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eAcquireDiscussion Document
August 2009
GLOBAL INTERACTIVE MARKETING SERVICES
GLOBAL INTERACTIVE MARKETING SERVICES2
Agenda– Objective
– Current proposition overview
– Current proposition SWOT
– Solution check list – “must have’s”
• Example approach
• Example testing framework
• Example reporting matrix
– Commercial considerations
– Marketing, product and sales support
– Positioning – how does this solution fit with the wider Acxiom proposition
– Next steps/actions
GLOBAL INTERACTIVE MARKETING SERVICES
Objective• Evaluate current email acquisition proposition• Make an assessment as to whether improvements could be made• If yes, agree an action plan to make those improvements
GLOBAL INTERACTIVE MARKETING SERVICES
Current solution overview• Stuart, Please could you provide a verbal overview of the current email
acquisition proposition? Thanks
GLOBAL INTERACTIVE MARKETING SERVICES
Current solution SWOT – to be completed as a group
Strengths OpportunitiesTarget market
New doors? Opportunity to break into the digital thoughts of our clients?
WeaknessesHeavily reliant on people & process
Who own the process end to end?
Current repository overused
ThreatsCompetition?
Once proven as a channel, is it then scalable? If so, how
GLOBAL INTERACTIVE MARKETING SERVICES
Solution requirements checklist – “must have’s”Stage Role Acxiom Capability
1 Identify revenue opportunity Sales Y
2 Overall project management (critical success factor) Sales support Y
3 Understand and agree business objectives & business case– Site registration, NBR Site visits, Reduced customer service costs…
Consulting Group Y
4 Understand, assess and define the campaign strategy Consulting Group Y
5 Evaluate creative & subject line ? Y
6 Create a campaign testing framework/ matrix– list– SL– Creative– number of broadcastfollow up, remail
(e)Consulting group Y
7 Campaign execution– Processing, Data enhancement, campaign cells
Y
8 3rd Party Data sourcing ? Y
9 Campaign reporting– by list, broadcast, SL and creative
? Y
10 Post campaign analysis– “Directs v deviants”
Analysis group Y
11 Final campaign evaluation and recommendations Consulting group Y
GLOBAL INTERACTIVE MARKETING SERVICES
Example approach
Ph
ase
3P
has
e 1
Ph
ase
2
Consulting G
roup
Understand business objective
Understand marketing strategy
Business case development
Define campaign strategy
Create testing framework
Evaluate SL and creative
Campaign performance analysis
Post campaign evaluation
Roll-out recommendations
Understand
Execute
Evaluate
GLOBAL INTERACTIVE MARKETING SERVICES
Execute
Evaluate
Understand Define campaign strategy
Create testing framework
Evaluate SL and creative
Phase 2
Phase 3
Example approach
Consulting group
Understand business objective
Understand marketing strategy
Business case development
Campaign performance analysis
Post campaign evaluation
Roll-out recommendations
Phase 1
GLOBAL INTERACTIVE MARKETING SERVICES
Example: Three month testing framework
Month 1
Subject line
Creative
List source
Month 3
Follow up
List source
Month 2
Data overlay
List source
GLOBAL INTERACTIVE MARKETING SERVICES
Month One: Example Testing framework
Subject Line A v B
0-5% available
data
Champion SL
Creative A
6-10% available data
Week 1 Week 2 Week 3 Week 4
Champion SL
Creative B
11-15% available data
Champion SL
Champion Creative
15-100 % available data
Control Cell
Soft bounces & non-opens
Champion SL
Champion Creative
One third of total available data
GLOBAL INTERACTIVE MARKETING SERVICES
Reporting MatrixExample needed
GLOBAL INTERACTIVE MARKETING SERVICES
Marketing, product management and sales support• Proposal - ppt and word template
– Content:• Client requirement• Solution overview
– Team roles including bios– Data recommendations
» List» Enhancement
– Processing» Customer suppressions» 3rd party list deduplications» Other screening eg credit
– Testing framework theory» Example
– Reporting options» Simple click-thru, open-rates» Matrix by list, cluster, broadcast…
• Recommendations• Pricing – see next slide.• Next steps
• Product pdf fact sheet• Can the solution be productised?• Microsite?
GLOBAL INTERACTIVE MARKETING SERVICES
Pricing framework• Considerations
– Minimum spend?– Margins on 3rd party data?– Is there a deal budget for this?
Component £
Number of days
Man days• Consultancy• Data consultancy• Analysis• Campaign mgt
Data• Acxiom
– Enhancement– List
• 3rd Party
Processing
Total
GLOBAL INTERACTIVE MARKETING SERVICES
Acxiom capability | Fit with the wider proposition?
Marketing Database and Data InfrastructureMarketing Database and Data Infrastructure 36036000 View of the Consumer, Transaction Data, Customer Data, 3 View of the Consumer, Transaction Data, Customer Data, 3 rdrd Party Data, Customer Data Integration, ETL, Data Party Data, Customer Data Integration, ETL, Data
Warehouse, Data Mart Creation, Segmentation, Products, Events, Promotions, Waves, Response, SuppressionsWarehouse, Data Mart Creation, Segmentation, Products, Events, Promotions, Waves, Response, Suppressions
Marketing Information and AnalyticsMarketing Information and Analytics
Business Intelligence, Marketing Performance Management, Production Analytics, Predictive Analytics, Discovery Business Intelligence, Marketing Performance Management, Production Analytics, Predictive Analytics, Discovery Analytics, Multi-Channel Analytics, Data Mining, Simulation, Web AnalyticsAnalytics, Multi-Channel Analytics, Data Mining, Simulation, Web Analytics
Multi-Channel Campaign ManagementMulti-Channel Campaign Management
Event Detection, Campaign Definition, offer management, Contact and Response History, OptimizationEvent Detection, Campaign Definition, offer management, Contact and Response History, Optimization
Channel EngagementChannel Engagement
Email, Website, Search Engine, Banner Ad, SMS, IPTV, Contact Centre, Direct MailEmail, Website, Search Engine, Banner Ad, SMS, IPTV, Contact Centre, Direct Mail
StrategyStrategy
Strategic Planning, Competitive Intelligence, Acquisition, Strategic Planning, Competitive Intelligence, Acquisition, Retention, Loyalty Management, Brand Management, Retention, Loyalty Management, Brand Management,
Creative Management, Privacy, RiskCreative Management, Privacy, Risk
IT InfrastructureIT Infrastructure
High Performance Compute Capacity (Grid), SOA, Hardware, Network, Software, Security, Disaster RecoveryHigh Performance Compute Capacity (Grid), SOA, Hardware, Network, Software, Security, Disaster Recovery
ExecutionExecution
Marketing Fulfillment (telemarketing, direct mail, email), Marketing Fulfillment (telemarketing, direct mail, email), Measurement, Analysis, Multi-channel Execution, Measurement, Analysis, Multi-channel Execution,
Contact Center, eCommerce, Production Management, Contact Center, eCommerce, Production Management, Lead Management, Event Based Marketing, Vendor Lead Management, Event Based Marketing, Vendor
ManagementManagement
GLOBAL INTERACTIVE MARKETING SERVICES
Next steps/actionsDescription Owner Date for completion