Services (MMS)
Moving from tactical to strategic
Analytical marketing
20 May 2008
Analytics
& Campaign
management
Customer Management Managed Analytics/ Custom Database Managed Marketing Marketing Operations &
Consulting Campaign Services Design Solution Services Measurement services
ß Customer ß Customer Analytics ß Build Databases ß Campaign Services ß Measurement
Management ß Digital Analytics ß Manage databases ß Event-trigged frameworks
framework ß Campaign Design & Services ß Dashboards
ß Customer Execute Loyalty Marketing on-boarding
on-boarding ß Campaign Tracking & ß Lead Generation &
ß Loyalty Analytics
ß Customer Lifecycle ROI Management
Management
ß Managed Loyalty
ß Managed Service
Campaign services
Solutions
Data Quality ß Managed Channel
And Information Solutions
Management
Business Applications
Tra ns e
ns s p o
act
ion n Re
Da aig
ta mp
Ca ta
Da
Smart Campaigning ™
Action basis
Customer insight
ar y
n d Ca
o
c mp
l / Se aig
nB
t e rna urces lue
Ex a so prin
dat t
Behavior
Customer Scoring Model Optimisation Matrix
• Absolute Scores / 1-to-1 Plan
Business
Objectives • Relative Scores • Portfolio level Objectives
• Predictive Scores • Possible actions to
• Historical Scores bridge Behaviour Gap
¬
Explore Extract
ß Which market should I play in? ß How will it be profitable?
ß What should be my products? ß How to generate good leads?
ß What is my demand? ß Make my Sales team more
ß What is competition doing? effective?
ß How much will my customer value ß Which Channels?
my services? ß What price should I set?
¬
Customer Life Cycle
¬
Empower Enable
ß How profitable are my customer ß How can I reach my customer
strategies? across multiple channels?
ß Can I build Customer lifetime ß How do I analyze customer
value approaches to manage my behavior to make my offers more
customers better? ¬ relevant?
ß How do I scale up my Marketing
processes to campaign to my
customers in a seamless way?
Empower
Enable ß Credit Scorin
g
-sell ß Loss Model
ß X-Sell, Up Collections S
trategy
odel ß
ß Attrition M Fraud Detecti
on
ß Loyalty S
corecard ß
Sat. Study
ß Customer
u s to m e r S e gmentation
ß C
ß Trigger M
arketing
ro fi ta b il it y M anagement
P
ß Customer
− Minimise capital expenditure technology − Leverage the skills and expertise of CEQUITY’s
investments Analytics Services practitioners
10%
Consulting
Clients Transactional Data – 10% 5%
Customer, vendor, SCM, Phd Marketing
e
40
20
v
20
i
10
t
Jul Aug Sep Oct Nov Dec 0
A B C D E F
tra
llus
C
Jan
B
ß members onboard
1990
I
Product A
A 1980
1970
Feb Product B
Mar
Product C
Staging
ª
SFTP Raw Files:
Customer Details • Consumer details
registration, Profile • Transaction details Promotions by Channel
updates, Surveys • Reactions
• Survey updates
• Reference files
TP
Transaction Data
ª SF
Current
Promotions
Reactions to Promotions Current Promotions Customer relations
Reference Files
ETL & DQA
ODS/DW
X
Campaign
Mgt
X https
[
Consumer Integrated data
Shared hub
11 20 May 2008 CEQUITY Confidential
A Proof-of-Concept engagement is
proposed to…
…demonstrate the business value to our clients
ª
ª
ª
ª
Benefits of MMS
Scope Definition Data & Systems Analyze Business ß Minimal capex
Piloting
& Mobilisation Assessment Value & ROI investment
− CEQUITY
ß Define scope ß Identify data ß Define pilot ß Identify infrastructure
for pilot required for scenarios business ß Faster time-to-market
ß Mobilise team analysis ß Execute value − Improved
ß Analyse scenarios ß Derive return effectiveness
internal and ß Analyse on investment ß Increased value-add
external results − Transparency of
systems
operations & risks
and identify
sources of − Investment
data efficiency
ß Increased business
agility
ß Scope defined ß Sources of data ß Analysis results ß Business value
− Business and
Team mobilised identified reviewed from MAS
market insights
identified
− Trends / impact
ß ROI determined
anticipation
A proof-of-concept approach will allow clients to determine the value of MMS before
embarking on full deployment of the solution
12 20 May 2008 CEQUITY Confidential
MMS Campaign Analytics
Campaign Operation Components
Design & Planning Pre-Campaign Work Customer Selection Performance Tracking
Skill sets
ß Quantitative & Analytical skills
ß Direct Marketing / List Processing Knowledge
ß Relationship Mgt. Skills
ß SAS / SQL knowledge
Tools Utilized
ß SAS Analytics wide knowledgebase
ß Unica-Affinium Campaign,e message,model & Detect
ß Encryption Software for Data Protection
ß KXen
13 20 May 2008 CEQUITY Confidential
Managed Marketing Services
Engagement Model (1/2)
ª
− 3 – 6subject experts deployed − dedicated resources (gradually
parttime / full-time for the duration of staffed-up)
engagement − Team normally located off-shore
− Team located on-site / off-shore with account manager in place
ß Nature of deliverable ß Nature of deliverable
− One-time, identifying specific − On-going deliverables with clear
data collection / analyses SLAs
recommendations
ß rationale behind offering
ß Rationale behind offering − Long-term engagement with growth
− Short engagement to assess data potential based on delivery
availability and benefits of analytics
− Client assistance provided to drive
long-term relationships
Raw data, Project Objective and Timeline & Data Requirement Analysis/Campaigns
Flat files Deliverables Provided Agreed Upon
MMS HUB
$ $
Pricing for services would be at market rates for similar services, which suggests direct
savings of 20-25% to most clients
16 20 May 2008 CEQUITY Confidential
In Summary, Our value Proposition
ª
− Fixed to variable/no upfront investment
models
− Pay-Per-Use
ß Scalable capacity
ß Time To Market (TTM)
− Best practices
− Improved Effectiveness
− Repeatability
ß Increased value-add − Experienced domain/industry business
− Transparency of operations & risks analysts
− Investment efficiency
ß Proven benefits
ß Off-the-shelf jumpstart modules − Experience in driving benefits for
for “analytics starter” CEQUITY businesses & selected
clients
ß Increased business agility
− Solution expertise
− Business and market insights
− Trends / impact anticipation ß End-to-end offering
− Consulting led Managed Analytics
− Trends / impact anticipation
[ Focused on delivering business impact
17 20 May 2008 CEQUITY Confidential