CMO Roundtable Conference 8th June, 2011

Presented by - IBM & Customer Centria

www.customercentria.com

Unica Campaign Management

Presented By Mr. Raj Joshi Vice President - IT Videocon Telecommunications Ltd.

Introduction to Unica
Complete solution to manage all Marketing & CSD campaigns Supports design and development strategies of campaigns Perform all of the phases of the campaign life cycle Enables users to perform tasks such as

Selections Segmentation Target group creations Output designs

Finally enabling marketing analysis, developers and managers to create more efficient and effective campaigns.

Erstwhile process Vs Unica campaign management at VTL

Disparate Local Access Data store Need MS Access to be installed locally and hence not readily available Individual circle owners are responsible for data loading for each circles Data sanity & security is Individual telecom circle users ownership Manual feed file generation & transfer of feed file Manual initiation of feed file generation Slower feed file generation The same data would take ~2 hrs to generate feed file. On top of that file distribution time is required with manual intervention at each stage.

Unified Central Database Easy to Use Web(Internet Explorer) based GUI, hence no need of local installation, and can be accessed from any VTL location. Centrally one time data loading for all circles from multiple data source (e.g. IBM, HLR dump) Central data sanity & security Automatic feed file generation & transfer of feed file to Channel SPOCS via mail & ftp Feed file generation can be scheduled Fast feed file generation & distribution - 15 minutes for end-to-end process, from query execution to file generation & transfer for 7 circles & 4 channels, for 2 months detail data

Drawbacks of the previous process for campaign management

Time consuming MS access queries which took 2 to 3 hours time to generate a target list for campaign. Data security was at stake since there was no login/authentication of the user creating the list. Complex campaigns were very difficult to make since multiple files involving multiple logics had to processed in MS Access which resulted in wastage of entire day. No provision of scheduling a campaign was there. Feed generation had to be initiated manually. No historic campaign data was available therefore business user could not track as to what target base was for which product and what was the conversion rate. Also Reusing campaigns was not an efficient process.

Benefits of Unica
Unica has Reusable templates, therefore corporate office based technical experts can create standard flowchart templates. Circle users can do little alteration to create customized campaign for circles. This guaranteed that minimum time was invested in designing a new campaign. Corporate users can disseminate and ensure standard or best practice in circles. They can also share innovative campaigns developed by one circle to other circle users. They also can monitor which circles are running which campaigns Global segments (like DND, Blacklist, VIP list) can be maintained at corporate level & can be included in circle campaigns transparently ,hence ensuring circle does not have to create their own specific segments Database for campaigns is maintained centrally. This ensures data availability up to D-1 status and data sanity is maintained. Also circles are given access to data only for there particular circles ensuring foolproof data security. Users can exclude the converted customers from subsequent campaign runs which will ensure that customers who have taken an offer are not repeatedly bothered.

Modules Implemented at VTL

Unica affinium campaign and affinium E message.
1.

Affinium Campaign To design campaigns on daily basis. This is mapped to an Oracle DB and subscriber info and transactions are stored in it. This module is used to send communications through OBD / Bulk Messaging / E-top up system. Almost 180 campaigns across circles are scheduled and run through it. Affinium E message This module is specifically designed to target customers who have email ID accounts. The promotional messages are sent in bulk and the system has capacity to send up to 25000 emails per day. This module can also send personalized e messages to customers.

1.

Modules that can be added

Affinium Detect This module is used to monitor individual customer behavioral patterns to identify immediate sales or service opportunities. Affinium Interact Affinium Interact is a real-time personalization application that utilizes both online and offline data to provide the right level of personalization and the most effective offer, content, or service to all real-time channels Affinium NetInsight - Unica NetInsight and NetInsight On Demand are next generation Web analytics solutions, enabling a marketer's entire organization to take full advantage of insights from customers' Web site behavior

Challenges while deployment

Issues with Data sources. Many of the report used as input for Unica have problem with data quality and the timelines.

Feed from VLR had very frequent changes of file names. This led to automated script getting failed every day.

File movement from Unica server to application server was an issue. A script was developed specifically to move the file.

Automated emails script was created to push the file from Unica server to email as an attachment.

D U G H R ni P B Lt La M R b A S M pS F Vs pl D Le d U R c M D r c t o P ue o ns m B p o U u e i ns s

Unica Architecture Design

More Benefits of Unica expected in future at VTL

Targeting specific LOBs like Sim-Pair / Loyalty / MNP subscribers. Specific FNF product promotions to limited group callers basis on count of distinct MSISDNs called by customer. Free minutes to zero usage / Low usage customers to stir their usage. Promoting cross selling ie SMS packs to high voice users and Voice packs to high SMS users. Promoting CRBT shuffle and sending CRBT OBDs depending on age groups. Devotional to high age group and Latest CRBTs to youth. Promoting packs specific to usages ( Leg Wise usage STD packs to high STD users and Local packs to high local users ) Campaigns for rater products ( Cricket Updates / News / Astro / Bolly wood packs ) etc.

Best practices to be followed while designing and executing campaigns for maximum returns
Customer targeted once should not be targeted again to prevent gripe .

Customers under DND should be excluded for any campaign run.

Customers who already have taken an offer and validity of the same is yet to expire should not be targeted.

Conversion should be tracked and number of times a customer is contacted should be maintained in history for future uses.

For each product certain number is threshold campaigns should be done.

Maximum logical filters should be applied to reach a very pinpointed base for maximum effectiveness of a campaign.

Leveraging Unica
Unica can be best utilized once the end to end integration is done with bulk messaging gateway (BMG)/OBD (vendor)/Etopup (Estel) to track the response of the customer. Integration will enable business know the effectiveness of the campaigns being run and predict the customer response on the same. It will also give a clear picture of conversion from campaigns run, Integration will further reduce the manual intervention in the daily processing and target file can be directly shared with the execution channel. Integration will enable business users to compare different execution channels and let them choose the most effective and cost efficient method for product promotion. Integration with Estel will also let the business team directly configure the offer in IN and share the same list with execution channel.

Future architecture (Integration with channels)

BMG server MIS Reports OBD Vendor VLR / HLR UNICA Application Oracle DB Feed From Business Estel ( Etopup )

Overall Value addition to VTL

Unica end to end implementation has been helping and will help VTL target the customer base and will help : Cross sell and Upsell the product basket for UnR and VAS increasing ARPU. Prevent potential churn by retaining the customers. Increase customer loyalty by offering updates through service messages. Help in new acquisitions by increasing existing customer delight. Increase customer awareness about various products being launched at Videocon. WAP/GPRS penetration can be increased by targeting GPRS enabled handset customers. Specific packs can be promoted depending on geography and demography of the customer.

Thank You! Questions & Answers