Post on 11-Jan-2016
transcript
The Greatest Campaign You Never Want to Launch
Antony UgoniMarketing May 2012
MarketingThe Greatest Campaign…
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Campaign Overview• The campaign in question was…..• Timing – November 2010• Number of targeted customers – Significant• Above the line support – Plentiful
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Good CRM Practices?• Identified THE best conversation to be having with
these customers
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Good CRM Practices?• Identified THE best conversation to be having with
these customers• Targeted customers isolated within a single
campaign
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Good CRM Practices?• Identified THE best conversation to be having with
these customers• Targeted customers isolated within a single
campaign• Supporting channels fully engaged
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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
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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
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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
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Results
+65% Better Than Control
68% Reduction Compared To Control
+72% Better Than Control
Footings Growth
Reduction in Defection
Account Opening
Satisfaction Measures
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Target Criteria• Propensity models?
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Target Criteria• Propensity models?• Data driven clusters?
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Target Criteria• Propensity models?• Data driven clusters?• Research driven segments?
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Target Criteria• Propensity models?• Data driven clusters?• Research driven segments?• Hypothesis (Test and Learn) marketing?
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Target Criteria• Propensity models?• Data driven clusters?• Research driven segments?• Hypothesis (Test and Learn) marketing?• Portfolio gap?
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Target Criteria• Propensity models?• Data driven clusters?• Research driven segments?• Hypothesis (Test and Learn) marketing?• Portfolio gap?
• Offer?
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So what was the campaign?
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Results (again)
+65% Better Than Control
68% Reduction Compared To Control
+72% Better Than Control
Footings Growth
Reduction in Defection
Account Opening
Satisfaction Measures
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Precedent
0 3 6 9 12 15 18 21 24
Months Post Selection
Ret
enti
on
(%
)
Global
Selected (Conversation)
Selected (No Conversation)
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Precedent
Pilot
“Soft” launch
0
1
2
3
4
5
6
7
2005
/10
2005
/12
2006
/02
2006
/04
2006
/06
2006
/08
2006
/10
2006
/12
2007
/02
2007
/04
2007
/06
2007
/08
2007
/10
2007
/12
2008
/02
2008
/04
Op
po
rtu
nit
ies
Lin
ked
IND
EX
ED
Full launch
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Take Away• Talking to customers gets results (but make sure
you a relevant)
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Take Away• Talking to customers gets results (but make sure
you a relevant)• A single enterprise message is crucial for success
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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
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Questions