Transcript Portrait Campaign Manager

Introduction to
Portrait Campaign
Manager
Jeff Nicholson, VP Product Marketing
Lars Wilhelmsen, VP Business Development
Make every
interaction count™
USA: 1 866 793 4279
Austria 0800 28 1673
Belgium: 0800 505 60
Canada: 1 866 270 8076
India 000800 100 6558
Republic of Ireland: 1800 944 607
Netherlands 0800 0233 593
Norway: 800 164 90
Spain 900 801 508
Sweden: 0200 125 679
UK: 0808 109 1441
International: +44 20 8609 1476
Access code 131716 #
Starting now
in 2
15minutes
10
5
minutes
How to ask a Question
CUSTOMER CONFIDENTIAL
Introduction to
Portrait Campaign
Manager
Easy, Integrated, Multi-channel
Campaign Management
Make every
interaction count™
Today
• Common challenges to effective campaigning
• Characteristics of best-in-class campaigning
• Campaign management benefits
– get agile, get automated, get personalized
• Case study: Real world results
• Questions & answers
© Copyright 2008 Portrait Software
Tuesday, July 07, 2015
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Most Common Challenges to Effective
Campaigning
Audience:
• “Ad-fatigue” among customers results in opt-out and “mental opt-out”
Operational Challenges:
• Multiple, disparate data sources create complexity and incomplete view of
customer
• Campaign setup takes too long and difficult to modify easily once underway
• Error prone, manual processes for designing and managing campaigns
• Luke-warm response rates from outbound calling, direct mail or email campaigns
Analysis Challenges:
• No “single version of the truth” for customer data
• Difficulty comparing “apples to apples” for campaign ROI across programs
• Have unsophisticated or sophisticated analytics but difficulty putting results into
practice… not linked
• Difficulty determining true campaign direct impact (incremental vs. incidental)
• Limited by ‘batch style’ traditional data mining techniques
© Copyright 2008 Portrait Software
Tuesday, July 07, 2015
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Top Marketing Challenges: External
CUSTOMER RETENTION,
ACQUISITION & DIFFERENTIATION
GREATER
INTELLIGENCE
CONNECT
CHANNELS
CUSTOMER
EXPERIENCE
Benefits to Portrait Customers Include
 Manage multi-channel campaigns
in one place
 Automate today’s manual
marketing processes
 Respond faster to customers with
event-triggered marketing
 Define and standardize customer
life-cycle best practices
 Achieve mass personalization of
communications
 Deploy centralized marketing
activity tracking and reporting
 Clear roadmap for extending value
of Portrait investment
© Copyright 2008 Portrait Software
Tuesday, July 07, 2015
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A Complete Customer Interaction Platform
Campaign Manager
Uplift
Marketing
Marketing
Channels
Campaign
Campaign
Management
Management
Analytic
Analytic
Insight
Insight
Sales
Your CRM
Customer
•Siebel
•Microsoft
•Salesforce.com
Interaction
Management
Service
© Copyright 2008 Portrait Software
Tuesday, July 07, 2015
Interaction Optimizer™
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The 1:1 Marketing Concept
Business
Channel
Customer
Identify
Personalize
Evaluate
Communicate
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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360 Degree Customer View, Across All Channels
Customer
Web Site
eMail
Direct Mail
e
Branch &
Field Agents
SMS
sms
Questionnaire
Call Center
?
Dialog server
Customer DB
CRM System
ERP System
-
No data duplication!
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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Data Warehouse
From Customer Campaigns
- to Customer Lifecycle
Welcome
Package
Customer
Dialog
Sales
Establish and
Build Loyalty
Follow Up
Crosssell
(Annual)
Dialog
Important
Events
Customer
Retention
Exit
Dialog
Customer Experience (year)
Acquisition
Onboarding
Loyalty
Customer
Processes
Cross-sell & Up-sell
Retention
Collections
Win Back
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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Multiple Campaign Execution Options
Batch
Continuous
Eventtriggered
• Customers included either manually or automatically into
programs
–
–
–
–
Respond faster to customer needs and events
Add business agility to respond to market and competitive changes
Free up marketers from resource intensive, manual processes
Ensure consistent, best practice based customer experience
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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Product
• Powerful marketing automation software,
designed to empower organizations to increase
income through more efficient and measurable
marketing activities
• Easy-to-use
• Centralized marketing
application for:
•
•
•
•
•
Design
Development
Deployment
Monitor
Measurement
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Built-in Capabilities Include
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Campaign segmentation
Marketing campaign automation
Email marketing
Event-triggered marketing
Telemarketing
Lead management
Dialog marketing
Customer data collection
Feedback management
Customer preference management
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Tuesday, July 07, 2015
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Portrait Campaign Manager Components
Design, Plan, Deliver
Administration & Oversight
Dialog Designer
Customer View
Selection Designer
Telemarketing Web
Message Designer
Customer Web Access
Questionnaire Designer
Marketing Dashboard
e - Marketing
Process Automation
Report Designer
Marketing Database
© Copyright 2008, Portrait Software
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Example: Onboarding Dialog Design
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Tuesday, July 07, 2015
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Powerful, Multi-level Campaign Targeting
BASIC: Portrait Campaign Manager alone
1
ADVANCED: Self-service Analytics
2
Selection Designer
EXPERT: Quadstone “Pro Tools”
3
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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A Seamless, Direct Hand-off from Analytics…
2. Send customers to
Campaign Manager
3. Name new
campaign
segment
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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1. Choose
target audience
… to Campaign Selection Manager
New segment is
directly accessible
- Ready for your
new campaign!
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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Selected target audience
(Identified in Portrait Customer Analytics)
Divide into segments
Split by channel
Design
email
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Message Designer
• Create dynamic, highly
personalized content for
outbound communications
including
– email
– Direct Mail
– SMS
• Works seamlessly with
included email marketing
engine
• No additional charge
© Copyright 2008, Portrait Software
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Example: Questionnaire Designer
The layout tree view
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
The page preview
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Integrate Event-triggered Rules
• Respond faster to
individual customer
events
• Automate bestpractice customer
processes
• Eliminate manual,
error prone processes
• Ensure consistency
for customer
processes
• Point & click
configuration
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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Marketing Activity Tracking Made Easy
•
Built-in report creation & distribution
– Get everyone on the same page
– Role-based access
– Wide variety of formats including Word,
Excel, Acrobat PDF, web/HTML, BMP, JPG
– No additional reporting package is required!
• Gain a single comprehensive view
across campaigns & channels
– Understand campaign performance and results
– Increase marketing measurability and visibility
– Create a “single source of the truth” to speed decision-making
• Built-in report distribution facility automates delivery
• Extendable to ad hoc reporting with Portrait’s Self-Service Analytics
module
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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CASE STUDY
Make every
interaction count™
Tuesday,
©
Copyright
July
2008
07, Portrait
2015 Software
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Customer Experience
Channels in Use:
• eMail
• Direct mail
• Telemarketing
Challenges Before Implementation:
• Manual process for marketing
• Not using analytics to drive decisions for
campaigns
• Vision to treat the customer different during
the stages in a life cycle
Time to Implement:
• Campaign Management implemented and
integrated with channels in just 2 months
Real World Results:
• Marketing in control of setting up and
executing campaigns
• Live monitoring of results
• Able to run 1:1 communication for their
customers
• Delivered 3 month ROI
Decision to Implement:
• Banco Popular e-com first to implement.
Treating the online bank customer.
• Results after the first year gave the marketing
project top priority for rolling the system out
to all 8 million customers and 2200 branches.
Portrait Software proprietary and confidential
2008
February 2008
26
Modular, Best-of-breed Suite for End-to-end
Marketing Automation & Optimization
Strategy Development
Strategy Delivery
Customer
Analytics
Interaction
Optimizer
Contact
Center
Population targeting &
segmentation analysis
Persuadables
targeted
via inbound
interactions
Web
Uplift
FILTER: Laser-target “the Persuadables”
SMS
Uplift next-generation deep targeting
Who will actually buy as result of treatment?
Who will buy, even without treatment?
Who will not buy no matter what we do?
Campaign
Manager
Mail
Persuadables
targeted
via outbound
campaigns
Email
Branch
Who will churn if treated?
“Always-on Marketing”
Portrait Software Copyright 2008
Tuesday, July 07, 2015
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Combine with Portrait Interaction Optimizer
for “Always on” Marketing Campaigns
Outbound-initiated Marketing
Inbound-initiated Marketing
(via asynchronous channels)
(via Synchronous channels)
Portrait Campaign
Manager
Portrait Interaction
Optimizer
Convert outbound campaigns into 1:1,
event-driven, connected customer
conversations – over time
Deploy event-driven, 1:1, “best-next-action”
recommendations at the point of interaction
– during the interaction
Just-in-time
Mail
Email
SMS
Real-time
Web 2.0
Web
SlfSvc
Goal is to create a
customer engagement
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
Call Ctr
Branch
IVR
You ARE engaged
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ATM
Selected Campaign Management Customers
© Copyright 2008, Portrait Software
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Summary
• Significant benefits
 Get auditable, get agile, get personalized
 Manage multi-channel campaigns in one place
 Define and standardize customer life-cycle best practices
 Connect to all your customer data, without duplication
 Campaign management, email & SMS marketing, integrated
survey & telemarketing all included as standard
• Proven campaign management solution
 Nearly 100 customers in 6 countries, 11 years experience
• Highly scalable
 1000 – 8.5 million person campaigns
• Flexible deployment options including SaaS / hosted, on-premise
• Clear roadmap for extending value of Portrait investment
© Copyright 2008, Portrait Software
Tuesday, July 07, 2015
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The Americas
125 Summer Street
16th Floor
Boston MA 02110, USA
T: +1 617 457-5200
F: +1 617 457-5299
EMEA (Headquarters)
The Smith Centre, The Fairmile
Henley-on-Thames, Oxfordshire,
RG9 6AB, United Kingdom
T: +44 (0)1491 416600
F: +44 (0)1491 416601
Asia Pacific
Level 7
15-17 Young Street
Sydney NSW 2000
Australia
F: +61 2 8004 9600
Questions?
Asia Pacific
Level 7
15-17 Young Street
Sydney NSW 2000
Australia
F: +61 2 8004 9600
www.portraitsoftware.com
Portrait Software Copyright 2008
Tuesday, July 07, 2015
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