capgemini digital marketing solutions

Achieving Value through Digital Marketing Solutions

May 2012

Owning content management , social media and analytics operations for cost productivity linked with better customer experience

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2Capgemini Overview© Copyright Capgemini 2010 All Rights Reserved

How can you enhance Marketing Effectiveness

through Digital Channels ?


60%of the retailers found multi-channel customers more profitable than single channel buyers

24%of the customers say they have posted comments or reviews online about the products they buy through social media

58%of the customers review the product online before going to the market

86%Of the CMOs believe that they do not have complete visibility on consumer behavior on their websites and are therefore missing opportunities

40%of the CMOs in retail organizations believe that managing digital marketing operations is not their core competency and should be outsourced

Sources : McKinsey, IMRG, IMDB

Organizations are realizing the importance of managing, monitoring and measuring customer content


Revenue Preferred Channel

eBusiness Content Social

Visitors Buyers Digital Channels

Strategic Importance 24/7 Users Languages

Impact Operational cost


Do you feel that your business managers have to deal with too many parties to get a single online page published ? This makes the process painfully slow and you are losing out on competitive advantage ? Does your organization need a global and centralized approach towards online marketing success ?

Your business managers are not familiar with the complex expertise required to plan, run and manage the online campaigns ?

Are you aware of the performance of your products online and overall response of customer to your marketing content ?

Do you feel the need of keeping track on competition in relation to your online retail strategy ?

Do you feel you are missing on business opportunities by not engaging with your customer online ?

Is your brand completely protected online in accordance with your branding guidelines ?

Chief Marketing Officer


Efficiency and optimization of 3i s is the need to provide a enhanced and profitable customer experience

Customer Acquisition through rich content on product catalogs, mass emails, campaigns etc.

Customer conversion through multiple interactions

Providing the right Content to gain customer attention

Increasing the base of loyal customers by running customer satisfaction surveys and identifying their needs

Monitoring the feedback on the content/products through an identified set of blogs, forums and social media sites

Reach Acquire Develop Retain Listen/Inspire

Customer Lifecycle

Accurate and up-to-date iNFORMATION

Timely and meaningful iNTERACTION

iNSIGHTS on customer behavior and trends


Capgemini’s digital marketing offerings are mapped to every business need within the 3i s

Information

Interaction

Insights

• Digital Content Management : Efficient and centralized content management processes to assist the business in creation of the right content across various channels - Web, Mobile and Social Media.

• Localization : Capgemini’s content team has capabilities in 20+ languages to facilitate accurate translation and publishing of multi-lingual content

• Content Audit : Right mix of manual and automated content audits to provide an error free and consistent information to the end customer

• Campaign Management : Structured approach for small and large campaigns with E2E management in terms of validation, planning, development, roll-out and follow up

• Social Media Management : The new formed Social Media team is responsible for monitoring the brand related interactions across a specified set of blogs, forums and social media sites and also engage when necessary for Brand Protection

• Customer Satisfaction Surveys : creation and management of surveys and also provide dashboards with inferences

• Sales / Marketing Analysis : The analytics team with tools capability analyses the effectiveness of the marketing campaigns, ROI, and revenue generating engines

• Customer Behavior Analysis : How a customer behaves on the information channel or while purchasing is close monitored and the feedback is provided to the business

• Executive Dashboards : A structured template is maintained with critical KPIs on a weekly/monthly/quarterly basis

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Our Digital Marketing Solution Framework : Bringing it all together

4. Generate Insights

3. Make sense of the Data

2. Manage Customer Activity and Experience

1. Provide a foundation for success

Ope

ratin

g O

bjec

tives

Insight Center ServicesReports Models Analyses

Customer Interaction Management

Individual Interaction Management

Community Management

Marketing Sales ServiceSocial

EngagementSocial

Listening & Monitoring

Phone Web

IVR Chat

Content Lifecycle Management

Content Creation

Translate & Publish

Quality Audit

PlatformsRightshore® Methodology Tools Global Process Model Support Services

Command Center

5. Drive Business Outcomes

Positive Business ImpactsIncreased Loyalty Accelerated Growth Improved Profitability


What does it mean for our Customer?


In order to enhance your online customer acquisition we commit to optimize and manage your processes to

increase customer experience and NPS scores with upfront 30 – 50% cost reduction and 10% YoY

productivity


Managing content planning, creation, audit and publishing with co-ordination between the business and third parties

Business 3rd Parties

Capgemini Service Request Co-ordinator (SRC)

Onshore Customer Intimacy team

Offshore Operations team

Marketing PortalsIntranets

MicrositesSplashesWidgetsArticles

SEO

Product Catalogs

Multimedia Presentations

Rich media

BrochuresMailers

NewslettersPostersLeafletsBanners

information

interaction insights

Web Services Rich Content Direct Marketing

Business has a single point of contact for all content requests

All requests are managed through a service request management tool which provides a status view to the requestor

All 3rd Parties are managed with strict SLAs to ensure timely delivery and quality

The entire process is optimized on a regular basis to reduce the time to market, enhance quality, and help increase customer satisfaction

Business requests for content publication through Request management tool

SRC analyses the request and directs it to the right team

Onshore/Offshore team work together with clear roles and responsibilities


E2E Campaign management by Marketing experts to help maximize returns on investment informati

oninteractio

n insights

CampaignPlanning

2

Campaign Development

Campaign Roll-Out

Campaign Follow-up

Campaign Validation

1

3

4

5

Target Group

Email

Campaign Dashboard

CampaignConcept

Reporting

Web Collateral

CampaignMonitoring

Execution

Tele-Pros.

CRMprep.

Right Campaigns to…

..the Right Customer


Monitoring Social Channels : The best place to find the truth is to listen to your customer. And if you keep listening, they’ll give you a strategy

information


Is the volume of chatter significant?

How is sentiment changing over time?

Who is saying what about us? How

should we respond ?

What are future issues?

What are the hot topics of the day? What is being said

about our competitors?

Listen : We identify social media sites, blogs, influencers and forums where your brand needs to be protected and monitored Analyze : We provide regular analysis in terms of dashboards of customer feedback on overall brand or specific productsEngage : We engage with the customer if needed by involving the marketing and product teams


Customer Insight Services

Gather & Manage Data

Digital Channel Insights : Analysis of large volumes of customer data and using that information to optimize strategic business decisions

Integrated View of the Customer

Campaign Mgmt

Intelligent, Insight Driven Interactions

Profiling and Propensity Modeling

Segmentation and Value Analysis

Close the loop so customer responses are quickly incorporated to analyze point-of-sale, kiosk and inventory data, and correlates those with online customer interactions

Data Enrichment

and Refinement

EcommerceMerchandise

Planning

Customer Behavior

Advertising /Promotions

Multichannel Analytics

SKU Level Analytics

information


Analyze Data& Draw Insight Apply Insight

Multi-channel execution

Online and offline data sources


KPI Dashboards : Regular monitoring of multichannel performance KPIs to provide recommendations

Weekly KPI Reporting

Trend Analysis

Recommendations vs ROI

Ex. 1. Maximize email marketing activity for Easter by offering coupons or discounts through targeted emails for loyal customersEx. 2. Increase email marketing efforts by an additional 7,000 weekly visits is predicted to increase email marketing revenue by as much as $179,000 weekly

information



Case Study : One of the Largest Electronics Manufacturers and Retailers

Capgemini helped one of the largest electronics manufacturers and retailers to streamline and standardize its content management and analytics processes across all locations and 20+ languages. Our team also improved customer experience by following content management best practices and regular monitoring of online KPIs through web analytics.

• Reduced Redundancy by following standard global processes for content creation, banners and campaigns

• Reduced Leakage rates with better customer experience• Reduced costs by 30% by centralizing content management tasks • Increase in NPS scores by 2 points


Case Study: Services included assistance in platform migration, content publishing and web analytics with recommendations on how to continuously improve customer acquisition

Platform Migration

Identify Objectives

Set KPIs and Success Metrics to be regularly

monitored

Analysis and Business Insights

Error AnalysisOnline KPIs

Standard Dashboards

Impact AnalysisCustomized Dashboards

MROI Analysis

Content Management

Content Publishing and Manual Auditing in 20+

languages

Post and Pre-live Reporting of KPIs and

Errors

Web Strategy & Decision -making

Recommendations based on Online KPIs and Industry best Practices

Content Mangt Team

Web Analysis

Web Strategy

PlatformMigration

Scop

e of

Ser

vices

Business Heads were provided customized KPI dashboards with recommendations on how they can improve online customer acquisition and reduce leakage rates. Every recommendation was associated with a calculated ROI


Case Study Contd..: 20+ languages were supported across 3 different cost effective locations to provide the client with maximum advantage

177 Countries in 20+ languages

Supported 17 Millions pages

worldwide

14000 service tickets averaged in a quarter

Quality Assurance provided

for over 100,000 Marketing pages pq

Client HQ


YoY Efficiency gain 10%NPS Improvement

Cost Reduction -30%

+2 pnts

Case Study Contd..: Every business unit experienced benefits in terms of time to market, performance and cost reduction

Complete visibility of MROI for

campaigns

Reduced Leakage Rates

during the purchase process

Standard Processes for

Content Lifecycle

Providing Recommendations linked

with ROI

Centralized One Team for better people management

and performance

24/7 Operations to high severity

issues and requests


Cost Reduction between 30 – 50% through a right mix of onshore/offshore activities

Increase in NPS scores by enhancing customer experience

Performance optimization to reduce time to market and also provide up to 10% productivity YoY

Regular protection and enhancement of Brand Perception

Benefits for Digital Organizations


Appendix : Capgemini’s Digital Marketing capabilitiesOur 24/7 operations is facilitated by the right resources, technology and

processes at every stage of the lifecycle


Digital Marketing Operations team work together on various projects to meet the success criteria

Content Operations Campaign Management Quality Assurance Digital Analytics

Content Editors with capabilities in 20+ languages and expertise of managing content through leading content management systems. Day to Day activities include :

1. Receiving and Analyzing content through our in-house workflow management tool

2. Creation of appropriate content for different channels as per the guidelines : text, images, banners etc.

3. Carry out a pre-quality check with the QA team and submit content for approval

4. Publish content across multiple channels

Marketing experts with agency experience and ability to manage E2E campaigns from planning to launch.

1. Align with the CMO agenda to plan a campaign w.r.t. products, target, KPIs etc.

2. Manage creation and publishing of content through the content operations team

3. QA and Analytics team will regularly monitor the content and prepare campaign dashboards

4. The team presents the executive dashboards on a periodic basis to highlight the performance of the campaign

A team of quality analysts monitoring content across all channel by both manual and automated processes.

1. Manual quality monitoring on digital channels through a predefined checklist/ guidelines

2. Categorize errors based on severity and impact

3. Assigning errors to the right contacts and follow up on high severity errors

4. Create dashboards on quality index for regions/products

5. Use web crawlers on a periodic basis to check broken links etc

6. A/B testing for effective content

The team is focused on KPI reporting and recommendations around content performance

1. Capabilities in utilizing various digital analytical tools like Omniture, WebTrends

2. Analyzing customer behavior on the channels to generate purchasing patterns, leakage rates, funnel analysis

3. Sentiment analysis on identified forums and blogs


Our technology partnerships in every area enable the operations team to enhance efficiency and effectiveness

Email, direct mail, Facebook, telemarketing

Marketing Automation

CRM

Analytics & Reporting

Measure & Optimize

Content mngt

Web Analytics

Pulling‘every

Minute’

Personalisedlanding

pages + offers

Best Practices

Social media Monitoring

& Engagement

Track and record customer behavior.

Build customer profile

Segment & profilebased on web activity

and score leads

Campaign Builder Workflow

Executemulti-channel

campaigns

Analyzemarketing

performance

Move ‘hot’prospect

to SFA

Move to automatedlead nurturing/

retention program

Localization for region specific experience

Content Management System – Front End

Process & Data Orchestration

Drive ‘eyes’to

website

http://www.salesforce.com/

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Our Command Center model is a proven fast track to predictability, consistency, and control in managing delivery centers

Chief Marketing Officer


Three step approach to make your digital marketing operations a worry-free environment

Step 2 Step 3Step 1

Our solutions expert with in-depth experience in marketing effectiveness will understand the exact business need of your digital marketing operations and also provide some quick wins

Capgemini’s extended solutions team comprising of SMEs in the field of content management, campaign management, social media etc. will design a customized solution for your organization with real life examples and target benefits

A final solution will be designed and presented based on your suggestions, best practices and our experience with clear benefits agreed at Step 1 around cost effectiveness, customer experience, performance optimization, and productivity

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In case of any queries and clarifications please contact :

Prashant [email protected]+91-9620919245

mailto:[email protected]

capgemini digital marketing solutions

Business

social media

20 languages

rights reserved

regular monitoring

nps scores

web analytics

online kpis

business managers