Transcript Contextual Marketing

Contextual Marketing Concept
Agenda
Program Outline
Part I : Contextual and Business from DTAC
Part II : Knowesis
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What is contextual marketing?
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Contextual marketing framework
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Contextual framework and functionality
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Applied real time analytics for customer
profiling
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Campaign measurement method and
example
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Functional solution view
Use cases and Analytics
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Deployment approach options
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Existing Traditional Campaign Marketing
What is contextual marketing?
• Send offer at the moment that customers action something
(such as usage, refill history, location etc.)
• It can detect behavior patterns and predict future
behaviors. For example; applying geo location to provide
the context, showing special offer.
• Deliver a personalized inbound/outbound
message, relevant marketing messages across all
channels.
• Standardize measurement across functions.
Contextual Marketing ECO system
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New Way of Work: Customer Centricity
Contextual Marketing
Traditional Campaign Marketing
Start with
Business
Function
Create a
compelling
offer
Identify
customers
who don’t
have it
Blast it
Start with
Customer
Need
Interprete and
identify
the right offers
Customer
criterias
Market
Think
Capture
response
Predictive
analytics
Shout
Traditional campaigns are focused on offer not customer that is
the reason for low success of such campaign and customer
satisfactions
Inside-out
Re-enforce the
offer through
channels
Listen
Think
Speak
Learn
Event trigger/ Interactive inbound campaigns are leveraged the BI
analytic tools which is driving factor to be presented revelant to the
most appropriate offer to customer
Outside-in
Contextual Functionality
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Contextual Component
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Right time measurement
Campaign Result
Live chart
Campaign result
Right Time
Measurement
Offer performance
How can be measured?
1st subscriber
Eligible
for
contextual
offer
2nd subscriber
Control
In order of
triggering
assignment
4th subscriber
5th subscriber
Campaign Measurement Method
Right Time
Measurement
Target
Control
How can be measured?
Increase
Revenue
Increase
Active Sub
Right Time
Measurement
Reduce
Churn
Contextual Key Success Factors
People
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Organization capability
People skill
Manpower/ workload
KPIs alignment
Process
Technology
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System Capability/ Scalable
Flexibility/ easy to use
Automation
Operational Excellent
Quality assurance
• Simplify E2E process
• Effective WoW
• Close loop prioritization
& measurement
How was the solution achieved ?
Contextual Marketing Revolves Around A Single Live
Customer State
Campaign Type
Campaign Initiation
Customer State Evaluation
Real Time Contextual
Personalised Offers
Single Live Customer State
Batch Outbound
Campaigns
Scheduled Batch
Command
Notification
Offers
Real Time Outbound
Campaigns
Live Customer
Behavioural Activity
Conditional
Offers
Surprise
Live Inbound
Campaigns
Live Channel
Interaction
Unconditional
Offers
DATA
Analytical
Models
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Thank you for attending our presentation
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More questions?
email: [email protected]
Web: www.knowesis.com
• Headquarters: Singapore
• Regional Presence:
• Thailand
• Malaysia
• India
• Australia
• Founded: 2013
• Clients:
• 6 tier 1 Asia Pacific CSPs
• Focused on Client ROI
• Senior experienced team dedicated
to real time analytics, customer
profiling and contextual marketing
Client Locations