Transcript Anthony Ugoni - RAVE Audio Visual

The Greatest
Campaign You Never
Want to Launch
Antony Ugoni
Marketing
May 2012
Campaign Overview
•
•
•
•
The campaign in question was…..
Timing – November 2010
Number of targeted customers – Significant
Above the line support – Plentiful
Marketing
The Greatest Campaign…
2
Good CRM Practices?
• Identified THE best conversation to be having with these
customers
Marketing
The Greatest Campaign…
3
Good CRM Practices?
• Identified THE best conversation to be having with these
customers
• Targeted customers isolated within a single campaign
Marketing
The Greatest Campaign…
4
Good CRM Practices?
• Identified THE best conversation to be having with these
customers
• Targeted customers isolated within a single campaign
• Supporting channels fully engaged
Marketing
The Greatest Campaign…
5
Good CRM Practices?
• Identified THE best conversation to be having with these
customers
• Targeted customers isolated within a single campaign
• Supporting channels fully engaged
• Post campaign contact rules strictly adhered to
Marketing
The Greatest Campaign…
6
Good CRM Practices?
• Identified THE best conversation to be having with these
customers
• Targeted customers isolated within a single campaign
• Supporting channels fully engaged
• Post campaign contact rules strictly adhered to
• Executive support and mandate to execute
Marketing
The Greatest Campaign…
7
Good CRM Practices?
• Identified THE best conversation to be having with these
customers
• Targeted customers isolated within a single campaign
• Supporting channels fully engaged
• Post campaign contact rules strictly adhered to
• Executive support and mandate to execute
• Board endorsement
Marketing
The Greatest Campaign…
8
Results
Satisfaction Measures
+72% Better Than
Control
Account Opening
68% Reduction
Compared To Control
Reduction in Defection
+65% Better Than
Control
Footings Growth
Marketing
The Greatest Campaign…
9
Target Criteria
• Propensity models?
Marketing
The Greatest Campaign…
10
Target Criteria
• Propensity models?
• Data driven clusters?
Marketing
The Greatest Campaign…
11
Target Criteria
• Propensity models?
• Data driven clusters?
• Research driven segments?
Marketing
The Greatest Campaign…
12
Target Criteria
•
•
•
•
Propensity models?
Data driven clusters?
Research driven segments?
Hypothesis (Test and Learn) marketing?
Marketing
The Greatest Campaign…
13
Target Criteria
•
•
•
•
•
Propensity models?
Data driven clusters?
Research driven segments?
Hypothesis (Test and Learn) marketing?
Portfolio gap?
Marketing
The Greatest Campaign…
14
Target Criteria
•
•
•
•
•
Propensity models?
Data driven clusters?
Research driven segments?
Hypothesis (Test and Learn) marketing?
Portfolio gap?
• Offer?
Marketing
The Greatest Campaign…
15
So what was the campaign?
Marketing
The Greatest Campaign…
16
Results (again)
Satisfaction Measures
+72% Better Than
Control
Account Opening
68% Reduction
Compared To Control
Reduction in Defection
+65% Better Than
Control
Footings Growth
Marketing
The Greatest Campaign…
17
Precedent
Retention (%)
Global
Selected (Conversation)
Selected (No Conversation)
0
3
6
9
12
15
18
Months Post Selection
Marketing
The Greatest Campaign…
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21
24
0
Marketing
The Greatest Campaign…
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2008/04
2008/02
2007/12
2007/10
2007/08
2007/06
2007/04
Pilot
2007/02
2006/12
2006/10
2006/08
2006/06
6
2006/04
2006/02
2005/12
2005/10
Opportunities Linked
INDEXED
Precedent
Full launch
7
“Soft” launch
5
4
3
2
1
Take Away
• Talking to customers gets results (but make sure you a
relevant)
Marketing
The Greatest Campaign…
20
Take Away
• Talking to customers gets results (but make sure you a
relevant)
• A single enterprise message is crucial for success
Marketing
The Greatest Campaign…
21
Take Away
• Talking to customers gets results (but make sure you a
relevant)
• A single enterprise message is crucial for success
• The best analytics without a communication strategy will
rarely drive value
Marketing
The Greatest Campaign…
22
Questions
Marketing
The Greatest Campaign…
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