Intelligent One to One Marketing –Scan It Baby! How Tags Are Revolutionizing Digital Marketing

Dave Motheral – AprimoPaul Cunnington - Microsoft

Agenda

• The Challenge to Marketing:

• Digital in a Physical World

• Consumers are seeking solutions which are mobile, social and local

• Microsoft Tag – Different because it ID’s the customers

• Allows you to create more immersive conversations for the customer.

• Intelligent 1 to 1 Marketing Overview

• Integrated Marketing Management Overview

• The Future Will Be (is) Interactive

• Screen shot demo – Aprimo Integrated Marketing Management

• Integrated Analytics

– The key to more revenue and profit

• Q&A

DIGITAL

In a Physical World

Where is the consumer going?

The World Is Rapidly Changing

Everything is digital

But people live in the Real World

The customer is anonymous.

It doesn’t have to stay that way.

Who

When

Where

How

Bridging the Digital Divide

What

Tag Creation & Management APIScanning SDK

Data API

The Microsoft Tag Platform

Cloud Platform Destination changed DYNAMICALLY

Reporting Near Real-time

Create Tag Scan Image Target Triggered

Differentiators: • Location information• Tag Device ID• Social Sharing

Consumer oriented format

TAG is Better No 1 in readability No 1 in likelihood to scan

Can Curve Works in dim lighting less affected by reflection / Glare

11

Microsoft Tag | Momentum

200 Million+Magazine issues have featured Tags since August 2010

5 Billion+Tags have been printed since the January 2009 launch

250,000+Active Tag accountslinking to interactivedigital experiences

450,000Scans have been activated in a single magazine issue

Cata

log

ues

Reta

ilers

Biggest uses of Tags in the Marketplace

Coupons

Templetised Web

Sweepstakes / Contest

Video

Mobile Commerce

Social Media

Games / Scavenger Hunt

All the money is behind the

Mobile Coupons and Offer Systems

Centripetal Intelligent 1 to 1 Marketing - Mobile, Local and RELEVANT

Provide Customers with custom offers based on their profiles and purchase history on their mobile device.

Scan Print Coupon with Mobile phone

Stores in Coupon Repository in

Store’s Application

1D barcode at checkout

Centripetal Integrated Marketing Management Overview

Dave Motheral

IDIC Framework for Marketing

Proper method to build campaign strategy

With Intelligent 1 to 1 Marketing you drive the conversation to the customer on their mobile.

Intelligent 1 to 1 Marketing OverviewMeasure Campaigns over Multiple Points of Redemption

Customer Database

POS C/D card trans

Gift cardPrepaid cards

Special Programs

Sweepstakes/ Swipestakes

Mobile coupons

3rd party

Syndicated Data

Mobile Applications

Survey Data

Email opt-in

Social Data

Web Data

Encryption

Analytics & CEO Business Insights

CFO &Marketing Planning

Multi-ChannelCommunications

Net

Marketing Reporting & Post-Analytics

Azure Cloud

Catalog

TV

BlogsBanner Ads

Marketing

Adapter

Search

Call Center

Websites

Adapter

Word of Mouth

Print Direct Mail

Email

Adapter

Social Media

Retail

Getting Insights from all your communications channels – digital and physical

Making Real-Time Decisions on that Insight

1. Everything Begins and Ends with the Customer…

CustomerChannel

Prioritized / Personalized Content, Message, Offer

4. Returns offer

2. Customer Interacts with a Channel

5. Continuous learning and updated models

3. Begin Processing

360 degree view

Demographics Transaction

data Contextual No data

replication

Campaign activation and qualification

Offer governance Offer history

Automatic real-time targeting

Likelihood estimation

Collaborative filtering

3rd party statistical model

Align customer interests and organization objectives

Support several out-of-box and custom arbitration schemes

Dynamic Profiling

BusinessRules

Real-TimeAnalytics

Arbitration

Integrated Marketing Management

23

The Future of Marketing Will Be (is) Interactive

Centripetal Integrated Marketing Management Overview

Task & Data Integration with Marketing Operations

Support for Real-time Decisioning and Delivery

Flexible Email Delivery Solutions

Integrated Web/Social Insights

Extended Reports and Executive Dashboards

Intuitive User Interface for Managing Multi-ChannelCampaigns

Easy to use Multi-Channel Campaign Managment

.

• Productivity aids allow users to start new tasks from anywhere in the application

– Auto-populating Segment Plans & Communication Plans

– Providing direct Whiteboard and Grid access to Segments and Communications

My Activities

Brad Brander

Big valentine’s Day Sale Direct Marketing Brander, Brad

Define Communication 789 Big Valentine’s Day Sale Tasks can be designed, assigned

and tracked in Marketing

Operations…

Tasks can be designed, assigned

and tracked in Marketing

Operations…

Tags for offers are loaded in the Aprimo Marketing Asset Management System

Self-Service Marketing to Execute Offer Campaigns

User enters offer data in pop up box.

Aprimo Offer ExchangeView and redeem mobile offers

Extensive and Pervasive AnalyticsIntegrated Analytics to drive revenue and profit

• Guided analytics for business users• Sophisticated analysis of customer

behavior, propensities, sales, demographics and trends

• Percentile Profiling• Behavior Analysis• Cross Segment Analysis• Affinity Analysis• Pattern Detection• Time Series

• Findable, reusable calculations that are selected for display in a chart or grid

• Flexible and intuitive graphical analysis used for selection and targeting, as well as measuring campaign effectiveness

Selectand save

All Analytics result in reusable application “objects” that can provide

insight & history

Optimization – How you Choreograph & Manage so many Simultaneous Messages

• Prioritizing and Coordinating ALL Communications & Offers Across ALL Channels• Managing and coordinating resources and channels• Extensive personalization of offers and messages• Limiting communications based on policies, recency and frequency

Summary –

• Centripetal Intelligent 1 to 1 Marketing works across existing systems.

• Add Intelligent 1 to 1 Marketing to your existing print campaigns to create:

• Mobile

• Local

• Social

• ADD MONETIZATION to your marketing campaigns

• Understand your customers and drive a continuous Intelligent Conversation with them.

• For more information call:• David Motheral – david.motheral@centripetal3.com• Phone: 817-832-2988