Mais conteúdo relacionado Semelhante a Combining Digital Media and Customer Interactions for “Connected CRM” (20) Combining Digital Media and Customer Interactions for “Connected CRM”1. Combining Digital Media and on November Interactions
Presented Customer 4, 2009
for “Connected CRM”
South Florida Interactive Marketing Association
April 12, 2012
© 2012 Merkle Inc. All Rights Reserved. Confidential
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2. Agenda
• Who we are
• What we believe
• CRM in a digital world
• Q&A
© 2012 Merkle Inc. All Rights Reserved. Confidential
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3. Who We Are
Our experience and expertise make us a leader in CRM, shown by our clients‟ successes
© 2012 Merkle Inc. All Rights Reserved. Confidential
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4. Company Overview
Distinctive experience Extraordinary expertise
• Privately held by current management since 1988 • 1,500+ Employees
• 150+ world class clients • 150+ statisticians producing over 1,000 models/year
• Manage over 125 marketing databases • 200+ dedicated digital professionals
• Manage 1.6+ petabytes of customer data • 500+ marketing technology professionals
• Inform over $10 billion marketing decisions annually • 100+ creative professionals
Sustained 25% growth since 1989 Awarded and recognized
• Ad Age A-List: “Agency to Watch in 2012”
$400
$360 • Largest privately-held agency in U.S., Ad Age „11
$350
• 8th Largest Direct Marketing Agency, Ad Age ‟11
Revenue in millions
$303
$300
$255 • Recognized by SmartCEO Magazine as a Future 50
$250 Company „11
$211 $223
$200 $180
• NCDM Awards ‟04, ‟05, ‟06, ‟09, ‟10, „11
$148
$150 • Recognized by Forrester ‟03, „06, ‟07 &‟10
$100 • Multiple MAXI Award Winner ‟10 ‟11
$50 • Multiple DMA Innovation Award Winner „10
2006 2007 2008 2009 2010 2011 2012E
© 2012 Merkle Inc. All Rights Reserved. Confidential
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5. Our clients represent many of the best global brands in the world
© 2012 Merkle Inc. All Rights Reserved. Confidential
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6. The Customer Relationship Marketing Agency
CRM Outcomes
Integrating diverse capabilities
Increased customer value | Improved marketing ROI | Improved media effectiveness
Through optimizing customer touchpoints
Direct
POS Phone Site Mobile TV Radio Display Print Social mail Email Search
Integrating diverse capabilities
Consulting services | Database marketing services | Creative & communications services | Digital media services
Utilizing industry experience to drive strategy
| | Nonprofit | Life sciences
Insurance & wealth Retail banking &
management
| consumer finance
| Travel, media & | Nonprofit | Retail & CPG/OEM |
entertainment
Life sciences
Delivered across multiple engagement types
Consulting | Marketing services | Agency of record
© 2012 Merkle Inc. All Rights Reserved. Confidential
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7. What We Believe
Marketers play a critical role in creating a long-term, sustainable, competitive advantage
for their organizations
© 2012 Merkle Inc. All Rights Reserved. Confidential
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8. Marketers can again create long-term sustainable advantage
1950s+ 1998+ 2008+
Age of brand Age of channel Age of customer
Creation of national Direct-to-consumer business Low cost 1:1 targeting and
brands model transformation engagement
(Consumer to Consumer)
Social networks & digital media
(Consumer to Brand)
Internet and eCommerce
(Brand to Consumer)
National media and mass marketing
“Contenders”
© 2012 Merkle Inc. All Rights Reserved. Confidential
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9. Customer strategy is a preemptive business strategy
MACRO trends are changing the landscape
The
Socially Challenging
digitization of
enabled mass economic
media and
engagement climate
channels
And consumers And marketers are
are changing responding by
Social networks as a Putting the customer at the
purchase advisor center of business strategy
Buyer User
Evolving consumer Developing a 360º view of
expectations the customer
Likely attrition Developing advanced
Changing consumer Suspect Prospect customer
buying process insight, targeting and
measurement capabilities
Shift in media Engaging consumers in more
consumption patterns effective and productive ways
Non-buyer Ex-customer
© 2012 Merkle Inc. All Rights Reserved. Confidential
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10. CRM Transformation – Business Models Matter
INTEGRATION Identified Non-identified LOYALTY
FOCUSED FOCUSED
Direct
Financial Retail
Services
Indirect
Healthcare CPG
BUSINESS ENGAGEMENT
MODEL FOCUSED
FOCUSED
© 2012 Merkle Inc. All Rights Reserved. Confidential
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11. Marketing functions are both brand- and customer-focused. Integrating
these is the key to successful marketing.
The Power of the Universal Relevant to the Individual
Brand Focused Customer Focused
Strategic integration
Qualitative Quantitative
“Big Ideas” “Facts”
Attitudinal Behavioral
Media
Universal Unique
Digital
Mass
Direct
Brand advertising Consumer marketing
Brand creation Brand activation
Implementation
© 2012 Merkle Inc. All Rights Reserved. Confidential
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12. Customer Relationship Marketing evolution
High value
Customer Value Optimization
Customer Level 5 fully integrated programs & campaigns
focused
Enterprise
engagement Contact Optimization, multi-touch campaigns,
Moving Level 4 integrated measurement platform
from
Level 3
to Level 4
is hard. Basic multi-channel, model integration,
Level 3 and campaign automation
Campaign
focused
Single campaign, simple data, little offer
Level 2 and customer customization
Business unit /
media
engagement
Level 1 Infrastructure focus, basic capabilities
Low value
© 2012 Merkle Inc. All Rights Reserved. Confidential
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13. How do we compete in
this new connected
world?
© 2012 Merkle Inc. All Rights Reserved. Confidential
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14. A new approach to customer interaction
A systematic way to identify, serve and retain high-value
customers better than competitors by delivering customer
interactions that improve financial results, create
competitive advantage and drive shareholder value.
© 2012 Merkle Inc. All Rights Reserved. Confidential
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15. Optimizing customer behavior is how you make money
Relevant and timely programs increase short-term revenue
profitability and long-term customer portfolio value.
Consideration Purchase Engagement Loyalty
Optimized
Dialogue
High
Up-sell
Customer
value
First purchase
Average
Low
Time
© 2012 Merkle Inc. All Rights Reserved. Confidential
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16. But in reality, optimizing behavior has become increasingly complicated
as channels and media options grow
How do we operationalize this complexity?
Brand Value proposition
Position Expectation Price Product
TV & Radio Web
Print
Store
Mail
Channels
Media
Email Phone
Display Customer portfolio
Partner
Social
Search Care
Purchase Promotion Experience Customization
Sales Service
© 2012 Merkle Inc. All Rights Reserved. Confidential
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17. Domains
There are six core domains that must be mastered in order
to create sustainable competitive advantage.
Information Insights Optimization Targeting Measurement Agility
Ability to organize
Ability to create in a fashion that
Ability to micro metrics as allows you to
Ability to Ability to allocate
Ability to create target, customize currencies and respond to changes
identify, segment resources that
and manage a and personalize measure the in
and manage optimize ROI
360º view of the media and incremental customer, competit
high value and long-term
customer channel impact of each or or marketplace
customers customer value
experience marketing behaviors faster
activity than the
competition
© 2012 Merkle Inc. All Rights Reserved. Confidential
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18. Connected CRM landscape
Non- Likely Ex-
Suspect Prospect Buyer User
buyer attritor customer
Up-sell Acquire Qualify Cross-sell Retain Entangle
Deselect Qualify Win back Activate Renew Stimulate
Strategy & Direction Create & Customize Manage & Perform
• Business strategy • Program development • Insight management
• Brand strategy • Offer creation • Campaign management
• Customer strategy • Content creation • MRM
• Segment strategy • Message development • CRM/media mix mgmt
• Offer/treatment strategy • Treatment • Segment management
• Media strategy • Personalization • Lead management
• Multi-channel strategy • Customization • Content management
• Customer experience strategy • Experimentation management
• Performance management
CRM Management Systems
• Metrics and incentives • Decision authority • Organizational structure
• Optimization and business rules • Governance • Roles and responsibilities
Analytics, Data, Applications, Tools and Infrastructure
© 2012 Merkle Inc. All Rights Reserved. Confidential
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19. Role of the CRM Knowledge Center in Connected CRM
Customer Portfolio Management
Customer Cross Sell / Up Loyalty /
Awareness Engagement Experience Purchase
Acquisition Sell Retention
Customer Value Management Segmentation Management Measurement / Attribution Management
Channels Media
Inbound Interaction Campaign Outbound
CRM Knowledge
Management Management
Informing Center
Informing
CDI &Warehouse
Data Marts
Op Data Stores
Systems Marketing Mix
Media
Integration Optimization
Channel & Operations
Customer
Informing
Product /
Pricing Sales Service Operations Finance
Merchandising
Other CRM Business Functions
© 2012 Merkle Inc. All Rights Reserved. Confidential
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20. CRM in a digital world
© 2012 Merkle Inc. All Rights Reserved. Confidential
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21. A new opportunity to target and reach customers
What if Geico could choose 10 million people who would be
most likely to switch their car insurance in the next month
and target them directly across media and channels?
© 2012 Merkle Inc. All Rights Reserved. Confidential
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22. What is available today, and what is the potential to target customers
across media and channels?
Targeting Media Channels
Contextual
Anonymous
Individual
Identified
Individual
Not available Emerging Somewhat available Widely available
© 2012 Merkle Inc. All Rights Reserved. Confidential
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23. Integrated data provides an opportunity to analyze, segment, and target
customers through digital media and channels.
Site
Behavioral Segmentation, Lifetime Value, Attribution, CRM mix
Display
Anonymous
& Individual
Cookies
Personalization
Analytics: Targeting, Measurement, Insight
First Party
Data Real-time
(CRM) Bidding
Social
Data Management
Open Graph
Data Integration
date Search
Second Party Key word
Data bidding by
(Partner) segment
Mobile
Text
Email
Third Party
Data
Individual
Personalization
© 2012 Merkle Inc. All Rights Reserved. Confidential
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24. The evolution of digital display ads has grown from place to customer
CRM Data Driven
Anonymous Individual Anonymous and Individual
Level of insight Place Place Place
Exchange Connected Exchange
Contextual
Environments Environments
How many people visit site, and Cookie & Third Party data on Addition of data repository including
their profile unknown individuals all media and CRM data
• Based on research and • User behaviors • Behavioral segmentation
Targeting persona • Retargeting • Lifetime value
• Customer/prospect
• Last click • Digital attribution • Fractional attribution
Measurement across all media
• Media property • Exchange Performance Performance by customer :
Insights performance • Segment
• Value
© 2012 Merkle Inc. All Rights Reserved. Confidential
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25. Integrated Data with Advanced Display Segmentation yields only the
customers you are trying to reach, optimizing investments.
You can build and effective display media plan
using contextual and exchange based buying
First
Party
Data
Integration
Integration
Second
Party Data
Third
Party
Data
But why underspend for the right customers and
overspend for customers you don‟t want?
Targeting: Performance by customer: Legend:
• Behavioral segmentation • Segment
Affluent High Ascending Lookie-
• Lifetime value • Value sophisticates transactors buyers loos
• Customer
© 2012 Merkle Inc. All Rights Reserved. Confidential
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26. Connected CRM Summary
• Managing and engaging customers not campaigns will
be key to creating competitive advantage.
• Digitization of medias and channels is creating a big
data revolution in marketing: the only way to monetize
this at scale will be through Connected CRM.
• We are in the early but accelerating stages of this
journey and new skills and approaches will be
necessary ….first movers will have a significant
advantage.
© 2012 Merkle Inc. All Rights Reserved. Confidential
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27. Q&A
Thank you!
David Williams
Chairman & CEO
Merkle Inc.
7001 Columbia Gateway Drive
Columbia, MD 21046
443-542-4000
merkleinc.com
© 2012 Merkle Inc. All Rights Reserved. Confidential
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