This document discusses the 5 key data-driven decisions needed to achieve loyalty campaign excellence: targeting, offer, delivery, lifecycle, and marketing automation. It emphasizes making decisions based on accurate customer data and insights to deliver highly personalized experiences across all channels. The right targeting, offers, delivery methods, lifecycle engagement, and use of marketing automation are necessary to build strong customer relationships and loyalty over time.

1. DECISIONS
to Achieve
Loyalty
Campaign
Excellence

2. Building loyalty is both simple and complicated.

3. Building loyalty is both simple and complicated.

4. First… say “goodbye” to guesstimation,
and “hello” to ...
Data-driven facts

5. Now that’s sorted, let’s look at
the 5 data decisions you must make.
Targeting
Offer
Delivery
Lifecycle
Marketing
Automation

6. Offer
Delivery
Lifecycle
Marketing
Automation
Targeting

7. First, decide what information is useful.
Capture all relevant data, store it centrally,
and develop a single view of each customer.

8. Prioritise who
to contact
and when
Decide which
customers you
must keep
and why
And who
will inevitably
leave you -
and why
1
3
2
Exit

9. Decide on your targeting methodology such as
Consider
Profiles
Triggers
and Events
Propensity
Models
Other Behavioural
Targeting
or a combination of these.
Clickstream

10. Targeting
Delivery
Lifecycle
Marketing
Automation
Offer

11. Understand the customer’s interests and motivators.
Implement decisioning logic to select
and prioritise the right offer.

12. Protection Insurance
Income
Don’t instinctively opt to use a sales pitch.
Determine the customer’s circumstance and match
the conversation to it. Decide whether to
add value or build brand loyalty.

13. Choose the right offer decisioning methodology.
Online Behaviour
Real-Time Event
Complementary
Product Sequencing
Next Best Action
Others

14. Targeting
Offer
Lifecycle
Marketing
Automation
Delivery

15. There’s a good reason why
it’s the most used word in data-driven marketing.
Relevance!

16. Accurate decisioning about right place, right time,
right channel, and right message is critical.
The right conversation and customer experience
must be available seamlessly across all channels.
Engage with them when and where their situation
indicates a need; use their preferred channels;
and be guided by your data insights
to decide on the right message.
...

17. Be aware that campaign decisions perform best using
Conversion Rate Optimisation (CRO) combined with
trigger & event based marketing,
next best action, preferred channels, etc.

18. Targeting
Offer
Delivery
Marketing
Automation
Lifecycle

19. Every customer is unique and every lifecycle is different.
Customers’ needs and responses are likely to vary at
each lifestage so flexible decision making is essential.
A
Buywww.buy.com
B
Order Order
Order
Leave
C

20. To retain customers and build relationships,
you need to know at any given time, what the customer
wants and deliver it when and where it’s needed.
Deciding how to tailor each interaction
so that it is both personalised and relevant to the
customer’s situation enhances the customer experience
and encourages their loyalty.
Unscented
Lotion

21. Initiating regular engagement, monitoring touchpoints,
and understanding behaviour patterns are important
ways of assessing the level of customer satisfaction.
This information is essential for your
strategic retention and loyalty decisions.
A
Buywww.buy.com

22. Targeting
Offer
Delivery
Lifecycle
Marketing
Automation

23. When many customers are ready to interact
with you at the same time, it’s impossible to offer an
appropriate level of personalisation without
Marketing Automation. The customer’s experience is
lessened and you miss qualified opportunities!
A
H B
F D
G C
E

24. Another important automated process is Marketing
Optimisation (MO): (there’s no decision needed – you need it!)
MO is the central decisioning hub that prioritises the
marketing mix for all campaign executions including the
4 data decision points already covered in this slide deck.
A
H B
F D
G C
E

25. Marketing Automation supports customer centricity
by placing the customer’s needs centre stage.
And if you really want to achieve loyalty,
that’s where they need to be!
A
H B
F D
G C
E

26. Building loyalty is accomplished
by consistently making the right
decisions on how to engage, nurture
and continuously satisfy customers.
Making the right use of data helps
you to make the right decisions.
Making the right decisions helps
to make you successful.

27. WANT TO LEARN MORE
about database marketing and Digital Alchemy?
Subscribe to our newsletter
Your Email Address
www.digitalalchemy.asia/blog
www.digitalalchemy.asia