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Marketing Data Consultancy Introduction
- 1. An Introduction to Marketing Improvement
- 3. To us it’s not data, it’s PEOPLE
- 5. Some of our Clients
- 6. Our Approach to Data and Marketing
- 8. Analytics
- 9. What is the FlexPoint? Eliminate Experiment Invest
- 10. FlexPoint – The theory Moving a voter from one extreme to vote for the other party is almost impossible. The closer they are to the centre, the easer it is. Arrow’s Theory applies this to ALL product choices. .. And FlexPoint uses the Direct Marketing conversion rates to segment the market universe by profitability based on CURRENT results. The “Floating Voter” L R
- 12. FlexPoint provides a clear focus on ROI Struggling Welfare Good prospects Bad prospects ££ Optimising the Budget ££ Targeting the Message The Total Market Corporate Chieftans Metropolitan Adventurers Wannabe Wealthy Comfortable Suburbanites Grey Perspectives
- 13. What is the FlexPoint? Eliminate Experiment Invest
- 14. FlexPoint Case Study B2C Insurance
- 16. Predicting Channels to Market FlexPoint Code = Relative Investment to Acquire 1= Low Investment 20 = High Investment Cross Tabulation Showing Number of Prospects in the Marketing Database FlexPoint Code For Direct Mail FlexPoint Code For OutBound TeleSales Only Respond to Mail Only Respond to TeleSales Always Respond Never Respond
- 17. Predicting Channels to Market FlexPoint Code = Relative Investment to Acquire 1= Low Investment 20 = High Investment Cross Tabulation Showing Number of Prospects in the Marketing Database FlexPoint Code For Direct Mail FlexPoint Code For OutBound TeleSales Only Respond to Mail Only Respond to TeleSales Always Respond Never Respond
- 19. Before the Recession hit Employment…… Across vast swathes of the UK unemployment was below 2% in October 2008
- 20. 10% most recession prone by Postcode Sector By December it was creeping South and mirroring the bottom segment of the Recession-Proof Index Key
- 21. 20% most recession prone by Postcode Sector January saw more expansion, now drawing in the RPI segment 9 as well Key
- 22. 30% most recession prone by Postcode Sector The pattern repeats in February – parts of London are now affected as segment 8 sees rising unemployment Key
- 23. 40% most recession prone by Postcode Sector March sees yet more areas experiencing unemployment as segment 7 areas start to be affected Key
- 24. 50% most recession prone by Postcode Sector April’s figures show significant unemployment encroaching into RPI segment 6 Key
- 27. The MI Single Customer View ETL
- 29. The 5 Touch Points that must occur only once in a marketing database Person Email Address Mobile Phone Address Landline Transactions Permissions Interests Sources
- 32. SCV aggregates multiple data sources – including CRM systems Analytics Fulfillment Website Call Centre Email Finance/admin Sales External Data
- 33. Automated System Process Data Flow CRM/SFA Database External Data Internal Systems Acquired Data A B C Outcome Mailings Validation Rules Rules Rules Rules Segmentation Cleanse & Enhance Match & De-dupe LOAD Dimensional Database Automated Reporting Automated Reporting Source Archive Automated Reporting Automated Reporting Counts & Analysis Campaign Management Marketing Communications Automated Reporting
- 34. Outline Project Roadmap Initial kick off, formation of project teams and creation of full project plan. Definition of reports required for build and database construction phase Build rules workshops, validation routines & associated meta data Load automation trials with selected data sources Full Database Build Modification of table structures Integration with email transmission & campaign response capture Reporting of build rule implications Example report sets for database build and file load Trial extracts and analysis Trial reports set = Project reviews 0 1 2 3 4 6 7 8 Week Number
- 35. MarketDeveloper
- 36. Secure on-line access anywhere
- 38. Full heirarchical contact management
- 42. Campaign Planner
Notas del editor
- We’ve all heard of the “floating voter” – the person who can be moved by the merest puff of wind. Ken Arrow took the ’60’s work on voter theory and applied to every choice – especially product choice – that we make. He found that you could model the amount of effort needed to move an individual from buying Ford to buying Vauxhall. But, in the ’70’s the computing power and the Direct Marketing knowledge necessary did not exist. Today both do. By using the response or non-response to direct marketing stimulii as “votes” and combining this with easily obtainable demographic variables, FlexPoint can create a “value segmentation” that allots both customers and prospects into groups that reflect the net value of the group vs. the net marketing cost required to achieve the sales within that group.
- FlexPoint works in the way that the best salesmen do. The best salesmen KNOW what kind of customer it is easier to sell to, and what kind of customer they will struggle with. They work out key questions to ask that qualify out the poor prospects. FlexPoint, by using Nobel Prize-winning mathematics, does the same thing on the mass scale of a marketing database. It should NOT be confused with “propensity modelling” – this only gets you more customers that “look like” the ones you’ve got. FlexPoint goes further, it finds the people who “act like” the most responsive customers AND categorises on a sliding scale of almost infinite sensitivity.
- Traditional segmentations are designed with a view to targeting messages – you wouldn’t say the same thing to a millionaire executive as to a struggling single mother. And the same is true in business – different industries have different issues. This is where propensity modelling fails. Because it only looks at who HAS bought it is, in fact, only showing the propensity of people to respond to the message. FlexPoint goes further and identifies within the segment the relative cost of getting a response – in other words it provides a horizontal filter.