Marketing PerformanceImprovement in Action
Ten Ways to Enhance Your Bottom LinePresented by Ted Perkovich
VP Consulting ServicesCFM Direct
WCBF Six Sigma in Sales and MarketingSeptember 8-9, 2005
Welcome
Agenda• Who We Are• Quick Exercise
Ten Proven Methodsfor Improving Performance “Taking it Home”
Topline Revenue + Bottomline Performance = Maximum ROI
Increase Customer Base, Lifecycle, and Revenue
Response Marketing Agency
Targeting, Creativity, Integration
Reduce Cost and Improve Efficiency
Productivity, Automation, and Optimization
Marketing “Value Engineers”
Data Driven Strategy + Flawless Execution = Maximum ROI
Creative and Marketing Communications
Marketing and Business Strategy
Research, Data, and Analytics
Channel Integration and Efficiency
Campaign and Production Management
Performance Improvement
Ten Proven Methods to Improve Performance
Thought Provokers and Possible Projects in Marketing Performance Improvement
DefineMeasure
AnalyzeImprove
Control
What’s the Potential?
Case Histories • Kit Optimization Savings of
$1.2MM annually• Reduction in Campaign Timeline
from 17 to 7 Weeks• Inventory Management savings of
$400,000• 30% Lift from Early Engagement
Programs
Improve Campaign Management Process
Review of Current Processes
• Acquisition• CRM Programs
Redefine and Optimize Processes
• Reduce Campaign Timelines• Provide Scalability• Address Quality Issues
Set a Discipline for Testing
Guidelines • Establish Controls (Bases)• Versioning• Functionally Isolated Test Cells• Purified Analysis Feeds Future
Campaigns
Optimize Your Channel Mix
Integrate Multiple Channels
• Interactive• Print• Mail• Alt Media
Customer Communication TimelinesTest Order
Re-examine List Processing Rules
Guidelines • Establish Traceability• FLUX Report• Document Templates• Ensure Postal Processing• Merge/Purge Match Logic• Cross-Campaign Consistency
Data Drives Creative Development
Guidelines • Run Analysis to Determine
ResponseCapture Response DataMarry Data with Demographics, Other Append DataRun Analytics to Determine “Why Did They Buy?”
Refine Creatives Based on Response AnalyticsQuestion: What if You Could Predict Response based on “Attitudinal Buying” vs. Historical Data?
Engage New Customers Immediately
Guidelines
• Develop “Early Engagement” Programs
• Stream of New Customer Communications
• Coordinated• Targeted• Tested• Impactful• Value-Added• Incremental Lift
Month 0 Month 1 Month 2 Month 3 Month 4 Month 5
Early Engagement Example
Month 0 Month 1 Month 2 Month 3 Month 4 Month 5
BT Checks
Welcome
Activation Call
(OBTM)
Rate
ReinforcementRate Sale
Recurring
Payments
Usage
Spend & Get
Reward
Reinforcement
Welcome Benefit
Reinforcement
Recurring
Payments
Benefit
Reinforcement
DM
Welcome
Statement
InsertEmail Communication
Card &
Disclosure
Best Customer
Coupons
Promo Checks
Free Additional
Cards
Customer
Thank You
Reward
Reinforcement
Standardize Kit Formats
What to Do
• Consolidate & Standardize Pre-Print
• Consolidate & Standardize Laser (Imaging)
• Waved Fulfillment• Digital Printing• Increase Variable Field Usage
Pre-empt Customer Churn
Action Plan
• Database Modeling Identification of “At Risk” Customers
• Build Marketing Programs to Re-engage
• Migrate to New Products if Necessary
Enhance Inventory Management
To Do’s
• Streamline Overall Process• Integrate Vendor Reporting with
Usage• Eliminate Obsolete Materials• Periodic Onsite Audits• Effective and Accurate Waste
Accounting• Targeted Automation
Automate Marketing Processes
To Do’s
• New Systems• Lose the Excel
Matrices• Mature Tools
ChordiantUnicaMarketing PilotAprimoCampaign Runner
Internal Development
Marketing Automation Example
ProcessEnrollments
EnrollmentDatabase
MaintainSeedList
Business/KitChanges
CreateFulfillment
File
CreateVendor
ComponentryMap
Audit andManagement
Reports
ComponentryReports
ProcessFulfillment
File
LaserMaterials
AssembleKits
VendorDatabase
Audit, Monitor,and Manage
VendorProcessing
FulfillmentFile Creation
Reports
“Future” FulfillmentProcess
September 20, 2002
“ProductionProcessing”
Apply business rules Reformat Enhanced content - kit
code Includes seeds
Automaticassignment of KitCode
ReplacesFulfillment Matrix
Basic validation Code 1 Suspense processing Reformat data for
machinery
W.I.P.W.I.P. W.I.P.
Vendor
TMVendor
Data
Integrated Work-in-Progress
3602 Analysis Inventory Status/
Reprint Analysis
Thank You!
In Closing
• Questions and Comments• Contact Information:
Ted PerkovichVice President of Consulting Services
One Tower Lane, Suite 2400 Oakbrook Terrace, IL 60181
Telephone: 630-954-4289E-mail: [email protected]
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