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OUR VISION
Data driven insight, insight driven execution!
Efficiency
OUR MISSION
TANI AT A GLANCE
13 years23+ Sectors65+ Brands
6.121+ Campaigns/year1.15 BN TL+ Inc.Revenue
29 Loyalty Programs
44 M+ Unique Consumers
32 M+ Cookies18.9 M+ Loyalty Cards
7.500+ Sales & Service Points200+ Integrated Data Channels
300.000 Transactions/day
AWARDS
DPİD 2014, Direct Marketing Awards
Winner of 2 Awardsin Database Marketing
DPİD 2013, Direct Marketing Awards
Winner of 3 Awards in Database Marketing
Informatica 2013 Innovation Awards
Data Qality Award Winner within 5.000 Companies
IBM Smarter Commerce Global Summit 2013
One Of The Best 4 PartnersOf IBM with “Axion”
Mixx Awards 2014, Turkey
Winner of BRONZin Data- Inspired Creative
Horizon Interactive Awards, 2014
Winner of 2 GOLDin Consumer Information and Responsive / Mobile Design for Paro Web Site
Best Long – Term Loyalty Program WINNERThe Loyalty Awards EMEA, 2015
Winner of 2 BRONZ in ‘Corporate Identity’ category for Paro.com.tr and Entegrated Campaign category2015 Communicator Awards
REFERENCES
Mobile
OMNICHANNEL
Store
Marketing Approach
Reaching Customer
Behavior & Shopping Tracking
Content EngineCampaign EnginePayment EngineData
Web
Tracking Through Network Effect
Campaign Management
Shopping Tracking
Tracking Through Network Effect
Cash Register Integration
mCommerce
mPayment
Shopping Tracking
Location Based Services
Facebook Mobile Pages
TRANSFORMATION OF MS. ZEHRA
Form InfoZehra Ceylan
Brand A
Age: 27 years-oldEducation: Religious HS and College GraduateMarital Status: SingleOccupation: Advertisement and PR
• Keen on reading literature, mythology and religious books
• Following politicians such as Mr. X, Y, Z.• Keen on watching romantic movies
• Fenerbahçe fan• Scorpio• IBM Lenovo ve iPhone 4 user• Possible TTNET subscriber
• Shops at X and Y brands as well• Spent 587 TL at Brand A • Average basket is 84 TL• Shopping frequency: 3 months• Shopping preference: Week days after
4pm.
Web Footprint
• Currently at Y Mall• At X Store and by the trousers• Went to Y Mall 2 times last month• Uses mobile app twice a week
Mobile Footprint
Know your customer in every perspective
• Shops at e-commerce sites• Spends on average X TL per month
• Shops frequently using mobile app• Spends X TL on average
?
Store Footprint
The brands she follows except Brand A:• Network (Clothing) • İpekyol (Clothing) • Aldo Shoes (Shoes)
• CixShoes (Shoes) • Esse (Home Appliances)
Data… Insight… Action… Experience and Efficiency
- Personalized & segmented campaigns
- Targeted one-to-one communication (Banner, SMS, Email,
Mail, Phone Call)
- Location based communications
- Segmented customer programs
- New product & service design
- Partnerships
- Who are my most valuable customers?
- Which customer segment has a potential to increase my revenue?
- Which customers decreased their spending and why?
- Which customers are getting married?
- Which customers like classical music?
- What type of a campaign reward attracts my customers?
- Which customers are at my shop right now?
- Does my product & service portfolio fit with my customers?
PRODUCTS & SERVICES
DATA MANAGEMENT and ANALYSIS SERVICES
Which services do you need? We are ready to step in at any technology expertise
DATA QUALITY and DEDUPLICATION
Developing innovative services and products we won Informatica 2013 Innovation Award
for Data Quality
Symbolic Datas
DATA QUALITY and DEDUPLICATION
Symbolic Datas
DATA QUALITY and DEDUPLICATION
Symbolic Datas
DATA ANALYSIS and REPORTING
Sales, customer, store, basket analysis…
The data are symbolic
DATA ANALYSIS and REPORTING
Sales, customer, store, basket analysis…
The data are symbolic
Level of Customer Value
Leve
l of C
usto
mer
Loy
alty
VALUE ADDED SERVICES: INSIGHT
Segmentation and Modeling
%1 Platinum
%9Star%15Old
Friends%25
Potential%50
Passersby
DATA ENRICHMENT
Segmentation and Modeling
Customer Segmentation
Customer Value
Sales Support Models
Others
Market Basket - Upsell & Cross Sell Sales Propensity
Target Audience Analysis
Customer Lifetime Value
(CLV)
RFM Models
Customer Churn Segment Migration
Analytical Solution Services
Tailored campaigns and value
propositions
Differentiate offers and enhance
customer experience management
Targeted customer acquisition
Reasons behind the customer churn and
changes in behavioral and value segments
1
2
3
4
Behavior & Life Style Segmentation
Current Customer Value (CCV)
CUSTOMER LOYALTY PROGRAMS
CUSTOMISED LOYALTY PROGRAMS
Specific program design and management for your brand
NETWORK LOYALTY PROGRAM
ParoEnrich your customer experience.With additional development services, capture the specialization in Paro World within over 18 million members.
CUSTOMISED LOYALTY PROGRAMS
- Loyalty program objective and strategies- Program design- Partner structure- KPI’s and metering needs
- Software development- Cash register and other channel integration- Partner relationship development and technological solutions- Web page, microsite, mobile application design and development
- Reporting needs development- Report designs- Report infrastructure and
development- Monitoring program KPI’s
- Technological and operational infrastructure management- Action planning- Operational production (card vs.)- Partner management
- Appropriate data management to personal data protection legislation- Deduplication and data quality management- Segmentations (Value /Behavior Based, Lifesytle etc.)- Customer Action Lists- Predictive Modelings (Customer Churn,
CLTV etc.)
- Campaign design and implementation of appropriate business goals- Creative and targeted campaigns - Campaign operations- E-mail, SMS, Mailing- Metering
TECHNOLOGY and INFRASTRUCTURE SERVICES
- Data Collection- Campaign Management- Management ofLoyalty Program Rules
Detail data of Customer focusedMarket Basket
- Data Storage- Deduplication- Data quality
- Deduplication- Tests- İnteractiveSMS campaigns- Interactive E-Mail campaigns- Shopping-based SMS
HOW WE SERVE?
Your Customer Relationship Managers and Customer Applications Executives are following all the process for you.
Expertise CentersData ManagementAnalytical ServicesOperational CRM TeamsCampaign DesignCampaign Management
New Generation Paro2014
Sensitive brands supporting their customers at every stage and special moments of their life
Extra benefits & pointsLoyalty Program
Paro has changed…
Freedom of Choice
We listen to our customers
Offer them value added products&services with brands sensitive to their needs.
&
Customer Mission
We focus on individual…
BrandsSensitive to their customers’ needs
ParoCoordinates standards and services
Brands support their customers
Special Life StageSpecial DaysTroubled MomentsShopping
Brands Support Their Customers in 4 main areas
Giant StepsGetting MarriedKid on BoardGraduation & First Job
Special DaysBirthdayValentine’s DayMother’s DayFather’s DayNew Year
Troubled Moments Shopping
Birth
Life Cycle
Pre-School
Middle&High School
University Work Marriage Having KidsGrand
ChildrenR.I.P
Marriage of Children Retirement
Life Stages
Repetitive Special Days
Other special days(Valentine’s day, Mother’s/Father’s day, New Year’s Eve etc.)
Wedding AnniversaryMovingJob switchingBirthdays
Proposal
Marriage Phase
Sub Stages
Engagement Setup new home Wedding Honeymoon
Pregnancy
Having Kid Phase
Sub Stages
Welcome Baby Kid
LovePeace
Enthusiasm
Ambivalence…
FearWorry
Loneliness
Ecosystem
Campaign Based
Partners
Main Partners
Content Providers
Coordinated by Paro
Paro Website (New!)
To help enrich the customer experience of the affiliate brands with innovative and technological marketing solutions
Brand Mission
PARO BRANDS20 Main Partners + 18 Campaign Based Partners + 4 Content Providers
Newjoy
Via:
• Portal• SMS
Register
PARO PROGRAM VALUES
Datas are as of end of 2014.
Cash register integrationStructure of the cell and card recognition
Loyalty Program data managementAppropriate data management to personal data protection legislationDeduplicationData Quality Measurement
Standard Reporting
Loyalty Membership StructureCard Production ManagementData Input
Access to Paro dataCampaign Operations ManagementStandard Campaign Reports
Consumers management interfaceSatisfying the demands and complaints of consumer and stores by Paro Call Center BackOffice management of requests and complaints
Developing additional loyalty program modules
Company-specific ReportsCompany-specific Ad-Hoc Reports
Additional Target Audiance AnalysisSegmentationOther Analytic Services
Customised Loyalty Program Design SupportDescription of Program Goals
Additional Revenue Analysis
APPROPRIATE PARO SERVICE PACKS FOR YOUR NEEDS
12 Campaigns in a year, Target Audience Analysis
CHOOSE THE MOST APPROPRIATE LOYALTY PROGRAM FOR YOU
Special developed infrastructure as well as general infrastructure
Completely brand-specific loyalty program
Rules and standards specific to brand
Segmentaion of the brands own customer and management of the data
Customer database special to brand
Access to brands own customers
Joint campaigns through brands agreements
Constantly evolving infrastructure and reporting requirements parallel to Paro program needs
Network loyalty program
Paro Program rules and standards for the membership structure and data sharing
Customer segmentation and access to different segments by clubs for different life cycles
Paro common customer database
Free access to the Tanı common database
Ecosystem wealth: Interactions with other brands in Paro world, new customer acquisition with cross campaigns
The privatization of sub-brand loyalty program with special additional development
Take part in Paro's website and e-mail communications
Paro Call Center services
AXION enables you to understand your customers betterand take personalised marketing actions in online world.
AXION
DigitalAnalytics
Data Analysis & Insight
Personalised Digital
Marketing
AXION enables you to perform intelligent personalised marketingactions through various smart solutions:
• Via IBM Coremetrics we analyse your website user behaviours with the metrics such as below & take actions according to your company goals.
• Visitors• New registrants• Cart abondoners• Bounce rates• Effectiveness of digital ads• Clusters of shoppers, etc.
DIGITAL ANALYTICS
We can track your customers on multiple channels such as your company website, mobile application, digital ads, as well as your offline retail channels.
DIGITAL ANALYTICS
PremiumSegment
Males
Families
Home Renovators
Car Owners
Targeted Banner
Targeted E-mail
Targeted SMS
We analyse and draw insights from the data we track and create segments basedon behavioural data for personalised marketing actions.
Company A Data
DATA ANALYSIS & INSIGHT
Company A
Data
Data
Data
Company B Company C Company D
Company E
We have created a network of multiple companies and track
30 M visitors .
DATA ANALYSIS & INSIGHTAXION NETWORK
Visit to any site in
Network
Cookie ID Control
Cookie ID (001)
Online Profile Usr Database
Online Profile
Anonymous user
Basic Online Profile
Advanced Online Profile
Online / Offline Profile
Visit to other sites under networkClick to online ads
Cookie ID
ControlProfile Update
A cookie with an enriched profile
The cookie enriched by real user data
Facebook and Mobile App visit
Cookie ID Control
Profil Update
Paro Network
Paro Database
Entegration
Online / OfflineProfile Enrichment
Paro Card Usage
Registration to Database
AXION Subscriber
Axion Web Sites & Ads
Ad Netork
DATA ANALYSIS & INSIGHTAXION NETWORK – Profile Enrichment
DATA ANALYSIS & INSIGHTAXION NETWORK – CURRENT BRANDS
COMPANIES IN PROGRESS OF INTEGRATION TO AXION NETWORK
AXION NETWORK
PERSONALISED DIGITAL MARKETING
Based on the data insights drawn and segments built (i.e. from the data from single site or multisite using the Axion network), we offer companies personalised digital marketing actions.
Targeted Banner
Targeted E-mail/SMS
Product Recommendation
Axion
Visitor visit the site and looks at the price list.
When this cookie visits Hurriyet.com, the related company’s ad with an attractive offer is shown to this customer as ‘retargeting’.
When the user clicks and comes back to your site, we can report these customers to you.
PERSONALISED DIGITAL MARKETINGTARGETED BANNER
The cookie is placed under the ‘customers with intention to buy’ segment
A special message is sent to Levent Çelik based on the actions done on the related site.
Levent Çelik
Axion
We match the cookie of this visitor with the registration data we have under the Axion network or under the company’s own database for e-mail or SMS
A cookie visits a web site
Automated personalised e-mails can be set-up using IBM’s Live Mail function in order to convert visitors into leads or leads into sales.
Our targeted e- mail open rates and
click rates have been 3 times higher than the mass emailings done.
PERSONALISED DIGITAL MARKETINGTARGETED E-MAIL/ SMS
PERSONALISED DIGITAL MARKETINGPRODUCT RECOMMENDATION
Our clients increase visitor engagement, conversions and retention by making real-time product recommendations that are behavior-based & relevant.
The recommendation algorithms and personalization components ofIBM Digital Analytics Product Recommendations are 100 percentautomated and continually learned from new crowd and individual datato optimize returns.
Sales generated from the Products Recommended is 13% of the total sales.
Average order value of baskets containing a recommended product has been %20 more.
Visitors who have viewed a recommended product spent %80 more time on the site.
IBM has rated our implementation close to ‘Excellent’ level.
PERSONALISED DIGITAL MARKETINGPRODUCT RECOMMENDATION
User Perspective Brand Perspective
- Fast and easy shopping experience- Collecting and redeeming points- Sharing content on social media and gaining benefits- Sending and earning gift coupons- Benefiting from personalised campaigns
- Independence from mobile agencies - Fast and easy campaign creation- Building a branded app without any need of coding- Managing the app via user-friendly CMS- Applying fast changes on the app- Low cost- e-commerce / m-commerce module
VALUE PROPOSITION
Platform Features
Mobile Shopping
Gamification- Engagement Bar Solutions
Loyalty Solutions
Beacon & Geofencing
Social Interactions and Benefits
Push Notifications
CMS Management
Module
Customer Acquisition
and Tracking
FEATURES
MOBİL APPLICATIONS
1. CUSTOM MOBİL APPS.
2. TANI MOBILE PLATFORM
Indoor Customer
Recognition with
BEACON
System Requirements
What can be done with Beacon?Communication with the customer who walked by the storeSpecific communication related to customer’s indoor location Omni-Channel CommunicationRecognition of the customer who entered the storeSpecial Analysis and ReportsHeatmap, RoutemapPersonalized Campaigns and Product RecommendationCross Campaigns
Mobile App. Smart Phone Bleutooth İnternet
What is Beacon?Beacon is a technology which enables us to determine indoor location with bluetooth signals and initiate location-based communication
v
v
In-store Customer Behavior Average time customer spends in the storeSections / products the customer spends time nearCustomers purchase info in-storeCustomer notifications analysis Heatmap, routemap
REPORTS AND ANALYSIS
Customer LoyaltyPercentage of customers who walked by the store and/or entered it Store visit frequency by customers
DATABASE MARKETING
Mobile4.6 M
E- mail1.2 M
DIRECT MARKETING EVENT MANAGEMENT
Reach your targeted consumers at the right time in the right channel with field activities.
CHANNEL SAMPLES
City Line Opet Stations İDO Seaports
Annual 51 Million Passengers
Annual 92 Million Vehicle Traffic
Annual 63 Million Passenger Traffic
HAPPY EVENTS
E- COMMERCE PLATFORM
E-commerce platform
Partnerships:• Directing customers to your brand, by positioning your company ‘s gift voucher
• Product sales channel partnerships
1tıkla2kazan.com
Loyalty Program for Koç Members
What do you desire?
Design your own loyalty program!
Choose your desired experience
Tchibo’dan %15 Chippin desteği
Tchibo’dan %15 Chippin desteği İDO’dan %15 Chippin desteği
Tchibo’dan yoga mat
Choose your desired experience
Chippin Components
Daily Expenses
Purchase Power
Smart Phone
Desired Item
Social Purchasing Power
Merchant Network
Redeem Chippin points for;
• Desired experiences / products
• Cash-back (rebate)
• Contribution to friendsTchibo’dan %15 Chippin desteği
Desired experiences / products
Location-based campaings
Arçelik alışverişlerinde %10 Chippin desteği
Koçtaş alışverişlerinde %20 Chippin desteği
Divan alışverişlerinde %30 Chippin desteği
Brands will contribute to your desired experience
Derimod / Akasya
Approve by securely-stored credit card
Confirm by pin Earn contribution rebates from brands
Cashier enters the Chppin ID
Cashiers sees the payment and completes
the transaction
Present Chippin ID
Cep Numarası
Recommend brands to participate the program
Ali Yılmaz 50 TL destek verdi.
Beta 100 TL destek verdi.
Ahmet Keskin 50 TL destekverdi.
Why Chippin?
• Reach a customer base that is committed to spend a fixed amount to get their rebate
• Get the data of the customer and his/her social network supporting the rebate program, offer them regular campaigns
• Reach the customer in real-time based on location by mobile LBS capability
• Maintain your pricing strategy without lowering down your price by rebate program
• Sell products/services by mobile payment at your store or any location
Business Model
Business Model
User will pay by Chippin App
Chippin contribution
will transfer to user
User will reach their desired item
Bank will transfer
commission to Tanı
Brands will set Chippin contribution
Payment processed by brands’ Vpos
Tanı will get revenue fee