SlideShare uma empresa Scribd logo
1 de 17
EMS & the 1:1Lab
Enterprise Marketing Services




                                   “Half the money I spend on
                                   advertising is wasted; the
                                     trouble is I don't know
                                           which half.”
                                               John Wanamaker
                                                     (1838 –1922)




omposed by GMo – 31/03/2009
Marketing Campaign integration & automation



     Today, relevant marketing is being redefined by the CMO. It is        more
     than a personalized direct mailer or an e
                                             e-mail blast.
     It is the measurable mechanism where a theoretical universe of
     prospects is converted into a tangible set of prospects that are ready,
     willing, and able to buy products and services. The new game in town is
     integrated automated marketing campaign management.

om InfoTrends (Barb Pellow on MicroTargeting)




omposed by GMo – 31/03/2009
CRM, 1:1 & Transpromo :
                              the EMS “raw material”




                                                       “The average customer
                                                           doesn’t exist.
                                                       The key to success is
                                                              treating
                                                       customers differently”




omposed by GMo – 31/03/2009
Gartner’s definition of CRM Printing & Transpromo


       CRM Printing
       CRM printing is the use of CRM techniques to microsegment prospective, current
       and former customers and to deliver targeted, printed marketing, sales and
       transaction information based on the recipients' requirements.

        CRM printing is enabled by the combination of digital, low to high-volume printing
                                                               low-
        devices and technology-enabled marketing techniques. Brochures, presentations and
                               enabled
        other marketing/sales materials are readily personalized through a combination of
        ingenious CRM database management and digital printers.

       Transpromo Printing
       Transpromo is the concept of printing a   message   or advertisement   on a
        transaction document (a bill, a statement). The statement        insert becomes an
        onsert, blending “my message” with “my statement”.

       A niche application of CRM printing, transpromo documents typically have limited
       personalization; this limitation restricts the document's relevance to the recipient.

                                                        21/03/2008   - Gartner Research Id G00154666


omposed by GMo – 31/03/2009
1:1 - how to achieve it


                                             1. get   relevant     data
                                                •   Buy/rent a mailing list for micro
                                                                                micro-targeting
                                                •   Create relevance (e.g. mapping, loyalty
                                                    program, pURL)
                                                •   Use feedback to enrich the database for
                                                    future use
                              Image: Chema




                                                           design
                                  Madoz




                                             2. creative
                                                •   Appoint a designer with expertise in
                                                    personalization –
                                                    there are many issues that can occur (“does
                                                    the name fit here?”)
        • No longer restricted to large organizations with IT departments
          and large marketing3. data and template merge & print & send
                              budgets
        • Smaller runs, better targeted, and affordable to more
          organizations
omposed by GMo – 31/03/2009
1:1 Printing Benefits & Importance

    • Saves money
         Smaller volumes generate a better response.

    • Builds customer loyalty
         It is more profitable to keep the customers than to find new ones.
         Loyalty increases when using 1:1.

    • 1:1 Printing is Green
         Production is greener, less postal waste, less trash can waste,
         less volume.
                                                       targeted communications
                              reduces print runs through
                              reduces page count withcustomization
                              reduces need for further communications due to
         increased            relevance

    • Conclusion
         Stop “throwing spaghetti at the wall to see what sticks…”
omposed by GMo – 31/03/2009
1:1 Printing Measuring the Benefits

                •    Response rate
                •    Cost per lead
                •    Cost per sale
                •    Revenue per sale
                •    Lifetime consumer value
                •    Return on Investment

                Online Calculators:
                • http://www.capv.com/Resources/Calculators/ROI1/index.h
                  tml#



omposed by GMo – 31/03/2009
The 1:1Lab




                              “Setting an example is not
                                   the main means of
                                 influencing another,
                                it is the only means.”

                                         Albert Einstein




omposed by GMo – 31/03/2009
1:1Lab – What ?



                              •   Proof of Concept opportunity
                                  for marketers
                              •   Canadian initiative
                              •   Formed to advance
                                  understanding of data-driven,
                                  1:1 communications.
                              •   Let customers explore
                                  powerful techniques and
                                  address the challenges in
                                  adopting them.
                              •   Belgium-Luxemburg:
                                   •   6th lab in the world,
                                   •   1st lab in Europe


omposed by GMo – 31/03/2009
1:1Lab - Focus on Variable Content

                                     Xerox 1:1 lab
                                        program




omposed by GMo – 31/03/2009
1:1Lab process

                               Statement                Produce &                   Case
                 Strategy                     GoNoGo                 Measure
                                of Work                  deliver                    Study

               •Strategic
                meeting                     •XGS        •Kickoff
                                                        •
                              •Create        GoNoGo      meeting    •Measure     •Create
               •Explain        SOW                                   as agreed    Case
                1:1Lab                      •Go:        •Status
                                                        •
                                                                     in           Study
                                • Project    continue    meeting
                                                                     SOW
               •Customer         content     the         every 2
                explains                     project     weeks
                his project     • Timelin
                                 e
               •Involve
                MKT             • Resourc
                Strategist       es                     •Developm
                                                        •           •Communic
               •Data            • Pricing
                                                         ent         ate         •Publish
                                            •NoGo:                   results
                quality                      continue   •Producti
                                                        •                        •Make
                check                        as a        on         •Invoice      noise
                              •XGS           service
               •Define                                  •Delivery
                                                        •
                               Business      or redo
                goals                                       8 to 12 weeks
                               Case          the SOW




omposed by GMo – 31/03/2009
1:1Lab - Roles and Responsibilities
         1:1Lab engagement                 The customer engagement
         • We guarantee confidentiallity   • Identify goals and objectives
           of database (customer’s           of campaign
           property)
                                           • Provide database
         • The application will be
                                           • Share brand documentation and
           redesigned in order to become
                                             resources
           personalized, different,
           provoking a better response     • Participate in approval cycle
         • Xerox will work with the        • Integrate measurement vehicle
           agency of the customer.         • Approve creative elements
         • The application development       proposed by the Lab
           will be integrated into the     • Allow Xerox to develop case
           Lab (mix of internal /            study based on results
           external solutions)
                                           • The customer will fund the
         • Participation in approval         test and scope of the pilot
         • The measurement vehicle will
           be discussed upfront with the
           customer
omposed by GMo – 31/03/2009
1:1Lab - Candidates

        •   Industry coverage /          •   Characteristics
            Application coverage             –   Companies that have broad product
        •   Interested industries /              portfolio
            sectors                          –   Preferably is a huge communicator
            –   Finance                          in the market
            –   Pharmaceutical               –   B2B / B2C applications on a regular
                                                 base
            –   Travel and Hospitality
                                             –   Any company supporting inbound
            –   Retail                           action such as fulfillment centers
            –   Automotive
                                         •   Data Guidelines
            –   Higher Education
                                             –   Minimum 10K records - maximum 30K
            –   Not-for-Profit                   records
            –   Telecom                      –   Customer owns the data
            –   Utilities                •   General Guidelines
                                             –   Ensure there is existing database
                                                 that demonstrates individual
                                                 customer knowledge
                                             –   Brand presence in market place
                                                 helps
omposed by GMo – 31/03/2009
1:1Lab Cases




                               “Opportunity is missed by
                              most people, because it is
                                        dressed
                              in overalls and looks like
                                         work.”

                                        Thomas A. Edison




omposed by GMo – 31/03/2009
Heritage                      British
                              Case Study                    Columbia
                                                           Case Study




                                                        For Belux Case Studies
                                             Readers
                                                                visit
                                              Digest    WWW.Creativexpresso.co
                                           Case Study              m
omposed by GMo – 31/03/2009
omposed by GMo – 31/03/2009

Mais conteúdo relacionado

Mais procurados

The Programmatic Sales Ecosystem: The Good, The Bad and The Ugly
The Programmatic Sales Ecosystem: The Good, The Bad and The UglyThe Programmatic Sales Ecosystem: The Good, The Bad and The Ugly
The Programmatic Sales Ecosystem: The Good, The Bad and The UglyDigiday
 
Use cases & programmatic ecosystem: How to cover all marketing objectives?
Use cases & programmatic ecosystem: How to cover all marketing objectives?Use cases & programmatic ecosystem: How to cover all marketing objectives?
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
 
Dmp demystified whitepaper_blue_kai
Dmp demystified whitepaper_blue_kaiDmp demystified whitepaper_blue_kai
Dmp demystified whitepaper_blue_kainich_marketing
 
Programmatic AD Buying - A Tactical Guide
Programmatic AD Buying - A Tactical GuideProgrammatic AD Buying - A Tactical Guide
Programmatic AD Buying - A Tactical GuideNeeraj Mishra
 
JFN Capital & Co Digital Marketing Transformation Strategy Approach
JFN Capital & Co Digital Marketing Transformation Strategy ApproachJFN Capital & Co Digital Marketing Transformation Strategy Approach
JFN Capital & Co Digital Marketing Transformation Strategy ApproachJohn Fragkos
 
Crm the road to crm riches accenture
Crm the road to crm riches accentureCrm the road to crm riches accenture
Crm the road to crm riches accentureMarcus Vannini
 
eTailCore - Customer Engagement & Commerce Experience
eTailCore - Customer Engagement & Commerce ExperienceeTailCore - Customer Engagement & Commerce Experience
eTailCore - Customer Engagement & Commerce ExperienceJamie Anderson
 
E book attracting_more_customers
E book attracting_more_customersE book attracting_more_customers
E book attracting_more_customersNasir Uddin
 
297 as the success of directv demonstrates, a company can
297 as the success of directv demonstrates, a company can 297 as the success of directv demonstrates, a company can
297 as the success of directv demonstrates, a company can ssusera34210
 
Opening Remarks, Steve Smith
Opening Remarks, Steve SmithOpening Remarks, Steve Smith
Opening Remarks, Steve SmithMediaPost
 
How a PMP Actually Works, WTF Programmatic, December 2016
How a PMP Actually Works, WTF Programmatic, December 2016 How a PMP Actually Works, WTF Programmatic, December 2016
How a PMP Actually Works, WTF Programmatic, December 2016 Digiday
 
Email Customer Lifecycle 2011 - Win Back: Campaign Examples
Email Customer Lifecycle 2011 - Win Back: Campaign ExamplesEmail Customer Lifecycle 2011 - Win Back: Campaign Examples
Email Customer Lifecycle 2011 - Win Back: Campaign ExamplesDMA Email Marketing Council
 
Datatrics- Boost conversies
Datatrics- Boost conversiesDatatrics- Boost conversies
Datatrics- Boost conversiesBBP
 
An Introduction to Programmatic
An Introduction to ProgrammaticAn Introduction to Programmatic
An Introduction to ProgrammaticBravoEchoInc
 
Crm Quick Win Linkedin 2009
Crm Quick Win Linkedin 2009Crm Quick Win Linkedin 2009
Crm Quick Win Linkedin 2009ykaripsiadis
 
A Pragmatic Approach to Analyzing Customers
A Pragmatic Approach to Analyzing CustomersA Pragmatic Approach to Analyzing Customers
A Pragmatic Approach to Analyzing Customersmark madsen
 

Mais procurados (19)

The Programmatic Sales Ecosystem: The Good, The Bad and The Ugly
The Programmatic Sales Ecosystem: The Good, The Bad and The UglyThe Programmatic Sales Ecosystem: The Good, The Bad and The Ugly
The Programmatic Sales Ecosystem: The Good, The Bad and The Ugly
 
Use cases & programmatic ecosystem: How to cover all marketing objectives?
Use cases & programmatic ecosystem: How to cover all marketing objectives?Use cases & programmatic ecosystem: How to cover all marketing objectives?
Use cases & programmatic ecosystem: How to cover all marketing objectives?
 
Dmp demystified whitepaper_blue_kai
Dmp demystified whitepaper_blue_kaiDmp demystified whitepaper_blue_kai
Dmp demystified whitepaper_blue_kai
 
Programmatic AD Buying - A Tactical Guide
Programmatic AD Buying - A Tactical GuideProgrammatic AD Buying - A Tactical Guide
Programmatic AD Buying - A Tactical Guide
 
JFN Capital & Co Digital Marketing Transformation Strategy Approach
JFN Capital & Co Digital Marketing Transformation Strategy ApproachJFN Capital & Co Digital Marketing Transformation Strategy Approach
JFN Capital & Co Digital Marketing Transformation Strategy Approach
 
Crm the road to crm riches accenture
Crm the road to crm riches accentureCrm the road to crm riches accenture
Crm the road to crm riches accenture
 
eTailCore - Customer Engagement & Commerce Experience
eTailCore - Customer Engagement & Commerce ExperienceeTailCore - Customer Engagement & Commerce Experience
eTailCore - Customer Engagement & Commerce Experience
 
E book attracting_more_customers
E book attracting_more_customersE book attracting_more_customers
E book attracting_more_customers
 
297 as the success of directv demonstrates, a company can
297 as the success of directv demonstrates, a company can 297 as the success of directv demonstrates, a company can
297 as the success of directv demonstrates, a company can
 
Opening Remarks, Steve Smith
Opening Remarks, Steve SmithOpening Remarks, Steve Smith
Opening Remarks, Steve Smith
 
How a PMP Actually Works, WTF Programmatic, December 2016
How a PMP Actually Works, WTF Programmatic, December 2016 How a PMP Actually Works, WTF Programmatic, December 2016
How a PMP Actually Works, WTF Programmatic, December 2016
 
Email Customer Lifecycle 2011 - Win Back: Campaign Examples
Email Customer Lifecycle 2011 - Win Back: Campaign ExamplesEmail Customer Lifecycle 2011 - Win Back: Campaign Examples
Email Customer Lifecycle 2011 - Win Back: Campaign Examples
 
The Measure of Customer Experience
The Measure of Customer ExperienceThe Measure of Customer Experience
The Measure of Customer Experience
 
Datatrics- Boost conversies
Datatrics- Boost conversiesDatatrics- Boost conversies
Datatrics- Boost conversies
 
#B2BGamePlan 2015: Meet The Speakers
#B2BGamePlan 2015: Meet The Speakers#B2BGamePlan 2015: Meet The Speakers
#B2BGamePlan 2015: Meet The Speakers
 
An Introduction to Programmatic
An Introduction to ProgrammaticAn Introduction to Programmatic
An Introduction to Programmatic
 
Crm Quick Win Linkedin 2009
Crm Quick Win Linkedin 2009Crm Quick Win Linkedin 2009
Crm Quick Win Linkedin 2009
 
A Pragmatic Approach to Analyzing Customers
A Pragmatic Approach to Analyzing CustomersA Pragmatic Approach to Analyzing Customers
A Pragmatic Approach to Analyzing Customers
 
Engagement Mapping Overview
Engagement Mapping OverviewEngagement Mapping Overview
Engagement Mapping Overview
 

Semelhante a EMS & the 1:1Lab

Linkedin Prentation Pdf2
Linkedin Prentation   Pdf2Linkedin Prentation   Pdf2
Linkedin Prentation Pdf2guest0f7a5ee
 
Providing Business Value With Digital - Bridge Worldwide Measurement Services...
Providing Business Value With Digital - Bridge Worldwide Measurement Services...Providing Business Value With Digital - Bridge Worldwide Measurement Services...
Providing Business Value With Digital - Bridge Worldwide Measurement Services...Michael Stich
 
Marketing Opportunities in a Down Economy - Gangplank Brownbag Series - Mike ...
Marketing Opportunities in a Down Economy - Gangplank Brownbag Series - Mike ...Marketing Opportunities in a Down Economy - Gangplank Brownbag Series - Mike ...
Marketing Opportunities in a Down Economy - Gangplank Brownbag Series - Mike ...Mike Corak
 
PS067-bazaarvoice-socialcommerce
PS067-bazaarvoice-socialcommercePS067-bazaarvoice-socialcommerce
PS067-bazaarvoice-socialcommerceguest904b2b
 
PS067-bazaarvoice-socialcommerce
PS067-bazaarvoice-socialcommercePS067-bazaarvoice-socialcommerce
PS067-bazaarvoice-socialcommerceIan Jindal
 
Conversations with the Pre-Customer
Conversations with the Pre-CustomerConversations with the Pre-Customer
Conversations with the Pre-CustomerPete Jakob
 
What Is Trans Promo
What Is Trans PromoWhat Is Trans Promo
What Is Trans Promomweishaar
 
More efficient fundraising through better user experience
More efficient fundraising through better user experienceMore efficient fundraising through better user experience
More efficient fundraising through better user experienceCogapp
 
Design Your Customer
Design Your CustomerDesign Your Customer
Design Your CustomerDavid Taber
 
PD73002 Product Development
PD73002 Product DevelopmentPD73002 Product Development
PD73002 Product Developmentkratesng
 
PROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMES
PROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMESPROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMES
PROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMESITDogadjaji.com
 
Emerging Business Growth Breakout
Emerging Business Growth BreakoutEmerging Business Growth Breakout
Emerging Business Growth Breakoutfinance7
 
George W. Buckley Presentation
George W. Buckley PresentationGeorge W. Buckley Presentation
George W. Buckley Presentationfinance10
 
Professional Profile
Professional ProfileProfessional Profile
Professional Profileguestd12e64c7
 

Semelhante a EMS & the 1:1Lab (20)

Linkedin Prentation Pdf2
Linkedin Prentation   Pdf2Linkedin Prentation   Pdf2
Linkedin Prentation Pdf2
 
Providing Business Value With Digital - Bridge Worldwide Measurement Services...
Providing Business Value With Digital - Bridge Worldwide Measurement Services...Providing Business Value With Digital - Bridge Worldwide Measurement Services...
Providing Business Value With Digital - Bridge Worldwide Measurement Services...
 
Marketing Opportunities in a Down Economy - Gangplank Brownbag Series - Mike ...
Marketing Opportunities in a Down Economy - Gangplank Brownbag Series - Mike ...Marketing Opportunities in a Down Economy - Gangplank Brownbag Series - Mike ...
Marketing Opportunities in a Down Economy - Gangplank Brownbag Series - Mike ...
 
The Cmo Solution
The Cmo SolutionThe Cmo Solution
The Cmo Solution
 
ForchuTeck- CRM
ForchuTeck- CRMForchuTeck- CRM
ForchuTeck- CRM
 
PS067-bazaarvoice-socialcommerce
PS067-bazaarvoice-socialcommercePS067-bazaarvoice-socialcommerce
PS067-bazaarvoice-socialcommerce
 
PS067-bazaarvoice-socialcommerce
PS067-bazaarvoice-socialcommercePS067-bazaarvoice-socialcommerce
PS067-bazaarvoice-socialcommerce
 
Conversations with the Pre-Customer
Conversations with the Pre-CustomerConversations with the Pre-Customer
Conversations with the Pre-Customer
 
What Is Trans Promo
What Is Trans PromoWhat Is Trans Promo
What Is Trans Promo
 
Show me the Leads
Show me the LeadsShow me the Leads
Show me the Leads
 
More efficient fundraising through better user experience
More efficient fundraising through better user experienceMore efficient fundraising through better user experience
More efficient fundraising through better user experience
 
Data Web Marketing
Data Web MarketingData Web Marketing
Data Web Marketing
 
Design Your Customer
Design Your CustomerDesign Your Customer
Design Your Customer
 
PD73002 Product Development
PD73002 Product DevelopmentPD73002 Product Development
PD73002 Product Development
 
2ND Prepaid Cards
2ND Prepaid Cards2ND Prepaid Cards
2ND Prepaid Cards
 
PROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMES
PROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMESPROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMES
PROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMES
 
Emerging Business Growth Breakout
Emerging Business Growth BreakoutEmerging Business Growth Breakout
Emerging Business Growth Breakout
 
George W. Buckley Presentation
George W. Buckley PresentationGeorge W. Buckley Presentation
George W. Buckley Presentation
 
M3 En 03 2009 Selected Projects
M3 En 03 2009 Selected ProjectsM3 En 03 2009 Selected Projects
M3 En 03 2009 Selected Projects
 
Professional Profile
Professional ProfileProfessional Profile
Professional Profile
 

Mais de Lander Janssens

It's all about customers... Well, is it?
It's all about customers... Well, is it?It's all about customers... Well, is it?
It's all about customers... Well, is it?Lander Janssens
 
The audience is participating
The audience is participatingThe audience is participating
The audience is participatingLander Janssens
 
The impact and benefits of improved customer targeting
The impact and benefits of improved customer targetingThe impact and benefits of improved customer targeting
The impact and benefits of improved customer targetingLander Janssens
 
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationOptimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationLander Janssens
 
Customer experience research anno 2009
Customer experience research anno 2009Customer experience research anno 2009
Customer experience research anno 2009Lander Janssens
 
The hidden side of Direct Mail
The hidden side of Direct MailThe hidden side of Direct Mail
The hidden side of Direct MailLander Janssens
 

Mais de Lander Janssens (11)

It's all about customers... Well, is it?
It's all about customers... Well, is it?It's all about customers... Well, is it?
It's all about customers... Well, is it?
 
The audience is participating
The audience is participatingThe audience is participating
The audience is participating
 
The impact and benefits of improved customer targeting
The impact and benefits of improved customer targetingThe impact and benefits of improved customer targeting
The impact and benefits of improved customer targeting
 
Behavioral targeting
Behavioral targetingBehavioral targeting
Behavioral targeting
 
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationOptimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
 
Customer experience research anno 2009
Customer experience research anno 2009Customer experience research anno 2009
Customer experience research anno 2009
 
The hidden side of Direct Mail
The hidden side of Direct MailThe hidden side of Direct Mail
The hidden side of Direct Mail
 
From gut feeling to CRM
From gut feeling to CRMFrom gut feeling to CRM
From gut feeling to CRM
 
The New Publicness
The New PublicnessThe New Publicness
The New Publicness
 
Online design, why?
Online design, why?Online design, why?
Online design, why?
 
Cannes Kan
Cannes KanCannes Kan
Cannes Kan
 

Último

Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 

Último (20)

Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 

EMS & the 1:1Lab

  • 1. EMS & the 1:1Lab
  • 2. Enterprise Marketing Services “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838 –1922) omposed by GMo – 31/03/2009
  • 3. Marketing Campaign integration & automation Today, relevant marketing is being redefined by the CMO. It is more than a personalized direct mailer or an e e-mail blast. It is the measurable mechanism where a theoretical universe of prospects is converted into a tangible set of prospects that are ready, willing, and able to buy products and services. The new game in town is integrated automated marketing campaign management. om InfoTrends (Barb Pellow on MicroTargeting) omposed by GMo – 31/03/2009
  • 4. CRM, 1:1 & Transpromo : the EMS “raw material” “The average customer doesn’t exist. The key to success is treating customers differently” omposed by GMo – 31/03/2009
  • 5. Gartner’s definition of CRM Printing & Transpromo CRM Printing CRM printing is the use of CRM techniques to microsegment prospective, current and former customers and to deliver targeted, printed marketing, sales and transaction information based on the recipients' requirements. CRM printing is enabled by the combination of digital, low to high-volume printing low- devices and technology-enabled marketing techniques. Brochures, presentations and enabled other marketing/sales materials are readily personalized through a combination of ingenious CRM database management and digital printers. Transpromo Printing Transpromo is the concept of printing a message or advertisement on a transaction document (a bill, a statement). The statement insert becomes an onsert, blending “my message” with “my statement”. A niche application of CRM printing, transpromo documents typically have limited personalization; this limitation restricts the document's relevance to the recipient. 21/03/2008 - Gartner Research Id G00154666 omposed by GMo – 31/03/2009
  • 6. 1:1 - how to achieve it 1. get relevant data • Buy/rent a mailing list for micro micro-targeting • Create relevance (e.g. mapping, loyalty program, pURL) • Use feedback to enrich the database for future use Image: Chema design Madoz 2. creative • Appoint a designer with expertise in personalization – there are many issues that can occur (“does the name fit here?”) • No longer restricted to large organizations with IT departments and large marketing3. data and template merge & print & send budgets • Smaller runs, better targeted, and affordable to more organizations omposed by GMo – 31/03/2009
  • 7. 1:1 Printing Benefits & Importance • Saves money Smaller volumes generate a better response. • Builds customer loyalty It is more profitable to keep the customers than to find new ones. Loyalty increases when using 1:1. • 1:1 Printing is Green Production is greener, less postal waste, less trash can waste, less volume. targeted communications reduces print runs through reduces page count withcustomization reduces need for further communications due to increased relevance • Conclusion Stop “throwing spaghetti at the wall to see what sticks…” omposed by GMo – 31/03/2009
  • 8. 1:1 Printing Measuring the Benefits • Response rate • Cost per lead • Cost per sale • Revenue per sale • Lifetime consumer value • Return on Investment Online Calculators: • http://www.capv.com/Resources/Calculators/ROI1/index.h tml# omposed by GMo – 31/03/2009
  • 9. The 1:1Lab “Setting an example is not the main means of influencing another, it is the only means.” Albert Einstein omposed by GMo – 31/03/2009
  • 10. 1:1Lab – What ? • Proof of Concept opportunity for marketers • Canadian initiative • Formed to advance understanding of data-driven, 1:1 communications. • Let customers explore powerful techniques and address the challenges in adopting them. • Belgium-Luxemburg: • 6th lab in the world, • 1st lab in Europe omposed by GMo – 31/03/2009
  • 11. 1:1Lab - Focus on Variable Content Xerox 1:1 lab program omposed by GMo – 31/03/2009
  • 12. 1:1Lab process Statement Produce & Case Strategy GoNoGo Measure of Work deliver Study •Strategic meeting •XGS •Kickoff • •Create GoNoGo meeting •Measure •Create •Explain SOW as agreed Case 1:1Lab •Go: •Status • in Study • Project continue meeting SOW •Customer content the every 2 explains project weeks his project • Timelin e •Involve MKT • Resourc Strategist es •Developm • •Communic •Data • Pricing ent ate •Publish •NoGo: results quality continue •Producti • •Make check as a on •Invoice noise •XGS service •Define •Delivery • Business or redo goals 8 to 12 weeks Case the SOW omposed by GMo – 31/03/2009
  • 13. 1:1Lab - Roles and Responsibilities 1:1Lab engagement The customer engagement • We guarantee confidentiallity • Identify goals and objectives of database (customer’s of campaign property) • Provide database • The application will be • Share brand documentation and redesigned in order to become resources personalized, different, provoking a better response • Participate in approval cycle • Xerox will work with the • Integrate measurement vehicle agency of the customer. • Approve creative elements • The application development proposed by the Lab will be integrated into the • Allow Xerox to develop case Lab (mix of internal / study based on results external solutions) • The customer will fund the • Participation in approval test and scope of the pilot • The measurement vehicle will be discussed upfront with the customer omposed by GMo – 31/03/2009
  • 14. 1:1Lab - Candidates • Industry coverage / • Characteristics Application coverage – Companies that have broad product • Interested industries / portfolio sectors – Preferably is a huge communicator – Finance in the market – Pharmaceutical – B2B / B2C applications on a regular base – Travel and Hospitality – Any company supporting inbound – Retail action such as fulfillment centers – Automotive • Data Guidelines – Higher Education – Minimum 10K records - maximum 30K – Not-for-Profit records – Telecom – Customer owns the data – Utilities • General Guidelines – Ensure there is existing database that demonstrates individual customer knowledge – Brand presence in market place helps omposed by GMo – 31/03/2009
  • 15. 1:1Lab Cases “Opportunity is missed by most people, because it is dressed in overalls and looks like work.” Thomas A. Edison omposed by GMo – 31/03/2009
  • 16. Heritage British Case Study Columbia Case Study For Belux Case Studies Readers visit Digest WWW.Creativexpresso.co Case Study m omposed by GMo – 31/03/2009
  • 17. omposed by GMo – 31/03/2009