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Smart Data Driven CRM for FMCG
- 3. > About Datalicious
“Turning data into actionable insights to fatten the conversion funnel”
Media Attribution & Modeling
Maximise reach, awareness & increase ROI
Targeting & Merchandising
Improve engagement, boost loyalty
Testing & Optimisation
Remove barriers, drive sales
Boosting ROMI
CB
March 2014 © Datalicious Pty Ltd 3
- 5. > Challenge
AW
RB is 4th largest ad spender in AU
Targeting ALL female grocery buyers
That’s 3.5 million woman aged 24-49
BUT no direct communication channel
March 2014 © Datalicious Pty Ltd 5
- 6. > Challenge
No direct relationship with consumers
– Dependent on major retailers
Cannot communicate directly so …
– Harder to understand
– Harder to engage/make loyal
– Harder to up/cross-sell
– More expensive in the long-run
AW
March 2014 © Datalicious Pty Ltd 6
- 7. > Opportunity
An integrated platform architecture that collects and
organises consumer information to lift the business
intelligence across the entire company through data
driven insights.
Platform selection is driven by our ability to
implement and management our consumers.
Sharing knowledge between brands and agencies to
leverage our learnings.
Technology infrastructure collects data and enable us
to draw consumer insights.
Consistent reporting and tracking across agencies,
platforms and assets creates business efficiencies.
AW
Sharing
Reporting
Infrastructure
March 2014 © Datalicious Pty Ltd 7
- 8. > Solution: Strategy
Develop CRM to engage consumers directly
– Objective #1: Attract subscribers
– Objective #2: Engage subscribers
– Objective #3: Consumer insights
Improve products/marketing
– Objective #4: Reduce costs
Direct/earned media vs. paid media
Increase effectiveness of paid media via targeting
– Objective #5: Increase sales
Increase up/cross/repeat sales
CB
Short-term
Medium-term
Long-term
March 2014 © Datalicious Pty Ltd 8
- 9. > Solution: Platform vision
1 Customer relationship management platform
containing all data necessary to manage campaigns
CRM1
SCV2
Surveys
Campaigns
Promotions
Engage
Websites/apps
Social/display
eDMs/DMs
2 Single customer view platform containing
all data across all (customer) touch points
Mass media
Social media
Digital media
Measure
Demographics
Transactions
Campaigns
CB
March 2014 © Datalicious Pty Ltd 9
- 10. > Combine your data sources
Transactional data
Behavioural data
3rd party data
+ The whole is greater
than the sum of its parts
CB
March 2014 © Datalicious Pty Ltd 10
- 11. > Understand your customers
Prospects Customers
Awareness Engagement Conversion Loyalty
CB
Required data points to make connection from customers to prospects?
March 2014 © Datalicious Pty Ltd 11
- 12. > Identify gaps = opportunities
Awareness Engagement Conversion
Audience
purchased
Geo-segments
Audience
purchased
Audience
engaged
Geo-segments based
on historic sales
Audience 1 Segment 1 Segment 1
Audience 1 = Segment 1
GAP Segment 2 GAP GAP Segment 2
Segment 3 GAP Segment 3
Audience 2 = Segment 3
GAP Segment N GAP GAP Segment N
CB
August 2013 © Datalicious Pty Ltd 12
- 13. > Solution: Execution
“You gotta give to get”
– Smartest CRM is useless without content
Need something to communicate
What can RB provide (the incentive)?
– Tips, tricks, competitions
– Product discounts, free products
Significant cost, requires smarts to maximise ROI
Balancing data requirements with objectives
CB
March 2014 © Datalicious Pty Ltd 13
- 14. > Solution: Execution
Tips, tricks, competitions
– Anyone can receive
Product discounts
– Expensive: Limit to stores or geographical regions that don’t
sell enough already?
Free products
– Most expensive: Limit even further to influential consumers
in stores or geographical regions that don’t sell enough
already?
CB
March 2014 © Datalicious Pty Ltd 14
- 15. > Balancing data requirements
Objective #1: Attract subscribers
– Reduce subscription barriers: Ask for email only, offer social sign-on
Objective #2: Engage subscribers
– Increase relevance: Ask for name, gender, DOB, category attitude
Cannot give away product discounts, free products: Requires post code
Objective #3: Consumer insights
– Improve products/marketing: Ask for full address, main supermarket
Deduct household income, life stage via geo-segmentation
Objective #4: Reduce costs
– Increase effectiveness of paid media: Ask for full address
Deduct media behaviour via geo-segmentation
Objective #5: Increase sales
– Increase up/cross/repeat sales: Ask for purchase behaviour
Deduct purchase behaviour via geo-segmentation
CB
March 2014 © Datalicious Pty Ltd 15
- 16. > Phase 1: Common platform & data
SMS, email
subscription
Retail
point of sale
Facebook
pages
Reckitt
websites
Form
subscription
Form
subscription
ExactTarget
Mobile Connect
ExactTarget
API
ExactTarget
Data Store
(SalesForce)
ExactTarget
Landing Pages
Social single
sign-on
(Janrain)
CB
March 2014 © Datalicious Pty Ltd 16
- 18. > Phase 1: Common platform & data
Data on
geo-segments
(RDA geoTribes)
ExactTarget
Data Store
(SalesForce)
Social
influence data
(Fliptop)
ExactTarget
Automat. Studio
Website/app
behaviour data
(SuperTag)
ExactTarget
Audience Builder
ExactTarget
emails
ExactTarget
pages, forms
ExactTarget
SMS
Retails
sales data
(Nielsen)
CB
March 2014 © Datalicious Pty Ltd 18
- 20. > Phase 2: Data driven content
Email template(s) with
AW
customized content based on
available subscriber data.
Explanations (including
incentives) why additional
data is required and why
would it be beneficial for
subscribers to provide.
Continuous checking and
updating of subscriber data
to keep data accurate.
Subscriber data update (missing fields)
Product discounts (post code, influence)
Tips, tricks, competitions (multiple)
Content suggestion (multiple)
Content suggestion (multiple)
March 2014 © Datalicious Pty Ltd 20
- 21. > Results
Capability (technology) in place
– Including standardised subscription forms
Legacy subscriber data being cleaned-up
Still need to overcome brand silos
– Data requirements still driven at brand level
Still need to streamline content strategy
– Communications strategy still driven at brand level
AW
March 2014 © Datalicious Pty Ltd 21
- 22. > What’s next?
A strong foundation builds growth
Now need to onboard remaining RB brands into CRM
Move from email blasts to automated email triggers
Develop cross brand insights
Improve social integration with Facebook API
Explore ecommerce opportunities
Explore trade and B2B opportunities
Explore integration with media (audience) owners
Reduced reliance on paid and earned channels
AW
March 2014 © Datalicious Pty Ltd 22