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Accelerating Customer Insights & enhancing Business impact

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Ajay Kelkar
Ajay Kelkar

How do you convert data into insight and then use that to drive business impact. Here are some lessons from my experience in HDFC bank and also as an entrepreneur at Cequity

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Accelerating Customer Insights Ajay Kelkar,Cequity “ Marketing so insight-led that it feels like a service”
Marketing trends !
The big picture ,[object Object],[object Object],[object Object],[object Object]
 
 
 
Trend #3: Interactivity ,[object Object],[object Object],Brings in a huge amount of Customer data !
Marketing Imperatives!
Every Marketer’s Imperatives ! ,[object Object],[object Object],[object Object],[object Object],[object Object]
Every Marketer’s Imperatives !
The Data rich economy ! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Almost 400 million customers and growing!
60% Data & 100 % Execution Gartner: Only 20% of enterprise will use more than 50% of the total data they collect to gain competitive advantage.
Why customer marketing ,[object Object],[object Object],[object Object],Marketing to a segment of one -now possible !
Why customer marketing ,[object Object],[object Object],One view of customer is now possible
Key Business Ideas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Start small,use Excel! Move from data to insight to action and close the loop!
Customer marketing simplified! ,[object Object],[object Object],[object Object],[object Object]
Customer marketing simplified! ,[object Object],[object Object],[object Object]
Automating Campaign Management Creating Business impact using Technology!
Technology can spot Event triggers…. “ Let me find a group of people to talk about it. ” “ I have an offer …” offer Traditional Campaign Management Source: OCBC bank ,Singapore “ Let me find the best offer to fit this person ’ s need. ” offer offer offer offer “ Let me find the best offer to fit this person ’ s need. ” offer offer offer offer offer offer offer offer “ I have a person with a change in behaviour that suggests a need …” EBM Campaigns
Marketing automation Global Strategy – Targeted campaigns and right periodic offer Delivery Define Objectives Define Programs Design Strategies Predictive Analysis Optimize Contacts Execute Campaigns Integrate w/Channels Monitor Results 1 2 3 4 7 6 5 8 Responses eMessage Call Center Electronic offers & Responses General output files & Responses SFA Contact events Adapted offers Plan Campaign Target Metrics Preliminary counts Model Customer Value Behavior Segments Propensities Campaign Optimized contacts Optimize Proposed offers for contacts Rules & Constraints applied
Creating a Customer marketing factory Lessons from the Shop Floor at HDFC bank
Looking at Marketing differently ,[object Object],[object Object],[object Object],[object Object],Creating an Analytical marketing factory
2003 -The Journey Begins ,[object Object],[object Object],[object Object],[object Object]
2007: Extracting ROI – Proving it works ,[object Object],[object Object],[object Object]
Best practices for Enterprise Marketing Here’s my take!
Best practice #1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Best practice #2 ,[object Object],[object Object],[object Object]
Best practice #3 ,[object Object],[object Object],[object Object]
Best practice #4 ,[object Object],[object Object],[object Object],[object Object]
Best practice #5 ,[object Object],[object Object],[object Object],[object Object]
Best practice #6 ,[object Object],[object Object],[object Object]
Best practice #7 ,[object Object],[object Object],[object Object],[object Object]
Best practice #8 ,[object Object],[object Object],[object Object],[object Object]
Putting Left Brain Marketing to work ,[object Object],[object Object],[object Object],[object Object]
The bottom line ,[object Object],[object Object]
 
Partnering enterprises to optimize marketing performance
Our Mission ,[object Object],[object Object],[object Object],[object Object],www. cequity solutions.com
Thank You

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Accelerating Customer Insights & enhancing Business impact

  • 1. Accelerating Customer Insights Ajay Kelkar,Cequity “ Marketing so insight-led that it feels like a service”
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  • 12. 60% Data & 100 % Execution Gartner: Only 20% of enterprise will use more than 50% of the total data they collect to gain competitive advantage.
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  • 16. Start small,use Excel! Move from data to insight to action and close the loop!
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  • 19. Automating Campaign Management Creating Business impact using Technology!
  • 20. Technology can spot Event triggers…. “ Let me find a group of people to talk about it. ” “ I have an offer …” offer Traditional Campaign Management Source: OCBC bank ,Singapore “ Let me find the best offer to fit this person ’ s need. ” offer offer offer offer “ Let me find the best offer to fit this person ’ s need. ” offer offer offer offer offer offer offer offer “ I have a person with a change in behaviour that suggests a need …” EBM Campaigns
  • 21. Marketing automation Global Strategy – Targeted campaigns and right periodic offer Delivery Define Objectives Define Programs Design Strategies Predictive Analysis Optimize Contacts Execute Campaigns Integrate w/Channels Monitor Results 1 2 3 4 7 6 5 8 Responses eMessage Call Center Electronic offers & Responses General output files & Responses SFA Contact events Adapted offers Plan Campaign Target Metrics Preliminary counts Model Customer Value Behavior Segments Propensities Campaign Optimized contacts Optimize Proposed offers for contacts Rules & Constraints applied
  • 22. Creating a Customer marketing factory Lessons from the Shop Floor at HDFC bank
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  • 26. Best practices for Enterprise Marketing Here’s my take!
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  • 38. Partnering enterprises to optimize marketing performance
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Notas do Editor

  1. 1. Addressable media: DM,email and telephone 2. Non addressable media: Print,TV,Outdoor 3. Sometimes addressable: Retail POS and web
  2. 1. Technology is the easy part-very small part of technology available being utilized 2. Often the only technology you need is an excel sheet: almost all basic measure of Customer marketing can be run this way