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The Marketing Data Warehouse www.InstantBI.com 1/1/2012 Introduction What is possible today? What is the opportunity? Why is the opportunity so large? Some examples from Tom Peters What are people saying? Classic Marketing Data Warehousing applications Case studies Getting Started How would your company benefit? A great way to get started What is Possible Today? What Is Possible? New technologies/public data Data Warehouse Techniques “Mass Customisation” Marketing Campaigns Highly targeted Highly personalised With returns like never before What is the Opportunity? How much money is spent on marketing? What is the incremental profit improvement? Double that Simply put the opportunity is to: “Double the Effectiveness of the Marketing Dollar” Why is the Opportunity So Large? “Half of all the money I spend on Marketing is wasted, I just don’t know which half.” The Marketing Data Warehouse will tell you which half Then you can choose to spend it where it does make a difference Examples From Tom Peters Reducing Customer Defections 5% reduction 30-80% Profit Improvement Targeting New Customers Kimberly Clark Case Study What are People Saying? What are People Saying? Tom Peters We are living through a shift from selling virtually everyone the same thing a generation ago to fulfilling individual needs and tastes... by supplying... customised products and services. The shift [is] from “get the sale now at any cost” to building and managing ... databases that track the lifetime value of your relationship with each customer. What are People Saying? Rapp & Collins it may almost be time to replace “location, location, location” with “database, database, database”. What are People Saying? Stanley Davis - Future Perfect Mass Customisation Standardise the Commodity and Customise the Service that Surrounds It Example: Telephone calls What are People Saying? Philip Kotler - Marketing Management Mass markets are fragmenting into micromarkets; multiple channels of distribution are replacing single channels... The winners are those who carefully analyse needs, identify opportunities and create valueladen offers for target customer groups that competitors can’t match. Classic Marketing Data Warehousing Applications A Classic DW Application Targeted Marketing CAMPAIGN MGT ANALYSIS DISTRIBUTION CONTACT MGT CUSTOMER SERVICE ADMIN Marketing Cycle Target Marketing Situation Legislation changes causes confusion for thousands over whether to retire. Solution Profile customer database, select all those people who would benefit from retiring before legislation change and target them for rollover products. Value $440M deposited into rollover fund. Some $300M up on product managers forecast. Cross Selling Situation Customer wishes to cross-sell existing clients Solution Provide analysis capability to profile existing clients to determine who owned the product. Use DW to select targets who did not own the product. Value Response rate for new product purchase direct mail 18%. (As opposed to 2% for third party mailing list) Up Selling Situation Customer wishes to up-sell existing clients Solution Provide ability to select existing customers to upgrade products Value Response rate for upgrade direct mail 33% Getting Started How Would Your Company Benefit? Double you Marketing Dollar Effectiveness? What would that do for your company? A Great Way to Start Run 3 marketing campaigns to 3 similar groups Campaign 1 Run like any other campaign, capture everything Campaign 2 Targeted using DW, capture everything Campaign 3 Targeted using DW + lessons learned from Campaign 2 Usual result: 2-4 times better response Double your marketing dollar effectiveness Summary What is possible today? What is the opportunity? Why is the opportunity so large? Some examples from Tom Peters What are people saying? Classic Marketing Data Warehousing applications Case studies Getting Started How would your company benefit? A great way to get started Thank You for Your Time!