Professional Documents
Culture Documents
Agenda
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Customer strategy Marketing-IT dilemma Data based Marketing roadmap Building blocks for Enterprise marketing Best Practices to support Customer strategy
Marketing programs that create substantial value require four integrated elements:
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A strategy for managing customer relationships that is tied to business economics Compelling, well-executed programs that drive customer value levers Technology to support data management and customer experience The organization that underpins the ability to deliver and sustain the first three elements
High performing companies create the structure, skills & processes to leverage customer data
Set clear expectations and define roles with your CEO. Define customer groups with your strategic planning function. Build a business case with finance. Identify technology gaps with IT. Develop a culture strategy with HR.
Strategic g
Value
Business need: Increase campaign velocity and individual campaign ROI within lines of business Focus: Targeting analytics (e.g., response propensity) and operational excellence
Responsive
Service- Benefit: Improved response and ROI f focused d Business need: Drive efficiency through consolidated data, skills, and operations Focus: Building an integrated data asset
Tactical
Sophistication
Source: Forrester
Strategic
Few marketers have reached the strategic level Most sophisticated groups are between consultative and strategic Industry and business model influence maturity level
Travel Catalog
Consultative
Is evolution necessary?
Strategic Customer strategy
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Ownership of the integrated p data asset is a critical first step Analytic expertise enables transition from tactical to responsive role Improved planning and multichannel expertise enables transition from responsive to consultative role Development of customerfocused insights and C-level y in enables transition to buy strategic role
Consultative P Program performance f Responsive Campaign performance Tactical Efficiency Effi i -- economy of f scale
Marketing needs :
To move quickly- as the environment changes Quick execution: to get things done! Needs to show ROI
IT needs:
Can be done with a focussed set of people who can then drive broader change Creating process mindset in marketing is difficult-do it before you automate Limit the data that you put into the mart Do not design your datamart with statistician's needs in mind
Building Predictive marketing capacity Creation of an advanced analytics group Focusing g on the Customer experience Building Customer lifecycle programs Key focus on customer on boarding Marketing automation Creation of C f a six sigma led l d automation based process
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Start small & automate a robust process Deploy a Marketing automation process across the enterprise:
Leveraging the customer base to optimize returns and bottom-line revenue Increase customer profitability through deeper, stronger customer relationships
Create a central Analytical team- give it full visibility i ibilit i into t b business i Focus on selected business drivers Create insights about that business driver in shortest possible time C t a series Create i of f segmentation t ti around dK Key business issues and not one catch all segmentation segmentation
Create Customer-specific metrics and scorecards d and d Embed these into performance evaluations, l ti i incentives ti and d fi financial i l plans.
Data Readiness
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Data would never be ready! Move forward with what you have Create a hybrid structure to pull data manually from multiple source systems GET Data Acquisition SLAs from IT
IT to create business structures to manage data velocity expectation and assign clear SLAs for data support
Data preparation is 70-80% of the problem! bl ! A variety of business groups would be chasing h i the th same data! d t !
Relationship Optimization
CRM Risk
Risk Optimization p
Financial
Operations Process
Operations & Process Optimization
The data overlap between each functional driver is high producing an Emerging trend towards a single physical enterprise wide EDW
Should be built with end use in mind-not h how th the d data t will ill b be stored. t d Based on Marketing programs the end users will ill run. Should provide ability to track response and provide ROI measurement
Extract data from source systems and build a customer centric data mart Do data transformations and create a customer analytic record which will drive all analytics Develop data preparation utilities and data models for segmentation and predictive analytics
Transaction Update
Customer Scoring
p Response Determination
Data Consolidation
Get in experienced consultants,who understand business & technology Drive changes in structure and incentives Business and Campaign target alignment
Planning,development,execution(six sigma) Environment will change-build privacy views into your process
understanding d t di customer t behavior b h i needs d analytical skills (audience knowledge more than media) Taking action needs a mix of technology and creative skills
A robust solution creates value by bringing together the right skill sets needed
Return s (Rs)
Takes 3 to 5 years to put data and infrastructure foundation in place and even longer to develop human capabilities, a fact-based culture and success stories
Actionable Analytics
Tools
P Process
People
integrated solution
Cequity will accelerate ROI from the CRM investments thro quick time-to-market strategies, operational support and execution excellence
Our Mission
To combine data, data technology and build actionable analytical marketing services to accelerate ROI-driven, , real-time customer-engaged marketing.
Contact us at www.cequitysolutions.com
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