Tumi, Publicis ETO, CRM360_Training Meeting 2011

transcript

CRM 360

a 360° view of your customers

Follow the Sun

Customer centric

Multichannel

Tracking customer behaviour

Loyalty

Growth OpportunityData Quality

Smartphone

Social Media

Satisfaction

International

Digital

Online

Easy to useSimple

A- New counting 06

B- Your turn to practice 24

C- Private target 25

A- New campaign 29

B- Validated target 36

C- New action 45

D- Campaign association 48

E- Target association 51

F- Validated action 54

G- External Routing 57

H- CRM 360 e-mail Routing 60

Marketing1

Centralizes customer and prospect data

Integrates, standardizes and consolidates data

Targets customers and prospects

Communicates multiple channel

Obtains and analyses marketing

campaign results

CONTACT ONE

DATA ONE

TARGET ONECAMPAIGN ONE

DECISION ONE

New counting

Private Target

External

Routing (Mail,

email…)

Counting Campaign OutsideContact

Contact Mgt

Published

Target

campaign

Validated

Target

Association

e-mail Routing

Results & ROI

New action

Campaign

Association

Validated Action

Overall CRM process

CRM 360° Counts & Targets Definition

In CRM 360, you need to first perform a count before convert it into a

target.

In CRM 360, a count is the way to estimate the number of contacts

matching one or several criteria you have previously defined in a simple

dedicated interface.

In CRM360, a target is a population selected via a count and associated

to a communication channel.

Access to the functionality

Access the Counting module by clicking on “Counting” in the Menu:

The counting module is divided into 3 sections:

My Counts you will evaluate your population

My Favorites you will create your own personalized counts you

are using regularly or intermediate counts needed for complex counts

My Target you will find all counts you had transformed into

personal targets and publish them

List of counts

Access the list of all counts created by the logged user on the 1st

main screen

Available counts Your count is now available, you can see

your results, refine it or create your target.

Error on counting There is an error in your request, check it.

If you still have this message, contact

International CRM Team

Why using the counting module

Define your targeted population is the first step of all CRM Actions

In this module you will be able to create a population observing many criteria such as:

Clients

Personaldata

Email address

Postal address

Birthday

Transactions

Purchasedata

Purchasegood

Purchasestore

Purchaseamount

Purchasedetail

amount

Campaign

Data action

Online action

Target

Criteria Overview

All criteria are organised and dispatched in 4 main

categories

Personal Data

Purchase Data

Campaign Data

Headcount -Target Data

Sub-Categories : « General data », « Channel

Distribution » and « Organisation » are available in

Contact AND in Transaction Categories

Criteria Overview

Tree list of all

available criteria

List of selected

criteria

• To display all criteria available in a category, just click on the + icon

• To select a criteria, just click on it

How to select criteria: multi-value checklists

Depending on the type of criteria, there are several ways to select the

criteria:

Multi-value check lists

Include or exclude people

matching this criterion

Proposed values: just

check the box to make

your choice

ATTENTION: Don’t forget to validate

your choice!

I want to compute on a period of time between two dates (from a start date to an

end date)

Ex: select all transactions between Dec,1st and Dec, 31st

I want to compute on a period of time and to exclude another period inside

(from a start date to an end date but without a given week / month / day / …)

Ex: select all transactions before January,1st and after July, 1st

How to select criteria: dates and periods

2009/12/01 2009/12/31

2010/01/01 2010/07/01

I want to calculate since a start date

Ex: select all transactions since January,1st until today

2010/01/01

How to select criteria: the usage of operators

AND: in order to select the intersection of 2 populations:

All women whose were born in December

OR: in order to select 2 categories in the population:

- All women

- All contacts, women or men, or unknown,

who were born in December

All women, except the ones who were

born in December

All contacts, except women (so men and

unknown), who were born in December

ADD/EXCLUDE: in order to select 2 categories in the population:

How to select criteria: combine several criteria

Criteria and operators can be combined in order to refine the counting

Count of:

From France or UK

Who are not from Paris

Count of:

From Austria, Belgium, Switzerland, Germany,

Spain or France

Who spent at least $300 since 2011, January 1st

But who never had a discount higher or equal to

How to launch a count

•When launching a count, you need to choose if you want to save it or not:

Results of a count

A contact can be counted in one, several or all channels

Criteria are reminded at the bottom of the page

Results of the count are displayed by channel

Presentation of the counting criteria

Contact / Personal data:

criteria dealing with the contact file

creation and update, the different

customer status, the age and the

address

Transaction / General Data:

Please notice that Purchase Amount

is linked to the purchase header (on

receipt) and Purchase Detail is

linked to the purchase detail.

Marketing campaign & action:

Displays data captured from the last

campaigns and actions performed in

CRM 360

Also includes:

Data about DM tracking

E-mail routing via CRM 360

Several actions can be performed on a count:

Displays the results

and the criteria of

the count

Triggers the deletion

of the count

Refresh / re-launch

the count with real-

time data

Transforms the

count into a target

Actions to perform with a count

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360 Counting

CRM 360 Campaign

OutsideCRM 360

CRM 360 Contact

Contact Mgt

Published

Target

campaign

Validated

Target

Association

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

Results & ROI

New action

Campaign

Association

Validated Action

In the CRM 360 overall CRM process

How and why publish a target

Why publish a target?

To be able to share it with the other CRM 360 users of the zone

To be able to go on in the campaign management process

The name of the target

needs to be confirmed

Publication of a target – results

As soon as a target is published, it is available in the Campaign

module, Targets section, under the status “Validation – Target”:

CRM 360 Campaign

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360 Counting

OutsideCRM 360

CRM 360 Contact

Contact Mgt

CRM 360 Reports

Published

Target

campaign

Validated

Target

Association

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

Results & ROI

New action

Campaign

Association

Validated

Action

CAMPAIGN

A Campaign is a group of Actions

An Action is linked to a Target

Campaign and Actions structure

Target

Budget

Target Channel

Budget

Target Channel

Budget

Products ProductsProducts

Action 1: Action 2: Action 3:

Action 2: Mailing

Ex: Beauty classes

Action 3: Mailing

Ex: Facial session

Start date: 2010/09/15

End date: 2010/09/30

Target: 1

Promoted Products: Prestige

Allocated Budget: xx€

End date: 2010/10/15

Target: 2

Allocated Budget: 1500€

End date: 2010/11/15

Target: 3

Allocated Budget: xx€

Campaign

Example: Prestige Events

Example

Action 1: Mailing

Ex: Premium Event

List of campaigns

Access the List of Campaigns on the 1st main screen

See the actions

attached to the

campaign

List of campaigns

Look for campaigns with the filters proposed:

How to create a new campaign?

Each campaign is defined by its Name:

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360Counting

CRM 360 Campaign

OutsideCRM 360

CRM 360 Contact

Contact Mgt

CRM 360 Reports

Published

Target

campaign

Validated

Target

Association

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

Results & ROI

New action

Campaign

Association

Validated

Action

List of public

targets

Why validate a Target?

Access the List of all targets published in your country on the 1st main screen

Validation -Target

When you are in the 1st TAB of the

Target creation

The target is ready to be linked to a

campaign

Final Validation When you are in the 4th Tab of Target

Creation

You can add test addresses

Validated The target is validated

You can use it in an Action

As soon as a target is published in

the Counting Module, the target

should be validated by:

The link to an existing

campaign

The definition of a Control

The inclusion of spy

Addresses

Link the Target to a Campaign

Select a Campaign to link the Target:

the selection list includes all

campaigns of the market of the user

Select the format you

will need for your extract

How to validate a Target? link Target - Campaign

How to validate a Target? Control Group

What is the use of a control group:

A control group is a way to analyse the impact of a marketing action on a targeted population:

A control group is a part of the targeted population which will not received the

marketing action

We will then be able to compare:

The behaviour of the part of the targeted population who will receive the action

The behaviour of the part of the targeted population who won’t receive the action

How to validate a Target? Control Group

Define the control group:

Number of

contacts who will

receive your

communication

action

Total number of

targeted contacts

Number of

contacts who

won’t receive your

communication

action

Select the share of control group you want to have amongst

your target population

Proposed List of Values:

5%, 10%, 15%, 20%, 25%

Assigning a control group

Target population 300 - 1000 1000 - 10000 10000 - 20000 > 20000

Return rate 8 to 18%

15% 12% 10% 7%

Mailer

Return rate 10% to 20%

12% 10% 8% 5%

Guidelines on control group in CRM 360

Good practice for each operation

1. Choose your channel and refine your target

2. Evaluate your return rate

on emails: depending on your country

on mailers: depending on your country

3. Assign an adapted control group depending on the expected return rate & target size

(*) with call to action

Guidelines to be discussed all together

Manually add test addresses as “spy customers” in the target

Spy customers are used to check the whole process of the action. In

fact, a spy customer is one or a few people of the Local team: if those

people receive the mailing (or e-mailing), the action can be considered

as properly executed

How to validate a Target?

Click on this button to

open a popup window and

add a new address test

Final step to validate the target

A sum up of all precedent steps dealing with the validation of the target

Number of

contacts who

will receive the

action as a part

of the Target

How to validate a Target?

Number of

contacts who were

forced out of the

Target and won’t

receive the action

Number of

contacts who

will receive the

action as Spy

Customer

Number of

contacts who

won’t receive the

action as a part of

the Control Group

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360 Counting

CRM 360 Campaign

OutsideCRM 360

CRM 360 Contact

Contact Mgt

CRM 360 Reports

Published

Target

campaign

Validated

Target

Association

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

Results & ROI

New action

Campaign

Association

Validated

Action

As soon as the target is validated, the action can be set up with :

The link to an existing campaign

The link to the validated target

The eventual CRM 360 e-mail routing (incl. e-mail picture and text elaboration)

What is a Marketing Action in CRM 360?

A marketing action is the final step to perform in CRM 360 to send a communication to the targeted customers…

Should be linked to an existing campaign and a validated target (affected to

the same campaign)

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360 Counting

CRM 360 Campaign

OutsideCRM 360

CRM 360 Contact

Contact Mgt

CRM 360 Reports

Published

Target

campaign

Validated

Target

Association

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

Results & ROI

New action

Campaign

Association

Validated

Action

Action main information:

How to create an Action?

Select the Campaign which

the Action takes part to

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360 Counting

CRM 360 Campaign

OutsideCRM 360

CRM 360 Contact

Contact Mgt

CRM 360 Reports

Published

Target

campaign

Validated

TargetTarget

Association

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

Results & ROI

New action

Campaign

Association

Validated

Action

Associate the Actions to the right validated Target

Select the public target on which the action will be performed

How to make the link between an Action and a Target?

You can select a target amongst

validated targets already linked

to the same campaign

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360 Counting

CRM 360 Campaign

OutsideCRM 360

CRM 360 Contact

Contact Mgt

CRM 360 Reports

Published

Target

campaign

Validated

Target

Association

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

Results & ROI

New action

Campaign

Association

Validated

Action

Associate the Actions to the right validated Target

Select the public target on which the action will be performed

How to validate an Action?

Select the External Partner in order

to prepare the extraction: for all

communication channels, a flat file

will be extracted on the ftp server

Save the set up and go to the next step:

- Either the creation of the e-mail and

associated text for e-mail routing into CRM

- Or flat file extraction to proceed to postal

mailing, dialing or external e-mail routing

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360 Counting

CRM 360 Campaign

OutsideCRM 360

CRM 360 Contact

Contact Mgt

CRM 360 Reports

Published

Target

campaign

Validated

Target

Association

Results & ROI

New action

Campaign

Association

Validated

Action

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

When choosing the External Partner, CRM 360 automatically extracts the validated Target Contact file:

The validated Target Contact file is sent by email.

External routing / Communication Process

You can now launch

and proceed to your

action!

New counting

Private Target

External

Routing (Mail,

email…)

CRM 360 Counting

CRM 360 Campaign

OutsideCRM 360

CRM 360 Contact

Contact Mgt

CRM 360 Reports

Published

Target

campaign

Validated

Target

Association

CRM 360 e-mail

Routing (only for

campaigns with CRM

360 targets)

Results & ROI

New action

Campaign

Association

Validated

Action

163.com hotmail.com hanmail.net sina.com yahoo.co.kr

Customers

CRM 360 User 1 CRM 360 Admin CRM 360 User 2

CRM 360 Platform

Routing Platform

After the mailing is sent, data are sent to

CRM 360 by the platform about

reception, link tracking, unsubscribing,

Email format and list of contacts are sent to

the Routing Platform

CRM 360 E-mail routing general process

E-mail routing process in CRM 360

CRM 360 e-mail routing scope

CRM 360 User 1 CRM 360 Admin CRM 360 User 2

CRM 360 Platform

Email format and list of contacts are sent to

the Routing Platform

Routing Platform

After the mailing is sent, data are sent to

CRM 360 by the platform about reception,

link tracking, unsubscribing, …

E-mail creation

E-mail message and options customization

Addition of test addresses

Validation of the layout

Planning definition

E-mail routing launch

Need to contact the Administration Team

Select the html creation

Need to personalize the « email » message and

options

Validate the “BAE” - Browse to the Action to

approve the email options

Define the planning

Add test addresses

Central / Regional

CRM Team

(CRM 360 Admin)

Launch the action (routing)

Upload in CRM 360 the

agreed creation in html format

Local CRM Teams: needs to

launch an e-mailing action

Pdf creation elaboration: communications

between Central CRM Team and Local CRM

E-mail routing Approval Workflow in CRM 360

After associating the Action to an e-mail Target, select the CRM 360 radio button to go on with CRM 360 e-mail routing

Split between CRM 360 E-mail routing and external routing

Select an e-mail creation:

Selection or proposition of the e-mail creation

You can choose an existing

corporate template provided by the

International / Regional CRM Team

The subject and the sender should be populated in the Conception Email header

E-mail message and options

Each hyperlink should be properly set up in order to be tracked (ROI reports)

E-mail message and options

Systematically refresh

and populate meaningful

names for each link

After approval by the test recipients, validate the Test step

The Good To Send step needs now to be confirmed

Test validation and Good To Send step

User must fill with his

own password

The planning option enables to separate the e-mail launch into several lots

Planning definition (facultative option)

CRM 360 is ready to dispatch the information to the “routing platform”:

An extract is done and automatically sent to a router which builds up the e-

mail and sends it to the Internet providers

We can’t suppress the outbound emailing orders at this stage

E-mail routing launch

36, rue Laffitte / 75009 PARIS

T. +33 (0)1 42 46 73 73

F. +33 (0)1 47 70 55 50

ROUBAIX

62, avenue Jean Lebas / 59100 ROUBAIX

T. +33 (0)3 20 684 684

F. +33 (0)3 20 691 718

Tumi, Publicis ETO, CRM360_Training Meeting 2011

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