Every Marketer’s Imperatives! • Relevancy and readiness • Customer understanding • Customer experience and relationship • Be ready when the customer is ready • Master especially the internet & mobile channel To download visit: blog.cequitysolutions.com and www.cequitysolutions.com

1. Accelerating Customer
Insights
“Marketing so insight-led that it
feels like a service”
Ajay Kelkar,Cequity

2. Marketing trends!

3. The big picture
• Three technology trends are
disrupting marketing
• Media fragmentation
• Addressability
• Interactivity & Customer control

7. Trend #3: Interactivity
• Permits marketer to engage with
audience in two way dialogues
• Customer wants to manage her
relationship with the brand!
Brings in a huge amount of Customer data !

8. Marketing Imperatives!

9. Every Marketer’s
Imperatives!
• Relevancy and readiness
• Customer understanding
• Customer experience and relationship
• Be ready when the customer is ready
• Master especially the internet &
mobile channel

10. Every Marketer’s
Imperatives!

11. The Data rich economy!
• Almost 60% of GDP is from Services
sector
– Customer interaction with companies
increase!
• Growth of “Addressable media”
– large customer databases in Banks, Retail
&Telecom etc
• Availability of rich transactional data
– data leading to a “customer conversation”
Almost 400 million customers and growing!

12. 60% Data & 100 % Execution
Gartner: Only 20% of enterprise will use more than 50%
of the total data they collect to gain competitive

13. Why customer marketing
• Availability of technology to
understand customer behavior
– Analytical and Marketing automation
tools available
– Analytical resources:large talent pool
Marketing to a segment of one -now possible!

14. Why customer marketing
• IT environment maturing-customer
data integrated in Datawarehouse
• Data size multiplying rapidly-HDFC
bank has over 5 terabytes of data
One view of customer is now possible

15. Key Business Ideas
• Build a core competency in “Data led”
marketing
– Analytics will be “the heart” of business in
the future
• Move towards Web Analytics
– Internet is a training ground for “customer
pull” channels
• Customer behavior changes –spot them
as they happen…
– Event based IT architecture
– “Market so well that it feels like a service”

16. Start small,use Excel!
Move from data to insight to action
and close the loop!

17. Customer marketing
simplified!
• Keep it simple
• Be more Relevant to the customer
• Go one step at a time-Shoppers’ Stop
started by collecting visiting cards
• Don’t led technology overwhelm
you-keep investments within limits

18. Customer marketing
simplified!
• The most essential resources in any
Customer marketing program are
– a wealth of hypotheses about the
customer!
– and a variety of offers to test these
hypotheses.

19. Automating Campaign
Management
Creating Business impact using
Technology!

20. Technology can spot Event
triggers….
Traditional Campaign Management “ Let me find a group of
people to talk about it.”
“ I have an offer …”
offer
EBM Campaigns
“I have a person with a “ Let me find the best offer
change in behaviour that to fit this person ’ s need. ”
suggests a need…”
offer
offer
offer
offer
Source: OCBC bank ,Singapore

21. Marketing automation
1 2 3 4 5 6 7 8
Define Define Design Predictive Optimize Execute Integrate Monitor
Objectives Programs Strategies Analysis Contacts Campaigns w/Channels Results
Global Strategy – Targeted campaigns and right periodic offer Delivery General output
files & Responses
Target Metrics
Electronic offers
& Responses
Proposed offers
for contacts
eMessage
Rules & Constraints
applied
Plan Campaign Model Optimize Campaign
Customer Value Propensities Optimized
Behavior Segments contacts
Call Center
Contact
Preliminary counts
events
Adapted offers
Responses
SFA

22. Creating a Customer
marketing factory
Lessons from the Shop Floor
at HDFC bank

23. Looking at Marketing
differently
• Understand customers at individual
level not only portfolio
• Treating them with “one view”
• Using data to build “profitable
conversations” with customers
• Use Marketing automation technology
to build scale
Creating an Analytical marketing factory

24. 2003 -The Journey Begins
• Back then
– We were launching 1 (one) Data
based campaign per quarter!
– In the absence of Analytics and given
the huge customer base, all the bank
could do was :
• Launch Data based campaigns with
simple filters and segmentation

25. 2007: Extracting ROI –
Proving it works
• Analytical campaigns delivered ROI
of over 350% on life to date
investments
• Increase in Campaign velocity:
from 4 to >1400
• More critically established role of
analytics in strategic portfolio
management

26. Best practices for
Enterprise Marketing
Here’s my take!

27. Best practice #1
Plan for Change Management
• Do not underestimate change
management
– Get in experienced consultants,who
understand
• business & technology
• Drive changes in structure and incentives
• Business and Campaign target alignment
Can cost 3 to 4 times the technology investment

28. Best practice #2
Get top management buy-in
• Obtain top management buy in for
Customer segmentation
– a profitability based framework to
plan campaigns

29. Best practice #3
Get your CFO on your side
• Getting top management support
for Funding
– Selling to the CFO by establishing
clear ROI framework

30. Best practice #4
Don’t forget the power of data
quality
• Evangelize the data quality
movement
– good data is the bedrock
– P&L heads need to be sensitized

31. Best practice #5
Think Process efficiency
• Rigorous Campaign process
– Planning,development,execution(six
sigma)
– Environment will change-build
“privacy views” into your process

32. Best practice #6
Believe in the power of
marketing automation
• Automate the Marketing process
– use technology to access multiple
databases,do the statistical modeling
and launch campaigns

33. Best practice #7
Get your team to understand
technology
• Technology will enable customer
centricity
– understanding the language of IT folk
• Use Technology to help you to make
the “data talk”

34. Best practice #8
Change talent mix in your
marketing team
• A mix of Left & Right brain skills
– understanding customer behavior needs
analytical skills(audience knowledge
more than media)
– Taking action needs a mix of
technology and creative skills

35. Putting Left Brain
Marketing to work
• Centralize customer data in one place
• Don’t isolate the “Insights” function-
make it central to strategy!
• Build marketing strategy around
audience knowledge (not creative or
media)
• Invest in an “Insight Specialist”-vendors
who specialize in extracting value from
data!

36. The bottom line
• Technology is making marketing a
left-brain discipline
• And CEO’s are demanding
accountability from Marketing & IT
spend!

38. Partnering enterprises to optimize
marketing performance

39. Our Mission
To combine data, technology and
build actionable analytical marketing
services to accelerate ROI-driven,
real-time customer-engaged
marketing.
www.cequitysolutions.com

40. Thank You