jacob armitage · the ability to have a “campaign” way of validating components / propensities...

JACOB ARMITAGE.COM

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Primary objective:Drive annual report downloads

Custom video player

Modular share-ability

Intreractive infographic carousel

Optimum legibility infographics

Print / Layout DesignContent supplied by client

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1. 3.Overview Target

Audience

4.

& Content

2.Brand Personality

5.Media

6.Strategic Fit

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OVERVIEW

Select all that apply

Your region:

Select all that apply

Where does this partnership take place?

Does this opportunity meet with our definition of partnership?

Who is the opportunity with?

Where a business partners with

service or individual and pays a fee or ovides services in change for the right

Partnership

Select only the one most relavant

What is the proposed partnership category?

“No” will result in a red flag

Does the contract include a break clause?

year or at any point due to failure to deliver rights,benefis or for mis-behaviour.

Break Clause:

YesN o

Is this a new opportunity or a contract renewal?

New Opportunity Contract Renewal

If you’re unsure, this can be aporximate

What is the length of the proposed partnership deal?

What is the start date and end date for this proposed

tnership?

O2 / TelefonicaVarious Data Visualisation / Infographics

INSIGHT FACTORY REQUIREMENTS

The ability to measure ‘closed loop’ success of campaigns

Ability to provide consistent and trusted data (e.g Open Rates, CTR and Offers redeemed) from campaigns back to measurement and evaluations

The ability to quickly analyse responses during campaigns not post-campaign

The ability to track on-going campaign performance through to commercial impact across 2015 and beyond

The ability to add, change & remove propensities

The ability to … attitudinal components … should be human readable, should be used to model propensities

The ability to easily change the way propensities are calculated

The ability to identify opinion leaders

The ability to know our loyal customers e.g. O2 customers for x years orNumeous family connections

The ability to personalise from the data up e.g. “we found these groups of peopletend to buy health accessories)”

The ability to produce the previously defined 50+ propensities that can be used infuture Communication programmes & campaigns

The ability to prove/disprove/amend the current list of proposed propensities

The ability to purchase propensities as an alternative to building e.g. affluence

The ability to refresh propensities at regular intervals and on an ad-hoc basis

The ability to tell a customer if O2 is saving them money (e.g. Benefits Statement for O2 Travel )

The ability to track change in states e.g. used to like ‘classical’ musicnow into ‘Death Metal’

The ability to have flexibile propositions to match to customers insights(versus) trying to make money at individual product level

The ability to match a complete list of offers/propositions to relevant insightfor all customer types and communication channels

The ability to “learn” from external media owners / audience networks key customer insights e.g. holiday intent (searching online for villas in european country)

The ability to acquire / collate triggers

The ability to have an events database to identify the important triggers to customers

The ability to track (close to real time) intents in key areas of business focus/need (e.g. user in buying process with competitor)

Campaign matrix in a system to allow industrialization

The ability to support newsletter type campaigns featuring multiple offers

The ability to ‘chain’ various channels for a specific campaign/customer

The ability to use the same decisioning in all channels

The ability to fulfil messages to customers in ‘owned’ channels and external media ("DMP")

Capability Requirement

Intents

Measurement

Propensities

Propositions

Campaigning

Decisioning

Deployment

CategoryOption 1

£961kOption 2

£961k

Analyticsand Insight

ChannelDeployment

Deliver the right personalisedmessages at precisely

the right time

Measure and Learn from every campaign

Build better relationships with our customers,

by understanding their underlining interests

and preferences

Create and provide propositions that best serve our customer base's needs

and interests

Measure and Learn from every campaign

CompleteContact History

Contact HistoryCreate a complete and manageable view of all

customer contact acrosss all touchpoints

Determining the best way to speak to customers as individuals

Make digital channels available for personalisation

The ability for all channels to have a view of contact history and all feedback recorded/shared

The ability for all channels to have a view of which messages have been sent to a single customer

The ability for ATC to focus initially on BASIC rules/control on text messages (using common fulfilment)

The ability to include additional data sources into ATC(Air Traffic Control) e.g. Bon Voyage, Sandvine

The ability to inform future communications using historic (detailed) responder/non-responder information

The ability to understand full contact history for a customer and applyit when choosing a new campaign(s)

The ability to deliver Priority communications through Unica (not HTK)

The ability to deliver PAYM Welcome through Unica

The ability to include SalesForce.com contact histroy

The ability to deliver O2 Billing communications via Unica

The ability to include O2 More/Weve contact history

The ability to feedack Sandvine contact history

The ability to deliver O2 WiFi communications (and contact history) via Unica

The ability to incorporate Social Media contact histroy

The ability to incude Bon Voyage contact history ….

£1.9MOption 1

£961kOption 2

£961k £1.9MCapability RequirementCategory

The ability to deliver all Outbound Calling from Unica (Needs Interact? )

The ability to deliver Pontis through IMI to inckude feeding back contact history

The ability to use the central decisioning in all Sales & Service channels

The ability to capture social media logon (Facebook ID, Twitter handle)

The ability to have a “campaign” way of validating components / propensities e.g.LastMInute.com MyView preference centre

Future proof for potential future product e.g. purchase property information forsmart (and home ownership status) home

The ability to combine multiple key datasets against a single customer to producea joined up customer view in one place

The ability to maintain a domain blacklist

The ability to maintain a telephone number blacklist

The ability to process full URLs for all domains for mobile webogs and O2 WiFi

The ability to store X months of CDR history

The ability to store X months of CDR summary history

The ability to store X months of filtered O2 Wi-Fi weblogs

The ability to store X months of filtered weblogs

The ability to store X months of history of raw mobile weblogs

The ability to store X months of history of raw O2 Wi-Fi weblogs

The ability to understand customer call text & data history over last 12 months

The ability to understand customer call text & data history over last 25 months

The ability to extend the domain whitelist to include additional domains

The ability to extract …. customer profile data … to transfer to Big Data/UDS storage & processing

The ability to extract … permissions and channel preferences data … to transfer to Big Data / UDS storage & processing

The ability to extract … Experian data sources …. To transfer to Big Data / UDSstorage & processing

The ability to extract … Data Bolt-on purchase records …. To transfer to Big Data / UDS storage & processing

The ability to extract … Data Consumption from Sandvine …. To transfer to Big Data / UDS storage & processing

The ability to extract … Roaming (Bon Voyage) data …. To transfer to Big Data / UDS storage & processing

The ability to extract … Location / Mobility (Home, Work, Other) data …. To transfer to Big Data / UDS storage & processing

The ability to extract … O2 Wi-Fi Venue/Location data …. To transferto Big Data / UDS storage & processing

The ability to extract ... Priority App usage data …. To transfer to Big Data / UDSstorage & processing

The ability to extract … MyO2 Usage data … to transfer to Big Data /UDS storage & processing

The ability to extract … Customer Network Experience data … to transfer toBig Data / UDS storage & processing

The ability to extract … Priority Moments Offers Accepted data … to transfer to Big Data / UDS storage & processing

The ability to join …. customer profile data with permissions and channelpreferences data … to transfer to Big Data/UDS storage & processing

The ability to assess which campaign is ‘best’ for a given customer

The ability to calculate next best action using propensities

The ability to combine offers based on multiple propensities

The ability to define and easily re-define logic for optimal customer communication

The ability to join base comms with digital comms and leverage Unica suite

The ability to make decisioning changes to use newly developed insight

The ability to send messages at weekends and evenings

The ability to enhance Balance Diet and NTE (2.0)

Data SourcesCreate a data environment that equips O2 to deliver

industrialised personalisation for years to come

Data

DecisioningDeliver intelligent decision

systems that best determine the best way to speak to our

customers as individuals

Decisioning

The ability for a customer to choose their Preferred contact method

The ability for customers to flag lack of interest (not opt out but not interested in subject or offer)

The ability for customers to register/subscribe to newsletters/subsciption content

The ability to have one place - through any channel - where a customer can givepermission for marketing communications and preferred channel

The ability to have one place – through any channel – where a customer cantell us about their Interests

The ability for the customer to indicate the optimal time of contact

Revise end-to-end process for designing & briefing programs – join up P&Lrequirements – over-arching Business Plan, quarterly in advance

The ability to update customer preferences at upgrade - in all channels

The ability to update customer preferences when making a new sale - in all channels

The ability for customers have self-service ways of managing their communciations

ProcessContact customers in the way

they wish to be contacted

PermissionsContact customers in the way

they wish to be contacted

Permissions & Preferences

The ability to trigger the right location based message in near real-time

The ability to automate transfer of exported data sources to a “Big Data” facility

The ability to decrease data latency – up to real time updates

The ability to enable third parties (e.g. analytics partners) to access and enrich ourinsight warehouse to enable greater understanding of customer (e.g. match social profiles to customer emails or MPNs)The ability to export existing data sources e.g. P&P, Customer Profile, Bon Voyage,Priority Moments Offer

The ability to export new data sources e.g. Sandvine, Experian

The ability to make newly developed insight available to Marketing Operations

The ability to recalculate historical data for propensitiese.g. if a business rule changes

The ability to transfer newly developed insight back into the Data Warehouse

The ability to load exported data sources into a “Big Data” processing facility

We need to have a single repository for all campaign content(CMS/Asset Management System)

The ability to create results oriented campaigns – measure, share, alteror pull campaigns quickly

I need a new dashboard to see all comms – past, present, planned(contribute to traffic management)

The ability to have intelligent interpretation of results

The ability to visualise insights in a user friendly wayto help business make better use of the asset

The ability to test and learn in dynamic environments (e.g. non production)

Test& Learn

Visualisation

Test and learn from our campaigns in an agile manner - making each contact count!

Make data and analysis accessible, attractive and easy

to understand

TechnologyMaintain systems that equip O2 to

deliver industrialised personalisation for years to come

TechnologyCustomerUniverse

CustomerBroaden our understanding of individual customers and

prospects to maximise personalisation opportunities

The ability to acquire a prospect base (view of UK and up to 500 variables)

The ability to create a household view - so we know who are we speaking to– decision maker , son/daughter etc

The ability to develop a cold prospect universe (i.e no previous contact with O2)

The ability to easily query what “types” of customers are present/targetable

The ability to have a single customer universe

The ability to have a single prospect view

The ability to have complete customer product holding and history including appsdownloaded & used (including non-SIM users)

The ability to identify core existing customers (handset, tariff)

The ability to identify previous/lapsed customers

The ability to identify which channel customers were acquired from

The ability to market to non-o2 customers for products suchas international calling app

The ability to see individual customer level profitability/revenueto feed business decisions

The ability to track the transition from prospect through to customer

The ability to ….. Consumer acquitision deduped with Base

Saudi ArabiaData VisualisationInternational Performance Report

RBS / NatwestInfographics

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TV

Press

In Branch

OOH

DOOH

Digital

News

Internal

Social

SharesShares

NPS

*Yahoo Finance

*Mintel

*Reuters

*Selected by relevance

Runtime: 00:00:59First Air Date: 5.10.14Air Times:Duration:Channels:

Release Date: 6th OctoberPublished in:

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Example.

Release Date: 6th OctoberPublished in:

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...

Register for text alerts via Digital Banking, over the phone or in branch. Available to our personal current account customers with a valid UK mobile number.

Hello to setting up text alerts to warn you before you go overdrawnGoodbye to surprising unarranged overdraft charges

RBTA–A11014

CODE RBTA-A11014A1 - Pricing Promises TEXT ALERTS VERSION 190496554.indd 1 16/09/2014 18:44

Generated at: Tue Sep 16 18:46:21 2014

CODE NWTA-A11014A1 - PRICE PROMISES - TEXT ALERTS

Helloto setting up text alerts to warn you before you go overdrawnGoodbye to surprising unarranged overdraft charges

Register for text alerts via Online Banking, over the phone or in branch. Available to our personal current account customers with a valid UK mobile number.

NWTA-A11014

90495514.indd 1 16/09/2014 19:07


Hello to rates that don’t jump up when the deal endsGoodbye to 0% credit card teaser rates

RBTR–A11014

CODE RBTR-A11014A1 - Pricing Promises TEASER RATES VERSION 190496556.indd 1 16/09/2014 19:35

Generated at: Tue Sep 16 19:36:42 2014 CODE NWTR-A11014A1 - PRICE PROMISES - TEASER RATES

NWTR-A11014

Helloto rates that don’t jump up when the deal endsGoodbye to 0% credit card teaser rates

90495516.indd 1 16/09/2014 19:02


Hello to loyal customers enjoying the same deals as new Goodbye to all the best deals going to new customers

RBSD–A11014

CODE RBSD-A11014A1 - Pricing Promises SAME DEALS VERSION 190496553.indd 1 16/09/2014 18:13

Generated at: Tue Sep 16 18:15:27 2014 CODE NWSD-A11014A1 - PRICE PROMISES - SAME DEALS

Helloto loyal customers enjoying the same deals as new Goodbye to all the best deals going to new customers

NWSD-A11014

90495524.indd 1 16/09/2014 19:01


Hello to the same deals here, online and on the phone Goodbye to finding out the online deal was better

Mortgage brokers may offer additional RBS products that aren’t available directly from RBSRBOL–A11014

CODE RBOL-A11014A1 - Pricing Promises ONLINE VERSION 190496555.indd 1 16/09/2014 19:12


CODE NWOL-A11014A1 - PRICE PROMISES - ONLINE

Helloto the same deals here, online and on the phone Goodbye to finding out the online deal was better

Mortgage brokers may offer additional NatWest products that aren’t available directly from NatWest.NWOL-A11014

90495515.indd 1 16/09/2014 18:58


Hello to a little bit of extra flexibility Goodbye to a £12 fee for missing a credit card payment by just a day

RBNC–A11014

CODE RBNC-A11014A1 - Pricing Promises NO CHARGE VERSION 190496557.indd 1 16/09/2014 19:54

Generated at: Tue Sep 16 19:56:22 2014 CODE NWNC-A11014A1 - PRICE PROMISES - NO CHARGE

Helloto a little bit of extra flexibility Goodbye to a £12 fee for missing a credit card payment by just a day

NWNC-A11014

90495517.indd 1 16/09/2014 18:59




RBTA–A11014






NWTA-A11014

90495514.indd 1 16/09/2014 19:07



RBTR–A11014



NWTR-A11014


90495516.indd 1 16/09/2014 19:02



RBSD–A11014




NWSD-A11014

90495524.indd 1 16/09/2014 19:01


Hello to the same deals here, online and on the phone Goodbye to finding out the online deal was better

Mortgage brokers may offer additional RBS products that aren’t available directly from RBSRBOL–A11014

CODE RBOL-A11014A1 - Pricing Promises ONLINE VERSION 190496555.indd 1 16/09/2014 19:12


CODE NWOL-A11014A1 - PRICE PROMISES - ONLINE

Helloto the same deals here, online and on the phone Goodbye to finding out the online deal was better

Mortgage brokers may offer additional NatWest products that aren’t available directly from NatWest.NWOL-A11014

90495515.indd 1 16/09/2014 18:58


Hello to a little bit of extra flexibility Goodbye to a £12 fee for missing a credit card payment by just a day

RBNC–A11014

CODE RBNC-A11014A1 - Pricing Promises NO CHARGE VERSION 190496557.indd 1 16/09/2014 19:54

Generated at: Tue Sep 16 19:56:22 2014 CODE NWNC-A11014A1 - PRICE PROMISES - NO CHARGE

Helloto a little bit of extra flexibility Goodbye to a £12 fee for missing a credit card payment by just a day

NWNC-A11014

90495517.indd 1 16/09/2014 18:59




RBTA–A11014






NWTA-A11014

90495514.indd 1 16/09/2014 19:07



RBTR–A11014



NWTR-A11014


90495516.indd 1 16/09/2014 19:02



RBSD–A11014




NWSD-A11014

90495524.indd 1 16/09/2014 19:01


In Branch

Date: 6.10.14

Euston Motion9 full-motion,

interlinked digital LCD screens

Size: 6m x 1.6m

Euston Railway Station

TransvisionNational network of large elevated digital screens.

Placed at high traffic and dwell locations in the UK’s bussiest termini concourses

DEPs

Homepage Takeovers

Natwest: AOL, Channel 4, Daily

Mail, Mail Online, Guardian, Telegraph,

ThisIsMoney & Vavaki

RBS: AOL, Channel 4, Daily Mail, Mail Online, Guardian,

Herald, Telegraph, ThisIsMoney &

Vavaki

W T TF S S M W T TF S S M W T TF S S M W T TF S S M W T F S

Walsh departs in RBS debt reshuffle

RBS covered franchise shaken by senior departures

Punch Taverns gets final approval for restructuring

RBS pushes for electronic payment platform (THAILAND)

RBS CEO plans customer study on impact of rate rises

Britain closer to sale of RBS shares

Empiric Student Property signs 35.5 mln STG loan facility with RBS

Lloyds dividend in balance after close stress test pass

RBS names two managing directors to Asia Pacific Markets business

RBS to reveal funds held to settle forex probes

Banks lead UK's FTSE higher after Japanese stimulus boost

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec16

20% 89%

jacob armitage · the ability to have a “campaign” way of validating components / propensities...

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