Customer Value Maximization for one of the largest technology companies in the world

Xerago Case study / Version 1.0 /

Assignment Background

The company operates predominantly in the B2B space, manufacturing semiconductors for PCs, but the key influencers of growth are end users. The brand adapted the ingredient marketing approach – the famous brand’s inside program launched in 1991, which eventually became one of the world's largest co-operative marketing programs, resulting in high brand recall and awareness amongst the end user community thus influencing purchase decisions. Brand recall had to be capitalized into translating into business results through powerful call to action strategies. The companies sponsors of tomorrow campaign was to help achieve this by targeting those potential influencers of the near future by catching them young. This had to be evangelized to suit the identified selected target group – the huge developer community from the Asian region – India and China. The social platforms selected to reach to them meant involvement from a large community not in any connection with regards to the brand and required carefully architected programs by great depth of understanding of customer behavior patterns.

Drive deeper prospective customer engagement and call to action for Global Marketing Program

The Goal

Tactical Operations

The Scenario

Outcomes

• TVC/Print

• Community

• Portal

• Social Media

• eDM

•Lower engagement

•Poor adoption

•Poor insights

RESULTING

IN

Customer Value Maximization Approach

By making interventions on,

Through objective measures, a

snapshot of client’s marketing

effectiveness on many levels and

dimensions was constructed and

this helped us objectively

demonstrate the effectiveness of

the client’s current marketing

programs.

Based on the current state and

desired end state, the road-map

which involved a re-architecture

of strategy and re-alignment of

resources was developed and

interventions were made to

catalyze the marketing growth

engine.

This was the high value growth

phase where all possible marketing

variable combinations are tweaked

on a concurrent basis to produce

the optimal spend to impact

outcomes. Learning was constantly

updated for ongoing maximization.

MEASURE MANAGE MAXIMIZE1 32

In order to achieve client’s goal, Xerago deployed its proprietary Customer Value Maximization framework, which involved the following 3 stages:

Process Media Creative Technology

The Measure phase

Parameters X-rayed

Data Sufficiency

LOC

Media mix

Tech platforms & surround sys

Evaluation Results

Inappropriate marketing insights

Poor resonance / feedback on media vehicles

No communication to redefine not so open source

Friendly perception

Need for data segregation

PROCESS OVERHAULS:-Data generated on Social and other platforms both Digital & Non-Digital as a result of the marketing program was captured with a perspective to build Business / Marketing specific insights

CREATIVE INTERVENTIONS:- This included changes to line of communication in campaigns, call-to-action and marketing programs across the social network. For example, usage of social icons in the appropriate places like dropping of Digg icons etc.

TECH INTERVENTIONS This included complete automation of data querying process, sorting, indexing and roll-ups for

MEDIA:- Variety of platforms like CMS, Ad Servers, Ad words, Click stream data from Omniture, Offline campaign data and multiple media formats like text, static and interactive visuals, streaming content, RIA, and Videos were covered as part of the insight mapping exercise.Xerago created a system that tracked data across multiple sources in multiple formats and converted to a single form that complemented insights deriving process. Xerago also created relevant marketing dashboards using Flex and used Big Data roll up to create One View of customers for Executive Dashboards

The Manage Phase and interventions

The Manage Phase

• Stakeholder specific dashboards

• Buzz creation on relevant media vehicles

• Seed communications on open source properties to build balance

• Platform migration & maintenance support.

• Evangelists acquisition

• Changes to data capture mechanisms

RE-ARCHITECTURE PROGRAMS

Xerago setup a concurrent framework to measure the effectiveness of the interventions made to ensure desired results are delivered. This was achieved by establishing benchmarks for various interventions and real-time optimization of the efforts. Below are the outcomes.

The Maximize phase

30% increase in program adoption

45% increase in participation

Provided real-time recommendations to ride the trend

360° view community-wise dashboards

Thanks

Want to maximize customer value from your customers?

GET IN TOUCH Marketing@xerago.com

Xerago is a Customer Value Maximization company headquartered in Chennai, India. Ever since inception, Xerago has evolved marketing solutions for clients, using a

combination of Robust Process, Creative Excellence, Cutting edge Technology and Discrete Measurement. Over time Xerago has created IP both tangible and in-tangible

that enables the entity to retain its unique advantage of being among the few entities globally that has stellar depth of consulting with a combination of large scale

marketing outsourcer.

More About the Client:

In 1968, the company was founded by two scientists, with a vision for

semiconductor memory products. The world's first micro processor was

introduced in 1971.The MNC has its headquarters in Santa Clara,

California and has 82,500 employees worldwide. The brand embarked

on an unprecedented growth as the primary (and most profitable)

hardware supplier to the PC industry in 1980s.As of 2012, the company's

net revenue stands at $53.3 billion and still growing.