/Objectives

Themes

Product Areas

Launch

Programs

P M P P

Local launch

Activity

R&D

Activity

Activity

PLCM

Sub Activity

……………………………………………………………………………………

The race: a great vehicle for events

• MU Iberia

• MU SA

• MU ME

• MU INLK

• MU SEA

• MU China

• MU Brazil

• MU NA

• MU NWE

• MU NOBA

• MU EE&CA

……………………………………………………………………………………

1. PROJECT PLANNING

• 8 Event Workflows

2. INVITATIONS

• 4 Interactions Templates

3. REGISTRATION

• Inbound Forms

• 2 Custom Registration Reports

4. TRACK ATTENDANCE

• Custom Contact History

5. POST EVENT PROCESS

• Surveys

6. LEAD

• Incl. Facility Mgmt.

7. ANALYSIS

• Event Global Spend Report,

”The race is won before the start”

…………………………………………………………………………………… Event Management – Describing the process

Plan and

Budget

Event

Select

Event

Workflow

1

Create Event

activities in

Plan and

Budget Module

2

Select

workflow to

manage event.

3

Segmentatio

n

Prepares and

sends event

emails.

Prepare

Invitation

Details

4

Manage

Onsite

Activities

Create Leads

5

Manages event.

6

Leads are

created from

events or via the

”Suspect

Contact”

process.

Response

Rate Follow

Up

Monitors

registration

response.

------- P&B ------- --------------------- Event Management / Dialogue Management -------------------- Lead Management ---

……………………………………………………………………………………

Events around events

Ericsson and

B2B showcase

Portals

Crew

solution

Customer Demos

Pre-race &

Pavilion

Experience

Crew stories Consumer stories Sony experience

Racing technology

VOR

Community

……………………………………………………………………………………

Calendar view

……………………………………………………………………………………

Email is sent to customer with

a link to the registration event

landing page

Interactive Dialogs that autoatically drive communication at the right time

……………………………………………………………………………………

……………………………………………………………………………………

Dialog waits for customer to

actually fills out registration

form (and send reminder if not

done within certain period of

time)

……………………………………………………………………………………

……………………………………………………………………………………

If customer registers, their

lead score is increased, using

lead scoring rules in Marketing

Studio

……………………………………………………………………………………

If lead score is higher than a

certain threshold value, a lead

will automatically be created in

the Sales Application

……………………………………………………………………………………

……………………………………………………………………………………

Marketing Transformation wins!

• 12,000 hours per year saved

• 14 systems eliminated

• Apples and Apples

• Full EMM within 12 months

• Integrated Communication for Major Event

Worldwide

• 10% Reduction in number of weeks spent

developing a marketing campaign

• 15% Reduction in the time spent preparing for

and managing event execution

…………………………………………………………………………………… Agenda

Effectiviteit

Efficiency

ROI

© 2010 Aprimo, Inc. 28

……………………………………………………………………………………

© 2010 Aprimo, Inc.

…………………………………………………………………………………… Who is MGM MIRAGE?

•One of the world's leading and most respected

development companies with significant holdings

in gaming, hospitality and entertainment

•Owns and operates 16 properties located in

Nevada, Mississippi & Michigan; has 50%

investments in four other properties in Nevada,

New Jersey, Illinois & Macau

•MGM MIRAGE is developing major casino and

non-casino resorts, separately and with partners

in Las Vegas, Vietnam, the People's Republic of

China and Abu Dhabi, U.A.E

…………………………………………………………………………………… MGM MIRAGE Goal & Vision

Goal: Provide the best guest experience to the high and mid-end customers

More Customer

Trips to Our

Properties

Customers

Spending More

While Visiting

Properties

Increased Guest

Satisfaction

Across High &

Mid-End

Customers

Give Customers

What They Want,

When They Want

It

Increase in New

& Repeat

Customers At All

MGM MIRAGE

Properties

Achieve

“measurable”

returns on

campaigns

implemented

……………………………………………………………………………………

Rich Information:

– Marketing preferences

– Reservation data

– Demographic segmentation

– Hotel folio transactions

– Gaming transactions

– Marketing campaign data

– Personality-based segmentation

The Single Customer View

……………………………………………………………………………………

Using RFM to Target

…………………………………………………………………………………… Using Customer Segments

…………………………………………………………………………………… Discovering the value of our data

Modeling our customers

• Predicting New Member value

• Identifying changes in playing patterns (Increase / Decrease)

• Identify cross property graduation

• Understand impact of marketing on gaming behavior

• Understand if day of week or time of day has an impact on selling

• Propensity to book add-ons

• Propensity to respond models

• Propensity to Book

• Predicting Customer lifetime value

• Identify preferred Offer / Creative / Message

……………………………………………………………………………………

Creatives based upon Segment

“The Reel

News”

For Slot

players

“The Deal”

For Table

players

…………………………………………………………………………………… Hotel

Incentive

Entertainment

Incentive

Drawing

Incentive

FREEPLAY

Incentive

Targeted Incentives

……………………………………………………………………………………

Cross Property Marketing

…………………………………………………………………………………… Insight per campaign

…………………………………………………………………………………… Dus verschillende aspecten

Effectiviteit

Efficiency

ROI

© 2010 Aprimo, Inc. 40