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The Marketing The Marketing
Data WarehouseData Warehouse
1/1/20121/1/2012
www.InstantBI.cowww.InstantBI.comm
Introduction
What is possibleWhat is possible today today?? What is the opportunity?What is the opportunity? Why is the opportunity so large?Why is the opportunity so large? Some examples from Tom PetersSome examples from Tom Peters
What are people saying?What are people saying? Classic Marketing Data Warehousing Classic Marketing Data Warehousing
applicationsapplications Case studiesCase studies
Getting StartedGetting Started How would your company benefit?How would your company benefit? A great way to get startedA great way to get started
What Is Possible?
New technologies/public dataNew technologies/public data Data Warehouse TechniquesData Warehouse Techniques ““Mass Customisation”Mass Customisation” Marketing CampaignsMarketing Campaigns
Highly targetedHighly targeted Highly personalisedHighly personalised With returns like never beforeWith returns like never before
What is the Opportunity?
How much money is spent on marketing?How much money is spent on marketing? What is the incremental profit What is the incremental profit
improvement?improvement? Double thatDouble that Simply put the opportunity is to:Simply put the opportunity is to:
“Double the Effectiveness of the “Double the Effectiveness of the Marketing Dollar”Marketing Dollar”
Why is the Opportunity So Large?
““Half of all the money I spend on Half of all the money I spend on Marketing is wasted, I just don’t know Marketing is wasted, I just don’t know which half.”which half.”
The Marketing Data Warehouse will tell The Marketing Data Warehouse will tell you which halfyou which half
Then you can choose to spend it where it Then you can choose to spend it where it does make a differencedoes make a difference
Examples From Tom Peters
Reducing Customer DefectionsReducing Customer Defections 5% reduction5% reduction 30-80% Profit Improvement30-80% Profit Improvement
Targeting New CustomersTargeting New Customers Kimberly Clark Case StudyKimberly Clark Case Study
What are People Saying?
Tom PetersTom Peters We are living through a shift from selling We are living through a shift from selling
virtually everyone the same thing a virtually everyone the same thing a generation ago to fulfilling individual needs generation ago to fulfilling individual needs and tastes... by supplying... customised and tastes... by supplying... customised products and services. The shift [is] from “get products and services. The shift [is] from “get the sale now at any cost” to building and the sale now at any cost” to building and managing ... databases that track the lifetime managing ... databases that track the lifetime value of your relationship with each value of your relationship with each customer. customer.
What are People Saying?
Rapp & Collins Rapp & Collins it may almost be time to replace it may almost be time to replace
“location, location, location” “location, location, location”
with with
“database, database, database”.“database, database, database”.
What are People Saying?
Stanley Davis - Future PerfectStanley Davis - Future Perfect Mass CustomisationMass Customisation Standardise the Commodity and Standardise the Commodity and
Customise the Service that Surrounds ItCustomise the Service that Surrounds It
Example: Telephone callsExample: Telephone calls
What are People Saying?
Philip Kotler - Marketing ManagementPhilip Kotler - Marketing Management Mass markets are fragmenting into micro-Mass markets are fragmenting into micro-
markets; multiple channels of distribution markets; multiple channels of distribution are replacing single channels...are replacing single channels...The winners are those who carefully The winners are those who carefully analyse needs, identify opportunities and analyse needs, identify opportunities and create value-laden offers for target create value-laden offers for target customer groups that competitors can’t customer groups that competitors can’t match.match.
A Classic DW Application Targeted Marketing
CUSTOMERSERVICE
ADMIN
CONTACTMGT
DISTRIBUTION
CAMPAIGNMGT
ANALYSIS
Marketing Cycle
Target Marketing
SituationSituation Legislation changes causes confusion for Legislation changes causes confusion for
thousands over whether to retire. thousands over whether to retire.
SolutionSolution Profile customer database, select all those Profile customer database, select all those
people who would benefit from retiring people who would benefit from retiring before legislation change and target them for before legislation change and target them for rollover products.rollover products.
Value Value $440M deposited into rollover fund. Some $440M deposited into rollover fund. Some
$300M up on product managers forecast.$300M up on product managers forecast.
Cross Selling
SituationSituation Customer wishes to cross-sell existing clients Customer wishes to cross-sell existing clients
SolutionSolution Provide analysis capability to profile existing Provide analysis capability to profile existing
clients to determine who owned the product. clients to determine who owned the product. Use DW to select targets who did not own Use DW to select targets who did not own the product.the product.
ValueValue Response rate for new product purchase Response rate for new product purchase
direct mail 18%. (As opposed to 2% for third direct mail 18%. (As opposed to 2% for third party mailing list)party mailing list)
Up Selling
SituationSituation Customer wishes to up-sell existing clients Customer wishes to up-sell existing clients
SolutionSolution Provide ability to select existing customers to Provide ability to select existing customers to
upgrade productsupgrade products
ValueValue Response rate for upgrade direct mail 33%Response rate for upgrade direct mail 33%
How Would Your Company Benefit?
Double you Marketing Dollar Double you Marketing Dollar Effectiveness?Effectiveness?
What would that do for your company?What would that do for your company?
A Great Way to Start
Run 3 marketing campaigns to 3 similar Run 3 marketing campaigns to 3 similar groupsgroups Campaign 1 Campaign 1
Run like any other campaign, capture everythingRun like any other campaign, capture everything Campaign 2 Campaign 2
Targeted using DW, capture everythingTargeted using DW, capture everything Campaign 3Campaign 3
Targeted using DW + lessons learned from Campaign Targeted using DW + lessons learned from Campaign 22
Usual result: 2-4 times better responseUsual result: 2-4 times better response Double your marketing dollar Double your marketing dollar
effectivenesseffectiveness
Summary
What is possibleWhat is possible today today?? What is the opportunity?What is the opportunity? Why is the opportunity so large?Why is the opportunity so large? Some examples from Tom PetersSome examples from Tom Peters
What are people saying?What are people saying? Classic Marketing Data Warehousing Classic Marketing Data Warehousing
applicationsapplications Case studiesCase studies
Getting StartedGetting Started How would your company benefit?How would your company benefit? A great way to get startedA great way to get started
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