progressing up the marketing sophistication curve · 2014-08-19 · progressing up the marketing...

Progressing up theMarketing Sophistication CurveSM

Strategic consulting programs

Customer knowledge

Marketplaceunderstanding

Customer-optimized marketing program

Progressing up the Marketing Sophistication CurveSM Strategic consulting programs | 2

Your customers are savvier than ever and expect authentic conversations wherever and whenever they interact with your brand. In order to develop customer-optimized marketing programs that create competitive advantages and increase return on investment, it is essential to adapt your marketing strategies and tactics. Mastery of cross-channel excellence and marketing efficiency are no longer just nice to have — they’re must-haves.

With an unprecedented amount of customer information, identifying and capitalizing on potential marketing opportunities can be a daunting proposition. The Experian Marketing Sophistication CurveSM is a framework and tool that makes it easier for your organization to develop customer-optimized programs that deliver results.

How do you begin? To assess and understand better where your company falls on the Experian Marketing Sophistication Curve, take the quick online assessment at http://www.experian.com/marketing-services/market-ing-sophistication-curve.html.

From there, you can use this guide to determine where you want your organization to go and how you are going to get there.

http://www.experian.com/marketing-services/marketing-sophistication-curve.html

http://www.experian.com/marketing-services/marketing-sophistication-curve.html

Customeroptimization

Phase I: Single-channel optimization

Marketing organizations at this stage

are the metaphorical equivalent of single-

channel black belts in a multichannel

world. These brands are optimizing for

specific channel performance rather

than for overall customer experience

and engagement. They constantly seek

more customer and prospect data to

squeeze performance out of each of

those preferred channels individually.

Phase II: Multichannel marketing

Marketing organizations at this

stage recognize the need to engage

customers across multiple channels

with consistent messaging. However,

while these companies have worked

hard to venture into new areas such

as social or mobile, they struggle to

extend their core campaign capabilities

and to integrate customer data across

those channels.

Phase III: Cross-channel marketing

Companies at this stage have made a

quantum leap forward in their marketing

sophistication because the customer

now takes center stage. While these

organizations “get it,” they still struggle

with organizing data around customers

in useful time frames and seek ways

to target campaign content easily and

consistently at the individual level.

Phase IV: Cross-channel optimization

This is the apex of modern marketing,

where customer context, location and

timing merge with every imaginable

form of customer data to create a single,

shared and immediate view of the

customer across all channels. While

brands at this stage can initiate or

respond with personalized messaging

and offers in real time, they still may

struggle with adopting an operational

approach to message strategies at the

customer level instead of the campaign level.

Single-channel optimization

Multichannel marketing

Cross-channel marketing

Cross-channel optimization

The four phases of Experian’s Marketing Sophistication Curve

Channelexecution


Customer insights and targeting Strategy and planning

Acquisition

Growth and retention

Win back

Performance measurement

•Test strategy and design

•Program audits

•Engagement studies

•Creative reviews

• Key performance indicator development

•Reporting workbench

•Response attribution

•Email Insights

•Market profiles

•Customer profiles

• Customer segments/ personas

•Competitive review

•Acquisition models

• Customer performance models

• Contact strategy and design

•Cross-channel readiness

• Customer life cycle strategy

• Loyalty program strategy and design

•Deliverability strategy

•Creative services


Experian Marketing Services’ strategic consulting programs are designed specifically to help your organization progress up the sophistication curve. Whether you are seeking to optimize your email marketing program, looking to take your multichannel marketing to the next level or aspiring to optimize your cross-channel marketing program fully, our experts can help.

For more than 30 years, we’ve been working with the world’s top brands to improve their marketing effectiveness, engage their best customers, and create competitive advantage. Over this time, we’ve accumulated immense insight into the best opportunities and most promising cross-channel marketing trends as well as a deep understanding of the pitfalls and risks brands should avoid.

Centered on three core principles within the Marketing Sophistication Curve framework, each of our strategic packages is designed uniquely to address your specific business needs based upon your organization’s current state of marketing sophistication, all while matching your brand’s goals and aligning with your budget.

Examples of our marketing sophistication programs are included on the following pages.

Moving up the curve

We can help





Impact

• Smarter targeting through value-based segments

• Optimized contacts aligned with segment opportunity

• Leverage cutting-edge strategies for growing channel opportunity

Business challenge

• How do I improve engagement and increase customer value?

• How do I determine the most effective contact cadence for each segment?

• How can I re-engage my inactive customers?

Customer optimization program

• Analyze current segmentation and models to identify areas for improvement

• Audit current contact design and results, then recommend high-value changes

• Create a life cycle strategy including re-engagement

Single-channel optimization jump start

Goal: Obtain higher performance out of insight-driven campaigns.


Channelexecution


Impact

• Smarter targeting in each channel and across channels

• Better alignment between channel spend, program goals and customer preference

• Improved marketing efficiency through a data-driven performance measurement plan


• Analyze segments and targeting schemas for all channels

• Audit current preferences and performance to improve channel allocation

• Assess current measurement strategies compared to best practices

Business challenge

• How should I align segments across all channels?

• How do I determine the most effective channel strategy?

• How can I measure each channel’s revenue contribution accurately?

Multichannel marketing top performance plan

Goal: Incorporate new channels, such as mobile, into messaging strategy.






Channelexecution



• Analyze segments and targeting schemas for multiple channels

• Assess customer journey and data access strategy for additional channels

• Audit measurement strategies compared to best practices

Cross-channel marketing top performance plan

Impact

• More authentic communication and targeting

• Additional channel strategies and design through the best practice-driven plan

• Improved marketing efficiency through data-driven budget allocations across all channels

Business challenge

• What is the most effective way to develop cross-channel segments?

• What is the best way to incorporate channels into my programs?

• How can I most effectively use real-time data?

• How can I accurately measure each channel’s revenue contribution?






Channelexecution

Goal: Organize data around a customer in useful time frames.



• Analyze segments and targeting schemas for near real-time contacts

• Benchmark customer journey design and business rules to maximize return on investment

• Assess current measurement and budget allocation strategies compared to best practices

Cross-channel optimization top performance plan

Business challenge

• What is the most effective way to develop cross-channel segments?

• Are my customer journeys maximizing engagement?

• How can I accurately measure each channel’s revenue contribution?

Impact

• More authentic, real-time communication and targeting

• Highest-value journeys prioritized and potential improvements identified

• Improved marketing efficiency through algorithmically driven measurement and forecasting across all channels

Goal: Adopt an operational approach to devising message strategies at the customer level versus the campaign level.






Channelexecution


STEPTWOWe compare your organization’s current practices against cross-channel marketing best practices, identify areas for development and develop potential actions to address each gap found during the assessment.

Gap analysis and potential actions

STEPONEWe conduct a situation assessment audit, covering your overall situation, and marketing and customer information goals, objectives and strategies.

Situation assessment

We rate and score potential projects, ideas and process improvements across specific criteria, including benefit, cost, feasibility, timing and alignment to marketing objectives.

Opportunity developmentSTEP

THREE

STEPFOUR

We select high potential actions and separate these opportunities into discreet time periods for implementation ranging from quick hits to those of one-year or more in duration.

Opportunity prioritization and timing

STEPFIVEWe link the highest-priority opportunities with the high-level tasks required to bring opportunities to reality.

Roadmap


Moving up the curve

A fully optimized approach

A+


Our renowned cross-channel expertise spans across online and offline channels, including email, mobile, display, ecommerce, search, print and social. Most important, we understand how to make these channels work together seamlessly to create exceptional customer experiences that maximize your profits.

Working closely with the world’s most progressive brands, we’ve built our marketing best practices upon measurable results. We analyze billions of customer interactions each year to gain insights and understanding into which tactics have the most impact upon engagement and drive conversion.

We help with entry into new markets and improve current market position. With more than 10,000 clients in 30 countries, our global scale enables us to harness local expertise, insights and trends that align with our clients’ needs around the world.

Our rich history in data is unparalleled. We’ve taken more thanthree decades of experience in analyzing, synthesizing and linkingdata, and built systems and processes that compile and managemassive amounts of information. This helps our clients by turningbig data into small, more actionable, predictable and addressableinsights. With more than 40 of the industry’s leading analyticsprofessionals and Ph.D.s who are well versed at creating robustcustomer profiles, developing predictive models and conductingresponse attribution, we’re focused on ensuring you improve yourmarketing return on investment.

When you leverage Experian Marketing Services, you have directaccess to the industry’s highest-acclaimed professional servicesteam to propel your marketing forward. We’re well versed in market-leading consumer insights, targeting, data quality and cross-channel marketing. Our team ensures that our services are aligned with your business goals. We understand how to optimize Experian data and toolsets for best results and provide actionable strategic guidance that your marketing teams can leverage immediately. Based upon real-world experience and extensive best practices, our strategic consulting methodology helps keep your business moving up the curve with speed and efficiency. Our process and methodology is optimized for short timelines and rapidly actionable deliverables.

Moving up the curve

Why we do it better

The cross-channel experts We’re big on data

Best practices make perfect

Global scale with local expertise

An extension of your team

The consumer excitement around this campaign was demonstrated clearly, with nearly 60 percent of the mobile subscribers reached engaging with the prize pages just minutes after receiving their text messages. That excitement didn’t seem to fade either. The engagement continued to increase daily from every channel as the prizes increased in value. Experian Marketing Services brought the cross-channel expertise, processes and technology that we needed to achieve our goals. Our account team’s knowledge of the retail consumer and best practices makes Experian Marketing Services a trusted American Eagle Outfitters solutions provider. Erica Dudash Director of Marketing American Eagle Outfitters


American Eagle Outfitters Inc. leveraged our cross-channel experience and expertise to create a unique and memorable campaign during the 2013 holiday season with the goals of acquiring new SMS and email subscribers, increasing engagement and driving sales. American Eagle Outfitters, like every organization, also wanted to separate itself from the competition. Our team of experts worked diligently with the brand to develop an intelligent strategy and ultimately execute the brand’s highly successful “12 Days of Legendary Gifts” program (http://bit.ly/AEO12days).

By offering daily prizes and consistent messaging across various channels and devices, American Eagle Outfitters was able to connect with more than 8 million subscribers in the United States and Canada during the two-week program!

Client successResults that speak for themselves

• Daily SMS alert engagement — 50 percent to 60 percent click-through rates

• Daily email alert engagement — 1.7 percent to 7.8 percent click-through rates (an average of 4.3 percent throughout the campaign)

• In-store redemption — total conversion rate as high as 1.5 percent of all participants

Keys to success

• Designed the optimal customer journey to engage the target audience throughout the program

• Created comprehensive cross-channel integration with a consistent customer experience through every touch-point

• Delivered a “surprise and delight” experience that drove excitement and sharing

• Chose the right vendor that has the technology and processes to ensure success

Read the full American Eagle Outfitters cross-channel marketing holiday case study online!

For more information about marketing sophistication programs by Experian Marketing Services, contact your account team or an Experian Marketing Services representative at 1 866 626 6479.

American Eagle Outfitters®

http://www.experian.com/marketing-services/cross-channel-marketing.html

http://bit.ly/AEO12days

http://www.experian.com/assets/marketing-services/case-studies/ems-amerian-eagle-outfitters-case-study.pdf

http://go.experian.com/marketing-sophistication-curve

http://www.experian.com/marketing-services/marketing-services.html

Experian Marketing Services300 Park Avenue South, 9th FloorNew York, NY 100101 866 256 4468www.experian.com/marketingservices

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Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc.

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07/14

progressing up the marketing sophistication curve · 2014-08-19 · progressing up the marketing...

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