academy training pres3
TRANSCRIPT
8/3/2019 Academy Training Pres3
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The smartFOCUS AcademyProgram
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Agenda• 10am Introductions
Aims of the Academy
Objectives for today
smartFOCUS overview
• 10.20am Bristol Business School Pilot
Coffee
• 10.50am Product demonstration
Customer Applications
• 12 - 1pm Lunch
• 1pm Hands-on Product training
Coffee
• 3.30pm Q & A
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Introduction
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Introduction
Chris Underhill Managing [email protected]
Jon Asprey Principal Consultant
Martin Evans Academic [email protected]
Rebecca Hughes Academy [email protected]
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Aims of the Academy
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Aims of the Academy
• To encourage educators to use ourtechnology in the pursuit of learning & thedevelopment of technology-driven marketing.
• Realise the Marketing challenges oftomorrow through an understanding of thebenefits of technology-driven marketing.
• To lower the barriers and encouragefeedback from academics, customers todevelop our technology.
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How ?
By providing leading Academic Institutions withsoftware solutions with market value up to £250k
• Visualisation
• Analysis• Data Mining
• Campaign Management
Delivering Industry relevant content to studentswithin the confines of a classroom environment
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Enabling members to. . .
• Demonstrate technology as an integralelements of course content
• Deliver hands-on experience of a leading-
edge marketing technology
• Provide real-life marketing applications andcase-study scenarios
• Support projects - Consultancy, Dissertation
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Demonstrate how technology facilitatesmany aspects of:
• Customer Acquisition
• Retention
• Cross, Up, Repeat selling
• Marketing Accountability and
• Measurement
Integral element of CourseContent
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Demonstrate a marketing campaign fromplanning through to execution;
• Segmentation of customer base
• Identification of Target Audience• Campaign planning
• Campaign deployment
• Response analysis
• Marketing ROI
Integral element of CourseContent
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Objectives for today
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To enable you to deliver Industryrelevant content to students within theconfines of a classroom environment
• Bristol Business School Pilot
• Customer application examples
• Product Training and Usage
• Academy Pack
Objectives for today
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To equip you with the building blocksfrom today:
• Software, sample customer data
• Training notes & User Guides
• Case studies & Presentations
Academy Membership Pack
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To equip you with the building blocksfrom today:
• Implementation notes
• Support no.
• Training dates / Fax-back forms
Academy Membership Pack
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Our requirement from you to become amember of the academy:
• Terms and conditions
• Confidentiality agreement
• Case Study completion first term
• Welcome feedback!
Academy Membership Pack
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smartFOCUS SolutionOverview
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smartFOCUS overview
Leading marketing analysis, visualisation,data mining, campaign management, andmarketing automation solutions thatintegrate to deliver Intelligent Marketing
CRM
Enabling marketers to maximisecustomer insight & intelligence to
Acquire, Retain and Grow profitablecustomer relationships.
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Banking & Finance Bank of Scotland
Lloyds TSBZurich Financial
Services
Bank of Ireland
Media & Publishing
The Economist GroupThe Guardian
EMAP
GEE Publishing
Retail & Mail Order JPBoden
Scotts of Stow
Boots Opticians
Comet
Oddbins
Telecoms & Utilities Worldcom
VartecScottish & Southern
EnergyBT Cellnet
FMCG Proctor & GambleFriskies Petfood
Regal Greetings CardsL’Oreal
Non-profit PDSADTI
Canadian DiabetesAssoc.
Some Customers...Information delivery
ACNielsenMicrosoft
Dell ComputerXerox
Automotive &Transport
RenaultToyota
Business Post
Travel & Tourism Avis Europe
AirtoursGoing Places
Corus & Regal Hotels
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Turn Information into Insight
• Analyse: identify, understand & differentiate customers
• Profile: build a single view of the customer
• Predict: identify the factors that influence customer
behaviour
• Segment: build target groups for marketing activity
Build & maintain your customer insight to drive moreaccurate, timely & personalised marketing.
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Turn Insight into Action• Campaign: identify, measure and interact
with customers on a one-to-one basis
• Plan: plan, manage and measure key
performance objectives
• Execute: execute customer-driven, multi-stage,multi-channel campaigns
• Automate: automate marketing interactions
across all channels & touch-points
Personalise products, services and interactions
based on customers’ individual and changing needs
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Turn Learning into Profit
• Track: track & measure customer and campaignperformance over their lifetime
• Refine: continuously test and refine campaigns
• Measure: results from campaigns
• Manage: close the feedback loop by taking results
back into the cycle
Continuously improve your Return on Marketing
Investment and Customer Lifetime Value
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Bristol Business School Pilot
Program
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Bristol Business School
Pilot Program
Martin Evans
Now at
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Strategic Organisation-Customer Interaction
•Databases, Technological Targeting,
•New Models of Organ-Market Interaction- eg
CRM
Background
The New Marketing
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The Census Catalyst
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Census Data
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Electoral Roll
Census Data
Financial Data
Lifestyle Transactional Data
Biographics So, New Info for theNew Marketing
Databases, Technological Targeting
Data F sion & Data Mining
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Data Fusion & Data Mining
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A Major Issue for Marketing Education Arewe developing the right Skills????
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“How many times have marketers actually got outside
their comfort zone and really got their hands dirty with
this new technology? ….. most marketers just hand over
a brief to IT. And then when IT turn round and say no,
marketers don‟t know enough to challenge it.”
“Marketers should develop IT / new technology skills – people who are„IT savvy‟. We cannot influence the development and usage of IT within
companies unless we know something about it.”
CIM/UWE Research-Effects of Technology on
Marketing and Marketers (Tapp, Stone,
Nancarrow, Evans)
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Strategic Organisation - CustomerInteraction
New Models of Organ-Market Interaction eg CRM
But is the Relational paradigm Reality or Rhetoric?
Customers are Street-wise, Cynical, but DO engage with
Interactive Marketing. But there are Privacy Concerns
- More if they REALLY knew what’s happening …?
BBS Pil t
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Teaching set within this framework:
Data Driven Interactive Marketing is Reality
But are Marketing Students Equipped?
Easy to show VIPER Screenshots, but the techies are takingover Marketing Jobs
VIPER in labs for hands-on data mining & campaign
development
BBS Pilot
BBS Pil t
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Same thing started at Cardiff
Some use tools for Dissertations& Staff Research
ISN’T (but IS!) PR for smartFOCUS
Evaluation of range of tools
Also evaluation of the New Marketing & Concernsover Data Driven Marketing
& Implications for marketing, consumers & society
BBS Pilot
BBS Pilot
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Results so far & feedback:
• Most see relevance
•‘up-to-dateness’
•‘brings Marketing to Life’
• ‘good for Job Hunting’ •‘Don’t understand the stats’
•So far the approach (at U/G) within a DMOption – so they have a choice
•But Core at P/G
BBS Pilot
But do we
really have anoption if weare to prepare
students for
the NewMarketing ?
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Product Demonstration
Customer Application Examples
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Customer Application Examples
Demonstrate how technology facilitatesmany aspects of:
• Customer Acquisition
• Retention
• Development
• Marketing Accountability and
• Measurement
Customer Application Examples
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Customer Application Examples
Demonstrate a marketing campaign fromplanning through to execution;
• Segmentation of customer base
• Identification of Target Audience
• Campaign planning
• Campaign deployment
• Response analysis
• Marketing ROI
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Customer Acquisition
A leading telecom provider uses Viper tomonitor the performance of its ongoingacquisition campaign.
• Response rate measured by creative
• Also profiled against lifestyle data onresponder
• Creatives that appeal to particular lifestylegroups identified
• Poorly performing creatives discontinuedsaving print and production costs
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Customer Development
A leading electrical retailer, segments basedon combinations of purchases
• Using a Venn diagram it is trivial to identifyhigh value early adopters (high value wide-
screen TV, video but no DVD)• Targeted mailing sent further segmenting by
price point and brand (i.e. matching DVD)
• Similar mini-disc campaign achieved 60%response
• Minimise wastage, reduce mailing cost
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Customer Retention
A leading mobile telecom provider profiles‘churned’ customers and takes pre-emptiveaction
• Using Viper Data-mining the key
characteristics of previous ‘churners’ aredetermined
• These are then matched against highervalue customer segments
• As these customers approach contract
renewal pre-emptive mailing sent toencourage contact to be maintained
Viper Analyse & Visualise
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• Customer segmentation &
profiling• Cross sell & up sell
analysis
• Customer profitability &lifetime value analysis
• Customer KPI analysis
• Acquisition & prospectanalysis
• Brand, category andproduct analysis andmanagement
• CRM KPI measurement &analysis
• Loyalty programme &
customer analysis• Campaign performance,
response & profitabilityanalysis
• External enrichment dataintegration & analysis
• Channel & touch-pointanalysis
• Web site & e-channelanalysis
• Geo-demographic &spatial analysis (integrated
Mapinfo)
Viper Analyse & Visualise
Viper Data Mining
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•Engage in statistical data mining, automatingthe discovery of future trends
• Identify significant relationships across multi-
million row databases
• Build and refine propensity to buy and churn
models
• Manage your existing customer base through
lifetime value models
• Build cross sell models for new product and
prospect targeting
Viper Data Mining
Viper CRM
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• Automate marketing interactions across all
your channels and touch-points
• Identify, measure and interact with individual
customers on a one-to-one basis
• Continuously refine customer insight and
intelligence
• Interact with customers based on individual
customer performance
• Track and measure customer and campaign
performance over their lifetime
Viper CRM
Viper Campaign Planner
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• Create and test campaigns• Build hierarchical selections
• De-dupe and suppress selections based on
previous campaign history and customer
behaviour
• Test and define segments, costs and
expected responses
• Forecast & test ROI for each selection and
campaign.
Viper Campaign Planner
smartCAMPAIGNER
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• Empower Marketers
Plan, build and executecomplex, multi phase, multichannel campaigns on themarketer’s desktop.
• Seamless Integration
Export segments directly fromViper. Respond rapidly tochanges in customerbehaviour or competitorinnovation.
• Automated, continuous
dialogue Assign pre-plannedresponse steps and detailedcosts, defining the expectedresponse and automatingsubsequent treatment
• Manage,Track and Measure
Every stage and wave of thecampaign, by channel, product,creative, customer segment…
• Knowledge ManagementContinually track & refine
campaigns, automate reporting& deploy this insight across theenterprise.
• Strategy Management
Manage multiple campaigns,
optimise campaign and customerperformance to maximisecustomer lifetime value andmarketing ROI.
smartCAMPAIGNER
Viper Viewer
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Viper Viewer
• Capture, refine and clearly present results
• Build & annotate pictures, graphs and reports
• Storyboard and email presentations
• Print or publish to website or intranet
• Integrate with MS Powerpoint
Deploy customer insight and intelligence
across the enterprise
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Product TrainingRobin Prouse
Training Manager
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Academy Membership Pack
Academy Membership Pack
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Academy Membership PackCD 1
• Viper• Viper Data Mining
• Viper CRM
• Viper Campaign Planner
• Viper Viewer• Standard dataset
• Implementation notes
CD 2
• Wine dataset
Academy Membership Pack
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Academy Membership PackCD 3
• Viper user guides• Training manuals
• Training from today
• Training credentials booklet
• Case studies
• Case study template
• Viper brochure
• Direct Marketing Campaign
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Terms & Conditions
Terms & Conditions
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• Software Provision
• Conditions of use
• Support and Maintenance
– 0117 927 6662
• Training
– Sally Andrews 0117 943 5822
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Confidentiality Agreement