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

MarketingThe Greatest Campaign…

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Good CRM Practices?• Identified THE best conversation to be having with

these customers

MarketingThe Greatest 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

MarketingThe Greatest 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

MarketingThe Greatest 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• Post campaign contact rules strictly adhered to

MarketingThe Greatest 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• Post campaign contact rules strictly adhered to• Executive support and mandate to execute

MarketingThe Greatest 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• Post campaign contact rules strictly adhered to• Executive support and mandate to execute• Board endorsement

MarketingThe Greatest Campaign…

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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