Arctos Consulting provides professional services focused on enhancing analytical marketing and customer engagement capabilities. They help companies build better relationships with customers through expertise in customer engagement strategy, analytical marketing, marketing data and technology. Richard Britton founded Arctos Consulting in 2016 drawing on over 25 years of experience in marketing, technology, and data roles. Arctos Consulting works with clients across various industries to assess capabilities, design customer engagement strategies and journeys, implement decisioning and marketing technology, and provide interim leadership and program management support.

1. “Building Better Engagement”
Consulting Proposition & Credentials
Nov 2016
Customer
Engagement
Strategy
Analytical
Marketing
Big Data
Marketing
Technology
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2. C2 – Company Confidential2
We enable companies to build better
relationships with their customers by
helping to enhance analytical marketing
and customer engagement capabilities
Our purpose and mission
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©Arctos Consulting, 2016

3. C2 – Company Confidential
About Richard Britton & Arctos Consulting
About Richard About Arctos
• Formed January 2016 to provide
professional services, interim
management, advisory & training,
pan-APAC
• Foundation clients in telco & retail
banking
• Sole focus on data-based
customer engagement strategies &
capabilities
• Sydney-based. ABN/ACN & GST
registered
• Platform & vendor independent
• Our services focus on:
1. Customer engagement strategy &
vision
2. Enhancing analytical marketing
capabilities
3. Marketing data strategy
4. Marketing technology strategy,
vendor selection & implementation
support
• www.arctos.com.au
• www.linkedin.com/company/arctos
-consulting
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©Arctos Consulting, 2016
Customer
Engagement
Strategy
Analytical
Marketing
Big Data
Marketing
Technology
• A hugely experienced marketing leader
and practitioner, Richard works at the
intersection of marketing, technology and
data
• 25 years of experience in operational,
managerial and consultancy roles in
customer marketing, marketing
automation, decision analytics and
customer experience design
• A recognised visionary and thought-
leader
• A practitioner who can get things done in
complex organisations
• An effective influencer at all levels up to
CEO/board level of major corporates
• Experience spanning multiple industry
sectors
• A deep and long track record of delivering
extraordinary outcomes and value
• au.linkedin.com/in/rabritton
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4. C2 – Company Confidential
marketing, technology
and data to help you
deliver and enhance
your customer
engagement
capabilities
Customer
Engagement
Design
Marketing
Technology
& Big Data
Operational
Management
& Delivery
Marketing Analytics & Decision Science
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Marketing Technology
strategy
Staff augmentation & interim
leadership
Programme design &
management
Benefits casing
Marketing Data strategy
Customer engagement vision, strategy
& journey design
Operating model – people, culture
& process enhancement
Customer Decisioning and Next Best
Action
Marketing analytics leadership,
training, & transformation
Outsourcing evaluation, transition
& management©Arctos Consulting, 2016
We work at the intersection of

5. C2 – Company Confidential5
Capability Assessment
Where are we on our analytical marketing journey?
Where are the likely sources of value?
Where should we focus our attention?
 Understanding your current strengths and weaknesses is a
natural starting point for many engagements. Arctos have
helped many organisations assess there ‘as is’ situation to
help answer these questions
 A quick view assessment can be accomplished in jus a few
days
 We can deliver guided or self-serve approaches
Programme design &
management
5©Arctos Consulting, 2016
Where should I start? How do I make this happen?
Where is the benefit? Where are the quick wins?
How do I get everyone aligned & on-board?
 CRM projects are complex, multi-disciplinary and probably,
expensive
 We understand the complexity of large organisations, and are
experts at making things happen
 We believe in ‘think big, start small, run fast’
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6. C2 – Company Confidential6
Customer Engagement
Strategy
6©Arctos Consulting, 2016
How do I want to engage with my customers?
What is the customer journey?
How, when, where, why & how should we engage?
 Arctos have been helping design and deliver ‘customer
journeys’ long before the term became a buzzword
 We have proven methodologies for helping design real-life,
actionable customer contact and engagement strategies and
tactics
 We are practitioners. We understand what it takes to make
journeys work, the benefits, challenges, pit-falls and over-
promises
Customer decisioning & Next
Best Action
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Right for the customer, or right for the CFO?
What is the Next Best Action for this customer?
How do I orchestrate all of this?
 Customer journeys are not linear, but a set of individual and
lined decision-points. Some of these need to deliver hard-
nosed sales actions.
 Sometimes a customer needs to exit one journey and be
managed through another. And sometime not.
 We know how to translate this complexity into a structured,
deliverable Next Best Action framework that balances ‘best
for the customer’, with best value delivery
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7. C2 – Company Confidential7
Operating model
Marketing Analytics &
Decision Science
7©Arctos Consulting, 2016
Which cohorts should I target, and with what?
How do I know that this is working?
Help, I don’t speak analyst
 Decision analytics is increasingly the domain of marketers, not
rocket scientists. But which analytics are worth doing, by who
and why?
 We understand marketing and analytics, and know how to
bridge the gap between technicians and marketers
 Analytical marketing is our heritage and our core competancy
What’s the best team structure to make this work?
How can I do this faster, be more lean and more effective?
Where is the balance between agile and rock-solid?
 Arctos have designed effective operating models for numbers
of companies, in multiple industry sectors
 We understand the need-for-speed, and also the risks of
making mistakes – and can help you find the right balance
 xxx
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8. C2 – Company Confidential8
Marketing Technology
What bits of technology do I need?
How do I integrate them?
Help ….. I don’t talk technical
 The explosion in marketing technologies has led to a really
complex solutions ecosystem. Adtech and Martech are
colliding rapidly
 Arctos have been advising, guiding and implementing
marketing technology for over 15 years
 We know what works, what doesn’t and how to help you find
the right solutions to deliver your customer engagement
vision
8©Arctos Consulting, 2016
Marketing Data Strategy
What data do I really need?
Do I need ‘real time’ data? Why?
How do I merge digital and CRM data?
 Arctos work in companies where data records are counted in
the tens of billions. Big data holds no fears for us.
 We understand what data you need to deliver your customer
engagement vision, how up-to-date it needs to be
 We straddle marketing and information management teams
and help them work better together
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9. C2 – Company Confidential9
Interim Management
I don’t have the right leadership in my analytical
marketing team
I need some help to raise the bar and leave us in a
better place
 Arctos have built, led and managed analytical marketing
teams
 We understand the challenges, the opportunities and the
frustrations of being an analyst in a marketing team
 We can help boost your resources, raise the bar, plug a gap or
support your impossible deadlines.
9©Arctos Consulting, 2016
Outsourcing & Managed
Services
Should I outsource marketing analytics?
What are the options? How can I make it work
I need to outsource, can you help?
 With ever increasing cost pressures and tempting vendor
proposals, outsourcing your analytics team is likely to never
be far from the CFO’s agenda
 We understand the pros and cons of outsourcing analytical
marketing functions
 We can provide ongoing managed services to deliver
marketing analytics, or help you establish an outsourced
function
Raise the
bar
Time
critical
Skills
shortage
Specific
expertise
Interim Management
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10. C2 – Company Confidential
Example projects & commendations
Experience & expertise
Arctos Consulting (2016-)
• Regional NSW Bank: Led the definition of a revised
customer contact strategy that will deliver an incremental $8m
revenue p.a. from a four-fold increase in customer engagement
activity
• APAC Quad-play Telco: Supported the roll-out of a
Customer Value Management programme, delivering +2%
incremental service revenue in first full year
Prior to Arctos
• 2012-1015: Rebuilt and led the campaign management team at
Vodafone Australia, delivering 1000 campaigns per month.
Business owner of the marketing automation technologies, led
multi-million dollar enhancement projects
• 2001-2012: Led, managed, supported and sold multiple
consulting engagements across the UK and Europe, including:
– Vodafone Group: Design of a group-wide arbitration approach for
real time decisioning
– SkyTV: marketing optimisation and real time decisioning
– Vodafone Ireland & Spain: prepaid contextual marketing
programme
– Vodafone Netherlands: Next Best Action design &
implementation in call centre and online channels
– Royal Bank of Scotland: Customer marketing operating model
design and transformation
– RAC Motoring Services: Marketing automation implementation
– UPC Group: Customer contact strategy design
– Eircom: Predictive analytics enhancement
Commendations
Simon O’Rourke, Head of Customer Value Management,
SSE Airtricity
I couldn’t recommend Richard enough. His wealth of expertise is only
matched by his highly effective warm welcoming manner. He is just a
pleasure to work with, and as all truly effective consultants he can
achieve superb results, add more value than you thought possible and
deliver within ridiculously short timelines. The difference that makes
Richard unique is the truly inclusive way he achieves this which just
makes people want to work with him again
Nilanjan Sarkar, General Manager, Consumer Segments at
Vodafone Australia
Richard is one of the most competent technical experts in Customer
Life Cycle Management and Campaign Analysis I know. I have seen
him in action in Vodafone Australia, as also in the consultancies he
worked in. He helped set up the foundations of the Life Cycle
Management program we started at Vodafone Australia in 2013.
A great mix of Strategic and Operational Skills, and a delightful
person to work with - I recommend him highly
Steve Smyth, General Manager, Consumer Products at
Vodafone Australia
Richard is an expert professional in CVM. I have been impressed by
his deep knowledge of technical capability and campaign tactics.
More than that, I have enjoyed working with Richard as he is a great
collaborator and a steady hand on delivery of major projects. He
listens well and works hard to achieve company outcome
For more recommendations check out au.linkedin.com/in/rabritton
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©Arctos Consulting, 2016
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11. C2 – Company Confidential
CONTACT
Richard Britton
+61 (0)450 602283
hello@arctos.com.au
au.linkedin.com/in/rabritton
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Customer
Engagement
Strategy
Analytical
Marketing
Big Data
Marketing
Technology
11
©Arctos Consulting, 2016
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