BSI: How We Did It - The Case of the Fragrant Sleeper Hit
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Greats Brands, a consumer good manufacturer, needs to solidify its Marketing and Production plans for the relaunch of Goldensoft, a skin care product. They come to BSI for help using social media in conjunction with point of sale data to determine how many units of each of five fragrances to manufacture. Sentiment analytics on tweets, coupled with a viral coupon campaign, save the day! For more information, please visit: http://www.facebook.com/bsiTeradata
![We’re Getting A Lot of Questions … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Jodice and Chi go over the final report for Great Brands](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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BSI: How We Did It - The Case of the Fragrant Sleeper Hit
- 1. HOW WE DID IT: “ The Case of the Fragrant Sleeper Hit”
- 4. David’s Original Goldensoft Production Forecast David shows Jan the production plan (next page), built from Great Brand’s SAP Advanced Planning and Optimization (APO) application, running on Teradata. This is a ramp plan for the 4 months running up to Christmas for each fragrance. Units are in thousands of cases, each holding 64 Goldensoft items. NOTE: Lime and Spice were expected to be the Top Predicted Sellers, based mostly on last year’s actuals coupled with Stella’s initial store tests of the new fragrances. But she didn’t get a lot of feedback, which is why David is nervous. Last year they had some major shortfalls so David wants to make sure they do better this cycle, especially with the new COO ‘watching’.
- 5. David’s Original Goldensoft Production Plan
- 7. Stella Uses Aprimo Marketing Studio A Comprehensive Solution APRIMO VISION Aprimo Platform Channels Agencies Customers SEO/PPC Store/Branch ATM/Kiosk Broadcast Email Events Agent or Acct Manager Print Social Media Web Smartphoone Call Center Webinar Direct Marketing Media Direct Creative Marcom Web Advertising Finance Events The Marketing Value Chain CMO
- 8. Stella’s Goldensoft Marketing Spend Plan
- 9. Stella Also Uses Aprimo Marketing Operations - Workflow Designing and Approving the Goldensoft Ad Copy/Visuals for Print and Promos
- 13. Marco Used Attensity to Capture & Analyze Twitter Sentiment - Overview LISTEN : 75+ million online sources including Twitter, Facebook, blogs, review sites, earned and paid media ANALYZE : Get real business insights in 32 languages with over 100 reports & dashboards. Drill down to the details behind the sentiment. RELATE : to your internal reporting, CRM and business systems. ACT : reach out and engage with Attensity Respond. Plus internal sources like emails, surveys, owned media, private forums ATTENSITY VOC COMMAND CENTER
- 14. Raw Tweets, Both Positive and Negative Captured from subscription to Attensity Twitter Firehose Then scored for intensity of comment and graphed (next pages) Can also capture tweets on competitors (Magic Elixir and Erfrischer)
- 15. Sentiment : Goldensoft vs. Competitors Competitor Brands Note ratio of positive: negative for Goldensoft is good; 8:1
- 16. Drilldown: Sentiment on 5 Fragrances
- 17. Drilldown: Tweets on Almond, by Region
- 18. Sentiment on Fragrances Over Time, South Region
- 20. Report Showing Initial vs. Repeat Purchases Goldensoft Hand Lotion- Repeat Buy Analysis, By Fragrance Repeat buys of Lime and Spice are low! Repeat buys of Almond and Coconut are outstanding!
- 23. Mercedes Uses Both Aprimo Marketing Analytics and Campaign Automation Marketing Analytics Mining Modeling Reporting Trending Profiling Segmenting Marketing Operations Workflow & Rules Plan Spend Brand Assets Campaign Design Multi-Channel Campaign Automation Leads Campaign Automation Source Data Product/ SKU Inventory Sales/ POS/ Franchise Supplier Promotional/ Loyalty Data Strategic Insight and Marketing Processes Seamless Customer Engagement Call Center Events Email Mobile Channels Customers Sales Consumer Partner Pre-engineered Consumer-centric Data Management Assets Feedback Loop Social Media Web Data Warehouse Consumer
- 24. Mercedes creates a “Skintastics” Segment
- 25. Mercedes Creates a Communication Plan
- 30. Chi’s Advice: Revise the Marketing Plan Chi: based on these results, suggest you change your mix to more WOM marketing. Suggest stronger B2C marketing efforts in 2 regions - Central and South Regions – where a larger percentage of repeat buyers reside. Stella: We’ll redo our plan – this actually saves us quite a bit of money if we don’t have to spend on regional TV – the Coupon Campaign is less expensive way to get the Same impacts
- 31. Aprimo Revised Marketing Plan
- 32. Scene #4: Marco Calls Supply Chain VP David Hefenhaus with details results “ Even though you are in limited stores right now with the new fragrances, we think you are going to have a big problem… David, the Almond and Coconut fragrances are most likely severely underplanned!” David: OK, we will take a look at revving our production forecasts. Stella and I also see new POS data, which is shifting in the same direction. We will create a new plan. Shoot over your findings and I’ll revise our SAP APO plan, then talk to our suppliers.
- 33. After studying the details, David comes up with a new Goldensoft Production Plan He does some quick math on Almond Extract incremental needs, then calls his supplier Francois in France to buy 800 extra kg. The Math: The monthly Almond plan changed from 20-28-35-20 thousand to 30-48-62-77 thousand cases, and from 103,000 units total to 217,000 units. Each 3 oz unit needs ¼ oz of almond product, so 1 pound of almond extract is good for 64 units. Then the difference of 114,000 units needs 1781 pounds or 809 kilos more almond product
- 34. David’s Revised Goldensoft Production Forecast Focus is on getting more extract for the almond line)
- 36. SUMMARY: Another Victory for BSI: Teradata! Better Market Spend Planning, Integrated Marketing Mgmt, Wider Voice of the Customer Synchronized Supply Chain Planning And Chi Is Duly Impressed By Mercedes’ and Marcos’ Work on their Very First Case !
- 39. Jimmy Dean Sausage Experiment on Facebook “Consumer Goods Club” Blog Site
- 40. Another Idea – “Cause” Marketing As described in an eMarketer Webinar, 7/2011
- 43. Customer Successes with Aprimo’s Integrated Marketing Management Environment Improved visibility of the marketing spend from 11% to over 85% to make educated adjustments to spend Increased campaigns from 200 to 1000+ without expanding resources Lowered campaign cycle time by almost one-third and increased number of campaigns by 29% Consolidated databases for better communication & more effective customer and prospect leads Decreased time to market for customer campaigns and interactions and increased sales volume by 38% Eliminated hours of manually managing spreadsheets and marketing initiatives and improved targeting ability and lead generation Saved $4M in operational expense & drove $5M in incremental revenue through reduced campaign cycle time and reduction of resources
Notas del editor
- This slide represents the high-level Aprimo vision for Integrated Marketing Management. We have been in this space for 13 plus years and we recognize the value and the viewpoint around a vision to create integrated marketing for organizations so they can successfully communicate across multiple channels to reach their customers efficiently and effectively. Looking at the center circle of this slide – we realize there are many functions within marketing - and we have to support those various levels within each organization. From the corporate marketing levels to the field and regional managers, to brand managers and business units. You also have to be able to reach and collaborate with the external suppliers and other external functions within the company yet outside of marketing (c-levels). And, after 13 years in the IMM space, we have also recognized the ability to utilize the number of channels continues to grow and the ability to communicate and how you communicate has evolved over the years.
- This slide represents a high-level framework of how we bring the Aprimo Integrated Marketing Management vision to market. On the left-side you have the multiple data sources feeding into a customer data warehouse – representing the TD capabilities. Then as you take that data, moving toward the right, you have the analysis and modeling block at the top which is where Aprimo and Aster Data come into play. As you move down through those blocks in the center, next steps are to plan your marketing initiatives and work through the processes of project, spend and asset management. This planning process (which we will call the operational phase) then feeds into the next step which is the execution step - through multi-channel campaign management and lead generation programs. In essence these are the three most critical components in the integrated marketing approach. As you move through each of these phases, the analytical, the operational, and the execution stage, you have the ability to create seamless customer engagements across many channels. So when we look at IMM as an over-arching pillar – we look at integrating all these components to drive an effective message and customer engagement to the customer.
- This is collection of some of our IMM customers and their successes as they are embarking on creating an integrated marketing environment. Many of our customers have invested in the concept of an IMM approach and whether that driver was from marketing spend like Nationwide or was more focused on bringing marketing campaigns to market more efficiently like Folksam, a Swedish insurance company – they started somewhere. The fact is, there have been many different approaches or starting points. But the common denominator is that these companies recognized they needed the operational capabilities in place as well as the execution capabilities along with the analytical capabilities to be more effective in their marketing programs.