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This slideshow outlines LSC Digital's process of building, maintaining, and executing a customer database across multiple channels, including e-mail, PPC and Internet display ads, and traditional direct mail.
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2. Data Strategy / Acquisition
3. Consumer Compiled 4. Vertical Lists and DataData
Management
5. Data Hygiene 6. NCOA, Advanced / Proprietary NCOA 7. Email
Append 8. Data OverlaysProgram Execution
9. Email Delivery 10. SMS/MMS Delivery 11. Key Word / Banner
Display Ads 12. DirectProgram Evaluation
13. Creative Testing2
www.lscdigital.com
25 March 2010
The Best Acquisition Strategy
Is a great retention program
14. Marketing Database Structure
Consumers
Households
I. Input
Policies
Management
Claims
Customer Service
Prescriptions
Producers
Providers
Employers
Plans
II. Key Lookup
III.Household
Merge/Purge
IV.Individual
Merge/Purge
V.Business
Rules/ Database
Interaction
VI.Transaction
Processing
Marketing DB
VII.Post Process/
Summarization
DSS
VIII.Reporting
Exception Handler
Reports & E-Mail
Demographics
Lifestyle
Ethnicity
Socio-
Economic
Financial
Combine customer and overlay data to increase campaign
profitability
Campaign Management
Data
Transformations
industry
Data
Enhancements
Data
Sources
Data Enhancement
Platform
Alterian Database
Platform
Create Responsive
Market Segments
Transformation
Methodology
(ETL)
PCD
Fulfillment
iContacts
Websites
Others
15. Identify Duplicates 16. Build Promotion History 17. Build
Transaction History 18. Append Overlay Data 19. Append Email
Addresses 20. Append Phone Numbers 21. Create Campaign Segments 22.
Email Deployment 23. Digital Content Delivery 24. Campaign Analysis
25. Modelig3
www.lscdigital.com
25 March 2010
26. Acquire, Upsell, Retain
Filling the Funnel
Marketing -Targeting - Offers
Segmentation - Execution - Driving Sales - Building eLists
Marketing
3rd Party Happiness
Through the Door Traffic (retail)
Reservations (restaurants)
Appointments (medical)
Advertising
More Happy Customers
Higher Conversions
Higher Renewals
Referrals / Tell a Friend
Loyalty
Optimize acquisition of customers, serve them offers, renew
them
4
www.lscdigital.com
25 March 2010
27. Direct Revenue Tracking
Marketing
Offer Received
Subscribes
To Magazine
And or
eNewsletter(s)
Shops
Attends
Seminars
and Screenings
Direct revenue is tracked from the person who received the
communicationwith the offer to subscribe.
Dines
Subscriptions, eNewsletter Signups, Clicks on Advertiser
Websitesare all Tracked within the Marketing Database from your
desktop
5
www.lscdigital.com
25 March 2010
28. Models for Best Results
Every campaign is tracked and optimized for profitability from
expire mailings to PPC Ad Banners
Expired Subscribers
Modeled Samples
(n =30,000)
Expired Subscribers
Random Sample
(n = 50,000)
10%/90%
Ratio
Model
Development
(Test)
16,900
Model
Validation
16,900
Model
Development
(Test)
700
Model
Validation
700
Both Analysis and Validation Samples would be composed of a Target
and Comparative Universe.
6
www.lscdigital.com
25 March 2010
29. Customer Preference Rules
Set campaign metrics that select customers based on their
profitability channel preference
Mail & Email
Email Only
Test Only
7
www.lscdigital.com
25 March 2010
30. Next Steps
LSC will provide a technology presentation detailing the following
benefits:
How desktop access to all customers attributes and campaign history
will increase their lifetime value (LTV)
How better customer retention marketing will lead to better
acquisition results by a) lowering the cost per order, b) by
increasing volume and c) increasing conversions
LSC will conduct a brief pre-sales business requirements gathering
session and then present a proposal and a proposed project plan
with milestones
8
www.lscdigital.com
25 March 2010
31. Marketing Database Development
Process
Sales
Begin
Database
Design
High level
Requirements
Gathering
Pricing
Quote
Design
Document
32. IT Pre-Sales gathers requirements 33. Client writes brief
RFP describing their needs or signs off on IT Pre-Sales scope 34.
Sales presentations 35. IT supports presentation of Alterian
product 36. Sales 37. IT Pre-sales 38. Pricing is based on
requirements, estimated complexity, and types of reports required
39. Sales and IT agree on quote 40. LSC Management signs off on
quote 41. Client Management accepts quote 42. Sales and IT meet
with client and IT develops a detailed scope document 43. Changes
versus high level assumptions are identified 44. Significant
changes may require a newpricing quote Sales/Project Manager agree
on quote 45. Client commits to scope, pricing and time frame 46.
IT-Systems Analyst begins to design database 47. Project Manager
defines time frame for deliverables with major milestones 48.
Project Manager tracks development and identifies design changes
that could be billable 49. Project Manager/Sales agree on billable
additions and present change requests to client 25 March 2010
9
50. Marketing Database Development
Process
Client
testing and
signoff
Converts and
Production
Requirements
Testing
Internal
Database
Production
Database
Development
51. Procedures are developed for regular updates 52. IT- Systems
Analyst leads programming development team 53. Procedures are
developed for regular updates 54. Client Provides user acceptance
test plan 55. IT Systems Analyst and development team set up
testing for database functionality 56. Reports are tested for
accuracy 57. Client is given a test database with documentation 58.
Client identifies changes and errors versus specification 59.
Project manager creates a client issue list with cost quotes for
changes to specifications 60. Project manager/Sales agree on
billables 61. Client agrees to cost changes 62. Final Design
Documentation is developed 63. Database CSR documents additional
requirements and provides quotes 64. Stable database is in place
before more changes are made and before committing to biweekly or
weekly updates25 March 2010
10