Building a Foundation for Global Digital Marketing

© 2015 Merkle. All Rights Reserved. Confidential

SiriusDecisions Summit 2015: Building a Foundation for Global Digital Marketing

Evan KentGlobal Vice President, Digital Marketing

Chandos QuillVice President, International Solutions


We are the Global Specialist in Energy Management™

24billion € revenue(FY 2013)

43%of revenue in new economies(FY 2013)

150 000+employees in 100+ countries

4-5%of sales dedicated to R&D A large company, with a

balanced geographical footprint and a commitment to sustainability


Enabling personalized customer experiences requires three C’s

CONTEXT

Phase 1:

Our knowledge of the customer

Phase 2:

Every asset we have to put in front

of the customer

CONTENTCONNECTIVITY

Phase 3:

When we bringthe two together

in media and channels

At Schneider Electric, we have started on a journey to transform the company’s use of data and technology to enable personalization via digital marketing. This journey

can be broken down into three phases:

3


Context is everything we know about the customer

DemographicAge and GenderLifestyleRelationshipEducationJob TitleFrequency DevicesEstimated IncomeHome OwnershipHousehold SizeHome Market ValueSpending Methods

Job TitleRole / FunctionDecision Making AuthorityTenureWeb ActivityProfessional GroupsProfessional SubscriptionsGeographyMarketing Response HistorySales HistoryNet Promoter ScorePreferences

IndustryRevenueEmployeesGeographyCompetative InstallAccount TypeOrder HistoryShare of WalletPropensity to Buy

4

Centralizeddatabase

Personal Profile

Professional Profile

Company Profile


Experiences don’t happen without content

5


The roadmap we used to define the key initiatives to support this journey

6

Data Integration and Enrichment

Digital Contact Strategy

Data Quality and Validation

Integrated Performance

Creative

Marketing Database and Technology Infrastructure

Phase 3: Connectivity

Phase 2: Content

Phase 1: Context


Phase 1: Context

7

CONTEXT

Phase 1:

Technology, data quality and

enrichment

CONTENTCONNECTIVITY

Phase 2:

Globally-integrated performance

creative

Phase 3:

Personalization via Digital Marketing

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Technology Foundation

Marketing DB

Database Mgmt

DB Enhancement

CDI Processing

Campaign Support

Reporting Support

Data Mgmt Support

Pref. Center Support

App. Version Updates

• 16M Sites, with 1M with Enriched Attributes

• 31M Contacts, with 10.6M Locally Cleansed

• Over 1,150 Campaign Deliveries Since 2013

• Over 111m Touches Since 2013

• Executed Over 1,000 Unica Email & DM Campaigns Since 2013

• Central Access to Contact Interactions with SE

• Campaign Performance Information

• Content Preferences for Analysis

• GMDB access to Global & Local Teams

• Bi-Weekly Updates Integrates 30 Sources

• Synchronized Contacts & Permissions Across Systems

• Integration with Responsys


Data Hygiene and Enrichment

Data/Analytics

Data Hygiene

Data Enrichment

Campaign Support

Lead Generation

• Provide in region support to address CRM strategy globally

• Local, multi-sourced approach provides “best of the best” data

• Reduce marketing costs & optimize ROI through data quality processing

• Enable customer insights and segmentation with the enhancement of valuable third party data

• Improve targeting capabilities across offline & digital channels

• Support new customer acquisition through lead generation


Data Hygiene Results

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Summary• Develop a process of locally

reviewed/cleansed address quality

• Allows for a one-time cleanse as well as quarterly updates to new contacts

• Business case made with initial 3 countries – ultimately resulting in 22 countries

Impact• Cost savings

• Generating new mailable names

• ROI of 17:1

235,200,000pages of paper saved

28,224trees conserved

€ 3.4 Millionin savings over 3 years


Data Enrichment Results

Summary• Develop a process of locally provided

enrichment services

• Appending of key firmagraphic data

• Targeting marketing actionable contacts (mailable/emailable + 15 month recency)

• 23 total countries prioritized

Impact

11 © 2015 Merkle. All Rights Reserved. Confidential

• Enriched 575k sites with combination of industry code (SIC), number of employees, & annual revenue

• Campaigns and content are more effective and relevant with enriched view of audience


Data Hygiene and Enrichment – customer impact

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Name: Beth MooreCompany: Global SwitchEmail: [email protected]: March 2015Action: Visited SE’s booth at Data Center World Expo 2015 London

BFO ID created for Beth Moore @ Global Switch

Beth Moore @ Global Switch added to the GMDB and is locally enriched in the UK with…Market Segment: CloudCompany: $100 million +Employees: >1,000

Email: [email protected]: April 2015Action: Receives latest news on SE’s large Data Center trends

Simple example here shows the ability to enrich incomplete records locally into SE classifications

Allowing for targeted communications, in this case on large DC trends

mailto:[email protected]

mailto:[email protected]


Phase 2: Content

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CONTEXT

Phase 1:


enrichment

Phase 2:


creative

CONTENTCONNECTIVITY

Phase 3:



Customer Experience

Creative/Digital

Creative Concepting

Content Development

Design Support

Studio Execution

Localization

Ad Traffic

Imaging & Video

Development

Digital Execution

Brand Refresh

• Local to Region Resources

• Engineered for Efficiency & Accuracy

• Led Establishment of Global Processes & Timelines

• Immersed in Brand & Leverages SE Tools & Systems

• Centralized Production Model Ensures Consistency

• Facilitates Drive Towards Digital

• Global Pool of Resources Expand to Support Volume

• Standardized Rates w/Business Entity Allocations

• Full Agency Capabilities Available


Customer experience

Objectives

Provide a full suite of Creative

Services to local regions globally.

Execution accuracy and brand

standardization

Highly efficient to handle a large

volume of requests and drive towards

less resources.


Customer Experience

Summary• Need to quickly optimize Creative Execution

Operations supporting 100 countries

• Included building the request workflow and approval structures around the Studio’s existing processes

• Secured a team of global resources to have in region support

• A new Global Studio was ready and fully functional in 6 weeks to support every creative execution request

• Created a centralized Model of Creative oversight to ensure global consistency of communications.

Merkle was able to achieve a 30% reduction in execution time of combined global work,

Which means as volume increasedwe achieved 30% more throughputwith the same amount of resources.

ImpactDeveloped an easy to leverage service model resulting in :


Internal cost savings

Increased productivity

Reduced time to market

Increased quality control


Phase 3: Connectivity

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CONTEXT

Phase 1:


enrichment

Phase 2:


creative

CONTENTCONNECTIVITY

Phase 3:



Context and content are connected in a media moment

CONTEXT

Watching golf on TV and has phone

Matched to Bizo file

Business Keyword Re-Marketing Pool

Visits site 2 days later on his iPad, recognized as same user

Searches for branded generic keyword;Attitudinal Segment A

Target persona, CMO in Enterprise Technology Company

Segment A

CONTENT

Awareness TV Spot andTwitter Sponsored Tweet Ad

Awareness messaging via Linkedin

Remarketing mobile display ad with customized offer

Customized, responsive landing page: with Exec Summit details

YouTube video on B-to-B Marketing

Personalized event invite to exec summit

Personalized site landing page withB-to-B Blog

CONNECTIVITY

Desktop Phone Tablet TV

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Thank You!


Evan Kent

Global Vice President Digital MarketingSchneider Electric [email protected]

Chandos Quill

Vice President, International SolutionsMerkle [email protected]

Decide build or buy

Create a baseline through a

business case

Test > Roll out > Refine