crm & multi-channel marketing theatre; discover how aimia is using ibm unica's enterprise...
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NECTAR CASE STUDY
Clive Underdown
Head of Campaign Management, EMEA
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MY INTRO…
Discover how Aimia is using IBM Unica's enterprise marketing solution todeliver relevant and personalised marketing communications to the millionsof UK consumers who collect Nectar loyalty points
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AGENDA
• The Aimia world
• Nectar
• Why & how we use Unica
• How we’ve benefited from Unica
• Example campaigns
• Looking to the future
THE AIMIA WORLD
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AIMIA IS A GLOBAL ORGANISATION
6
3,800 people
30 offices
20 markets
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OUR ECO-SYSTEM
Coalition
Loyalty
Proprietary Loyalty
Analytics& Media
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HERE ARE SOME OF OUR BRANDS & PARTNERS
Earn Partners Burn Partners
Retailers Manufacturers
Proprietary Loyalty UK
Coalition
Loyalty
Analytics& Media
NECTAR
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THE NECTAR EXPERIENCE
Play video
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TOUCH-POINTS WITH THE NECTAR COLLECTOR
OUTBOUND
INBOUND
Statements Targeted & Triggered Comms
ATL / PR
Call Centre Online
Mobile Social
IN STORE
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OUR COMMUNICATION GOAL: RIGHT OFFER, RIGHT TIME, RIGHT PLACE
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THE DATA ASSET WE USE TO DRIVE PERSONALISATION
Lifestyle and social data
Behaviours and Attitudes
Personal and registration data
Transactional data
• Name
• Gender
• DOB
• 95% accurate (regular cleansing)
• Activity in all Nectar partners and
e-stores (location, spend, frequency)
• Responsiveness to Nectar offers
and Partner marketing
• Bespoke insight into competitor shopping
behaviour
• Attitudes to loyalty (e.g. loyal to
merchant or regular switching)
• Price sensitivity (e.g. deal-seeker
or buys premium products)
• Online engagement
• Mosaic segmentation
• Household metrics (children,
income, home/car ownership)
• Service providers (phone,
broadband, energy)
• Address
• Phone
SourcesRegistration data
and account
management
Regular data cleansing and third
party matching
1Bn+ Nectar online and offline
transactions p.a.
Nectar.com online behaviour and
preferences
Nectar targeted market research and
third party surveys
WHY WE CHOSE UNICA
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WHY WE NEEDED AN ENTERPRISE MARKETING SOLUTION
Multiple Touch Points
Changing Client Priorities
Increased ComplexityMore Demanding
Consumers
+ =
“Show me the value”
Increased Frequency
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2,500
Campaigns
8,000
Unique
Offers
300,000,000
Personalised
Messages
WHY WE NEED AN ENTERPRISE MARKETING SOLUTION
18,000,000
Collectors
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WHY UNICA…
Industry leader 133 evaluation criteria
Quality of the UnicaSolutions Team
Future product roadmap
Partnership model
HOW WE USE UNICA
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OUR CAMPAIGN MANAGEMENT PROCESS
Type here
REVIEW / SET
STRATEGY
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Type here
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Type here Type here
PLAN BRIEF
BUILDDEPLOYMEASURE &
EVALUATE
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OUR CAMPAIGN TOOLS FIT OUR PROCESS
Review /Set
Strategy
Plan, Brief Build & Deploy
Measure & Evaluate
Identify Target AudienceExplore
Customer Transactions Customer Interactions
Plan & Brief Build Deploy
Model
Self Serve
Self Serve
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REVIEW / SET STRATEGY, PLAN AND BRIEF
Strategy & Planning
Plan ResourcesBrief Delivery
Teams
• Marketing calendar updated
• Stakeholders committed
• Requests submitted
• Campaign details input toUnica central repository
• Campaigns reviewed
• Insights taken
• Objectives & strategy set
• Communications plan created
• Campaign Submitted in Unica MO:
- Full Objectives
- Target Groups
- Suppressions
- Offer and assets
• Campaign brief reviewed
• Campaign approved or rejected
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SET UP & BUILD
Offer Management
Client Briefs Agency
Campaign Build
Offer Allocation
CampaignApproved
• Roles assigned to tasks
• Campaign project createdClient Approval
AssetsReceived
Email Build
Test
Tasks managed and monitored
through Marketing Operations
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EXAMPE FLOW CHART – A MARKET RESEARCH CAMPAIGN
Creating the Target Group Creating the Segments and Contact List
Create Target Group
Previous Contacts & Participants
Exclude Previous Contacts & Participants from Target Group
Create Segments
Create Contact List
Update Contact History
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DEPLOY
Data Processing
(e.g. Mail Sort)
P&P
3rd Party
Vendor(e.g. Catalina)
Print Vendor
Channels
Client
Sign Off
Creation of Target List
API
Digital
Output File
Email send
Creation of
Contact History
Tasks managed and monitored through Marketing Operations
HOW WE’VE BENEFITED FROM UNICA
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HOW WE HAVE BENFITED BY USING UNICA
Standardisation
Tasks re-deployed
Content Management
Better organisational alignment
Centralised
data repository
Better data &Greater transparency
Quality Scale
Innovation
Re-usability and
automationIntegration
Speed
Better decisions
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UNICA ENABLES US TO OPERATE A FLEXIBLE AND SCALABLE CAMPAIGN RESOURCE MODEL
Nectar
Analytics
Campaign ServicesTeam
Nectar
ISS
Standard
Bespoke
D
E
L
I V
E
R
Y
Bespoke
Standard
ISSAnalytics
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UNICA HAS HELPED US KNIT TOGTHER COMPLEX, CROSS FUNCTIONAL PROCESSES
Nectar
InsightRelationship
Exec
Campaign
ServicesDigital WNS
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LESSONS LEARNED
It was a journey, not a project
Change for the organisation
Implementation required significant change management
It wasn’t just about technology
Change for the individual
Change for IT systems
EXAMPLE CAMPAIGNS
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PERSONALISED STATEMENT AND OFFERS
Description
• 20M paper PUMs and 10M e-PUMs sent
annually
• Larger target audiences in the Summer
and at Christmas
• Points balance and programme updates
• 1-1 targeted coupons (8M variants)
• Open rate of >95%
• Average overall response rate: 15–25%
Offer coupons“Your points update”
Featured in all 30M PUMs
Collect 5000 Nectar points when you take
out a Capital One Credit Card
Where are our Partners featured?
1-2-1 tailored offers
Tailored Message to Collector
Tailored Message to Collector
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PERSONALISED OFFERS ONLINE
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PERSONALISED OFFERS VIA MOBILE
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TRIGGERED COMMUNICATIONS
Description
• Bi-weekly mailing triggered by
Collector transacting with a new
Partner (earn) or redeeming 3,000
Points (burn) in the last month
• 1.4M sent each year
• 1-1 coupons
• Response rates: 25–40%
Where are our Partners featured?
Offer coupons
Tailored Message to CollectorTailored Message to Collector
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A MULTI-MEDIA, INTEGRATED COMMUNICATIONS PLAN
38kFeb FebFebJul FebMar Apr/May Aug Nov
£1
PROMO £1
PROMO
DM
50k
PUM
STOP!
All DM recipients (Cycle 2)
190kA)
Trigger coupon
Redeemers of either the DM or C@T a) (Not both)
15.2kB)C@T (Cycle 8/9)
75kC)
LOOKING TO THE FUTURE
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OUR CAMPAIGN WORLD HAS CHANGED
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THERE ARE MANY DIFFERENT KINDS OF CONSUMER
Experience
focusedValue
focused
Convenience
focused
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BUT THEIR SHOPPING JOURNEYS ARE THE SAME
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WE NEED TO HARNESS THE FORCES AT WORK SHAPING NECTAR COLLECTORS’ SHOPPING BEHAVIOUR
Shoppin
g
tools
Social
networkingPersonalization
Access
40
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CRITICAL ORGANISATIONAL BEHAVIOUR
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Agility
Relevance
Authenticity Focus