Download Sol_Apps_CRM_Enterprise_Outbound_Mktg_(Epiphany)

Infor CRM Enterprise Outbound Marketing
(Epiphany) Overview
Presenter, title, company
Infor CRM Epiphany Marketing Suite Overview
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Copyright © 2010 Infor. All rights reserved.
Customer Interactions - Different Approaches
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Campaign
1-2% Acceptance
Enterprise-Initiated
Marketing-Driven
•Propensity models
•Pre-approved offers
•Special events
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Copyright © 2010 Infor. All rights reserved.
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Event Driven
5X Better
Customer-Triggered
Opportunity-Driven
•Relevant movements
•Important dates
•Event responses
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Real-Time
10X Better
Customer-Initiated
Relationship-Driven
•Synchronized channels
•Real-Time data mining
•Personalized offers
Support Multiple Marketing Channels
Outbound: Days
“I have an offer …”
Infor
Inbound: Milliseconds
“I have a person …”
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Copyright © 2010 Infor. All rights reserved.
“Let me find the best offer for this
person.”
Infor Marketing Suite
Integrated solution
for analyzing
customers
Easy-to-use
segmentation and
campaign planning
 Outbound Marketing
 E-Mail Marketing
 Reporting and Analytics
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Copyright © 2010 Infor. All rights reserved.
Coordinated outbound
and inbound campaign
execution across
multiple touchpoints
 Interaction Advisor
 Interaction Advisor for Retail
Finance
 Interaction Advisor for
Telecommunications
 Insight for Interaction Advisor
Features and Benefits
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Copyright © 2010 Infor. All rights reserved.
Complete Marketing Solution
 “No SQL required” interface
 High-end campaign management
 Integrated “campaign-aware”
analytics
 Global permission rules
and security
 Campaign optimization
 Multi-channel campaign execution
 Marketing management
and workflow
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Marketing Architecture
Transformations
J2EE App Server
Container
UI framework
Run-time metadata
Analytical Database
Server
Data Mart
Metadata
EpiChannel
Application Services Common services
Reporting
Query services
 Aggregate
Data mining
Navigation
List management
 Time navigation
Campaign management
 Caching
Admin services
Dashboards
 Task manager
Alerts
 Scheduler
Optimization
Database Accelerators
Servlets, Enterprise JavaBeans API
Web Server/Portal
Clients
State/Transaction
Reconcile Inventory
Pipeline stage
Slowly Changing
J2EE Standard Services
Operating System
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Integration
Web extensions
Compatibility
External
Databases
Data
Warehouse
Security, Single Sign On, I18N
 Messaging
 Programming model
 Session management
Legacy
Data
 Marketing Delivery Services
Email broadcast
Real-time decision/optimization
Rules engine
Collaborative filtering
Real-time Miner
Enterprise Class Scalability and Availability
 High-end scalability meets largest needs
200M+ dimension and 2B+ fact rows with nightly loads
10+ million contacts per month
50+ simultaneous marketing users, 1000+ analytic users
 High availability ensures continuous uptime
Server load-balancing and failover
Mirroring for 24x7 end-user availability
Fault tolerant restart-able extraction operations
Simple Network Management Protocol (SNMP) monitoring
 Full internationalization for global organizations
Multi-language user interface
Full Unicode support (including email)
Complete localization infrastructure
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Copyright © 2010 Infor. All rights reserved.
Benefits of Our Data Mart Approach
 Outbound Marketing data mart
OPERATIONAL SYSTEMS
 Extension of the enterprise data
mart practice
 Ideally suited for marketing
department needs
ERP
E-Commerce
Legacy
Other
 Deliver ROI - justify programs
 Retention – cross-sell/up-sell
 Allows additional data to be added
that is not in operational systems
or the EDW
 Query performance: tuned for
analytics, data mining, list
management, campaigns
& complex queries
 Provides close-loop campaign
effectiveness reporting
 Most companies eventually
require a mart – so it is better to
deploy from start with proper
schema and functionality
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Copyright © 2010 Infor. All rights reserved.
Sales
Data Mart
3rd Party
Data
Overlays
Outbound
Marketing
Data Mart
Enterprise
Data
Warehouse
Finance
Data Mart
What About…?
The fact that a data mart is already in place
 Most data marts are not set up specifically for marketing needs
 The data is not in a format that allows for both analysis and
database marketing
 Data mart will need to be changed, modified, or altered at some
point (e.g. impacts campaign velocity)
 Application discontinuity
 Changes are not automatically reflected in User Interface
 Applications need to be told new data exists
 Hardware costs are continually going down – requiring more
should not be viewed as an issue
 External data access also available as of Outbound Marketing
7.2.1 to allow access to any data source without bringing that
data into the Outbound Marketing data mart
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Copyright © 2010 Infor. All rights reserved.
Integrated Navigation
Promote more effective marketing and campaign velocity
Enables “Insight into Action”
Decreases application learning
curve
Avoids cumbersome switches
between applications
Promotes usage of analytics for
more effective marketing
Use results from one analysis
as the basis for another
analysis, a list, or a campaign
Intelligent context management
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Dashboard
Presents an integrated view of critical information throughout the organization
Appropriate for executives and
business managers
Provides a shortcut to key
business indicators
Proactive alerts
Outbound Marketing reports
and charts
External information sources
Custom graphics, text, and
HTML content
Individually configurable
Accessible via internal and
external multiple touchpoints
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Data Mining
Bring sophisticated customer analysis and insight into the hands of all business users
Powerful yet intuitive
Step-by-step, wizard-like interface
Provides comprehensible results
Insights pushed seamlessly into
campaigns
Solves a wide range of problems:
Profiling and data visualization
Trend analysis and forecasting
Highs and lows outlier detection
Classification
Regression
Segmentation and Clustering
Scoring
Leverages built-in query
accelerators
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Highly Expressive Customer Selection
Select the right customers to target in a powerful, intuitive, and rapid manner
 Highly expressive queries based on:
 Demographic attributes
 Transactional behavior (or nonbehavior)
 Date-relative filters
 Event triggers
 Top-N filters
 Easy to use without needing to
understand underlying database
complexity
 Graphical selection filters
 Uses business terms, not SQL and
database jargon
 Fast counts
 List preview and download
 Including detailed preview of
complete customer profile
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Global Marketing Rules
Enforce permission-based marketing restrictions and organizational marketing
guidelines
Highly differentiated capabilities
enhance marketing effectiveness
Limit over-marketing to customers
Respect a customer’s privacy
decisions
Handle opt-in / opt-out
Manage customer relationships
across campaigns
Coordinate marketing across multidivisional enterprises
Select the optimal contact strategy,
balancing customer needs with
organizational objectives and
constraints
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Campaign Segmentation
Target campaign recipients with the most effective message and channel
 Divides campaign audience into
multiple segments and sub-segments
 Using graphical list filters
 Different segments can be targeted
with different treatments
 Enables single-shot, multi-wave,
triggered, and longitudinal campaigns
 Segments can include multiple
champion/challenger test and control
groups
 “Outbound Marketing Light” also
available
 Simplified feature set for extended /
distributed use
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Copyright © 2010 Infor. All rights reserved.
Event-Driven Campaigns
Reach the customer at a time when they recognize the need and is receptive to an offer
that will fulfill that need
 Trigger campaigns based on
events detected outside of
Outbound Marketing
 Execute event-driven
campaigns in real-time, or
after an execution delay if
desired
 Leverage segmentation,
permission-based marketing
rules and output options
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Campaign Effectiveness Analysis
Build profitable relationships, learn from each interaction, and generate a successful ROI
from each campaign
 Out-of-box schema captures
campaign history information
 Including both direct and inferred
responses
 Integrated analytics provide views into
performance indicators
 Number of mailings
 Responses and response rates
 Costs, revenues, profits, ROI
 Group data by key performance
influencers
 Channel, offer, customer segment
 Campaign, program, date
 Customer demographics
 Includes data mining
 Useful for response modeling
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E-Mail Marketing
Reduce TCO while ensuring that e-mail is consistent with other marketing channels
Integrates a robust and highly
scalable e-mail delivery engine
Millions of e-mails per day from a
single server
Processes bounces, replies,
unsubscribes, and click-throughs
Delivers unmatched
personalization
Custom e-mail newsletters
Dynamic substitution fields
Provides e-mail marketing best
practices to protect a company’s
reputation
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Interaction Advisor Integration
Ensures a consistent customer experience throughout all outbound and inbound
marketing efforts
Seamless integration between
Outbound Marketing and
Interaction Advisor
Bi-directional information sharing
Outbound campaign participation
helps determine the best real-time
offer
Real-time learning helps improve
outbound campaign targeting
Insight for Interaction Advisor
reports on real-time initiatives
Comprehensive view into customer
trends and interaction effectiveness
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Copyright © 2010 Infor. All rights reserved.
Customers and Case Studies
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Copyright © 2010 Infor. All rights reserved.
Gap Inc.
Business Challenge
PROFILE
 Gap Inc. is a specialty
clothing retailer
encompassing such
well-known brands as
Gap, Old Navy, and
Banana Republic.
 Gap Inc. has 4,170 retail
outlets, but also sells its
clothing lines via phone
and the Web.
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 Understanding customer needs and
delivering a positive customer experience
to develop long-term, profitable customer
relationships
Solution
 Infor CRM Enterprise (Epiphany)
Outbound Marketing
Results
 Doubled the number of campaigns
produced and analyzed with half the
original number of marketers
 Operational savings of greater than $1
million in the first year
 Reduced time to develop campaigns from
6 days to 1 day
HSBC Mexico
Business Challenge
PROFILE
 HSBC Mexico provides a
broad range of financial
services to customers
throughout Mexico.
 One of the largest bank
holding companies in the
country, its six
subsidiaries offer
insurance, investment,
and banking services to
consumers and
commercial customers.
 Winner of 2002 & 2005
Gartner CRM Excellence
Awards.
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Copyright © 2011 Infor. All rights reserved.
 Focus on customer retention and relationship building.
 Make each contact a memorable experience for the
customer.
Solution
 Infor CRM Enterprise (Epiphany) Interaction Advisor
 Infor CRM Enterprise (Epiphany) Outbound Marketing
Results
 Increased Gold Customer loyalty from 77% to 90%.
 Increased customer profitability by 20%.
 Generated response rates of up to 20% on
campaigns.
 Customer cross-sell and up-sell resulted in 12% of
new loans made to existing customers.
 Captured 35% of all new deposits and 16% of all new
loans in Mexico over past 12 months.
 Recovered investment in 2 months.
Results across Multiple Industries
Financial Services
 5.6% increase in customer
acquisition rate
 50% reduction in customer attrition
 48% increase in the number of
products per-household
 46% conversion rate for new
products in call centers
Hospitality/
Travel & Leisure
 Increase from 12 offers on 2 spots
to more than 150 offers on 45
locations
 84% ROI within one month
 ROI reached 100% within five
months
 Increased email open rate by 60%
in targeted groups
 On- and off-line sales up 54% and
36%
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Insurance
Telecommunications
 Average talk time down 10-40%
 Average handle time down 1040%
 Training time decrease 10-15%
 Productivity increase call volume
or reduce headcount) up to 40%
increase
 Pre-paid churn has been reduced
to single figures for target groups
 Marketing communication planning
and target definition times have
been reduced from 2 days to ½ day
 Up to 30% offer response rates
seen
 Day-one switch-on gave offer
acceptance rates of >40%
Retail
Manufacturing
 59% increase in the total number
of direct mail permissions
 52% increase in the total number
of email permissions
 160% increase in the total
number of suppliers supported
 15% increase in the total number
of brands supported
 Reduced time to market by 50%
 Increase in customer lifetime value
by 28%
 Increase in average sales by 8%
 Consumer churn reduced by 24%
 Brand awareness rose from 69% to
74% (aided)