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Agenda
10am Introductions Aims of the Academy Objectives for today smartFOCUS overview 10.20am Bristol Business School Pilot
Coffee
10.50am Product demonstration Customer Applications Lunch Hands-on Product training Coffee 3.30pm Q&A
12 - 1pm 1pm
Introduction
Introduction
Chris Underhill Managing Director cunderhill@smartfocus.co.uk Principal Consultant jasprey@smartfocus.co.uk Academic Sponsor evansm7@cardiff.ac.uk
Rebecca Hughes
Realise the Marketing challenges of tomorrow through an understanding of the benefits of technology-driven marketing. To lower the barriers and encourage feedback from academics, customers to develop our technology.
How ?
By providing leading Academic Institutions with software solutions with market value up to 250k Visualisation Analysis Data Mining Campaign Management
Delivering Industry relevant content to students within the confines of a classroom environment
Academy Pack
smartFOCUS overview
Leading marketing analysis, visualisation, data mining, campaign management, and marketing automation solutions that integrate to deliver Intelligent Marketing CRM
Enabling marketers to maximise customer insight & intelligence to Acquire, Retain and Grow profitable customer relationships.
Some Customers...
Banking & Finance
Bank of Scotland Lloyds TSB Zurich Financial Services Bank of Ireland
FMCG Proctor & Gamble Friskies Petfood Regal Greetings Cards LOreal
Non-profit
PDSA DTI Canadian Diabetes Assoc.
Personalise products, services and interactions based on customers individual and changing needs
Measure: results from campaigns Manage: close the feedback loop by taking results back into the cycle Continuously improve your Return on Marketing Investment and Customer Lifetime Value
Background
Strategic Organisation-Customer Interaction
Databases, Technological Targeting, New Models of Organ-Market Interaction- eg CRM
Biographics
A Major Issue for Marketing Education Are we developing the right Skills????
How many times have marketers actually got outside their comfort zone and really got their hands dirty with this new technology? .. most marketers just hand over a brief to IT. And then when IT turn round and say no, marketers dont know enough to challenge it.
Marketers should develop IT / new technology skills people who are IT savvy. We cannot influence the development and usage of IT within companies unless we know something about it.
CIM/UWE Research-Effects of Technology on Marketing and Marketers (Tapp, Stone, Nancarrow, Evans)
BBS Pilot
Teaching set within this framework:
Data Driven Interactive Marketing is Reality But are Marketing Students Equipped? Easy to show VIPER Screenshots, but the techies are taking over Marketing Jobs VIPER in labs for hands-on data mining & campaign development
BBS Pilot
Some use tools for Dissertations & Staff Research
ISNT (but IS!) PR for smartFOCUS
BBS Pilot
Results so far & feedback: Most see relevance
up-to-dateness
brings Marketing to Life good for Job Hunting Dont understand the stats So far the approach (at U/G) within a DM Option so they have a choice But Core at P/G
But do we really have an option if we are to prepare students for the New Marketing ?
Product Demonstration
Customer Acquisition
A leading telecom provider uses Viper to monitor the performance of its ongoing acquisition campaign. Response rate measured by creative Also profiled against lifestyle data on responder Creatives that appeal to particular lifestyle groups identified Poorly performing creatives discontinued saving print and production costs
Customer Development
A leading electrical retailer, segments based on combinations of purchases Using a Venn diagram it is trivial to identify high value early adopters (high value widescreen TV, video but no DVD) Targeted mailing sent further segmenting by price point and brand (i.e. matching DVD) Similar mini-disc campaign achieved 60% response Minimise wastage, reduce mailing cost
Customer Retention
A leading mobile telecom provider profiles churned customers and takes pre-emptive action Using Viper Data-mining the key characteristics of previous churners are determined These are then matched against higher value customer segments As these customers approach contract renewal pre-emptive mailing sent to encourage contact to be maintained
Customer segmentation & profiling Cross sell & up sell analysis Customer profitability & lifetime value analysis Customer KPI analysis Acquisition & prospect analysis Brand, category and product analysis and management CRM KPI measurement & analysis
Loyalty programme & customer analysis Campaign performance, response & profitability analysis External enrichment data integration & analysis Channel & touch-point analysis Web site & e-channel analysis Geo-demographic & spatial analysis (integrated Mapinfo)
Viper CRM
Automate marketing interactions across all your channels and touch-points Identify, measure and interact with individual customers on a one-to-one basis Continuously refine customer insight and intelligence Interact with customers based on individual customer performance Track and measure customer and campaign performance over their lifetime
smartCAMPAIGNER
Empower Marketers Plan, build and execute complex, multi phase, multi channel campaigns on the marketers desktop. Manage,Track and Measure Every stage and wave of the campaign, by channel, product, creative, customer segment Knowledge Management Continually track & refine campaigns, automate reporting & deploy this insight across the enterprise. Strategy Management Manage multiple campaigns, optimise campaign and customer performance to maximise customer lifetime value and marketing ROI.
Seamless Integration Export segments directly from Viper. Respond rapidly to changes in customer behaviour or competitor innovation. Automated, continuous dialogue Assign pre-planned response steps and detailed costs, defining the expected response and automating subsequent treatment
Viper Viewer
Capture, refine and clearly present results
Lunch
Product Training
Robin Prouse Training Manager
CD 2 Wine dataset
Conditions of use
Support and Maintenance
0117 927 6662 academy@smartFOCUS.co.uk
Training
Sally Andrews 0117 943 5822 sandrews@smartFOCUS.co.uk
Confidentiality Agreement
Q&A